UPDATED: Mum’s the word on 2DayFM Breakfast: SCA’s Matt O’Reilly on Survey 2

SCA's Matthew O'Reilly. Image supplied

Here’s an interesting bit of trivia for you: Did you know that 2DayFM’s Emma Chow is now the only mum on Sydney Breakfast radio?

This rather intriguing fact came to light following the recent upheaval in the market, and SCA’s Head of Broadcast Content Matt O’Reilly says they’re making the most of it.

“That is a massive point of difference for us, we feel, in terms of connecting to the audience.”

Here is another bit of interesting trivia for you: the above statement is not entirely correct. But in the great tradition of ‘The Spin Cycle,’ allow me to reinvent my story!

Emma is an FM brekky mum in Sydney but if I widen the algorithm slightly, Patrina Jones from Gold‘s The Christian O’Connell Show also fits into this daypart and – broadening it even further – we discover Cathy Jubb of 2UE is also in the mix.

These new revelations take nothing away from O’Reilly’s point about Emma’s audience connection.

My headline now should be Mums’ the word.

All four of SCA’s Sydney and Melbourne stations enjoyed gains in the latest metro ratings.

In his post-Survey 2 interview with Radioinfo’s Steve Ahern, O’Reilly says he expects those stations will continue benefit from the instability in the Breakfast timeslot, in both cities.

“I don’t think we’ve seen the effects of that at this point, though. There was only a slight dip for KIIS and Kyle and Jackie O (this survey).”

As O’Reilly points out, there are three heritage shows which have left the Sydney market in recent months: in Kyle and Jackie O, Jonesy & Amanda and Fitzy, Wippa and Kate.

“So there is still going to be a lot of audience transitioning to new shows. I think surveys 3 to 5 are going to be really interesting this year.”

“We’ll see where it lands.”

Of 2DayFM’s recent format change from ‘The Hits Before They Hit’ to ‘Better Music and More Of It,’ O’Reilly sums it up in a nutshell: most of the songs people now hear on the station will be familiar ones.

“That doesn’t mean we’re not playing any new music,” he says. “But you’ll hear a lot more older, familiar, singalong-to hits.”

“I keep saying – and this is not an official strapline or anything – it’s everything from Michael Jackson and Madonna through to Sabrina Carpenter and Sombr.”

O’Reilly describes it as a variety format for people under 40.

“We’re only a week and a half into that, and I think it’s really delivering on that promise.”