Nine Radio’s head of content, Greg Byrnes, has wrapped up a successful year in radio ratings, celebrating a mix of generational change, increased audience loyalty, and strong time spent listening (TSL) across the network.
Reflecting on 2024’s key achievements, Byrnes highlighted Nine’s sustained dominance in major markets, particularly in Sydney and Melbourne. “To end the year the way we started—number one breakfast and number one mornings in Sydney and Melbourne—is a testament to the loyalty our brands enjoy and the exceptional work delivered daily by our content teams,” he said.
Stability in Melbourne and a competitive Sydney market
In Melbourne, 3AW maintained its enviable position, finishing the year with a stable 13.6% share. Byrnes credited the result to the enduring connection between the station and its audience: “3AW is an institution. Its relationship with Melbourne is something we never take for granted.”
Sydney, meanwhile, continues to be fiercely competitive, with 2GB reaffirming its position. “We’ve always said we’re up for a fight, and we’ve seen a return to form that aligns with expectations. Strong breakfast, strong mornings—it’s a rebound that’s pleasing to see,” Byrnes noted.
Audience engagement and emerging trends
One standout trend this year was the increase in time spent listening, an area Nine has strategically focused on. Across the network, TSL grew by an impressive 40 minutes. Byrnes emphasised the role of content in driving this result, saying, “We can control the content—the forward teasing, the structure of our hours, and ensuring listeners pick and stick.”
Amid the proliferation of podcasts, social media, and on-demand content, Byrnes noted a shift in listener behaviour. “Attention spans may have shortened, but the unique cut-through of respected, interesting voices keeps audiences engaged. Once they find us, they stay, because there’s nothing quite like what we offer.”
Regeneration without revolution
2024 also marked a year of generational change for Nine Radio. Byrnes pointed to key transitions like Mark Levy replacing Ray Hadley and Jackie Felgate stepping into Melbourne’s drive slot as examples of how Nine evolves while maintaining its core strengths.
“Regeneration without revolution—that’s what we strive for. Our audience expects consistency: news, opinion, sport, entertainment, and companionship. At the same time, we bring in new voices that resonate with listeners and reflect their cities,” Byrnes explained.
Byrnes cited Felgate and Fegan in Brisbane as success stories, saying, “We elevate new talent when we know they have the skills, the passion, and the love for their community. It takes time for listeners to build habits, but once they do, those voices become part of their day.”
Innovations in digital and podcasting
Looking ahead to 2025, Byrnes highlighted Nine’s growing focus on digital audio and podcasting. “The suite of podcast products continues to expand. We’re using linear radio to highlight standout podcast content, and the integration is working well.”
The network’s streaming numbers have also seen remarkable growth. “Digital streaming has transformed the listener experience. For AM stations like ours, streaming delivers crystal-clear audio on par with FM for the first time. Whether it’s through smart speakers, apps, or earbuds, it’s a premium experience,” Byrnes said.
A big year ahead: Elections, sport, and stability
As Nine Radio prepares for 2024, Byrnes anticipates a year shaped by significant events, including a federal election and expanded AFL coverage under a new agreement.
“Election years are big for talk radio, with listeners tuning in for policy discussions and varying points of view. Sport remains another cornerstone, with AFL and NRL continuing to deliver for our audiences,” he said.
While looking forward to new lineups in Sydney, Brisbane, and Perth, Byrnes reinforced the importance of stability. “For us, it’s about maintaining momentum and continuing to grow. Change takes time, but we’re confident in the talent we’ve put on air.”
Byrnes concluded the year on a celebratory note, paying tribute to Ray Hadley’s retirement. “Ray finishes tomorrow as the number one morning show—a feat he’s achieved for 161 out of 162 surveys. That’s remarkable and well-deserved,” Byrnes said.