SCA brands deliver record digital audiences, dominating radio landscape

Digital publisher reports it now leads traditional competitors ARN and Nova

SCA's CEO Grant Blackley

• Digital publisher reports it now leads traditional competitors ARN and Nova
• “We believe we are the best and we’re not ashamed to say it”

In Nielsen’s Latest Digital Ratings Monthly (DRM), Southern Cross Austereo has reported it has achieved record audiences across all of its digital platforms in September:

With an overall unique audience of 1,720,000 in September, SCA brands have put themselves amongst the biggest digital-only publishers in Australia while leaving its traditional competitors ARN and Nova in their wake.

Both Triple M (+20.9%) and Hit Brands (+19.5%) had massive month on month growth reaching 876k and 821k unique audience respectively.

On social media, SCA’s brands generate almost three times as much engagement as ARN and Nova.

SCA brands created 3.1 million Facebook interactions compared to ARN’s 739,141 and Nova Entertainment’s 687,066 in September.

SCA’s head of digital content Chris McWilliams said,”I’m continually amazed and proud of the SCA digital content team as we continue to connect with Australians better than any other radio outlet. These huge audience metrics are a testament to the high quality stories and content we deliver to the Triple M and Hit Network communities on digital platforms. We believe we are the best and we’re not ashamed to say it. We have a bunch of talented, passionate people who strive to connect and entertain Australians everyday. The audience is our key stakeholder and we will always strive to keep them happy.”

SCA has a larger local audience compared to global digital-only publisher Buzzfeed (1.720m compared to 1.458m UA) and more than other bespoke digital publishers like Mamamia, Mashable and Pedestrian combined.

SCA has invested in ensuring digital capability for local Australian audiences has been world class.

With 26 apps and a 1.2m-app install base streaming live or catch-up on-air content and dedicated digital producers developing content that is distributed on our 87 radio station websites, our brands are truly multiplatform.

This gives SCA client partners the opportunity to take advantage of the reach and engagement that our brands deliver both on-air and online.

Steve Brown, head of digital sales and operations said, “This result will give buyers of radio and digital confidence that working with SCA’s digital assets delivers. Combining this valuable reach with very strong viewability and brand safety from Australia’s biggest media company is a great foundation for campaign results. We are excited to be working with more and more clients that value this trusted environment.”

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