Covid claimed many FM stations across the Survey 6 radio ratings. There was one notable exception, and ARN was able to claim the #1 network trophy again for share and the margin for the #1 network in cume, claimed again by Nova Entertainment, was razor-thin.
“Our FM stations did see an impact [from Covid] this survey, but it was nowhere near as great as it was last year,” ARN’s chief content officer Duncan Campbell told Mediaweek.
And the impact was nowhere near as great as the hurt felt at Nova Entertainment. Three of SCA’s four stations in lockdown actually lifted, but it was off a very low base and hardly qualifies, yet, as a ratings rally.
ARN was claiming the start of a third year as the #1 network in share.
Campbell continued: “Gold and WSFM have really held their ground and Gold even managed to grow. I put that down to what I call a bit of Covid fatigue. While there has been a drift to the talk stations, the classic hits format has continued to resonate with listeners. Something that smoothfm wasn’t able to benefit from interestingly.”
Campbell also noted his stations have momentum, something he said ARN has worked hard to build over the past few years. “We took some risks and we have had some luck. We also signed our talent to long-term contracts which secures that consistency. This year there hasn’t been any changes to key shows.”
One station Campbell is keeping an eye on is KIIS Melbourne breakfast where Lauren Phillips is settling in alongside Jason Hawkins. As to what Campbell looks at when assessing early audience feedback, he mentioned cume. “The cume has usually been very strong for KIIS 101.1, and it went up nearly 50,000 which is a good thing. Now we have the cume, we just need to deliver the audience and have them listen longer.
“We need to change from having a P2 audience, which means it’s a station they listen to some of the time. We are therefore focussing on a different execution of content. We are also driving the familiarity of Lauren. She has been a great addition and the dynamics between Jason and Lauren are very good.”
Campbell added KIIS Melbourne breakfast is his primary focus at present.
The most extraordinary ARN result continues to be at 4KQ which is #2 overall behind only Nova in 10+ and breakfast share.
Campbell noted two reasons for the success: “The product is great and the digital platform many listen to the station on now love it in stereo instead of what used to be AM mono.
“The music at 4KQ is very good and the music director Brent James is very passionate about the station. Laurel Edwards is also a great broadcaster and has been in breakfast for a long time.”
Edwards co-hosts with Gary Clare and Mark Hine. James doubles as the 4KQ evening host.
Paul Jackson on Nova & smoothfm radio ratings
Nova Entertainment claimed to rank #1 metro network in cume. The margin has slipped to just 168,000 though. (The gap was 404,000 in Survey 5.)
The Nova Entertainment stations felt the brunt of the Sydney and Melbourne lockdown more than anybody. Nine Radio went up, ARN and SCA were steady, but Nova sunk.
Speaking to Nova Entertainment chief programming and marketing officer Paul Jackson on survey day, he smiled when Mediaweek suggested maybe he should have stayed in bed.
However Jackson did have a good explanation about the key market performance, and there’s not much wrong with Nova’s market-leading stations in Brisbane, Perth, and Adelaide.
No Covid pain for Nova’s Ash, Kip, Luttsy and Susie with a recent winner
“As a programmer, you look at today’s result and shake your head. Nobody ever wants to go down. After listening to all the shows in Sydney and Melbourne I have no concern that there is an issue with the product. Our cume numbers indicate we still have a big audience, but they are not listening as long because of things like there have been no school runs during lockdown. The family radio we broadcast in breakfast is geared for the school run and school runs have totally evaporated.”
Post-lockdown radio ratings recovery
“At smoothfm we are a lot about workplace listening and during lockdown there has not been much workplace listening going on.
“I would expect a recovery by Survey 8 at the latest when you could normally expect us to be #1 in Sydney and #2 in Melbourne.
“If Nova isn’t a couple of points higher by the end of the year I’ll acknowledge that there might be a product issue. If you flashback to the first three surveys this year and we had two of our biggest network numbers ever for Nova.”
When asked about the performance of ARN, Jackson said: “When you have personality breakfast shows like Kyle and Jackie O or Jonesy and Amanda, they could be the type of shows that with tradies and workers who are able to be up and about, those are the shows that will probably do better.
“If these were Survey 3 numbers this year I’d be horrified if Nova had a decline like this. But in lockdown this is what I expect.”
When asked if Nova needs to pull the lever harder on marketing spend, Jackson said they currently have Nova TV ads on air across October.
Top photo: C&J – Christian and Jack win their 11th consecutive breakfast survey at Gold
See also: Mediaweek Survey 6, 2021 market analysis