Dave Cameron admits SAFM is still struggling to recover from its Hit rebrand
Southern Cross Austereo’s (SCA) chief content officer Dave Cameron has conceded his Hit Network Adelaide station, SAFM, is still being punished for its bungled rebrand.
The legacy SAFM radio brand was killed off in 2014 in favour of ‘hit107’, as SCA attempted to have more consistent station names and branding across the network.
At the time, it targeted young women in their 20s and promised to be “playful, social and colourful” radio.
The hit107 branding adopted in 2014
Last year, however, SAFM was revived as the Hit Network underwent another revamp.
The hit107 experiment, Cameron said, did not pay off, and is largely why the station is still languishing with just a 7.1% share, behind Mix (13.0%), Nova (11.5%), Cruise (11.1%), FiveAA(10.8%), Triple M (10.1%) and ABC Adelaide (10.0%).
“We changed that brand for seven years, and it was confusing for the audience here in Adelaide,” he said after Tuesday’s ratings. “The hit107 brand did not resonate with the market…. It’s a change that unfortunately wasn’t a strong change seven years ago…
“It was a change made with a different leadership team at a different time, and that leadership team is no longer in place.”
Cameron said when he reintroduced the SAFM brand, he knew it would take a few years to get it back to a market-leading position.
He pointed to SCA stablemate Triple M, and in particular its Roo & Ditts Breakfast program, as examples of successful long-term programming and planning.
Roo & Ditts climbed to an 11.2% share in Breakfast, up 2.1 points from the prior survey. In the FM Breakfast battle, this places the show only behind Mix 102.3’s 12.3% share.
SAFM’s Bec, Cosi & Lehmo, meanwhile, slipped 0.8 points to a 7.8% share.