By James Manning

“I was hosting the drive show then,” Torelli told Mediaweek. “The station later made a couple of changes including one to the breakfast show, and they asked me if I was interested in hosting. Even though I was happy to start work later in the day, I thought I had nothing to lose.

“It’s not every day you get asked to do breakfast.”

While smoothfm is currently the #1 FM station in Sydney, the breakfast show ranked #2 FM behind only Kyle and Jackie O in both surveys this year as it records some of its best-ever shares.

It had been some time since Torelli worked in a breakfast shift – that was in Wollongong as part of a breakfast duo. “Most of my career has been working on my own hosting morning shows around the country.

“I haven’t regretted a moment of taking on breakfast and it has been so much fund working with [news presenter] Glenn Daniel every morning.”

Torelli had worked on not totally dissimilar music formats in the past and on first learning about smoothfm she thought the strategy was very solid.

“At the time I was in radio limbo, working previously at Vega.” Before she joined smoothfm, Torelli recalled listening to the station and loving it.

“There was a big gap for it to operate in with most other stations doing very similar things. The Mix 106.5 easy-listening format had long gone. When I heard smoothfm it blew me away because it was such an eclectic music mix and I was thrilled with the format Paul Jackson came up with because Sydney really needed it.”

Torelli was perhaps best known to many of her initial audience as a Mix 106.5 announcer where she spent 10 years in total, mostly hosting a very successful morning program.

Like smoothfm’s Mike Perso told Mediaweek yesterday, Torelli too emphasised how fortunate she was to be able to work in a role she loves.

“The success at smoothfm is partly about staying true to the format and the original vision.”

Hosting a more music format could make some announcers a little frustrated they don’t get more time on air. Bogart is not one of them.

“I actually do think we talk enough. Even though it is promoted as more music, less talk, our bosses don’t say we are on a timer. We have a lot of freedom to do what we want within the program.

“What really works for us is talking about Sydney as a big community, but when we do we don’t talk for too long. We try and be concise and then get back into the music. It is a matter of trying to find the balance between both.”

Nova Entertainment’s Paul Jackson told Mediaweek after the survey two results that the success at the Sydney and Melbourne stations came without having to buy billboards for the breakfast teams. Does Torelli want her own billboard?

“No! [Laughs] I’m old school and I love that the listeners can use their imagination about who and what they are listening to. I love the fact that smoothfm has been able to achieve success without some of the whizz bang advertising. It shows you how you can grow a quality product…I am so proud to be part of it.”

Torelli must have one of the, excuse the pun, smoothest radio voices in Australia. Yet she saves it for her listeners, she doesn’t do any voice over work or appearances.

“I am quite shy and I like to be able to work in my own little room. When I have to go out in public it can be difficult, but once I am out there it is fantastic.”

As to her own favourite music styles, Torelli told Mediaweek she is a Motown fan. “It is so feel good and is just what we are all about. I love some slower ballads as well, things like Lauren Daigle’s You Say. Also things like ABBA too. I love playing songs that bring back memories, but also newer material from people like Adele and Sam Smith.”

Although Bogart and Glenn Daniel work on different levels in the Nova Entertainment Sydney tower, they still find to chat off air and on during the show. “We like each other a lot which helps and we are good at motivating each other.”

By Elizabeth Baker

Many proof points suggest there’s an under-investment against what appears to be highly-valuable regional consumers – cashed up, bigger grocery spenders and at decent scale. Zenith Sydney head of investment, Elizabeth Baker (pictured) asks, are we missing a trick? What are some of the barriers, and what should we to do about it?

For those of you old enough to remember, in a time long ago, there existed an industry body dedicated to the regional TV cause – the Regional TV Marketing (RTM) Bureau. Led by Brian Hogan, the purpose of this organisation was to educate and validate investment into regional TV markets, which has always been underweight versus the population.

For doubting clients (and media planners), this organisation would often fund sales data to prove effectiveness. It was a significant investment for the regional TV FTA networks, but subsequently due to cost pressures the organisation was dissolved. It was a wonderful resource and I personally have long lamented its death.

Enter RTM 2.0, otherwise known as Boomtown. Launched last month, and with News Corps joining just last week, Boomtown is a collaboration between major regional media owners including Southern Cross Austereo, Win, Prime Media Group, Australian Community Media, Imparja and Grant Broadcasters, to shine a light on the benefits of advertising in regional Australia.

Their key message? While 36% of Australia’s population live in regional markets, only 10% of national budgets are spent there.  

Some facts at the heart of Boomtown’s argument:

• The regional population is 8.8 million, with growth outpacing the metropolitan market (ABS)
• Five out of the 10 biggest online shopping postcodes in Australian are regional (Australia Post)
• They have more disposable income. The average household income of Boomtown residents aged 25–54 is $93K. Combined with a lower cost of living, that leaves regional residents with more disposable income (Nielsen CMV Survey)
• Regional residents spend more on their weekly grocery shop than their metro counterparts. (Nielsen CMV Survey)
• Regional residents travel as often as metro dwellers, with 79% of 25–54-year olds planning to take a holiday this year. (Nielsen CMV Survey)
• Despite perceptions, nearly half of regional residents aged 25-54 are employed in white collar jobs

Is regional investment underdone, and if so, why?

Broadly speaking, yes. I think we’re definitely missing a trick by not reaching our regional consumers to the same level as our metropolitan consumers.

I’ve often witnessed regional markets being de-prioritised versus metro; being cut before metro; and down-weighted versus metro without a clear rationale.

Recently, I had a conversation with a client who thought that by using subscription TV, it would deliver them adequate coverage in regional markets (but to be clear, STV does not provide ample reach in isolation). Or another hypothesis is that the metropolitan signal spill into regional markets will suffice (the answer to that is also no).

I believe that a big barrier to appropriate investment is that we think “metropolitan” and “regional” in the first place, rather than focusing on planning at the more granular market level when we’re constructing a media plan.

However, as long as there are not any major distribution issues, this is not always the right thing to do for our clients’ business.

Here are some more facts and figures I‘ve dug up that Boomtown hasn’t drawn our attention to:

Some regional markets have greater populations than metro markets. The regional TV market of northern NSW is the fourth most populous market in Australia and is larger than the metropolitan potentials of Adelaide and Perth. Northern NSW, Queensland and southern NSW are all larger than Adelaide

From a TV perspective, regional CPMs are lower meaning you get more bang for your buck

Jumping into Roy Morgan (Dec 18), regional consumers over-index as heavy consumers of commercial TV (117 index versus 91 in metro) and commercial radio (105 index versus 97 metro)

Roy Morgan also indicates that regional dwellers are, for now, less likely to subscribe to the commercial black hole that is Netflix (92 versus 104 metro).  

There exists a much greater sense of community in regional Australia and this can be a very rich territory to explore for advertisers. I recently saw some case studies for Origin Energy and Transport NSW that drew on this insight and achieved excellent business outcomes.

What are some of the other barriers to investment?

In my experience, it can be difficult to get the sales data we need to validate ROI. Clients most often don’t drill down further than state-based sales information to enable us to conduct more granular Brand Development Index (BDI) and Category Development Index (CDI) analysis.

Additionally, media delivery can be more difficult to validate. In fact, generally there’s a real lack of interest in and investment into analysing traditional reach/TARP/CPM metrics which I think is a problem – both from an accountability point of view, but also in that it doesn’t elevate the importance of this investment.

From a buying perspective as well, it can be a more labour intensive exercise, not just because of the number of markets, but because many of our regional media owner systems are outdated. I’ve asked the question of our regional TV media owners whether any developments are in train on this front and the answer is yes, but it’s early days.

Moreover, sponsorships – which carry premiums and generate yield for the networks – are rarely extended into regional markets (and we get the in-program coverage anyway without additional cost).

There’s also perhaps the concern that focusing on the eastern seaboard will reduce negotiation power with the metropolitan networks.

Finally, there’s a pretty major point that’s being omitted from the population versus investment argument, and that is the huge growth in digital. At 56% of total investment according to 2018 CEASA data, our digital activity obviously delivers reach against our regional consumers (although again quoting Roy Morgan, regional Australians are 14% less likely to be heavy internet users). If you were to remove national channels from SMI data, which granted is not the best representation of digital investment, you’ll see that there has been no change over 10 years to regional as a proportion of the metro/regional total. In 2008, it was 18.3%. In 2018, it was 18.4%.

In summation:

So, 36% versus 10% is perhaps a little sensationalised, but even at 18%, which is possibly a more appropriate comparison, investment it out of whack.

Something to consider when we approach our next response to a brief… let’s ensure, where we can, that BDI/CDI always informs the media plan and secondly, let’s consider the value of post analysing our regional campaigns and how we can procure funding. Something like a comparative cost per reach by market could be a starting point in understanding media ROI, even if clients don’t yet wish to invest in a full-blown marketing mix modelling study.

Elsewhere today Mediaweek details a Seven West Media alert to the market, just days after Nine also flagged that it was a challenging time for chasing ad dollars.

Seven commented the market was “soft and short”, while Nine said the “market remains soft”.

At its AGM last week, Brendon Cook from oOh!media talked optimistically about outdoor continuing to gain market share from other medias formats, another challenge for television. He also pointed to a stronger H2.

However this week two media agencies leaders have spoken out about the months ahead, telling Mediaweek they expect things to improve now the federal election was over.

Toby Barbour, CEO, Starcom Australia, told us:

“The surprising result is a vote for the economy and fiscal responsibility in the face of pending headwinds.

“Now that we’ve come through the federal election, along with the NSW election, the extended Easter and Anzac Day breaks in April and the absence of the Commonwealth Games – which all contributed to declines in H1 – I expect there will be an uplift in business confidence in H2, with marketers stimulating activity and increasing spend. Added to this, we’re already starting to see consumer confidence cautiously improving, according to the latest Westpac-Melbourne Institute consumer sentiment index.”

Nickie Scriven, CEO of Zenith, shared Barbour’s optimism and added:

“I anticipate that post-election we will likely see an increase in consumer confidence as people are familiar with this government and will more likely favour stability and clarity over change and uncertainty.

“Over the election campaign period the advertising market really softened as clients pulled back their advertising spend. This would have been in part due to an uncertain economic and political environment, but also to avoid what is typically an expensive environment to advertise in. Post-election we will likely see the advertising dollars flow back into the market, particularly in the finance services sector. We anticipate significant activity from the big four banks as they look to rebuild their brands following the findings of The Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry.”

The one area that has ben healthy when it comes to ad spend, is election campaign dollars. Driven of course by the massive investment from Clive Palmer and his United Australia Party.

But as Toby Barbour noted above, that election spend has helped contribute to other advertisers staying out of the market.

These are some details from Nielsen about election campaign spend and who spent what. There has been a total election spend of $82m since September 2018, just over half of that coming since April 11.

That sort of investment though is a small amount of the $16b+ ad spend annually in Australia.

Foxtel subscribers are being promised the best seat in the house with 336 hours of live match coverage on Fox Cricket and Fox Sports for 38 consecutive days before the semi-finals start on Tuesday, July 9.

The Fox Cricket experts include Mark Waugh, Andrew Symonds, Chris Lynn, Kerry O’Keeffe, Russel Arnold alongside hosts Brendon Julian and Tom Morris covering off all angles as the drama unfolds.

Australia’s World Cup defence will be led by Aaron Finch who will welcome back batsmen Steve Smith and David Warner to international cricket, joining a bowling attack spearheaded by Pat Cummins and Mitchell Starc – 20 years on from Australia’s dramatic 1999 World Cup victory in England.

Fox Cricket expert and World Cup winner in 1999, 2003 and 2007, Adam Gilchrist, said: “With so many superstars spread across so many nations this will be one of the most hotly contested world cups ever.

“Australia has got its two big guns back after a tricky 12 months and are more than capable of pulling off back world cup victories, tournament hosts England will carry the hopes of a nation on their shoulders, cricketing giants India have a very strong line up and the killer instinct of Kohli, South Africa will carry a sense of atonement for the pain of 1999 in the same country.

“Then there is Pakistan, New Zealand and the West Indies who can all rise to the occasion and beat anyone in the world when they are firing…all the ingredients are there, I can’t wait for it to start.”

Head of Fox Sports, Peter Campbell, said: “Foxtel is the Home of ICC Cricket World Cups in Australia. Our amazing women’s team brought home the silverware from the West Indies last year, and our aspirations for our men are no less. What a great tournament this shapes up to be, and Foxtel has it all.”

From the opening ball between hosts England and South Africa on Thursday, May 30 through to the World Cup final on Sunday, July 14 Fox Sports will be the only place to capture every moment of World Cup action live.

Viewers can also get closer to the game by accessing the Fox Cricket App which delivers the latest news, fixtures, scores, stats and video from across the world of cricket. Plus, Foxtel eligible sports customers can enjoy round-the-clock live streaming of the Fox Cricket and Fox Sports channels on Foxtel Go.

In addition, Foxsports.com.au will be the destination to follow the action online, with all the latest news and results, comprehensive video highlights and plenty of insights from the Fox Cricket commentators with regular podcasts, columns and live Q&As.

All matches will be available in HD and ad-break free during play.

—

Top Photo: Fox Sports World Cup team members Brendon Julian, Andrew Symonds, Allan Border, Mark Waugh, Adam Gilchrist and Brett Lee

Separate Bathrooms and Other Handy Marriage Tips is a 10 part podcast series, with music composed by Cameron, creating an intimate backdrop to the story behind the scenes of their marriage, launching Thursday 23 May.

Having met when Alison was 20 years old, and marrying a year later, Cam and Ali were dubbed Australia’s “Golden Couple”. Cam was an aspiring actor and media icon, and Ali a model and cover girl for the nation’s hottest magazines including Cleo and Dolly.

Fast forward to 2019 and they will celebrate 28 years of marriage, 25 of which were spent in LA. Ali reveals, “I don’t believe anyone stays married for 27 years and says it’s been perfect every day.”

Cam said, “It’s warts and all; this won’t be a photoshopped insta-version of our marriage or how we feel one should work. It is more our reflections on how we’ve made it this far, how we continue to evolve as individuals and as a married couple.”

The ups and downs of Cam and Ali’s marriage, and family life, with three children: Lotus, River and Bodhi, will play out each week in Separate Bathrooms and Other Handy Marriage Tips.

The Daddos will also answer questions from their Instagram fans about raising children, marriage counselling, miscarriages, hurdles in relationships and how to overcome them as a team, uprooting their lives to a whole new country as well as issues that are common in most relationships, from raising families to the impact of social media. Looking ahead, they are excited to talk with newlyweds and couples who have lasted the distance and what handy hints they might share for the listeners too.

Ali discusses why they decided to create their own podcast, “We all know on Instagram and social media, generally speaking people only put their best foot forward, and it looks like everyone is living this incredible life – no cellulite, their teeth as white as snow, and they’re having the best time ever, well, we get a lot of feedback like ‘couple goals’ and comments such as ‘you guys are amazing’. For me I think it’s important to share that you don’t get to 28 years without an enormous amount of work, a hell of a lot of struggle, a tonne of tears and pain, and I don’t want people to ever think, wow, look at my marriage compared to theirs. There is so much more behind the scenes of a marriage and, for me, I like hearing stories, and I can relate – if it helps with my own journey, then why not share our story.”

Separate Bathrooms and Other Handy Marriage Tips is a 10-part series available from Thursday 23 May on Acast.

Cameron Daddo can be heard in evenings on smoothfm in Sydney and Melbourne and around the country on DAB+, seven nights a week from 8pm.

The feature-length special dives into the final season of the show to reveal the behind the scenes challenges of bringing Westeros to life in the studios, fields and carparks of Northern Ireland.

For a year, British filmmaker Jeanie Finlay was on the set of Game of Thrones, chronicling the creation of the six episodes that comprised the eighth and final season.

Game of Thrones: The Last Watch is an up-close and personal report from the trenches of production, following the crew and the cast as they contend with extreme weather, punishing deadlines and an ever-excited fandom hungry for spoilers. 

Jeanie Finlay’s previous credits include the documentaries Seahorse, Orion: The Man Who Would Be King, Pantomime, The Great Hip Hop Hoax, Sound It Out and Goth Cruise.

Game of Thrones: The Last Watch is a Glimmer Films production for HBO; director, Jeanie Finlay; executive producers, David Benioff. D.B. Weiss, Bernadette Caulfield; producers, Jeanie Finlay, Rachel Hooper, Martin Mahon; editor, Alice Powell; filmed by Jeanie Finlay, Mark Bushnell, Louise Liddy, Aaron Black, Richard Jephcote; composer, Hannah Peel. 

Tuesday Week 21 2019

By James Manning 

• Seven News 1,082,000/1,006,000
• Nine News 969,000/964,000
• A Current Affair 810,000
• ABC News 677,000
• 7.30 481,000
• The Project 266,000/447,000
• 10 News First 404,000
• The Drum 220,000
• SBS World News 158,000

Breakfast TV

• Sunrise 302,000
• Today 210,000

Seven

After starting the week over 700,000, Home And Away slipped a little to 686,000.

House Rules was over 650,000 on Monday, yet was down 100,000 last night to 556,000. It was up week-on-week though after 534,000 on Tuesday in week 20.

Also up on last week was Andrew Denton: Interview with 414,000 after 375,000 a week ago.

Nine

A Current Affair had a second successive night over 800,000.

The Voice was lower for a second successive night, but it remains a clear leader in the time slot – over 200,000 ahead of its closest competitors.

The launch week for the program looked like this:

Sunday 1,012,000
Monday 963,000
Tuesday 856,000

The Big Bang Theory double then did 539,000 for the new episode (661,000 last week) and 433,000 for a repeat. 

10

An immunity challenge on Legends Week on MasterChef delivered the channel’s biggest audience – 618,000. That was up from 592,000 a week ago when there was a much bigger legend in the kitchen – Nigella.

At 7pm The Project was close to 450,000 with Nadine Garner promoting Mr Black and Rove talking to Will Smith.

Later in the night the third episode of Mr Black was on 341,000 after the first two episodes had audiences of 471,000 and 278,000.

NCIS did 221,000.

ABC

The Recording Studio did 286,000 after 253,000 a week ago.

The final episode of Joanna Lumley’s Silk Road Adventure was on 303,000.

The second episode of a two-part Princess Margaret doco did 226,000.

SBS

The channel took off last night and delivered its best Tuesday share and equal third-best share on any night this year.

The episode of Who Do You Think You Are? caused the audience surge. The channel outrated Seven at 7.30pm in Melbourne.

The episode featured Dr Karl Kruszelnicki exploring his family tree. The audience of 479,000 was the biggest on SBS for anything this year.

Who Do You Think You Are? proved a strong lead-in for Insight, which did 295,000.