“Four number one Breakfast shows speaks to the strength and consistency of the Nova brand and all of our shows across the country,” Nova Network Group Programming Director Brendan Taylor told Mediaweek following the release of the latest radio ratings survey.
The Nova Network has claimed top Breakfast spots in four capital cities, Brisbane, Adelaide, Perth and Melbourne, a milestone Taylor says marks a rare moment for the brand.
But the picture isn’t all glossy, with Nova 96.9 in Sydney taking a dip, both in share and cumulative reach.
Fitzy & Wippa with Kate Ritchie
Melbourne delivers a steady climb
Nova 100 recorded an 8.2% share in the latest survey, down slightly from 8.9%, but saw its cume jump by 48,000 to 1.269 million listeners. Breakfast hosts Jase & Lauren held steady at a 10.2% share, maintaining their ground in a fiercely competitive market.
“Last year was all about the market noise, about Jase & Lauren coming across to Nova,” Taylor said. “But this year, particularly this survey, when outside voices were predicting a different result, we stayed the course.”
Taylor credited the duo’s authentic connection to the Melbourne audience and the team’s long-term strategic approach: “Breakfast listening is about forming a habit and building a relationship. To be over a year in that slot and still growing shows that connection is working.”
Nova’s Jase & Lauren
Sydney slips, but long-term strategy remains
In contrast, Nova 96.9 slipped from 7.7% to 7.1% share, with a cume drop of 69,000 listeners to 1.076 million. Breakfast fell from 8.6% to 7.9%, a notable dip in a market already packed with fierce competition.
“There’s no denying that result is disappointing,” Taylor said. “But from a historical point of view, we’re a share point up on this time last year. We’ve been reshaping the show, improving across demos, and the year-on-year numbers tell a better story.”
Taylor acknowledged the pressures that come with delivering for stakeholders: “We have a responsibility to our owner and our partners, and we will continue to move forward with our strategy.”
Speculation swirls around Drive show moving to Breakfast
The softer performance in Sydney has prompted industry speculation that Nova’s Drive show could be shifted into the Breakfast slot.
Taylor chose his words carefully: “It’s not lost on me, the rumours that go around, particularly when you’ve got talent off and contract negotiations coming up. But if you look at the Drive numbers today, there’s no reason for that show to move anywhere.”
While not confirming or denying any upcoming changes, Taylor maintained that Nova remains focused on delivering to market: “Getting into speculation and rumours is not our focus.”
Ricki-Lee, Tim and Joel
Strong performance in key markets builds advertiser confidence
Nova’s strong national Breakfast performance, especially from Nathan, Nat & Shaun in Perth (19.5%), Jodie & Hayesy in Adelaide (13.8%), and Ash, Luttsy & Nikki in Brisbane (13.1%), reinforces the network’s commercial consistency across multiple regions.
Taylor said the network is reaching around 2.3 million listeners during Breakfast across these top-rated shows.
“It comes down to good people, working on great radio shows, with passion and alignment. That consistency builds confidence, not just for us, but for our commercial partners.”
Adapting to markets, staying unpredictable
Taylor also pointed to the behind-the-scenes work from Nova’s programming and music teams, saying the brand’s strength comes from both its agility and its commitment to individuality in each market.
“We meet multiple times a week. Whether it’s Sarah McGilvray in Sydney, Josh McCabe in Adelaide, or Chris Bezzina in Brisbane, we adapt to the market we’re in,” he said. “Even musically, with Scott Baker-Smith leading, we resist becoming too predictable.”
“A one-strategy-fits-all approach doesn’t work. Melbourne isn’t Brisbane. Brisbane isn’t Perth. The strength is in the local connection.”
Smoothfm holds steady
Nova’s sister station, Smoothfm, enjoyed better results in the harbour city, lifting its share to 12.4%, up from 11.8%, to retain its crown as Sydney’s most popular station.
It was also the most listened-to station nationally, thanks to a standout Breakfast result of 9.1%.
“That’s an extremely strong result for Smooth Breakfast,” said Taylor, acknowledging the consistent performances in both Sydney and Melbourne.
“Mike [Perso] and the team in Melbourne holding No. 2, and supported by Ty, Simon and Byron across the day, it’s a powerful lineup. They might not always get the share of voice, but they deliver great results.”
Taylor also praised his long-time industry peer and Head of Programming for the Smooth Network, Pete Clay, and the upward trajectory of the Smooth brand, noting how the station continues to complement Nova’s national offering.
Smoothfm’s Pete Clay
Looking ahead
With a mix of strong market showings and strategic recalibration in tougher territories like Sydney, Taylor said the network’s current results reflect both the challenge and opportunity of a competitive radio landscape.
“You ride the highs and the lows. But we’re building the long game… and that’s where the real value lies.”