Nine says Ben Fordham’s Breakfast show brings in 40% more revenue than its predecessor Alan Jones

Former Editor & Content Director

Nine has highlighted the tailwinds pushing its radio brands towards better profitability after revealing it has written down the value of the assets  in its financial results due to a downturn in revenue.

Despite the drop in revenue, profitability and perceived value, Nine said its radio business arm had long-term sustainability, and it had been doing the hard work to get it there.

Managing director of Nine Radio, Tom Malone, conceded the impact of COVID hit it hard as it is more leveraged to the Sydney and Melbourne markets and to small business advertisers.

He said it had done the work, however, to reposition its business from a cost and programming perspective to ensure it is perfectly placed to take advantage of the strengthening ad market.

He said since the launch of the new Ben Fordham Breakfast show in Sydney – which replaced Alan Jones – revenue is up 40% in the timeslot.

And the Neil Breen-fronted 4BC Breakfast show – which also used to broadcast Jones – has improved 46% in comparative revenue terms.

Across the whole business, Malone said June was the most profitable month in more than three years. This was also driven by cost reductions of 18% over two years.

In a note to staff explaining the results, Malone said the non-cash impairment of goodwill in the radio business – which saw it write off over $60 million –  is “not unusual” and “something TV and publishing did last financial year, along with some of our radio competitors”.

Malone also pointed to a bright future for its digital audio output and strategy, noting it’s “leading the way” on live radio streaming with 11.2 million stream starts per month, a cume of 1.64 million and total listening hours of 10.2 million.

“The changes we have made have fundamentally reset the Nine Radio business, ensuring its immediate profitability and long-term sustainability,” Malone said in his note to staff.

“Thank you for all of your ongoing hard work and commitment to excellence, for always putting our listeners fist, especially at times like this with ongoing lockdowns.”

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26 Aug 2021 - 1:37 pm

Is ‘time slot revenue’ affected by time slot salary? Was Alan just grossly overpaid?

Sue Lockyer
26 Aug 2021 - 2:43 pm

Hmmmmm what about the other Programmes – is Ben carrying 2GB ?
If you are not a Football Freak forget 2GB
It has become a Bogan Station & Left leaning same as NINE TV
I have never seen a Media Company such as NINE implode –
Management & the Directors are killing their meal ticket.
Seriously who would invest in NINE TV & RADIO
Don’t cry if you lose your money
I won’t mention the useless/worthless station 2UE
What is the saying about Monkeys & Peanuts

26 Aug 2021 - 3:18 pm

I find this interesting because are we to believe that advertisers are happy to pay more for less audience?

26 Aug 2021 - 6:18 pm

Geeze, who is the spin doctor employed by Nine Network?
Next they will have us believing the sky is green because Ben and Deb said so.
Reality check guys. You are going down the gurgler.

26 Aug 2021 - 11:08 pm

I miss the morning rage that came through my speakers with Sir Alan. It’s not the same being lectured by a primary school kid. And for Deb PLEASE I would rather listen to my Ex mother in-law, no sorry 2gb you’re 2pc 4me.

27 Aug 2021 - 8:24 am

What a lot of absolute rubbish.
The saying “ Go Woke, Go Broke” is so relevant to the once powerful 2GB who used to represent the interests and feelings of the silent majority of Australians. Ray Hadley is becoming such a joke as well. He rarely takes calls because nobody rings him in case he abuses them for daring to have a different view to his. He seems to think that he is the King and whatever he decrees must be obeyed. I would give them another 18 months at best.

Patrick Hennessy
27 Aug 2021 - 9:42 am

I like to surf the AM dial to get a left and right balance. However the uber content of nauseating loud bogan like advertisements on 2GB have me more and more heading to the ABC which can be a wince but easier on the nous.

Jim Swerydow
27 Aug 2021 - 10:26 am

If things are so rosy why are they relying on silly cash giveaways and playing advertisements encouraging radio advertising. Increased profitability, (if this is correct) has been achieved by spreading their talent over other media interests.
The merging of media interests has resulted in useless cross-media promotion and dumbing down the content. Listening to channel 9 on the radio isn’t very original.
Very vanilla listening unless you like rugby league.

Mick C
27 Aug 2021 - 12:15 pm

@ Jeff

Pople do ring in but never get to air.
If some one rings in and want to talk about something and RH or DK and others are not interested in then their call is not put to air

27 Aug 2021 - 10:30 pm

I used to be an avid 2GB listener, but some of the presenters in particular seem less intelligent and others simply are not aligned to previous leanings. MMM’s Moon Man is more forthright and conservative in perspective than the terribly urbane mob now on the air. It’s unfortunate but that’s the way it is these days, where people with minimal veracity dominate the “share of voice”.

3 Sep 2021 - 6:07 am

It looks and sounds like Ray is just hanging in there to hoover up the rest of his inflated pay deal and then he will bail at the end of his contract!


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