ARN launches TV campaign for 97.3’s Robin, Terry & Bob

Australian Radio Network (ARN) is ramping up its promotional efforts for 97.3’s Breakfast program, Robin, Terry & Bob, ahead of Survey 1.

The results for the first survey will be released on March 11, and measure audience recall from January 17 to February 27.

The TVC is backed by Sia’s hit ‘Together’ from the motion picture Music, and was created by Sydney-based creative agency Emotive.

Emotive is majority owned by ARN’s parent company HT&E and recently extended its creative relationship with the audio outfit.

ARN’s marketing director, Donna Gordon, said the campaign comes at a time we’re all looking for some positivity.

“We’re excited to launch this new campaign for Robin, Terry & Bob. The colourful and uplifting TVC brings to life the fun and warmth of the show, perfect for this moment in time when we’re all looking for some positivity,” she said.

Print assets for the campaign were delivered by Cre8 Cairns, with Gordon praising both agencies.

“The creative process with Emotive and Cre8 was truly collaborative and we’re very proud of the results,” she said.

The campaign will run across TV, large format, street furniture, digital, print, BVOD and social.

Campaigns for Sydney’s WSFM and Melbourne’s KIIS 101.1 will follow across similar formats, while Sydney’s KIIS 1065, Melbourne’s GOLD 104.3 and Adelaide’s Mix 102.3 have already launched campaigns across large format, street furniture, print, digital, BVOD and social.

In the last survey of 2020, 97.3 had an 8.2% share in Breakfast, down from 9.0% the survey prior. This placed it behind Nova’s 13.0%, Triple M’s 10.6%, ARN stablemate 4KQ which had 10.5%, ABC Brisbane’s 9.9%, B105’s 9.3% and 4BC’s 9.1%.

Speaking after the survey results, chief content officer Duncan Campbell told Radio Today he was in the process of addressing the ratings issues at the station.

“Well, Brisbane’s an interesting one, because we’ve got some concerns there and some issues there which we’re working through and addressing as we speak… If you take the end of Survey 6, all stations pretty much with the wave that rolled on were pretty much level pegging, and then 97.3 sort of crashed, if you like, and this result is the effect of that bad wave going into Survey 7 if that makes sense. And that’s not dismissing it as just being a statistical anomaly, because that would be also silly of me to do that.

“We know there’s some issues there, we’re addressing those at the moment, and the thing about 97.3 and the Brisbane market is that things can correct themselves pretty quickly. So we’re pretty confident we can get 97.3 back well and truly in the pack and ultimately ahead of the pack in 2021, certainly we want to do it sooner rather than later. It’s a critical station for us in terms of the national buys that go on.”