Five breakfast radio shows that could go national next year
A number of insiders told Radio Today that one of the big three FM radio networks is planning to begin the “staggered” rollout of a national metro breakfast show next year.
If true, it’s a bold play by Australian radio standards and could trigger other network’s to make similar moves, especially if the guinea pig can draw a consistent share in multiple markets.
The big upside is, as you would expect, cost savings. One million-dollar lineup that sits in second or third place on the FM leaderboard is better than three to five shows each costing big bucks.
After the global pandemic subsides, It’s expected that budgets won’t be what they once were. Even when advertisers return en mass, it could take years for the media sector to fully recover.
On the world stage, national breakfast shows aren’t new. While much of the local content would be lost, some buyers and brands might see value in the national brand and reach.
Before arriving on Australian shores, Christian O’Connell was beamed across the United Kingdom on Virgin and then Absolute Radio, with consistent success in the radio ratings.
Outside of the commercial radio arena, Government-funded youth broadcaster triple j has also enjoyed success with national breakfast shows in years gone by.
If one of the programming chiefs from Australian Radio Network, Southern Cross Austereo or NOVA Entertainment did pull the trigger, which show would have the best shot?
From the KIIS, Pure Gold, Hit, Triple M and Nova networks, Radio Today picks the five lineups most likely to top executive’s lists for a national breakfast show in 2021 and beyond.
The KIIS Network
Options: Kyle & Jackie O (Sydney), Jase & PJ (Melbourne), Robin, Terry & Bob (Brisbane), Jodie & Soda (Adelaide) and Botica’s Brunch for Breakfast (Perth).
Radio Today’s top pick: Kyle & Jackie O
There really is no close second when it comes to Kyle Sandilands and Jackie ‘O’ Henderson.
Their consistent double-digit share remains unmatched. While the content and pace match that of the Sydney audience, their national profile and performance in Drive can’t be denied.
The Pure Gold Network
Options: Jonesy & Amanda (Sydney), Christian O’Connell (Melbourne), Laurel, Gary & Mark (Brisbane) and John Dean (Adelaide).
Radio Today’s top pick: Christian O’Connell
ARN’s Pure Gold Network is not starved for choice.
Brisbane’s lineup is an institution, as are their Sydney counterparts, with Keller having a national profile. But O’Connell has been-there-done-that and went national on nights last month.
The Hit Network
Options: Jamie Angel (Sydney), Fifi, Feb & Byron (Melbourne), Stav, Abby & Matt (Brisbane), Bec & Cosi (Adelaide) and Xavier, Jules & Pete (Perth).
Radio Today’s top pick: Matt & Alex
It’s the network everyone loves to talk about, because, 2DayFM.
The network as a whole has had its ups and downs in recent years. And while Fox and its lineup are a legacy brand, if SCA were to shake the tree, Radio Today would back a wildcard.
The Triple M Network
Options: Moonman In The Morning (Sydney), The Hot Breakfast (Melbourne), The Big Breakfast (Brisbane), Roo & Dits (Adelaide) and Clairsy, Matt & Kymba.
Radio Today’s top pick: Moonman In The Morning
Just like it’s sister network above, Triple M has experienced turbulence in most markets.
While Mcguire has the profile, he doesn’t have the numbers. If we’re placing bets ($5 max, please), Radio Today puts its fiver on Moonman. Good profile and a cracking show on the rise.
The Nova Network
Options: Fitzy & Wippa (Sydney), Chrissie, Sam & Browny (Melbourne), Ash, Kip & Luttsy (Brisbane), Ben & Liam (Adelaide) and Nathan, Nat & Shaun (Perth).
Radio Today’s top pick: Chrissie, Sam & Browny
Speaking of legacy breakfast shows, Nova has them in most markets save for Adelaide.
The conservative Nova might be least likely to flick the switch on local programs, but if push came to shove (no pun intended) it’s less likely to be from Brisbane, Adelaide or Perth.
Sydney’s Fitzy & Wippa have been consistent performances, but Chrissie, Sam & Browny delivers good cume and hosts with strong brands between them.
Now it’s your turn to play along at home. Let us know which Australian breakfast radio show you think could build a national audience in the comments section below!