Nine Radio is getting used to being a magnet for listeners during big news events like lockdowns. When asked if the stations are employing a strategy to lock in some of the extra listeners, Nine Radio head of content Greg Byrnes gave Mediaweek three words: “Live and local.”
Byrnes explained: “That is the strategy. We can put it in station promos, but we have to make sure we actually do it day in and day out.
“Our stations can also get stuff done. People power is a wonderful thing – we can help get decisions overturned and we can hold people to account. If we are putting presenters on air who are passionate about achieving that, it’s a recipe for success.”
Being on the spot when local news breaks is also one of the attractions for listeners, Byrnes explained: “That’s the beauty of the larger association with Nine. We have an even bigger network of news resources around the country and around the world. Each of our radio stations has on the road reporters, but being able to utilise the resources of the Nine Network gives us real extra strength.”
That network includes TV and newspaper reporters. “It’s a wonderful resource to be able to call on,” added Byrnes.
The key players at the Sydney and Melbourne stations all performed well. Ray Hadley in particular had a blinder, share pushing above 20% for the fourth time in his career at 2GB. Byrnes: “He’s been remarkable on air during the vaccine debate, and Ray leads with his chin every day. People don’t give talk presenters enough credit for presenting strong opinion on a daily basis. Ray accepts the challenge and takes them all on.” Hadley is also a strong performer in Brisbane where he is #2 in mornings, not far behind 4KQ meaning AM stations rule Brisbane radio in that timeslot.
The AFL and NRL results have been good in both markets. “We are #1 for AFL in Melbourne and the Continuous Call Team is really strong in Sydney.”
The results of both AFL and NRL Grand Finals and the lead-ups and aftermaths will be felt in Survey 7. Byrnes noted their stations won’t be carrying any cricket commentary during The Ashes. “We will have regular updates and Mark Taylor will play a prominent role in our Wide World of Sports programs in Sydney and Brisbane across the summer.”
Nine Radio’s John Stanley
Nine Radio’s nighttime warriors
Continuing pillars of strength across the east coast stations are the evening shows – Denis Walter in Melbourne and John Stanley in Sydney and Brisbane. “Part of what those shows do is offer companionship and we are so lucky to also have Tod Johnston at 6PR in addition to John and Denis.”
The breakdowns for these announcers in their 8pm to midnight slots tell the story:
3AW 25.7% Denis Walter #1
2GB 31.4% John Stanley #1
4BC 15.0% John Stanley #1
6PR 14.1% Tod Johnston #2
See also: Mediaweek Survey 6, 2021 market analysis