A win for radio: Smooth FM’s Peter Clay on why consistency is key

I couldn’t help but wonder whether Peter Clay donned his famous ‘party shirt’ yesterday.

It was certainly an appropriate day for it.

Smooth FM’s Head of Programming was in celebration mode as he reflected on the massive cume results for its Sydney and Melbourne stations in GfK Survey 7.

In an interview with our sister publication RadioInfo, Clay says “To have the highest cume in Australia in Sydney and then the second highest cume in Australia in Melbourne … that, for me – and for radio – is a win.”

Smooth 95.3 is Sydney’s most popular station with a cume of 1,198,000 listeners.

Smooth 91.5 is the #1 FM station in Melbourne with a 10.9 share, and the most listened to, with a 1,195,000 cume result this book.

Simon Diaz hosts the #1 Afternoons show in Melbourne with a 12.5 share, while Ty Frost’s Morning show is #2 in Sydney.

The motto at Smooth feels somewhat reflective of a certain Billy Joel song: Don’t go changing.

It’s all about consistency. The slow, steady build. And it continues to reap rewards.

Whilst listeners might be attracted to the station by a guest or a competition – or they’re just after a change in general – Clay says “The consistent is Smooth. And I think that’s what builds our cumes to these numbers.”

Clay is also excited for the team at sister station Nova, where Jase & Lauren are back on top as Melbourne’s #1 FM Breakfast show.

“I think Jase, Lauren and Clint do an incredible job … and now for them to have double digits – an 11 share – like I say to the staff, you’re having double digits in a metro market like Sydney or Melbourne, it’s is a huge result.”

“And you know what? I’m happy for them. I turn around and think, you know, if radio is healthy and we’re building the cumes in the radio industry, then it makes all of our jobs more secure.”

Asked where he thinks KIIS rivals and Sydney powerhouse Kyle & Jackie O might be going wrong as they struggle to make an impact down south, Clay says “I think localism is the key. I think Melbourne always has been a market that loves home grown product.”

“Jase, Lauren and Clint are Melbourne based. They know Melbourne same as Mike Perso IS Melbourne.”

“People in that market are really proud of being in Melbourne and it’s and it’s a clique down there.”

“When you pump something in from another city like Sydney, a lot of Melbourne people turn around and all of a sudden they’re on the outer.”

“It’s a very hard sell.”

Clay says the loyalty of listeners who followed them from KIIS to Nova are a big factor in the audience numbers Jase, Lauren and Clint are enjoying today.

“And they’ve picked up Nova listeners as well that enjoy the show. It’s a localised show.”

So, as we head towards the next survey, Clay couldn’t be prouder of the overall results Smooth has achieved this book.

“To get that sort of mantle is just lovely,” says Clay. “It’s a credit to the team.”