Adelaide Radio Wrap: Day 5 – Hit 107 between breakfasts + Cruise 1323

• Two radio formats with music-only breakfast shows… until Bec and Cosi arrive

Hit 107 Survey 5 shares: 10+ 9.0%, Breakfast 7.5%

Cumulative audience: 10+ 239,000, Breakfast 120,000

One of the oldest FM brands in Australia – the station started life as SAFM – is looking to rebuild after dropping its breakfast show this month.

The Amos, Cat & Angus breakfast show finished just one week ago.

When the change was announced, head of content for the Hit Network Gemma Fordham said, “Amos, Cat and Angus have been an incredible asset to our network. However, with the shift in our target audience we’re excited to deliver a local show in Adelaide that will line up with our variety music strategy and that will also complement our two existing drive shows.”

Taking over the Hit 107 breakfast slot from January 21 next year are Rebecca Morse and Andrew Costello. The Bec and Cosi breakfast show marks a return to the station for both announcers.

Rebecca Morse and Andrew Costello

After presenting Network Ten’s Adelaide bulletin TEN Eyewitness News First At Five for over a decade, Rebecca “Bec” Morse knows a thing or two about what makes Adelaide tick. Bec is both an award-winning news journalist and presenter and is familiar with radio having worked at SAFM back in 2012.

Bec said in a statement last week, “I’m really excited to be joining hit107 breakfast next year. I started my media career in radio and loved my stint at the station several years ago, so it will be like coming home. Cosi and I have a lot in common – we are both passionate and proud South Australians and laugh at our own jokes. As for working both ends of the day, there will be coffee and there will be chaos.”

Andrew “Cosi” Costello is in his sixth season of hosting SA’s only travel show South Aussie with Cosi on Nine Adelaide and he’s discovered things that even locals wouldn’t know.

Cosi is also the founder of national charity Cows for Cambodia, raising funds for Cambodian families, and is no stranger to radio, having worked previously at SAFM and Triple M.

Cosi said, “I left the pig farm to join SAFM 18 years ago, and I fell in love with radio and its audience. This radio station runs through my blood and the opportunity to return to hit107 is like a dream come true. South Aussie with Cosi and my social media community mean the world to me and to be able to add the hit107 breakfast show to that stable is very exciting!”

Bec and Cosi will be joined by Hayden “Haydo” Naughton who will jump ship from Triple M Adelaide to anchor the show.

There is no ratings crisis at the station. Its current 10+ share of 9.0% is its second-best this year. The station’s best share in the past 20 surveys was 10.9% at the end of 2016.

Hit 107 cume needs to be higher to compete with the likes of Mix and Nova, but both the station and breakfast cumes are higher than sister station Triple M.

Ahead of the new breakfast show, Hit 107 is hosting an all-music breakfast show and today it was all about RNB Friday.

While the station doesn’t have a breakfast brand at present, afternoons are home to Carrie and Tommy plus Hughesy and Kate.

Cruise 1323 Survey 5 shares: 10+ 8.7%%, Breakfast 6.9%

Cumulative audience: 10+ 180,000, Breakfast 78,000

The unashamedly music-only format at breakfast and across the day has been a consistent performer. The music offering is surprisingly wide from daggy pop classic to cool retro rock. And it connects with the audience.

The music is broken briefly for chances to win cash with breakfast presenter John Dean.

Cruise 1323’s current share is close to the station average for the past couple of years. The high was 10.0% in survey 2 last year.

The best breakfast share in that time was 8.0% in survey 3 2017.

The station’s attraction for advertisers is the demos and Cruise narrowly trails Triple M 55-65 – Cruise with 16.7% to Triple M’s 18.2%.

But the real attraction for marketers is the combo buy with the two ARN stations – Mix and Cruise – offering a share of just under 34% 55-64 and 25% 40-54.

Top Photo: Hit 107 drive hosts Hughesy and Kate

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