“It think anyone who’s claiming a win today, it’s premature.” Duncan Campbell on Survey 3 & Melbourne’s Breakfast radio wars


“I’ll make a statement here: I think anyone who’s claiming a win today, it’s premature. The jury’s still out.”

That’s ARN Chief Content Officer Duncan Campell’s take on the results of GfK Survey 3, which show the network’s KIIS Breakfast Show in Melbourne lost ground, whilst the Nova Brekky team of Jase & Lauren went up.

Kyle & Jackie O have now been on air in Melbourne for more than a month.

But in an interview with our sister publication Radioinfo, Campbell says the way he sees it, it’s a long game, played slowly.

He’s quick to point out that K & J were only on air for three weeks of the ten week survey period.

“Given the Melbourne breakfast market has been disrupted – Jase and Lauren moving to Nova, Kyle and Jackie O coming into KIIS – there’s a lot of cume churn going on.”

“Our internal perspective was, if we had a flat result today, it would have been a good result.”

“But the context is 3 weeks out of ten. Next survey, it’s 8 out of ten – a far more robust result.”

“My view is that the cume will now settle, hopefully, and we’ll build from here.”

“I think Nova’s results today will be short-lived.”

What if the opposite happens in the next book, and the gap widens?

“If that was to happen, which I don’t think it will, then we’d have to ask some questions,” says Campbell.

But he wouldn’t be ringing the alarm bells.

“We never panic – we would just investigate and find out what the reason was, hypothetically, if that happened.”

“If it continued, and there was a trend there, then that would be something that would not be desirable at all, but I think (there’s) a lot of noise in Melbourne about this show. Kyle’s very pragmatic about it today as well.”

“It’s still early days,” says Campbell, who acknowledges he won’t be able to trot out that same line when the next survey results land on July 9.

He says he’ll be ‘slightly concerned’ if he doesn’t see any movement next book.

“If we had have gone up (this survey), of course we would have made a bit more about it,” he says. “We would have loved to have seen a movement going up. We just didn’t see it today. And that market’s been in a lot of flux lately.”

“Let’s see what happens on July 9.”

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4 Jun 2024 - 8:13 pm

Let’s stop the BS.
KJ content has been on KIIS Melb breakfast for the last 10 weeks.
Some of it live.
Some of it Best Of.
But All of this result is KJ content.
The whole period.

5 Jun 2024 - 1:57 am

To summarise: if we’d won by a mile we would be shouting it from the rooftops. Because we went down, it means nothing.

Old Journo
5 Jun 2024 - 4:04 am

Campbell isn’t doing K&J any favours by putting time frames like these on the Melbourne market settling.

It’s a new program in a crowded, tough market.

He realistically should be saying ‘ This is great for Melbourne radio and we’re in it for the long haul, the listeners are the winners’.

His comments are ammunition for the opposition to use.

Kyle, get your own spokespeople/marketing for the show. Your team should generate all commentary on the program in the future.

Melbourne Mind Made Up Already?
5 Jun 2024 - 7:46 am

KJ have been on most of this year in some form of show – their apparent ‘best content’ being rolled out the majority of Survey 2. On top of a huge marketing and PR campaign – this is truly their result alone no matter how Duncan and ARN want to spin it.

5 Jun 2024 - 4:33 pm

Been a fair bit of Humble Pie being shared around North Sydney these last couple of weeks. You love to see it.

5 Jun 2024 - 7:10 pm

Hmm, I think they should splash more money lol
Next survey probably will go up like 2% and that’s it, survey 4 down again….
I think it would work more in KIIS Brisbane….

7 Jun 2024 - 10:05 am

No panicking after a bad result? Wow. Wish that was applied to all the other ARN breakfast shows. Usually it’s the next few months elicopter programming.


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