With the second radio ratings survey for 2023 behind us, Mediaweek has caught up with some of the top content bosses in the industry to discuss their results.
Today, Mediaweek speaks to ARN’s chief content officer Duncan Campbell, about how the company is shaping up after Survey Two.
Sydney
In Sydney, Kyle and Jackie O have held the title of #1 overall breakfast for the second survey in a row, whilst the station has returned to second overall (top FM) after pipping 2GB to the post in the last radio ratings survey.
“It’s a great result for Kyle and Jackie,” says Campbell. “They were down slightly, but still managed to stay ahead of Ben [Fordham], which was good for them. They’ve got two in a row now, so we’re hoping for a third to indicate a trend there, which would be fantastic. It’s certainly very competitive and much tighter than it was last time – but hey, two in a row is a nice figure to have.”
It’s been a dream start for the show’s newest EP, Pedro Vitola, who took the reins behind the scenes at the beginning of the year.
“He’s done a great job. That machine is so well-oiled, he slotted in very well having been part of that team anyway. But he’s certainly making his mark,” says Campbell.
“The talent obviously came back from break really recharged and ready to go, and as I said last time, Kyle is more accessible now than he has ever has been. It’s a combination of factors, and certainly, the new EP can’t be discounted.”
Ciaran Davis, Jackie O, Kyle Sandilands, Duncan Campbell
Also in Sydney, Jones and Amanda on WSFM have recorded their best 10+ share since mid 2018, coming in with a 10.2% share. The result makes them second FM in the breakfast slot behind Kyle and Jackie O, and Campbell says that “We love that duopoly.”
“It’s great to be back in double figures – it’s a content-driven result, because we didn’t do a lot of marketing with the station. They’re in good form, the dynamic is working very well, and the station cume of 935,000 is also great.”
Melbourne
Gold FM continues to shine in Melbourne, with Breakfast helmed by Christian O’Connell. This radio ratings survey marks the 23rd #1 FM result for O’Connell, and the 26th #1 FM result for the station.
“It’s a real powerhouse,” says Campbell. “I think when you have momentum it’s hard to stop – but the reason why it’s hard to stop is that there’s so much work that goes into the day-to-day content on that station, both the Breakfast show and the radio station itself. Sue Carter is a master content director, she writes a lot of the imaging which gives the station its personality.
“I continue to be mesmerised by the success of that station. It’s very, very impressive.”
Sue Carter, Duncan Campbell, Jack Post, and Christian O’Connell
On Melbourne’s KIIS 101.1, Campbell says that things are looking up after a bumpy start to 2023.
“The results are actually pretty good for us – the Breakfast show is flat, which is great. The key to success at that station is going to be through Breakfast. We have good cumes moving through that station, they’re just not sticky enough. That’s the goal for the Breakfast team, is to make that cume stick and keep them listening longer.
“A flat result this time round will actually I think position us pretty well for an increase next book, if we’re lucky. There’s a lot of work being put in down there at the moment. It’s down slightly 10+, but it’s actually one of the better books we’ve had for KIIS for a long time.”
Adelaide and Perth
In Adelaide, Mix 102.3 has dropped to the #2 station in the market with an 11.9% share, while The Ali Clarke Breakfast Show increased by 1.2 points for a 9.7% share.
“We’re disappointed to see the station slip back to number two, but there’s no trend there,” says Campbell. “It’s only by 0.1%, and we think that the football season really impacted there.
“It’s all about the dynamic between the talent – we’ve got Ali and Max Burford there, and Shane as the anchor. It’s a good combination of talent, experience, and youth. It’s certainly sounding better, and the ratings have reflected that. The key is to get a trend established now, and get some growth. We want to be back to number one breakfast and number one station in that market.”
Max Burford, Mediaweek’s Tess Connery, Ali Clarke, Shane Lowe
Over in the west, Perth’s 96FM came in with a 12.9% share, and a cume of 514,000.
“Perth is a good one because the cume increase in Perth might be only 7000, but it’s their best cume result in 43 years,” says Campbell.
Will and Woody
At the other end of the day, national Drive hosts Will and Woody increased to a national reach of 1.635 million listeners.
“It’s the first time they’ve been number one nationally, so it’s a great result for them,” says Campbell. “People know them and there’s a familiarity about them, they’ve had some good national profile with Woody being in the jungle, as well as Ninja Warrior, and Celebrity Apprentice. They’ve gained some national exposure through television which helps people become more familiar with them, and they’re also putting their personal lives on the radio a bit more, which does endear people to the talent.”
Of course, one half of the pair doesn’t actually know about the result yet, with Woody Whitelaw currently in the I’m A Celebrity… Get Me Out Of Here! jungle.
“Their agent has contacted 10 and we’re trying to get those results to him. He has absolutely no idea, so it’d be nice to be told that on the show, it’d be quite cool!” says Campbell.
Will and Woody
With Woody in South Africa, Brooke Boney has been filling in alongside Will McMahon, and whilst her stint on air doesn’t affect this radio ratings survey period, Campbell says he likes what he hears.
“I’ve been very impressed with the way she’s sounding, and Will is really happy with the way she’s she’s working out as well. That’s a radio talent for the future without a doubt. She’s been on radio before, but who knows, we’ll keep her in mind.”