New live streaming data for the Nine Radio talk stations show the network achieving record numbers and double-digit growth in July.
According to figures released on August 11th, the radio network achieved more than 11 million streams in the month of July, up 11 percent on June, along with growth in total listening hours and total cumulative audience.
The surge comes as states along the Eastern seaboard endure COVID lockdowns and listeners turn to Nine’s talk radio stations for the latest news.
Nine’s head of digital audio Hayley Bourne also noted the growing trend in listeners tuning in via their station apps and smart devices. “This is the first time we’ve released a clear digital snapshot to market and what you can see through 11 million stream starts with an average session time of 59 minutes, is a highly engaged and valuable audience.”
“COVID and the recent lockdowns played a role in last month’s streaming growth especially during traditional workday hours. Ray Hadley’s decision to broadcast the NSW Premier’s media conference at 11am each day on 2GB has seen a 48 percent increase in stream starts of his program. These numbers reinforce the fact that talk radio – with its live and local nature – is highly sought-after content, through traditional or digital platforms.”
In the most recent radio ratings, Nine Radio’s Sydney station 2GB felt the heat from some competitors, but there seems little chance Melbourne’s 3AW will be threatened soon. It maintained market leadership and after three steady surveys this year, ratings were again above 15%.
In Brisbane, 4BC remains the #6 commercial station after keeping its share the same as survey 3 with 6.4%. In Perth, 6PR remained mostly steady. The station remained the #1 commercial station for the 65+ demographic and managed to gain 2.0 points as well.
Nine intends to release regular digital audio snapshots of Nine Radio’s achievements going forward.