Radio Ratings
The radio industry is now in the backend of the radio ratings surveys, following the release of survey 6. Mediaweek has caught up with content executives from around the industry to get their thoughts on how their networks are performing.
Mediaweek spoke with Nine Radio‘s head of content Greg Byrnes about Nine setting another cumulative audience record for the broadcaster.
In survey 6, Nine’s talk stations achieved a record cumulative audience of 2.072 million – with a 6% increase in the 25-54 demo.
“To be able to maintain those record audiences and increase them is quite remarkable,” said Byrnes. “We’re about 2.1 million listeners across the week now, up about 4% and that was in the midst of Covid. We’ve been able to build on that. There are a few particular highlights around the country but overall for the network, it’s a remarkable result.”
When asked about the value of raising the station’s cume audience after such a long history of radio share dominance in markets like Sydney and Melbourne, Byrnes said that people also need to consider the cut through of talk radio.
“The thing to consider is the cut through that comes with talk, particularly the relationship with hosts and live reads. I spent some time with some key advertisers on the weekend and they were telling me that with a live read by Ray Hadley, or Tom Elliott, or Ben Fordham phones literally ring. You add a good cume figure to it and a strong share that’s then coupled with an average audience and TSL, throw in the power associated with a live read and it’s a very good commercial story that we tell.“
3AW in Melbourne and 2GB in Sydney
On Melbourne’s 3AW, Ross & Russ posted a breakfast share of 20.2 – up 2.0 and more than 10 points ahead of the #2 ranked program. Neil Mitchell also lead Mornings with a share of 16.2%.
In Sydney, Ben Fordham was #1 with 2GB Breakfast after a winning share of 16.9% while Ray Hadley delivered his 144th consecutive survey victory with a 15.6% share.
Byrnes said that people throw these figures around and take for granted what’s been achieved in Sydney and Melbourne, but pointed out that he believed these results were remarkable.
“It’s been six record results in succession. Keep in mind Ben Fordham is brand new to breakfast in the grand scheme of things. Russell Howcroft is new to radio and particularly breakfast radio. He and Ross are still in the early stages of what we hope will be a long and ongoing successful career on breakfast. The work goes on and if we can finish the year at these current trends, it’ll be a wonderful recognition for the work that’s gone in.”
4BC in Brisbane
In Brisbane, after the team’s switch to 4BC, Laurel, Gary and Mark posted an 11.8% share – the best share result in 14 years; Ray Hadley was #1 in talk, and the station’s audience was up nearly 80% YOY.
Byrnes said that the major reshuffle that the station under went several months ago with Laurel, Gary and Mark coming in from the now defunct 4KQ and Neil Breen moving to drive was a big change to make, and they’ve still got plenty of work to do.
“Survey five was half a survey with Laurel Gary and Mark, Survey six is a full survey and is up 1.7 points. It’s had a big flow on effect across the station. And Neil Breen going from breakfast to drive, time adjusted, he’s put 1.3 on, and he was up about 70% on survey five in drive. Certainly, the arrival of Laurel, Gary, and Mark had had an immediate impact on 4BC and that’s been felt across the station. We’re very proud to see 4BC getting back to that proud brand that is Brisbane 4BC.”
6PR in Perth
Perth’s 6PR delivered gains in Breakfast (up 0.4) and Mornings (up 1.0), with the station’s audience up 12% YOY.
“It’s a tough market but we’ve got some change to be had in breakfast with Gareth [Parker], moving up the street to Channel Nine News. It’s exciting times for Perth and we said there would be a lot of work involved and we’re putting that in around it.”