The Washup of Survey 2 on the Gold Coast: SCA
After today's survey 2 result for the Gold Coast, I caught up with SCA's Content Director for Sea FM and Gold FM, Andrew Very :-
Mark: Gold FM’s result would have to be the highlight for you today. What stat impressed you the most when looking at the Gold numbers ?
Andrew: To be honest, it’s a terrific result for the duopoly. Gold owns over 40’s and Sea dominates the under 40 demographic. The highlight for Gold is growth 40-54 and in breakfast. Sea holding no.1 breakfast position on the Gold Coast and further growth across the workday is pleasing.
Mark: What tactics did Gold utilise to assist with the growth you talk about ?
Andrew: We held steady with our Greatest Hits campaign and did as much as we could to celebrate the format. This included our Grand Of Greatest Hits music feature, Gold FM’s Greatest Hits World Stage (we offered a trip to see Rod Stewart in the UK, Bon Jovi in Canada and Pink in LA).
More importantly, Richard, Bridge and Spida (left) should be commended on their relentless effort during Give Me 5 for Kids. The team raised $184,000 for the children’s wards of Tweed and Gold Coast Hospitals during June. It was a fatiguing month for them but rewarding to achieve such a great result for the Hospitals.
Mark: After survey 1, Craig Bruce was praising the new Greatest Hits format you implemented at the end of last year, saying it was all about getting back some workplace listening from Hot Tomato. It seems to be working.
Andrew: Yes, Our promise to play only the greatest hits from the last 50 years of music gives Gold a broad proposition and it seems to be paying off.
Mark: What will be the things you focus on this week for Gold FM as you head into survey 3 ?
Andrew: It’s about consistency and keeping our greatest hits format fresh. Richard, Bridge and Spida will return from holidays with a big announcement that should make Gold FM fans pretty excited.
Mark: Over to Sea FM ….. compared to Gold and Hot Tomato, Sea FM is more of a steady-as-she-goes type result. What were the highlights for you from today ?
Andrew: It has to be consistency. Galey, Matt and Charli holding no.1 breakfast and growing workday share and most demos under 40. It’s such a rewarding result.
Mark: For Galey, Matt & Charli to go up 3.7 in their first survey together and now to hold that, something seems to be working there.
Andrew: Galey, Matt and Charli (right) have an excellent team spirit. They work bloody hard at cutting through with big different ideas. The team also recognise the importance of being local in a market such as the Gold Coast. Galey, Matt and Charli’s Almost Legends of Origin game was a perfect example of this.
Matty strapped on the footy boots and played an intense game of Rugby League up against other Sea Listeners who almost had their chance at 1st grade Rugby league. The idea was grassroots and the event attracted over 2,500 people (when we were just hoping for a hundred or so).
Mark: What will be the things you focus on this week for Sea FM as you head into survey 3 ?
Andrew: To maintain being first with the new hits, big ideas and staying focussed on the needs of our target audience.
See all the results and analysis here.