Duncan Campbell: What will the new normal listening patterns be?
ARN had a good survey in most markets despite the continued disruption to listening habits from Covid.
Duncan Campbell’s view across all the metro markets is that there is a two tiered system at the moment.
“The AMs like 3AW and 2GB are at the top and in the next layer of the sandwich there are five stations, then everyone else is below that,” he told Radio Today after the results dropped.
ARN stations were not so much affected by Covid, according to Campbell.
“The overall result is that we’re in a very strong position as a network… it’s particularly pleasing in Brisbane to see 97.3FM jump up 1.7 to effectively create another number two station division.”
“With Australian capital cities coming out Covid lockdowns quickly now Campbell says, “once we start to move on from COVID, you’ll see the AW and GB breakfast figures particularly come back down to normal levels… it won’t be the norm that we knew it, but we’ll get back to some more sort of normal listening patterns and figures.”
What will the new normal be though?
“I think there’s certainly going to be a percentage of people that won’t want to come back to the office, but I think that might not be as high as they predict because… over time hesitation will diminish and you will see people returning to work as usual… I think we will see an increase in workplace listening… for some people their workplace may be in their home, for others it may be the office…
“The jury’s still out, we have to do some research on that. It’s the temptation to pick up isolated times and extrapolate that out, but I think we need to get into a bit of a rhythm here and see what happens over time in terms of the impact on any workplace listing. Certainly, there hasn’t been any impact on total breakfast listening as much as we perhaps thought it would be… if breakfast shows are strong then people will listen to them, whether they’re working at home or not.”
See our ratings coverage from yesterday here.