Each radio network has a brekkie show all vying for the ears of Melbourne listeners, and yet there hasn’t been a dominant heritage show that has really stolen the audience. At least, that’s the view of Louise Higgins, chief operating officer at entertainment media company NOVA Entertainment.
“The wonderful thing about Melbourne is it has become the most competitive radio market in Australia because all the networks are investing in very good quality shows,” she told B&T. “But the great thing it is still all to play for. There’s no real heritage dominant number one.”
But, Higgins reckons they’ve got a winning show in Chrissie, Sam & Browny – the new NOVA100 breakfast show who cheekily started on air last Friday, a day early than scheduled. The new show is made up of Chrissie Swan, Sam Pang and Jonathan Brown.
Higgins pinpoints that although The Hot Breakfast with media personality Eddie McGuire – operated by rival entertainment network Southern Cross Austereo – is winning at the moment, “a large amount of their audience they’re picking up really are there in the absence of a really strong alternative”.
“You’ve seen the success we’ve had with Fitzy & Wippa in Sydney, you’ve seen that it’s not just about being number one now,” she continued. “Although, don’t get me wrong, we have absolute ambition to be number one – but you can see that it’s not just about the numbers, it’s about having really strong, commercial viable talent that brands and advertisers really want to be associated with.”
The last radio survey of the year in 2015 saw Macquarie Radio Network’s 3AW with Ross & John take the top spot, followed by ABC774. Fifi & Dave for FOXFM HIT1019 took out third. Read more about the radio markets here.
The Melbourne market is often overlooked by advertisers, Higgins continued, despite it being able to generate a comparable revenue to the Sydney market.
“What gets even more surprising when you’re in a role like mine and you’re running a national operation is that Sydney and Melbourne together make up over 70 per cent of the revenue pool,” she said. “So how you do in Sydney and Melbourne with your brand with advertisers really does define the success of your company.
“That’s why Sydney and Melbourne matter.”
Sitting in a national role and being able to observe all markets, Higgins said it’s really worth investing in a show you actually think would win.
“And it’s worth investing in a team that matters to Melbourne,” she added.
What is important to Melbourne is AFL, and Jonathan “Browny” Brown is well-known down in Melbourne in the footy realm, being an ex-player himself. So you start there, she said.
“You then add Chrissie Swan, who is without a doubt, one of the best female talent this country’s got. Her numbers and the way she interacts and her strength with brands, makes her as powerful as Jonathan Brown.”
And yet, NOVA didn’t want just another male and female combination like many of the other shows.
“And that’s when you bring in someone like Sam Pang. And Sam Pang has such heritage and pedigree.”
And when it comes to who’s name goes first – it’s all about what rolls off the tongue easiest.
‘Chrissie, Sam & Browny’ won.
A previous version of this article did not include data from the radio ratings.
Beauty YouTuber James Charles has had his YouTube account demonetised after allegations surfaced that he sexted minors. Charles has more than 25.5 million subscribers on YouTube, where he gained popularity for his makeup videos. He is worth an estimated US$22 million. Since February, a number of boys under the age of 18 have accused Charles […]
In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]
MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]
Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]
It's even more photos from Thursday's 30 Under 30! Re-live all the action, the bad dancing and the stodgy paella here.