There’s a phrase radio people love to reach for when the numbers start nudging in the right direction: “green shoots.”
It’s industry shorthand, a quiet signal that while the growth might be small, something is starting to take hold. Not a breakout yet, but the early signs of one.
Off the back of the latest ratings survey, Southern Cross Austereo has a few of those shoots worth watching.
Read more: Radio ratings survey 2: Sydney
Read more: Radio ratings survey 2: Melbourne
In Sydney, Triple M has drawn level with the once-dominant Gold at 5.5% in Breakfast. Meanwhile, 2Day FM’s breakfast show has posted a modest but notable lift, offering a glimmer of momentum for a network that’s spent the better part of recent surveys on the defensive.
It’s early days. But there are signs that SCA is beginning to reposition itself in listeners’ ears.
Mediaweek sat down with SCA’s Head of Broadcast Content, Matthew O’Reilly, to unpack what’s happening behind the scenes.
The team at Triple M Breakfast with Beau, Cat & Woodsy. Source: SCA
Mediaweek: How is the Sydney Triple M team feeling about today’s survey result?
Matthew O’Reilly: Well, the last two surveys, if you combine them, show that Breakfast has gone up one and a half points.
That figure you’re quoting is from the data showing the audience from 5:30am till 9am. If you break it down, and take it from when the show starts at 6am and go until 9am, Triple M’s in front.
This is the first time we’ve beaten Gold since 2021.
The strategy of that show hasn’t changed since we put it on air. We’ve finessed little things around the edges to make it more appealing to that floating audience.
That floating audience O’Reilly is talking about is the audience from the now-defunct The Kyle and Jackie O Show.
Mediaweek: I want to touch on Sydney and 2DayFM Breakfast. Last year, the team recorded a pretty disasterous 2.9% in Survey 7. They’ve gone through some changes, with Jimmy Smith leaving the show, yet they appear to have come out of drama quite well, pulling a 3.9% share. How is the team feeling?
Matthew O’Reilly: They’re very happy with today. Would they, would we, would everyone like more growth? Yes. Do we just have to be patient? Yes. For Nath and Emma, there’s a strong focus on connecting with Sydney. Also, quite uniquely, Em is the only mother on breakfast radio in Sydney. Which, I also think, is a real positive for connecting with the mums and females of Sydney.
2DayFM’s Nath & Emma breakfast show (Nathan Roye & Emma Chow)
Mediaweek: When that 2.9% share came out, lots of media – ourselves included – were pressing you on whether or not you’d pull the pin on the show. You didn’t. Does a result like this make you feel even the slightest bit of vindicated?
Matthew O’Reilly: (laughs) I’m probably not at that point yet.
Let the year play out a bit more. But I do think it’s hard to see a situation where there isn’t some growth for 2Day FM.
With all the moves in the market and our new music strategy, we’re offering a much broader range of products. It would be a great spot for the older end of the Kyle and Jackie O listeners to land.
It would also be a great spot for the younger end of smooth listeners to land.
Mediaweek: OK, but do you think it’ll be a hard slog to lure those listeners over?
Matthew O’Reilly: People know what they like. They stay with something they like, and that’s how it grows.
Changing your Breakfast show changes your morning routine. It’s like changing from drinking coffee to something else. It’s just not something people do lightly, unless they’re forced to.
Mediaweek: Let’s get into Triple M around the country. It’s a juggernaut. What’s the secret sauce?
Matthew O’Reilly: I think it’s really simple – most of those shows are heritage shows. I mean, Brisbane’s got a 21-year serving breakfast host.
That longevity, heritage, super local, that’s the real secret sauce. Yes, music’s important and other elements are important, but a highly connected heritage breakfast show is something you can’t beat.