Radio Ratings
With the radio ratings survey coming to an end for 2022, Mediaweek has caught up with some of the top content bosses in the industry to discuss their results.
After catching up with Nova’s Ben Latimer yesterday, Mediaweek caught up with Nine Radio‘s head of content Greg Byrnes to discuss how his company’s talk radio stations closed the year.
“Ordinarily, it’s Sydney and Melbourne having remarkable figures – they are strong number ones and Brisbane and Perth are battling away and up and down, one good survey one survey not so good, but today, the stars have aligned across the network,” said Byrnes. “All four stations end the year in really good shape in recognition of the work that’s gone on.”
Melbourne
Going through Nine’s results, a standout is obviously 3AW in Melbourne where it ended the year with a share of 15.1, with the breakfast show contributing a market-dominant 23.6% share. Byrnes described this as remarkable.
“During Covid, We had those figures up in the high 20s, the audiences responded as we expected and hoped they would at a time like that. Now 12 months on and they’re doing almost a 24 share in breakfast and no other station is in double figures. Ross and Russ are thoroughly enjoying it.
“It’s the third highest cume on record for 3AW, take into account that the one or two highs were at the height of Covid.”
3AW’s Ross and Russel
When asked what the secret to a 23% share is, Byrnes said that each episode is very different.
“Their serious first production meeting tends to be during the 6am news when the program’s already been on air for half an hour. It very much evolves throughout the morning. They’re surrounded by wonderfully talented people which in the nature of talkback are relatively young, Mark Davidson, the producer, Damian Tardio, who’s the panel op who is absolutely remarkable in the speed in which he works. They all work off each other and bounce around really well together.”
Sydney
When asked about Sydney, Byrnes pointed out the breakfast results, saying that he thinks it’s justified that Ben Fordham finished the year as he started it.
“Ben was number one effectively for seven of eight surveys. The one that he was beaten on he lost by point one. He is justifiably Sydney’s number one, and they work extremely hard 24/7. The amount of work that goes on behind the scenes in relation to getting results for people – whether it be passport issues, raising funds, or finding accommodation – a lot of work goes on with Ben and his team off-air, and it obviously all plays out on air. That’s really important for us because we can actually make a difference to people.”
2GB’s Ben Fordham
Brisbane
On Brisbane, Byrne said that when Laurel, Gary and Mark came across from the now defunct 4KQ brand, it was expected their survey would go up considerably and then come back a little bit.
“What’s pleasing is the effect it’s had right across the board. Cume for 4BC is up 35%. Sofie Formica is sounding really good and I can’t think of the last time 4BC afternoons was doing over 7%.
“Neil Breen has had another increase in Drive. The flow on has been right across the station and that’s been really pleasing. There’s a studio upgrade going on at the moment at 4BC so it’ll be a busy Christmas period and it’ll be a bit tricky with people working out of temporary facilities. We start 2023 in a really good position and with this really good base after a considerable change mid-year when we brought Laurel, Gary and Mark over.”
Laurel, Gary, and Mark 4BC
Perth
Discussing Perth, Byrne said that despite the disruption over the last few months, the station is in a good position for 2023.
“Year-on-year cume is up 21%. There is a really good base to work from now from Millsy and Karl, the new breakfast show, they are second overall. Gareth Parker has left us in a really good position. Gareth has done two years, I think he would have worked really well but he’s gone off to a better opportunity he feels within the organisation, so he goes with our blessing. With Millsy and Karl it feels right for the market.”
Steve “Millsy” Mills and Karl Langdon 6PR
Summer at Nine Radio
When asked about what is next, Byrnes said that it never stops at Nine’s radio stations, stressing the importance of talk radio all year round.
“A recent example is the story that had broken in Brisbane about this terrible ambush of two young police officers. It’ll be one of the biggest stories of the year and that’s broken at this time of year when traditionally media organisations wind down or even turn off, but not us. If it’s not storms and fires it’s issues like this where we need people. Our audience turns to us and should expect credible up-to-the-minute information because plenty happens over the summer when a lot of people are winding down but not in this game.”