Australian Radio Network’s rise to the top of Sydney’s FM radio ratings with Kyle & Jackie O is testament to the power of big breakfast shows.
Duncan Campbell, ARN’s national content director, told B&T he was a “bit overwhelmed” by today’s radio results which show Kiis 1065 as the lead Sydney FM station and WSFM in second.
“It shows you the power of big breakfast shows and the importance of keeping them really,” Campbell said.
“What we have seen is a definite shift in audiences from one station to another. There is nothing ambiguous about the move it is clear and decisive.”
With Kyle Sandilands and Jackie Henderson on board new station Kiis 1065 has more than doubled its share from the last Nielsen run survey when it was still Mix 106.5.
Without the breakfast royalty 2DayFM’s share as more than halved, dropping from 10.4% to 3.8%.
“The emotional attachment to these guys is obviously very strong with their fan base and these breakfast shows drive radio stations. When they left 104.1 [2Day FM] the audience left as well,” Campbell added.
Campbell also said the relationship between ARN, Sandilands and Henderson is off to a great start: “Kyle and Jack have been amazing to work with and those stories you hear out of 2DayFM and Austereo about them being difficult to work with just hasn’t transpired here.”
Craig Bruce, head of content at Southern Cross Austereo which owns 2Day FM, said the drop on 2Day was “in line with our expectations”.
“We knew we were replacing a 14 year old show that was heritage and number one with a 14 week old show for a new generation so we knew it was going to be tough,” Bruce told B&T.
The only surprise was how fast the shift occurred.
“I thought the attrition might happen over two books but the attrition has probably happened over one,” Bruce said.
ARN’s Campbell expected the audience shift to be steadier, occurring over book one to two or even between two and three.
“But we started to pick up the movement in our tracking and it just became very consistent,” Campbell said.
“I was more surprised that the diary methodology picked it up as quickly as it did.”
SCA’s Bruce said he is “confident the only way is up” for 2DayFM’s new breakfast line-up now.
He said there has been plan in place since November and there are a “couple of surprises” around programming and marketing about to drop. “I guess we just have to execute our plan flawlessly now.”
SCA also had significant change in Melbourne with Matt & Jo calling time on their 10-years in the breakfast slot on Fox FM and a new drive program.
Unlike 2Day FM in Sydney, Fox FM has managed to hold onto its rank as number one FM station overall.
“We are very happy we dodged a bullet out of Fox in Melbourne by still maintaining number one.”
At Nova Entertainment group programme director Paul Jackson is confident Fitzy & Wippa on Nova 96.9 will be able to challenge WSFM’s and Kiis 1065’s lead.
Jackson said Nova’s figures from survey one tend to be the weakest of the year and this year Fitzy & Wippa have “started strongly” on 7.8%.
“It is an exciting battle ground,” Jackson said, adding that the race is now between Nova and ARN instead of Nova versus SCA.
“They dynamics have changed and the battle is even tighter.”
AM radio was not without its fair share of changes this year with Fairfax Radio Network contributing the most with a new line-up for 2UE, 4BC a rebrand of 4BH into Magic 882 and new presenters for 6PR.
Clark Forbes, Fairfax Radio Network’s national content director, said: “It was really please to see talk station such as 3AW, 2UE and 4BC do so well. And to have Magic 882 and 96FM perform so strongly was a terrific bonus.”
For more on the radio ratings see B&T’s report here.
