Nova has kicked off the 2025 radio ratings year with a strong national result, posting a record network audience of 6.5 million and making early moves in key competitive markets like Sydney and Melbourne.
The first GfK survey of the year is often seen as a reset button, but Nova’s consistency, localism, and strategic talent deployment have paid off, according to chief growth officer Adam Johnson.
“It’s the first one (survey) of the year, and you’re going from a standing start, new sample panel, no previous wave to roll off, so you’re in the unknown,” Johnson told Mediaweek. “It was with some trepidation I opened the files, but we’re absolutely delighted.”
The network’s overall audience numbers are particularly noteworthy. “You know, when it comes to overall audience, having a record network audience of 6.5 million is fantastic. Of course, that sets quite a high bar and expectation for the rest of the year, but we’re really happy with great numbers across individual shows and brands, too.”
Nova 100’s Jase & Lauren.
Melbourne breakfast heats up
In Melbourne, Jase & Lauren on Nova 100 posted solid gains in what’s quickly becoming one of the most-watched breakfast battles of 2025.
For those not in the know, KIIS 101.1’s Kyle & Jackie O Show, simulcast from Sydney, debuted with a massive marketing push and no shortage of media attention, but the local competition has proven sticky, with the show failing to make any solid ground.
While KIIS saw a boost in cumulative audience (up to 1.1 million), share remained relatively flat, suggesting strong sampling without long-term retention, an outcome Johnson says validates Nova’s local-first strategy.
“Even with K&J (Kyle and Jackie O), if you look at the cume, people came in and sampled it. But the share suggests they didn’t stick around,” he said. “Melburnians want a show from Melbourne. The numbers suggest we’re right, and we’ve got a product built for that city.”
With Christian O’Connell still leading the FM pack, Nova remains focused on playing its own game. “Since the show’s launch, we’ve proudly run our own race in Melbourne, as is the Nova way,” Johnson said.
Fitzy, Wippa and Kate.
Sydney stays strong
In Sydney, Fitzy & Wippa with Kate Ritchie has continued to deliver despite Ritchie taking a temporary break from the show. Chrissie Swan stepped in as a guest co-host, beamed in from Melbourne, and helped steady the ship during Survey 1.
The result? A 0.7% increase in share for the Nova 96.9 breakfast slot, climbing to 7.8%.
“We didn’t know how it would play out without a previous wave to work from,” Johnson admitted. “But we’re really happy. The whole team deserves credit, and having a talent bench like we do is a luxury. Being able to pick up the phone to Chrissie Swan and ask her to help out is incredible.”
Importantly, Johnson emphasised that despite Swan broadcasting remotely, the show retained its local character.
“Thanks to technology, Chrissie could be seamlessly beamed in from Melbourne. As a listener, you’d never know she wasn’t in the studio. But it’s not a networked show, it’s still live and local, with Fitzy and Wippa there in Sydney. And that matters.”
Chrissie Swan
Network momentum and marketing muscle
Nationwide, Nova’s stable of five live and local metro breakfast shows remains central to its brand positioning. According to Johnson, Nova’s strategy isn’t just about talent or programming, it’s about the full audience experience.
“I explain it to the business this way: From a marketing point of view, we bring the horse to water, and the content ensures the horse drinks,” Johnson said.
In essence, Johnson said Nova’s strategy is a blend of strong content and effective marketing.
“From a product point of view, without sounding like a broken record, it’s about continuing to do what we do. From a marketing point of view, it’s about reminding people why Nova is worth tuning into. Every single day.”