Dave Cameron doubles down on 2Day Breakfast changes, says ‘actual listening’ is increasing

Editor & Content Director

Southern Cross Austereo’s (SCA) chief content officer, Dave Cameron, has continued to publicly back his new Breakfast show on Sydney’s 2DayFM, despite a drop in the ratings taking it to just a 3.8% share.

Cameron said anyone who wrote the show off, preemptively saying it had failed, was engaging in “crazy thinking”.

“Well it would be a pretty brave person to call the success or the failure of a show in 10 weeks. I certainly wouldn’t do that, because in my experience, I think with anyone that’s spent a little bit of time in radio, everyone knows that it takes a couple of years to get up and running. For us, in Sydney, Moonman [in the Morning on Triple M] is the great example of that and starting to build momentum and he’s been in the market over two years now. And he’s had a great increase today and really starting to chip away,” he said.

“That’s what I’d say to that. Everyone knows that it takes time, so for anyone who’s suggesting otherwise after 10 weeks, I think is crazy thinking.”

Lawrence Mooney took over SCA’s Triple M Breakfast in Sydney in 2019, inheriting a 6.2% share from The Grill Team. His first survey in 2019 saw the show slip to a 4.7% share.

Since then, the show has been as high as 6.9% (Survey 7, 2019), and dipped below 5% on two occasions (4.9% for Survey 2 of 2019, and Survey 6 of 2020). In Survey 2 of this year, it was up from 6.4% to 6.7%. Its average thus far is 5.7%.

Comparatively, The Morning Crew with Hughesy, Ed & Erin inherited a 4.2% share from Jamie Angel’s music format which came before it. Angel’s program from August 2019 until the end of 2020 got as high as 4.2%, and as low as 2.5%, but averaged 3.3% throughout its run.

This survey, The Morning Crew has slipped from its debut of 4.4% to 3.8%.

“It’s a very long and windy road to crack the Sydney market, there’s some very long-term shows in there. So there’s a huge amount of bolted-on listeners in that market, and it just reminds me of the patience and the consistency and the marketing that’s needed and the commitment that’s needed over a very long period of time in order to get back on the radar for Sydney,” Cameron said of last week’s slip.

He also noted that its cumulative audience had actually climbed from 288,000 to 319,000 – an increase of 31,0000.

For comparison, Ben Fordham’s show on 2GB, which has the highest share at 15.5%, has a cume of 466,000, while FM leaders Kyle & Jackie O, on a 10.9% share, have 622,000.

“It’s pleasing for us to have a cume growth at 2Day, and from an industry perspective, I’ll point this out, because pretty much every station in Breakfast has had some pretty significant audience coming back into Breakfast radio. So that’s pretty exciting because it means that people are returning to work, cars are back on the road and that commute listening is happening again. And 2Day Breakfast audience went up 30,000, but the thing about share is that you’re just divvying up the pie, it’s all relative. So even though our audience went up, our share has gone down today, because we saw some cume growth in some of our competitors that was higher than ours with that return to work,” he said.

This, combined with the digital data at radio networks’ disposal, means there can be a disconnect between perceived listening and actual listening, Cameron said – perhaps hinting at a need to shake up the entrenched ratings system.

“So when you put that in a relative sense, we’ve ended up coming off the boil a little bit. I’m still really confident in the sound of that show. We’re getting some great results in actual listening, as in digital listening, we’re seeing streaming grow on 2Day week on week, we’re seeing downloads of the show, podcast growing week on week, and so that’s actual listening versus GfK’s perceived listening, And it’s about getting that correlation between the two stronger, which is going to take time.”

You can hear more about last week’s radio ratings, and how the content bosses responded, by listening to the Radio Today Tonight podcast below. 

Comment Form

Your email address will not be published.

Recent comments (17)
Post new comment
Curious
20 Apr 2021 - 11:48 am

What’s Jamie Angel doing now?

    20 Apr 2021 - 12:22 pm

    Hi there ‘Curious’,

    I believe Jamie Angel is on Weekday Mornings on 2DayFM (9am to 12pm), then MC and Ellie Angel rotate afternoons (MC: Mondays & Tuesdays. Ellie: Wednesdays, Thursdays, Fridays).

    Thanks,
    Vivienne – Radio Today

Anders
20 Apr 2021 - 11:50 am

What will it take for Dave Cameron to admit that this is a terrible show and 3.8% is a terrible result?

Seriously, these blokes are worse than politicians

David
20 Apr 2021 - 1:55 pm

How does Ben Fordham on 15.5 have a cumulative of 466,000 while Kyle and Jackie on 10.9 have a cumulative of 622,000?

    20 Apr 2021 - 3:23 pm

    Hi David,

    You can find the shares and cumulative audience figures here, and an explainer on measurement and different radio metrics here (page 32 in particular).

    The figures I have quoted above are correct.

    A cumulative audience measures the total number of different (unique/ unduplicated) people who listen to a particular station / program for at least eight minutes.

    Share, meanwhile, measures the average number of the total radio audience listening to a station/ program across an extended day part.

    This would explain how 2GB and Ben Fordham can have a higher percentage across a 3.5 hour day part (Breakfast: 5:30am to 9:00am), but fewer unique people tuning in for eight-minute stints.

    Essentially, people listening to AM/ 2GB/ Ben tend to listen for longer, so when you average out day parts, they get a higher share. Whereas Kyle & Jackie O, for example, actually reach more individual people (but for shorter periods of time).

    That’s why the industry is split on which metric to use, and which is a more accurate measure of reach and engagement. It’s also why I’ve quoted both figures here to paint a fuller picture of what’s going on with 2DayFM, and how their cumulative audience can climb, but their comparative share can decline.

    I hope that helps?

    Vivienne – Radio Today

Cam
20 Apr 2021 - 2:03 pm

@Anders – Judging a brand new show’s ratings after literally 2 surveys reveals that you know nothing about how radio actually works

Eon Fox
20 Apr 2021 - 2:44 pm

I get it. If the ratings continue to fall, the show is even more of a success?

Sarah in Blacktown
20 Apr 2021 - 2:53 pm

Isn’t this the same stuff SCA have said about the past 8 2DAYFM breakfast shows?

nick bartlett
20 Apr 2021 - 3:24 pm

“everyone knows that it takes a couple of years to get a breakfast show up and running”

WTF have you been doing the past six years then?

David
20 Apr 2021 - 3:34 pm

Thanks Vivienne! Makes sense! 🙂

Peter Johnson
20 Apr 2021 - 4:24 pm

Someone who listens to a show for only 8 minutes is of no value to an advertiser

And Dave Cameron is kidding himself if he thinks a program where the announcers constantly talk over each other and giggle is an example of a show sounding great

Greg
20 Apr 2021 - 9:58 pm

Dave is correct in a lot of what he says, the thing that’s being missed is Moonman local references/city knowledge has grown over that period. Morning crew needs to be in Sydney to replicate that and I don’t mean popping up here couple of days a week. Move here embrace the city (all 3 of them) will help greatly, if they don’t they are fighting a lost battle. If they won’t move here their hearts are clearly not in it. Currently when they talk about locations it sounds totally disconnected.

Curious
21 Apr 2021 - 9:28 am

Could Dave Cameron please explain how the 2% that Ash London rates on nights in Sydney is a good result?

Gavin
21 Apr 2021 - 9:39 am

I have said it before – 2Day FM needs to shut down and re-brand. The world has moved on and changed and ever since Kyle and Jackie have left – they have had no success. The amount of money being poured into marketing the breakfast show must be mind boggling. But yet – they cut 19 Regional and successful breakfast shows (who were profitable) and hyper local….

Green grocer Greg
21 Apr 2021 - 3:54 pm

I love a good word salad as much as the next guy. Perceived listening versus actual listening, digital numbers verse terrestrial numbers. Great stuff!

Chuck Tuna
22 Apr 2021 - 11:24 am

Just play good non repetitive music , a jock with a personality, good informative news, fun contests and a few laughs , and tell the consultants, PD and boss to butt out.

There you go, its not rocket science …….or is it ? …………………insert Twilight Zone theme here

Richard
25 Apr 2021 - 7:34 am

Well said Dave but looking at drive for SCA across both networks, Carries ratings are 4’s in Sydney and Mick Molloy is rating 5’s both being beaten by WS playing music.
Happy to give 2dayfm breakfast another 6 months but those Drive shows have been on for a long time and neither are working.

Jobs

See all