First Impressions: Will & Woody “having a crack” on KIIS debut
The chemistry, likability and swagger between these two is evident; no surprise for a duo who have been together for some years now. In Perth, their recent breakfast ratings hovered around 8%. In previous years, they had recorded shares of about 10%.
It’s also promising to see ARN take a gamble on relatively unknown radio-bred talent for prime time gigs, over reality stars and bigger names from sport, comedy and television.
Naturally, there are going to be comparisons with Hamish and Andy. Though you could argue that Will and Woody are more akin to an early and younger Fitzy and Wippa currently the #6 breakfast show in Sydney on Nova 96.9.
The first caller on Monday’s show was from a Fox FM listener chasing concert tickets from Hamish and Andy – there is bound to be plenty of confusion with listeners in the unsettled city of Melbourne for some time.
- Will disenfranchised Hamish and Andy listeners listen to Will and Woody?
- Are Will and Woody different enough to Hamish and Andy is a big question, or will they suffer by comparison?
- Can Will and Woody get traction in the ultra-competitive drive slot and how will they go in Perth?
- Given Will and Woody’s age, compared to their counterparts, will they bring KIIS a younger demo?
- Drive ratings don’t have much influence on overall station ratings, so a lot will depend on how the ARN breakfast shows continue to perform.
CONTENT IS KING
Some of Will and Woody’s first-day content was off the mark; its surprising a new national metro drive show launches without getting this right. They have had plenty of time to prep for day one.
One of their phone topics was, “When has your name matched your misfortune?” (i.e. Brad Pitt / Sandpit). It was, to our ears at least, flat. Nor did it get a great response, and the boys knew it. No doubt this will improve over time.
It’s starting to shape up as another big year for Nova’s trio. They are the show with the broadest appeal, consistency and heritage in all metro markets. They’ve also got Marty Sheargold’s unique humour.