Greg Byrnes: Why footy is more than a game – it’s radio gold

Nine Radio's Greg Byrnes. Image supplied

Be it AFL or NRL, Nine Radio’s footy coverage has never just been about the live game.

National Content Manager Greg Byrnes says there’s nothing quite like the content generated by the talkback lines immediately after the final siren sounds.

“Particularly on a station like 3AW, where people have listened at home or they’re sitting in their car, trying to get out of car parks, or they’re walking to train stations and they’re ringing talkback lines and letting their feelings be known,” Byrnes laughs.

“As far as entertainment goes, it’s wonderful content!”

Byrnes is chatting to Radioinfo’s Steve Ahern in the wake of GfK Survey 5, which saw 3AW reclaim the #1 position in Melbourne, securing a commanding overall share of 13.5.

Byrnes says Nine Radio’s extensive Thursday to Sunday footy coverage certainly helped the cause.

Not only was 3AW #1 on both Thursday and Friday nights, it was Melbourne’s most-listened-to call across the entire weekend.

“[It’s] a fairly crowded football market in Melbourne,” Byrnes notes. “But the quality of our call – we put a lot resourcing behind it. We confidently believe it’s the best coverage in Melbourne.”

“These figures show that the audience feels the same also.”

Byrnes says there’s a lot more to footy coverage than just the commentary.

“Particularly in a market like Melbourne – and to a lesser extent probably Perth – football is day to day content. It’s not just live commentary. It’s selection. It’s umpires. It’s coaching. It’s the top eight. It’s wooden spoons. So that’s reflected right across the week. And the AFL, like the NRL, this year has been serving up some wonderful, unexpected results.”

“I think that all plays out on air, and proudly so for us.”

As well as strong results across all 3AW’s daytime shifts, Survey 5 brought with it a solid increase for 4BC Brisbane Mornings host and former TV sports reporter Bill McDonald.

Byrnes says McDonald’s come a long way since he first dipped his toe into talkback.

“It’s really pleasing to see a big increase like that. For Bill today, it’s a wonderful day.”

Also pleasing, says Byrnes, are the gains achieved by fellow 4BC hosts Sofie Formica and Gary Hardgrave this book.

Midnight to dawn continues to be a particularly important shift for Nine Radio, with Byrnes saying Overnights is reflective of the companionship on which the network prides itself.

Sydney and Brisbane Overnights host Phil O’Neil went up almost 3 points – from 13.8 to a 17.6 share.

“What’s encouraging about that is Phil was new to talk at the beginning of the year,” says Byrnes. “And it IS a big change – it’s 5 and a half hours on air every night and of course, very little room to play records!”

In Melbourne, Overnights host Tony McManus remains #1 with a 24 share.

“Come weekends, Pat Panetta is overnight across the country and he’s doing a wonderful job. Really good figures,” says Byrnes.

Of 2GB’s continued slip in Breakfast and Mornings, Byrnes isn’t hitting the panic button.

“I think overall that 2GB is certainly stable. Keep in mind that we had a cracking start to the year at 2GB surveys 1, 2 and 3. Certainly came back in Survey 4. Stabilised somewhat today. Averages are stable. Cume is stable.”

With standout results across the weekends and footy content leading the way, Byrnes thinks 2GB is in a fairly good position heading into Survey 6.

Whilst the 3AW brekky team of Ross and Russ surged 2.9% to a 20.1 share, its rival AM Breakfast show – hosted by Sharnelle Vella and Bob Murphy on 774 ABC Melbourne – slid 1.3% this survey to a 5.5 share.

Quizzed on what he makes of it, Byrnes is diplomatic.

“I can’t control what they’re doing. I can only worry about what we’re doing.”