The Survey 7 Washup – SCA’s Craig Bruce

Staff Writer

If you haven't yet seen the results and analysis from Survey 7, see it all here.

You can also see the press releases and the ups and downs.

Here's what Craig Bruce, Head of Content at Southern Cross Austereo, had to say about this survey for the Today and Triple M networks.

Mark: Yesterday Craig gave his thoughts on the potential move to Mix 106.5 for Kyle & Jackie O (read here) but talking about the results for 2Day FM, who are up 1.4 10+ with Kyle & Jackie O up 1.3 and all other shifts up, it was a solid result for the station.

Craig: It’s fantastic, just a great result all round for Sydney. I know what the naysayers will say but we’re going through the same bittersweet feelings that dmg would be going through in Melbourne with Dave and Kate. They’re finishing at #1 and so is Kyle and Jack. Whilst it’s good it’s also disappointing as well.

Same for them (dmg) and their drive figures in some of the markets where they’ve done really well. There’s a significant change to that national drive show and Meshel Laurie is incredibly funny and Kate Ritchie is not and how they rebuild that and the chemistry around that will be a good challenge for them.

Mark: On Friday we talked about going out on a high with Kyle & Jackie O. When you look at Matt & Jo’s result, do you think possibly their high might have already passed ?

Craig: That could be the case. Dave and Kate got to their farewell before we got to ours and they’re obviously leading that message in the Melbourne market. There’s no reason why we can’t have a good finish with survey 8 but clearly the show has reached a level where the decision to move on to something new for next year was the right decision and hopefully we can have a really good next survey for Matt & Jo.

Mark: The other story out of Melbourne is Triple M’s result.

Craig: Yeah it was an excellent result. The Ed, Mick and Luke numbers have been really consistent all year round to be honest and we’re really happy with where 3MMM is sitting. 2MMM as well. The numbers leading into this survey weren’t particularly brilliant and to hold onto that number was encouraging, certainly from a breakfast perspective sitting solid at a 6.1 is good for us.

Mark: In Adelaide, Triple M flat, SAFM are slowing climbing.

Craig: The breakfast and drive numbers in Adelaide were pretty good and the cume figures are encouraging, certainly for breakfast on SAFM so that’s a slow rebuild and we need some marketing and some noise in that market from a branding perspective to give it a kick along but it’s moving in the right direction. I think it’s had 5 out of 7 up books this year for breakfast, it’s baby steps but, as you know, I’m a believer in the show and the talent in that show and I think we’ll get there eventually.

Mark: In Perth, The Bunch leaving Mix 94.5 gave the station a good spike.

Craig: Probably not dissimilar to what’s happening with Nova in Melbourne. Certainly with a Mix audience who have grown up with Fred (Botica) over so many years, they’ve probably come back into hear it for the last time so we’re appreciative of that. The new show (Clairsy, Shane & Kymba) has launched brilliantly, I’m really happy with where the station is sitting and we have no intention of giving up that #1 spot now that we’ve got it back again.

Mark: As we get closer to the end of the year, and a fair bit of change happening at SCA, where are you at with everything ?

Craig: There’s still a few holes to fill. We’re in that process now of putting the final touches on it all. My job, and the people around me, is to imagine these moments and think a little ahead of where everyone might be. So we’ve got some fairly well thought through plans already in place, we obviously can’t share them with anyone right at the moment. But there’s some good options for us in all of the shows that we need to replace.

Some of those announcements will happen over the next couple of days and there’ll be a few more before the end of the year with 2Day breakfast and whatever might flow from that.

Mark: We look forward to hearing who goes where to do what when you can let us know.

Craig: Good onya Mark.

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