‘I think more about 2Day than any other station’: Dave Cameron on the Hit Network’s struggles in Sydney
Southern Cross Austereo’s (SCA) chief content officer, Dave Cameron, has remained on message in the face of today’s poor results in Sydney, saying it will take time for a revitalised 2DayFM to cut through.
Despite repeating the same positive messages as he has the last few surveys, Cameron did acknowledge 2DayFM is a concern.
“I would say that I continue to have a tight focus on the Sydney market and how we may continue to build an audience from a very, very tight and loyal audience base that is attached to other stations and brands. That will be our ongoing focus. And I think more about 2Day than any other station to be honest,” he said when asked by Radio Today what he’s most concerned about out of today’s results.
He said today was very much Kyle & Jackie O’s day, in light of their historically high result on rival KIIS, but it was business as usual at 2Day.
KIIS’ Kyle & Jackie O Show had a 15.5% share, topping even AM’s Ben Fordham on 2GB, and miles ahead of 2Day’s 3.3% for The Morning Crew with Hughesy, Ed & Erin.
“In terms of us, look it’s the same conversation I had the last couple of surveys [and] probably the same one I’ll have with you for the next couple of surveys. My message is going to be repetitious at the moment, because it’s the same situation. We need to build an audience, continue to do what we’re doing. Be consistent. Hold the course for the show that continues to grow. And we need to find an audience that needs to come from a market that has very loyal listening. It has very little audience movement because of legacy shows that haven’t changed at all,” he said.
The Morning Crew still needs time, Cameron says
The only way for 2DayFM to make inroads in Breakfast is consistency, he said, as well as “dangling some carrots” to move the cumulative audience over the next couple of years.
“And that’s what we’ll do,” he told Radio Today, resolutely. “And I know that’s the same story, bu that’s what we’ll do, and that’s the only way to move forward, is to be consistent with what we’re doing, and move some audience over a long period of time.”
SCA’s other Breakfast offering in Sydney, Lawrence Mooney’s Moonman in the Morning on Triple M, also struggled, dipping 1.1 points to 4.6%.
Is it the same situation over on Triple M, then?
“A little bit,” Cameron said. “Moonman was sitting on 6.7 a couple of surveys ago, so we’ve taken a little bit of a hit there. I think what we do know with our Triple M shows is that when we stop marketing intensely, they tend to just come off the radar a little bit.
Moonman in the Morning is ‘one of the funniest shows in Sydney’, according to Cameron
“We put a significant focus on 2Day for the first half of the year, and now it’s time for us to just have a look at making sure we continue the exposure with Moonman.
“We still think it’s one of the funniest shows in Sydney, and w’ere happy with the product. We’ll get some marketing in the second half of the year, but it is steady as she goes [for now].”