Content directors reveal what they’ll be looking out for in Survey 4
We’re almost at the halfway point. With survey 4 of 8 of the radio ratings calendar just around the corner, trends will start to emerge and patterns will form.
Southern Cross Austereo’s (SCA) chief content officer, Dave Cameron, has previously been open about Sydney’s 2DayFM being his absolute priority as the radio company looks forward to surveys 4, 5, 6, 7 and 8. Last survey, the station had a 3.5% share, and its Breakfast show had just 3.3%.
Beyond the (frequent) Sydney headlines though, there’s plenty of other pain points, and good news stories, for SCA to look out for in Survey 4 next week.
“Growth in Sydney is the absolute priority for us. And followed by continued momentum for our Melbourne stations including building Marty [Sheargold’s] audience [on Triple M]. And finally continuing to bed in those new brands with those format changes in Perth. They’re kind of the key priorities for me, but Sydney, very much at the tip of the stack,” he said last survey.
He admitted that Survey 3 had some “head scratchers”, in terms of results he couldn’t fully explain, but said there were also wins SCA could further build on.
“There’s also some good wins in pockets as well. Overall when we have a look at the national result for us today [in Survey 3], the Hit Network is #1 25 to 54 females, nationally, and Triple M is #1 men 25 to 54 nationally.
“So when we have a look at those aggregate numbers, which is what we sell on – versus the ego numbers, which is those share 10+ results – and demographics are really strong right across the country, and that’s where we trade. That’s where we do business. So, when we’re strong in our target, then that’s a good result for us.”
The Australian Radio Network (ARN) has less of a need to panic about Sydney, with its KIIS FM Breakfast duo Kyle & Jackie O already atop the FM pile and WSFM’s Jonesy & Amanda recovering from recent dips.
It will, however, be keeping a close eye on whether Kyle & Jackie O can create the radio story of the year by knocking even its AM rivals off their perch in terms of overall share.
For chief content officer, Duncan Campbell, however, he says he’s more focused on Brisbane, Melbourne and Perth.
“We’ll be looking at Brisbane again and obviously Melbourne in terms of GOLD because that is really tight now, but I have supreme confidence in the GOLD format and Christian O’Connell,” he said after O’Connell experienced a slight dip last survey, down 0.3 points to an 8.0% share.
“There’s probably not a hungrier person in radio on the air than him at the moment, and with his book coming out… it’s all good publicity for the show and for the station and for himself. So we’ll keep an eye on GOLD, but no real concerns there.”
Its ARN Melbourne stablemate, KIIS Melbourne, is also yet to announce the replacement for Polly ‘PJ’ Harding. Her show, Jase & PJ, jumped to a share of 7.4% in Survey 3, its best result to date, however she leaves at the end of the month. Thus far, ARN has remained tight-lipped on who will replace her, but he has repeatedly reassured Radio Today we will know before Harding’s final show.
In addition to keeping an eye on 97.3 in Brisbane, Perth is heating up, he said.
“We’re fairly close to 94.5 in Perth at the moment.. So we’ll see if we can make some inroads there and try and overtake that station.”
A number of Perth stations have designs on climbing up to become the #2 station, with Nova currently somewhat untouchable on 13.5%. Over time, they all have plans to then dethrone Nova.
Indeed Triple M Perth’s Breakfast co-host Basil Zempilas has his own plans, announcing his intention to get his show to #1 within five years.
Survey 4 results are out in two weeks. Later in the week, Radio Today will cover NOVA Entertainment and Nine Radio’s expectations for Survey 4.