SCA has ended 2024 once again winning the 25-54 buying demographic, continuing its run of 28 consecutive wins of that category, thanks to its unwavering commitment to localism, as seen in the last radio ratings survey of the year, released yesterday.
SCA’s Hit and Triple M metro station wins for Survey 8 included the #1 Brisbane Station and #1 Breakfast show B105 with Stav, Abby & Matt; #1 Adelaide Station and #1 Breakfast show – Triple M Adelaide’s Roo, Ditts & Loz and a #1 and #2 Brisbane duopoly – B105 and Triple M Brisbane.
SCA chief content officer Dave Cameron told Mediaweek that these wins seen in survey eight are a standout, but looking back on the year, the Melbourne market was hard to look away from.
“It’s been a market that’s had a pretty turbulent time this year, and for us to end the year as the number two FM Breakfast show [Fifi, Fev and Nick on The Fox] is a great result,” he said.
“As we look across the course of this year for Fivi, Fev and Nick, it’s an even stronger year on average than in 2023. So in the face of new competition coming in, what I love is that this year has really shown that local audiences will connect to local breakfast shows.”
When it comes to local audiences connecting to local shows, it’s hard to prove Cameron’s strategy wrong. It’s no secret Kyle and Jackie O haven’t hit the ground running in Melbourne, and survey eight showed that the Sydney-based duo ended the year with just 5% of the Melbourne breakfast market.
Cameron says SCA’s local-first strategy is thanks to audience behaviour, and it’s behaviour that has made clear listeners may not want a certain flavour of content.
“I think there is an overwhelming behaviour to listeners wanting to hear local talent that don’t deliver extreme, outrageous content that often shouldn’t be on the air,” he said.
“I think that behaviour has delivered some numbers that showcase that breakfast localism is everything.
“The way we program is not only for engaging local audiences, but it’s also creating brand-safe environments that allow clients to bring their activations to life through our talent.
“Our approach [for 2025] will be to provide those brand-safe, family environments through all of our shows.”
SCA is welcoming a raft of new talent and shows to its roster in 2025 including Emma G in Adelaide, Katie Lamb in Perth, Beau Ryan and Aaron Woods in Sydney as well as Leisel Jones stepping into breakfast in the Gold Coast.
Ryan, Woods and Natarsha Belling are the names to make the most waves in SCA’s new 2025 lineup. The trio was named in November to be the new breakfast hosts of 104.9 Triple M Sydney after Mark Geyer was axed from the spot earlier in the month. The trio start on January 20.
“104.9 Triple M Sydney will lead the charge on creating a new and different Breakfast approach in Australia’s biggest city, which is simply screaming out for something fresh and locally connected,” Cameron said.
“The health of the industry relies on being able to continually evolve with new voices coming through, and we’re excited to lead the charge in that regard.”