• Rest of the February top 5 is Nova, KIIS, Triple M and 2GB
Southern Cross Austereo (SCA) has noted the performance of its digital platforms with the broadcaster and digital content publisher maintaining the #1 digital radio brand in February with increased growth in average daily unique browsers (ADUBs).
According to Nielsen, SCA is ranked #14 Australian publisher with 301,338 ADUBs (up two places from #16 in January). When it comes to mobile usage SCA holds the #9 spot of all Australian publishers with 252,153 ADUBs – up from #10 last month. The move to mobile is evident with 84% of browsers coming from that platform.
The February statistics put SCA digital ahead of other publishers such as Mamamia and networks such as Linkedin.
SCA noted the growth in daily browsers has been fuelled by content from the worlds of entertainment, music and sport. The Hit Network is still the #1 radio network when it comes to web traffic, over 30,000 daily browsers ahead of its nearest competitor.
SCA chief digital officer Vijay Solanki said: “Once again these results go to show we’re leading the radio industry when it comes to digital.
“The scale of our audience only goes to demonstrate the quality of our content and how engaged our audience is. We are stepping up our ability to create quality content and in parallel we are giving our consumers a better product experience. A fantastic example of this is the new NRL and AFL apps and the recent website refresh.
“Our digital offering is the perfect environment for our clients to take their campaigns to the next level.”
Digital disruption
SCA’s chief digital officer Vijay Solanki was a speaker at the recent Digital Disruption conference in Sydney. His presentation was called “Disrupt yourself” with a message to the audience that they could use their own assets to play the digital field. Solanki noted that other media sectors had been battered in the past few years, while radio had proven to be resilient. Solanki cited stats that showed print circulation down 35% since 2010 and print revenue down 50% since 2010. In the last two years alone, commercial radio listening is up 6%, while commercial radio ad revenue was up 5% in 2015. His slideshow at the conference noted the Hit Network drives engagement for its audience by targeting comedy and celebrity. Meanwhile Triple M’s success is built on strong local breakfast performers (most notably Melbourne’s The Hot Breakfast) and sport.
Solanki’s key takeaways included:
1. Identify your strengths & be confident in your ability
2. Distribute content & build a great product experience
3. Use data for behavioural insight