Nine Radio had a number of headlines from the Survey 4, 2023 results released this week. Leading the list was the milestone celebrated by Ray Hadley with 150 consecutive radio survey wins. The company also reported its biggest ever total radio network cume – 1.932m. The network cume for its four metro stations – 2GB, 3AW, 4BC and 6PR – was 18.3%.
The biggest bump from its market-leading broadcasters was felt by 2GB’s Ben Fordham where his audience share leapt 3.1 to 18.1%.
Ray Hadley’s milestone: 19 years #1
The Ray Hadley Morning Show recorded a 17 share, up 1.5 points – keeping the host a clear leader in the market. An achievement he has managed for 150 surveys across 19 years. His first survey win was back in Survey 4, 2004.
Speaking to Mediaweek about the results, Nine Radio head of content Greg Byrnes said: “Ray has achieved something that has never been done in Sydney.
“Listeners to his show hear that he goes out of his way to protect the little guy. At the station, we know talk radio can make a difference and we can get stuff done.
“We say that and Ray has proven it over several decades now. It’s not an easy job. Three hours of live radio five days a week with no safety net. To be successful you need to be intelligent, understand media and understand news.
“Hosting a show like this on radio can be a lonely old gig. When you call it as you see it you lose some friends along the way. But if it’s the right thing to do the audience appreciates that and the show is subsequently successful.”
Ben Fordham celebrating Ray Hadley’s ratings milestone
Coaching Nine Radio broadcasters
With so many broadcasters in the network at the top of their game, many for several decades, does Byrnes have much to offer to them?
Byrnes: “Someone once said to me that even Ian Thorpe used to have a coach. I’m smart enough to know these guys that have been doing it successfully, some for many. Many years. They don’t need me interfering.
“The best broadcasters are also the respective EPs of their programs. They don’t arrive each day wondering what they are going to do. They arrive with a plan. Someone might challenge that and suggest another way and that could be fine and would work too. It’s a creative process and we need that.
“Myself and Tom [Malone, Nine Radio MD] are available if there are any issues. They need to know we fully support them.”
Some of the broadcasters do spend more time with Byrnes. “For someone like Chris O’Keefe who is new to radio this year [coming from National Nine News] we spend a fair bit of time with him listening and providing feedback. Whereas people like Ray Hadley, Ross Stevenson, Neil Mitchell, they don’t need me to give them feedback. They might have a question at times about perhaps a legal issue which is also part of my job.”
Ray Hadley addresses staff at Nine Radio on survey day
Baked goodies all round at Nine (Photos: Nick Moir)
Total radio gives Nine a strong signal
While Nine Radio knew how well it was performing on streaming platforms. What the new total radio data gives is a clearer picture of is how well it performs in relation to other broadcasters.
“The listener experience is so much better on digital,” explained Byrnes by way of explanation about the size of the streaming audience. “As a consumer, I love listening to radio on a device, usually on my phone. On streaming there is no difference in the audio quality between AM and FM broadcasters. All of a sudden we are on a level playing field.
“The nature of our content – live, local, news, sport, traffic and weather – are all things you can’t get on a podcast or on music radio. We are working in a lane that we pretty much own and are the only ones doing it.
“The total radio figures over the last two surveys show how we are dominating.”
3AW afternoons: No replacement yet for Dee Dee
With line-ups very stable at the Sydney and Melbourne stations, Byrnes noted there is not much opportunity for a major timeslot. One vacancy is for the afternoon shift after Diane Dunleavy was moved out of the timeslot recently. “There is no announcement yet,” said Byrnes when asked if he could enlighten our readers on a replacement.
“We have tried a number of voices including Elise Elliott, Tony Moclair [3AW overnight host], and soon Heidi Murphy.”
See also: 2GB’s Ray Hadley reveals how he has changed: His politics and his workplace