Nine Radio’s content boss Greg Byrnes fronted Mediaweek following Thursday’s survey release with a measured read of the market: strong gains in Sydney, resilience in Melbourne, disappointment in Brisbane, and cautious optimism elsewhere.
The network’s response to ratings day was characteristically steady – no theatrics, no grand pivots. Just quiet confidence in the product, even when the numbers wobble.
It’s a network in transition. Audience loyalty, programming changes, and the looming shift in Laundy family ownership are all in play.
Below, Byrnes unpacks the wins, the weak spots, and what comes next.
Mediaweek: Excellent result in Sydney – up across the board. How is everyone feeling?
Greg Byrnes: “It’s a really good start to the year for 2GB. Ben [Fordham] is up by 1.7, which is remarkable – he’s number one.
“There’s also a big increase in cume, lots of big numbers on weekends.
“It’s a big year for 2GB, we will be celebrating 40 years of CCT, and 100 years of broadcasting, later in the year.”
MW: Melbourne is down slightly, with the exception of Tony Monclair in the Afternoon’s shift. What do you think could be behind the fluctuation?
GB: “You have to look at that amidst the strength of 3AW – it’s coming off the highest of highs – and is still a really strong result. We’re number one in breakfast.”
MW: How do you feel about Brisbane? Not really the result you want. Quite a few changes up there also.
GB: “It’s disappointing – no doubt about that.
“But, we’ve made a lot of changes – we know our audience doesn’t like change. If the numbers had remained stable, it would have been a good result.
“It’s going to take a while to change, but we are confident we have the right lineup.”
MW: Some solid growth in Perth. What does success look like over there for yourself and the team?
GB: “A really good Perth result – after a frustrating six to eight months. That’s part of the frustration with Perth – the fluctuating ratings.
“But cume is up. And there are increases in most of the key shifts.”
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MW: On the Laundy sale, how is everyone feeling?
GB: “Really positive. A sense of release, excitement and anticipation for when the change happens on May 1.
“The Laundy’s really want to run a family business. They are long-time listeners. Their audience is our audience. They want to understand the business and not make an immediate, drastic change.
“The Laundy’s have been here and have shaken the hands of staff and looked them in the eye.
“Look at the uncertainty over the last 12 months – where we’ve ended up is a wonderful position.”
Top image: Greg Byrnes. Image: Nine