‘Never underestimate or write anything off’: Nova gears up for 2Day FM Breakfast’s revival

Former Editor & Content Director

“It’s always possible” that 2Day FM in Sydney could return to its former market dominance, NOVA Entertainment’s chief programming and marketing officer, Paul Jackson, has conceded.

Parent company of 2Day FM, Southern Cross Austereo (SCA), has recently confirmed it will be revealing its new line-up within “weeks” after cycling through 14 options since the departure of Kyle & Jackie O at the end of 2013.

Despite all iterations of 2Day FM Breakfast since Kyle & Jackie O struggling to maintain a ratings foothold in the competitive market, Jackson said he would be keeping an eye on the program next year.

“I would always be concerned about any station and what they’re capable of – coming up with some new ideas, new twists, new ways of doing something. There’s always a gap to be explored. So I would never underestimate or write anything or anyone off,” he told Radio Today after last weeks’s ratings release.

Jackson reminded doubters that there was a time people would have questioned smoothfm’s chances in the market, but as of Survey 7 this year, the station holds the number one overall FM spot, with an audience share of 10.8%. It’s second in Breakfast on 8.5% behind Kyle & Jackie O which boasts 10.7% over on ARN’s KIIS.

Nova’s Breakfast line-up Fitzy & Wippa had 6.7% this survey, keeping it in front of both SCA’s Triple M (5.4%) and 2Day (3.5%).

A representative from SCA was unavailable for post survey interviews this time around.

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What is SCA doing?
9 Nov 2020 - 3:43 pm

PJ is being very kind here.
The fact that SCA did not offer any statements after the survey results shows their panicked mindset. Or they genuinely do not care. Which is almost as concerning.

9 Nov 2020 - 8:20 pm

Fitzy amd Wippa are sounding stale on Nova breakfast

But Kate, Tim and Joel are producing such brain dead radio on drive so they don’t have many options

Not so sure!
10 Nov 2020 - 9:30 am

Anonymous – I am sure SCA have a clear plan and all will be known shortly. Felt Jackson was playing it very smart and conceding 2DAY can only grow. If they do the audience will inevitably come from someone

Neil Dee
10 Nov 2020 - 2:29 pm

There is still a possibilty of Carrie and Tommy…. for 2 Day breakfast

10 Nov 2020 - 3:30 pm

Interesting and slightly naive statement made here. Nova has definitely suffered from same same syndrome in the last 2 years. Over the previous 5 years the station was the one that surprised the market with interesting extensions, refreshed image, strong campaigns and branded assets like Red Room. With no budgets and from what I hear since COVID, no dedicated and experienced marketing resource left, it’s become the station that it was after M & R left – no real direction and nothing to talk about in market. The music position sounds more like a blocking strategy rather than taking the lead. Lots of concerning aspects as the other networks seem to be investing more in people and marketing to sure up their futures. There’s no doubt they are sounding on auto pilot.
If the current status quo continues in won’t be that hard for 2Day to seize the moment if they do it right and Nova will be in no mans land like 10 years ago.
Shame given what it used to be but hope I’m wrong for the once great brand.

10 Nov 2020 - 3:34 pm

I don’t understand the decision to invest so much behind a dated promo like Smooth stars, which lets face it sounds like wallpaper, and not into building the brand for the future.


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