“It’s not the survey we wanted”: Craig Hutchison on 1116 SEN’s Survey #4 results

Former Assistant Editor

1116 SEN boss Craig Hutchison believes there are positives to take out of Survey #4, despite yesterday’s ratings showing room for plenty of improvement.

Pacific Start Network CEO and managing director Hutchison spoke with SEN host Jack Heverin for what’s become a traditional post-survey video release by the network.

The Melbourne network fell overall to 3.1% for People 10+ (-0.3), something Hutchison admitted was a less than ideal result.

“To be candid, it’s not the survey we wanted,” he said.

“We’re restless to be a great business. We’d like to be accelerating a little quicker than we are.

“After three surveys of growth, we would have preferred to see another jump in today’s results. We feel we’re on the right journey in our pursuit of the 25 – 54 male sports fan in Melbourne.”

There were some positives to take away for SEN, with an increase in cume, up 22,000 listeners in their target demographic of Males 25-54, while Breakfast team Garry Lyon and Tim Watson also rose fo 7% (+0.3) in that demo.

“In the areas where we’re targeting, we are really pleased. And the station itself, I’m rapt with.”

Hutchison has a positive outlook, especially with AFL finals time on the horizon.

“With some positive digital and audience markers, we look forward to continued growth as we come into the all-important AFL finals crunch time and the trade season, but our work is never done.”

Watch the chat in full below:

GfK Survey 4 Results

"Certainly some positives in the 1116 SEN business, some areas we'd like to improve and in the Crocmedia business some good wins". CEO Craig Hutchison Read more on the Survey 4 results: https://sen.lu/2m3bIvfThanks to AR Property Investments Pty Ltd – learn about property investment one on one.

Posted by Crocmedia on Monday, 9 July 2018

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11 Jul 2018 - 11:51 am


11 Jul 2018 - 9:07 pm

How did the better sports radio station, Macquarie go?

12 Jul 2018 - 1:39 am

Gary and Tim are impossible to listen to.
kB should have been left where he was. The average Joe couldn’t care less about horse racing (sorry Turf) and I wish the station would stop ramming it down our throats.
Andy Maher is easily the best, followed by Cornes. Shane I can’t listen to breaky or the drive shows. Snooze feature

12 Jul 2018 - 9:38 am

KB, Garry and Maher are always good to listen to. Ive even warmed to Cornes. Not so interested in the rest, too many ‘in’ jokes. The sheer amount of ads, the betting promotion and horse racing interest is over the top and makes me feel im wasting my time listening. Footy calls are good.

Gavin Brooks
12 Jul 2018 - 10:29 am

SEN jettisoned some of its best talent to make way for CrocMedia staff, and the station is suffering for it.
And it’s “rapt”, not “wrapped”.

12 Jul 2018 - 11:30 am

I’m just impressed that a sales rep has managed to sell advertising during a ratings wrap up.

12 Jul 2018 - 7:23 pm

Andy Maher should stop eating his mic. Being an audio medium you’d think presenters would know what ‘plosives’ and sibilance are. Get the man a pop filter and sack buttons!

And can someone please sign Gary up to a dictation or public speaking course. He mumbles more than Sylvester Stallone.

KB, Watson and Cornes are good. That is all. Good evening.

13 Jul 2018 - 11:49 am

Croc Media have found out you can’t just get the rights and the rest happens for you. Welcome to commercial reality. What a croc !

14 Jul 2018 - 7:43 am

I think jack , Del and Spud should remain in the mornings permanently!! I always have a great laugh when they are filling in !!!! It makes the drive to work a laugh !!!!!

Simon Miller
6 Aug 2018 - 9:23 am

Gerard Whateley is a little too highbrow for this station. I find his non conversational interviewing style awkward to listen to and very ABC. His regular guests are also kind of sterile and way too agreeable. For the most important session 4 days a week he’s just too intellectual for a sports show where people want a bit of comedy, argy bargy and argument.

22 Nov 2018 - 10:39 am

KB needed to stay where he was. Was ok listening to him in the background during work. The time i looked forward to the most and actually enjoyed was Marko and Ox on the drive home. Now it feels like i’m listening to 3aw with KB and Turf, doesn’t engage me one bit. Missing Finey aswell, i used to listen to him before bed. Don’t put on the radio at the time anymore.


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