Nine Radio head of content Greg Byrnes explained to Mediaweek that on many levels, 2GB remains a strong option for its audience and advertisers. Despite being toppled from #1 spot in Sydney in Survey 1, 2023.
Post-Covid, Byrnes said the market is starting to return to normal with summer listening habits. “Survey 1 each year has always been pretty tough for talk radio. It’s especially so in what is a very competitive landscape.”
Nine Radio’s Greg Byrnes Top: Byrnes with Nine Radio talent Ben Fordham, Deb Knight and Sam McClure
Looking at Nine Radio’s Sydney, which is what media wanted to talk to Byrnes about this week, he noted 2GB breakfast host Ben Fordham still commands a 14% share of the audience. “That is a great result, it just so happens an FM station, with Kyle and Jackie O, has done a 15.9% share. Ray Hadley remains a clear #1 in the Sydney market.
“Our Nine Radio cume nationally is up and it’s the best survey one cume result we have had.”
As to what Nine Radio has been working on strategically, Byrnes said it was time spent listening (TSL). “As there are more and more options for ways people can listen to audio, TSL is even more important, and we have had some good increases. That’s because of our content and that’s what we can control.”
If there is a trend in Sydney radio from the last few surveys, it is that the gaps between the big stations are getting tighter.
Byrnes: “Kyle and Jackie O beat Ben twice last year which plays to that. But Ben is sounding as good as he ever has. 2GB needs to set the agenda and he is doing that with great success.
“We have full faith in our live and local strategy and we can’t season a reason that won’t continue.”
As to concerns about the new drive show with Chris O’Keefe, Byrnes pointed out the ratings have held steady, albeit it on 5.7%. “Chris is only nine weeks into a primetime capital city radio gig. Holding the previous ratings is a pretty good result.” Byrnes was full of praise for the drive program and noted, “He’s going to be doing this for a long time. Have a listen, it is very exciting to hear new talent with his passion and understanding of the topics and the audience.”
Byrnes also noted that 2GB afternoon host Deb Knight went up this survey. “It’s actually a pretty good 2GB survey, but I understand where the headline is.”
One major change at 2GB on weekends was when Chris Smith departed the timeslot which forced programming changes. Weekends were down 1.4 in a non-football survey.
Nine Radio ratings highlights
• Highest cume audience for Survey 1 on record – with 1.961m nationally
• 3AW 68th consecutive win and highest cume audience for Survey 1 on record
• 2GB #1 talk radio station, increasing cume audience 25-39 by 47%
• Brisbane’s 4BC has recorded its best Survey 1 cume on record
• Perth’s 6PR #1 talk in breakfast, morning, afternoon and drive
Sam McClure among 3AW’s new breed
Changing focus to the continued strength of Nine Radio in the Melbourne market, Byrnes said 3AW breakfast continues to report audience shares it was boasting at the height of Covid.
“In terms of cume and share basically every 3AW shift is well in excess of the five-year trend. We are fortunate to have people so passionate and so driven. The station has just kicked off its football coverage which takes it into a new phase this year.”
Sam McClure
Byrnes singled out the new Sam McClure-hosted Wide World of Sports show and is #2 overall in the timeslot in Melbourne. “That’s so pleasing to see for a young broadcaster with a new show.”
Also performing well was the evening combo of Scott Hayward on Money News (filling in for Brooke Corte on maternity leave) and Denis Walter.
In Brisbane, the Nine Radio station 4BC posted its best survey one cume audience ever. “There were some really good results in TSL in afternoon and drive. They are good results for what is in a way still a new line-up with Laurel, Gary and Mark into breakfast and Neil Breen into drive.
“Perth is all new in breakfast [Steve Mills and Karl Langdon] and morning [Gary Adshead] with a new afternoon show to start in a couple of weeks. Our audience doesn’t like change and the sooner we settle those timeslots the better.”