Streaming surges, but Greg Byrnes backs linear radio

Tapt Media retained breakfast leadership in Sydney and Melbourne in GfK Radio 360 Survey 4, released on 14 July and covering 19 April to 27 June. 2GB posted an 11.7 per cent overall share, with Ben Fordham’s Ben Fordham Live at 14.8 per cent and Mark Levy’s Mornings with Mark Levy at 14.0 per cent.

3AW led Melbourne on 14.2 per cent. Tapt’s program-period data put Ross Stevenson and Russel Howcroft’s Breakfast with Ross & Russ at 20.9 per cent, while GfK’s standard 5.30am–9am daypart was 20.1 per cent. Tapt Media National Content Manager Greg Byrnes spoke to Mediaweek.

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Live and local remains the foundation

Mediaweek: What is driving talk radio’s strength while music stations compete for fragmented audiences?

Greg Byrnes: “We’re concentrating on what we do, and what we do very well: live, local, engaged and consistent content. Our audience knows what it can expect from us, and it’s up to us to deliver every day.

“Consistency is key, alongside appointment listening and entertainment, all wrapped around a live and local offering.”

Where 2GB can build

Mediaweek: With 2GB, Ben Fordham is number one in breakfast, but with the station at an 11.7 per cent overall share, are there other parts of the day where there's room to make up?

Greg Byrnes: “Ben’s result in breakfast is quite remarkable. Mark Levy in mornings also had a really good result, getting back to a 14 share. Overall, 2GB was steady, though slightly down.

“Mark’s result is really impressive. To be back at a 14 share in mornings is great, and we’re really happy with where 2GB is travelling.

“Ratings go up and down, but there is consistency in 2GB’s result. That’s really off the back of the strong start to the day Ben continues to deliver in breakfast.”

Streaming brings new and existing listeners

Mediaweek: Is streaming growth coming from younger listeners, existing listeners moving to digital, or audiences beyond traditional radio?

Greg Byrnes: “All of the above. Streaming is such a good listening experience.

“We’ve had something of a handicap around AM. The quality of the product on streaming, its accessibility and how strong it sounds are all factors. It’s really pleasing that the audience is finding it and appreciating it.

“They let us know very quickly if Google Home or an Alexa speaker starts playing up. In-game listening via sync through the app for live sport is also proving more popular.

“There is nothing better than seeing the pictures on television but being entertained through a radio call. More listeners are finding that experience through the app.

“We’re continually developing the app because digital and streaming are very exciting areas for us. More listeners are finding us through streaming, which is wonderfully reassuring.”

Why streaming is not changing the product

Mediaweek: Does live streaming change the content Tapt Media creates or how programs are structured?

Greg Byrnes: “The only change is when we run a giveaway, because there is a delay when listening through digital. You’re not going to hear us say the first caller gets the prize, or that we’re looking for the first caller, because the audience knows streaming has a delay, much like DAB.

“Catch-up programs and products might be edited into a slightly shorter version that sits better as a catch-up product than a live product. But generally, no.

“Linear is our strength. That’s where the audience is, that’s what people know us for and that’s where our focus remains.”

Tapt Media’s commercial transition

Mediaweek: Has the Tapt Media rebrand changed the business operationally or commercially?

Greg Byrnes: “Commercially, over the last six months or so — and this was prior to Tapt — we brought the radio sales teams away from Nine to focus solely on radio, under Nine Radio.

“That laid exciting groundwork. As Tapt launched, we had a committed sales department that came out of the gates at a great rate of knots, with lots of energy.

“The whole digital environment we need to be playing in is exciting, and there are opportunities for growth. The balance is maintaining the core linear audience and the strength of our network, while exploring new opportunities in listening on different platforms and offering different audio products.”