Triple M Sydney ‘very close’ to glory days: O’Reilly

SCA retained its lead among metro listeners aged 25–54 in GfK Radio 360 Survey 4, recording its 40th consecutive survey win in the demographic. Triple M Sydney posted a fifth consecutive rise, while B105 took Brisbane’s top station and Breakfast positions.

Fox’s Fifi, Fev & Nick also reached a 10.0 per cent Breakfast share in Melbourne. Triple M Melbourne was the weaker point, sliding to 7.2 per cent overall and 6.3 per cent at Breakfast.

Matthew O’Reilly, SCA Head of Broadcast Content, spoke to Mediaweek about the results and why he believes Triple M Sydney is nearing a return to its “glory days”.

Sydney’s growing momentum

Mediaweek: What did you make of Triple M Sydney’s latest result?

Matthew O’Reilly: “I thought it was pretty exceptional. It was five surveys in a row up. It’s the highest station result since 2016 and the largest cume for Breakfast since 2005.

“Tick, tick, tick. I’m very happy with the output of that.”

Mediaweek: How is Triple M Sydney Content Director Laura Bouchet feeling about that progress?

Matthew O’Reilly: “I think I’m okay to share this, but definitely when Laura got into the role, her goal was to get Triple M Sydney back to its glory days.

“I think we’re very close, very close to that.”

Giving 2Day FM time

Mediaweek: Would you have liked to see a stronger result from 2Day FM?

Matthew O’Reilly: “Would we like it to be higher? Absolutely. Are we realistic about how much time all this takes? Yes.

“This is the fourth survey of this show being together. I don’t think I’m able to judge other shows in four surveys.

“We look at our combined share of both Sydney stations. We’ve seen a 40 per cent increase in share across the two stations among people 25–54 since Survey 7 last year.

“We don’t just look at that front page of the ratings and make an assessment on how things are going.”

Mediaweek: Triple M and 2Day FM are distinct stations, but do they operate as a package when speaking with advertisers?

Matthew O’Reilly: “You have to have them working together and make sure they’re not in the way of each other as well.

“But, yes, if you asked our sales team, it’s all about how much audience we can have as a total, not really individual.”

READ MORE: Sydney breakfast shake-up: are Lu & Jarch the next play?

READ MORE: EXCLUSIVE: From the M5 to market: How Laura Bouchet sparked Triple M’s cheeky breakfast blitz

Mixed results in Melbourne

Mediaweek: Fox reached a 10.0 per cent Breakfast share, while Triple M fell. How do you read Melbourne?

Matthew O’Reilly: “Melbourne Breakfast is extremely, extremely competitive. Fox has delivered its best Breakfast station result since Survey 7, 2024.

“Breakfast is number two [FM] and very close to number one. I know that team will be doing everything it can to try to close that gap.

“I think Fox is in great shape. Triple M, though, that result is disappointing. I don’t think if you walked around Triple M Melbourne today there would be anyone who wasn’t disappointed in that result.

“But it is very much out of the realm of where the show and station have averaged over the last 12 months. I’m confident it can bounce back pretty quickly.”

Brisbane remains the standout

Mediaweek: B105 returned to number one at Breakfast with a 13.9 per cent share, while SCA held the top two station positions. How do you read Brisbane?

Matthew O’Reilly: “I like Brisbane a lot. We have number one and two there.

“SCA has had the number one station in Brisbane since 2023. It hasn’t gone to anyone else, so it’s easily our standout market.

“Ed Kirkwood has been about 10 months in the seat as Content Director there and has really leaned in and got hands-on with the team and station.

“He would be very pleased to see Breakfast back at number one.”