Jake Challenor
Publisher

The Mother of All Radio Battles: Melbourne vs Sydney in 2018

This year is shaping up to be the mother of all radio battles, but it may not be the showdown you’re expecting.

The two station’s to watch in 2018 will be Southern Cross Austereo’s 2DayFM Sydney and Australian Radio Network’s KIIS FM Melbourne.

Both have new Breakfast lineups, new Drive shows and both stations are expecting positive turnarounds in the year ahead.

So which of the two will win out by the end of Survey #8 in December?

In one corner is 2DayFM, led by SCA’s Guy Dobson and Gemma Fordham, versus KIIS FM under the direction of ARN’s Duncan Campbell and former 2Day FM content director, Derek Bargwanna.

Here’s how they currently stand:

Radio Today will check back after each survey this year to see how the Mother of All Radio Battles is tracking.

The $64 million-dollar question is: who will win? SCA Sydney or ARN Melbourne?

The Group PD’s as well as the CEO’s of both radio groups, SCA’s Grant Blackley and ARN’s Rob Atkinson, have a lot riding on the outcome of these two stations. Place your bets in the comments below.

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Recent comments (18)
jeff
13 Mar 2018 - 8:33 am

SCA and ARN two great content companies. May the best team win !

Anonomous
13 Mar 2018 - 8:37 am

my money is on KIISFM

anon
13 Mar 2018 - 8:43 am

Dobbo’s got this I reckon. Even with Em 2Day should do ok.

Jase fan
13 Mar 2018 - 8:58 am

KIIS for sure. Jase and PJ are hilarious!

Molly
13 Mar 2018 - 10:48 am

do you mean the mother of all battles to be the bottom rating stations in the 2 biggest markets? Why is this a battle? its a disaster

Hi Jeffwaaaa
13 Mar 2018 - 5:06 pm

SCA 100%

Chris
13 Mar 2018 - 6:33 pm

Battle to the bottom is right neither station will grow much this year.

Anonomous
13 Mar 2018 - 6:36 pm

Looks like ARN and KIIS winning so far

Joey
14 Mar 2018 - 4:09 am

The above graph makes it look like KIIS is performing better, yet it is 2DAY that made progress in Survey 1. 2DAY can claim a healthy rise in the 25-39 demo while also maintaining share at breakfast and drive despite many personnel changes. Unfortunately the bold changes to both breakfast and drive sent KIIS backward, though not far below the 6 to 7 per cent of 10+ that Melbourne’s 101.1 FM has hovered between for a very long time now. Easter Monday is remarkably 30 years since this station dispensed with its original identity (3DB as it was known on the AM band), initially rebranding as 3TT, which took only 12 months to establish itself with a solid rating share, particularly in the 25-39 demo. Soon after migrating to FM (as TT-FM) the station experienced its most top ratings run in the mid to late 90s, nipping at the heels of FOX and 3AW for at least 5 years, having evolved during the 90s from playing classic hits to Hot AC. Since about 2001, after many branding changes, format adjustments and a revolving door of breakfast presenters, it seems to be perpetually ratings-challenged. The latest book appears to reflect that long term ratings challenge. In particular, Jase and PJ appear to be off to a struggling start, yet given the brief history I’ve outlined, it’s a safe bet they’ll be hovering between a 6 and 7 share before long. That neither means being a ratings disrupter or disaster. This station appears to be stuck where it is.

Mark
14 Mar 2018 - 8:25 am

2DAYFM breakfast is 3.4%
The former lineup of Rove and Sam recorded a 3.8%
I think KIISFM which is in a similar bind to 2DAYFM will do better over the 12 months. It’s breakfast show is proven and just sounds better.
2DAYFM is relying on old music.
Listeners after initial curiosity will go back to their favourite station.
2DAYFM will never be anyone’s favourite station but KIISFM has chance.
You can’t rely on TV talking heads they are not necessarily good on radio.

Amelia
14 Mar 2018 - 9:28 am

I’m surprised by KIIS’ results. They deserve more.

But again, they’re new to the Aussie market so give it time and ratings will reflect them. They can only go higher. Much better than the previous breakfast show, ARN did the right thing changing the shows.

Tommy
14 Mar 2018 - 10:03 am

@Mark get your fat kiis head out of the gutter, 2Day FM are improving more and more every single single survey with Grant Denyer making a positive impact in Breakfast, IMO 2Day FM would be more peoples favourite station in Sydney then KIIS FM would be in Melbourne because no one likes KIIS anymore, KIIS in Melbourne is a Dead Brand and will only get worse throughout the year

Pete
14 Mar 2018 - 2:01 pm

Tommy you must live under a rock. 2Dayfm is an oldies station not relevant anymore.They will struggle all year. Grant Denyer is no saviour another tv bloke should stick to tv. SCA should change that brand like ARN did because its going nowhere.

Ed
14 Mar 2018 - 3:08 pm

Hmmm: Em, Grant & Ed’s ratings are still 0.4 per cent lower than the 3.8 that Sam Frost and Rove McManus left her with before they were axed in 2016

Michael
12 Apr 2018 - 11:50 am

Both these stations are doomed for the next few years. It’s a race to the bottom.

Ian
24 Apr 2018 - 11:11 am

KIIS in Melbourne is doing much better than 2DAYFM. With all the programming power at SCA you would think 2day would do better. Look at the drive figures. KIIS all the way.

Anonomous
24 Apr 2018 - 3:35 pm

5.2 plays 5.6 so KISSFM Melbourne wins. KIIS winning drive too. The new show isn’t great but its beating 2dayfms offering. And KIIS beating 2day brekky too. My money is on Duncan, DB and Rob.

Luke
24 Apr 2018 - 3:37 pm

Mark you nailed it
” Listeners after initial curiosity will go back to their favourite station.
2DAYFM will never be anyone’s favourite station ” SCA’s Sydney plans for 2019 will be interesting.