In the high-stakes world of metro radio, it only takes one bad survey to shake an executive’s confidence, and one stellar result to reassert dominance.
For Greg Byrnes, Nine’s National Content Director, the latest round of ratings proves that consistency, character and careful calibration are still the bedrock of broadcast success.
Across Sydney and Melbourne, Nine Radio has once again delivered standout results in the radio ratings Survey 3.
The real story, though, lies in how Byrnes and his team are sustaining growth while evolving the sound of talk radio for a broader, more competitive audience.
And, how the secret to his success might not be so secret after all.
Nine Radio content director Greg Byrnes with Ben Fordham
Sydney: 2GB leads with strength across the day
2GB has tightened its grip on the Sydney market, climbing to a 13.6% share, up 0.8 points from the previous book.
While overall cume fell slightly to 657,000 listeners, the gains in key dayparts are telling.
Ben Fordham Live surged to a commanding 16.7% share in Breakfast (up 1.1), more than four points clear of his nearest competitor.
In Mornings, Mark Levy is proving to be another strategic masterstroke, holding a strong 15.5% share. Both Fordham and Levy have delivered a clean sweep across the first three surveys of the year.
Even newer elements of the 2GB lineup are finding traction.
Clinton Maynard’s revamped Drive show and Michael McLaren’s Afternoon program both notched increases. Money News and Nights are also up, adding weight to Byrnes’ belief that the station’s “refreshed” sound is resonating with Sydney audiences.
“To be up 0.8% in this market is a really great day for 2GB,” Byrnes told Mediaweek. “Ben’s up, Levy’s holding, Clinton’s new show is rising, we’re really pleased the audience is liking what they hear and sticking by us.”
Melbourne: 3AW still the voice of the city
Over in Melbourne, the tone is a little different, but the outcome is familiar.
3AW remains the city’s dominant talk station with a 12.5% share, down slightly from 14.1%, but with a significant gain in cumulative audience, now at 728,000 (up 41,000).
The story of 3AW is written in loyalty and scale.
Ross and Russel continue to be the undisputed kings of Breakfast, pulling an 18.7% share and holding a commanding lead over rivals. Tom Elliott also remains firmly in control of Mornings with a 15.0% share.
Byrnes described the results as “another excellent survey,” declaring 3AW “the voice of Melbourne.”
“Number one in Breakfast – clear. The next best is about eight-and-a-half points behind,” he said.
“Tommy’s number one in Mornings, and the overall cume is up. We’re proud to be part of the city and proud to be part of the network.”
Still, Byrnes noted one challenge: increasing TSL (time spent listening). “We’ve identified that as an area we need to work on,” he said, “but the figures continue to deliver.”
Ross and Russel for 3AW Breakfast
The secret to staying on top? There isn’t one
The sustained success of 2GB and 3AW offers a rare lesson in stability in a fragmented market. Byrnes attributes it to something deceptively simple: talent who understand their audience and a commitment to letting those personalities breathe.
“You’re only as good as your last survey,” Byrnes said. “They go up, they go down. There’s no one-size-fits-all formula. Each market is different, and we need broadcasters who are relatable, trustworthy, who have a sense of humour, an opinion, and who can entertain.”
In other words, broadcasters who feel like companions.
“When you do find those people, it’s about developing stability and loyalty,” Byrnes said. “We know that whenever we make a change to a lineup, there will be a ripple effect. But that’s what’s really pleasing with 2GB right now.”
Recent lineup changes – Levy in Mornings, Maynard in Drive, Fordham five years strong in Breakfast, and McLaren’s evolution in Afternoons – are now showing results. And that stability, Byrnes believes, is no accident.
“We’re fully aware it’s not a given,” he said. “But right now, we’re hitting a rhythm.. and the audience is right there with us.”