Nine Radio’s Tom Malone on ratings pause & audience growth
Following the decision by Commercial Radio Australia and GfK to suspend the radio ratings after Survey 2 results on April 16, Nine Radio says it’s business as usual.
In a statement from radio boss Tom Malone, he says its top-rating hosts on 2GB, 3AW, 4BC and 6PR stations will remain on-air over the Easter break.
Radio Today also understands that call volumes are up about 300% and emails from listeners have increased 250%, while its website traffic nearly doubled in March.
“The COVID-19 crisis has been a time when audiences have turned to talk back as a trusted source of news and information, and we have seen a tangible surge in the engagement and the huge number of calls, emails, web traffic and live streaming…,” said Malone.
“We understand and support the decision to suspend the GfK surveys for 3, 4, 5 as it would not be possible to conduct them, given the current restrictions.”
CRA chief executive Joan Warner said it had carefully considered the options in consultation with GfK, and concluded that fieldwork was not possible.
“However, from an on-air perspective, the hosts across 2GB, 3AW, 4BC and 6PR will all be working through the Easter break and into mid-year as we continue to deliver our audience the latest news on the ongoing situation.”
Media consumption and demand for audio content has increased during the pandemic.
Radio Today was told that Pageviews on the 2GB, 3AW, 6PR and 4BC websites were up about 87% and app usage up some 22% month-on-month.