18 months.
That’s how long Southern Cross Austero’s (SCA) Head of Broadcast Content Matthew O’Reilly reckons content directors should give new shows before sitting down to have the hard chat.
O’Reilly was responding to Mediaweek’s question following the latest radio ratings results, which showed SCA’s Sydney breakfast shows were still struggling to find their groove.
At the other end of the dial, 2DayFM’s music reboot continues to battle for traction, edging down to 4.1% from 4.3%, while Triple M Breakfast inched up to 5.3% from 4.5%. In Melbourne, Fox FM nudged higher to 9.0% from 8.9%, with Triple M also rising to 7.7% from 7.4%.
Early days in Sydney
O’Reilly was quick to temper expectations around Sydney, pointing out that meaningful change takes time.
“I think it is very early, like I would say minimum 18 months before you can have a definitive read on how things are going. So yeah, very much consider it early days.”
That perspective also applies to 2DayFM’s refreshed playlist, which only launched in mid-March. “It’s the start of a rebuild,” he said.
“We talked about 18 months as being the time for change. But what I would say with Sydney, we saw some tune increases on 2Day. The 18 to 34 figures continue to grow, which is what that station is targeted at. We had to market the music format because it was so unique and different, and in the areas we’re laser focused on we’re seeing green shoots,” he said.
Strategy and new shows
SCA’s Breakfast hosts Jimmy & Nath and Emma are also part of that rebuild.
O’Reilly said success starts with structure. “I think it’s having a clear strategy, which I’m not going to divulge, but it means they know what they need to do on a daily basis. We’ve had a music format for less than six months and we’re seeing growth 18 to 34.
“We’ve only just started marketing the breakfast show. We believe in being live and local. They are both really up for the challenge and I’m confident both shows will do everything in their power to win,” he said.
He added that while market forces play a role, change is coming. “The reality is there’s a lot out of our control. What excites me is knowing there’s change coming in 2026 and giving our best shot to capitalise on that.”
That commitment extends to the new wave of talent across the network. “We launched six shows at the start of this year, not all breakfast, but a lot. We are leading the way with bringing fresh talent to the industry. They need clear parameters and guidelines on what to deliver every day. I think we’ve done an exceptional job of setting our new shows up for success.”
The Jimmy & Nath Show with Emma
Standout results for Triple M
Outside of Sydney, Triple M posted strong numbers, particularly in Brisbane and Adelaide.
Marto, Margaux & Dan climbed to a 13.8% share in Brisbane – the station’s best breakfast result since 2018 – while in Adelaide, Roo, Ditts & Loz lifted to 14.8% to reclaim the number one station crown.
O’Reilly said the brand’s performance was encouraging.
“I think it’s been a great day for Triple M. We’ve got the number one station in Brisbane and Adelaide, number one breakfast shows in Brisbane and Adelaide, and it’s great to see rises in Sydney and Melbourne. The new shows we put in at the start of the year are clearly resonating early. Triple M Melbourne is the number one station, 25 to 54,” he said.
He admitted Perth was more challenging, but still in positive territory. “Perth is going backwards, but for us, that’s still the second best breakfast result since we launched Triple M. So still very much on the high end of what we would want.”
Lou and Jarch on the rise
Afternoons also delivered growth, with Lou and Jarch climbing nationally. “National figures are hard to move because they’re averaged across five markets, but they’ve gone from an 8.6 to a 10.4 in the 2-4pm slot,” O’Reilly said.
There’s been speculation about whether the pair could move into breakfast, but O’Reilly said patience was key.
“We need to give them more than two months – for their fairness and for ours as well. That said, I think the show sounds great. It provides a point of difference and no doubt there’s a big future here for them. I just don’t think the time’s right now,” he said.
Lou and Jarch
Using AI in radio
O’Reilly said SCA, like most media businesses, is experimenting with AI but cautiously.
“I think every business is using AI. How we use it is different. I’m a believer in the human connection, the personal connection, the emotional connection of radio. In the creative and connection space, that’s not something we’ll go to any time soon. But there is a role to play in production. That’s what we’re exploring at the moment,” he said.
Main image: Matthew O’Reilly