As Macquarie Radio’s 2GB continues to grow in popularity among older listeners in Sydney, Southern Cross’ 2UE is struggling to win back the over-50s market.
Nielsen Media Research ratings data reveals that during the all-important 5.30am to noon timeslot, 2UE’s share of talkback callers has been fairly flat since the end of last year.
In the latest ratings survey, 2GB enjoys a 13.7% overall share compared to 12.3% in the previous corresponding period. In contrast, 2UE’s 7.7% share is down on last year’s 9.3%.
MindShare business manager, Noel Gate, believes 2GB has grown primarily at the expense of ABC 702 following the loss of presenter Angela Catterns.
“2GB’s strong overall lead is driven by the 55-plus demographic, which it dominates. Among the arguably more advertiser-friendly 40-54 demographic, it’s a much closer race,” Gate says.
The drop in listener numbers has also hit 2UE’s bottom line, with a number of staff getting the axe this year.
Southern Cross group GM, Graham Mott, confirmed it has let go 11 full-time staff and five part-timers.
Initiative national buying director, Jackie Beck, speculates that with changes in its sales department, there may be changes in other areas of the business over time. “Southern Cross operates across regional TV as well, and I wonder if in the long term we will see more consolidation across the group,” she says.
For now, Mott is focusing on looking for a new GM for 2UE following the departure of Ian Sheppard to the Nine Network.
“We’ve made operational expense changes in line with revenue. We’re not rating number one like 2GB. Among the under-55s, we compete very strongly with 2GB, but among audiences 60-plus they’re much stronger… it’s not an easy battle to win them back,” Mott admits.
Part of its strategy in combating the high-rating 2GB breakfast presenter, Alan Jones, has been to bring Peter FitzSimons in to join Mike Carlton.
Mott says having two presenters in the morning is 2UE’s way of creating a point of difference, a formula it has successfully executed in other markets.
Ross Stevenson and John Burns host the dominant 3AW breakfast show in the Melbourne market, with its overall share growing from 15.7% in survey four of last year to 17% in the same period this year.
Carlton and FitzSimons have been on air together since the middle of January. In the first two surveys for this year they recorded audience increases, while the last two results have shown marginal falls.
But whatever happens from here, they still have a lot of ground to cover. 2GB’s Jones is currently ahead with 17.1% compared to the duo’s 7.9% share.
Beck says the partnership is still relatively new and believes there is still a chance for them to improve over time.
“Alan Jones is a formidable opponent in breakfast and obviously 2UE believes that Mike and Peter can offer something different in the talkback arena in this session,” Beck says.
In the morning timeslot, however, industry doyenne John Laws is not fairing much better against his former understudy and current 2GB rival, Ray Hadley.
Laws’ share has fallen from 9.4% to 7.7% over the corresponding four survey periods, while Hadley has grown from 12.6% to 14.7%.
Beck maintains that as a radio icon, Laws still has a very loyal following, albeit a smaller one.
“I don’t necessarily think [2UE] is doing anything wrong. They position themselves as the ‘baby boomer’ network and are trying to create something that appeals to this demographic,” she says.
Mott is under no illusions about 2UE’s position in the market. “Part of our overall strategy is about becoming more consistent.
“When you get it wrong with people, they go away pretty quickly. It takes time to move to where we’d like to be and that’s why we’ve reassessed our operating position.”
