ARN disappointed Jase & PJ still not delivering ratings
The content boss of Australian Radio Network (ARN) Duncan Campbell has admitted his frustration that its Melbourne station KIIS 101.1 can’t seem to meaningfully break into the market.
In the most recent ratings survey, the station had an overall 4.4% share, down from 5.0% last survey.
Its Breakfast program, Jase & PJ, had 4.7%, its second-worst result since it kicked off at the beginning of 2018. Its worst result came last survey, when most music-based FM stations in Melbourne took a hit, and it fell to 4.4% from 6.8% prior to the COVID-19 ratings pause.
Since its inception, the show has averaged a 5.6% share.
Discussing ARN’s highlights and lowlights from Survey 7, Campbell flagged KIIS 101.1 as the station causing him the most concern moving into Survey 8.
“I think it’s still KIIS 101.1. I think it’s a station which, very few people criticise Jase & PJ and the content they do. And yet it just can’t seem to get the traction we want. And every time we think we’re getting signs that ‘Yes, we’re going to get some traction here and some momentum’, then it doesn’t deliver.”
He gave the show somewhat of a free pass this survey, given the drift away from contemporary hit stations towards the likes of 3AW as Melbourne grappled with ongoing COVID-19 lockdowns.
“Melbourne has been an extraordinary market because of COVID down there and you can see AW’s impact there on the landscape, the radio landscape, even with this Survey and that will carry on into next survey,” he said.
“Given the fact that NSW has come out of it and you’ve seen 2GB settle back into the norms there in Sydney, but Melbourne’s still very much COVID country so to speak, so AW’s still very very prominent there. But once COVID passes in Melbourne and things start to return, AW’s, these figures won’t be sustained.”
Jase & PJ’s best result came in Survey 5 last year, when it jumped to a 7.2% share in Breakfast.
The duo’s contracts were up for renewal at the end of 2020, however they were extended at the beginning of the year.
ARN stablemate GOLD 104.3 topped the FM pile in Breakfast this survey, with a 7.3% share, up slightly from 7.2% in Survey 6.
Nine Radio’s 3AW had 28.4% in Breakfast, up 2.3 points.