SCA concedes it’s been difficult to build new audiences, but says 2DayFM remains ‘highest priority’
Southern Cross Austereo (SCA) has told investors it’s been a difficult time to build audiences for its new shows across the Hit and Triple M networks, but says it is adjusting its content and music accordingly.
CEO Grant Blackley said the radio giant is monitoring audience responses in line with the changes.
“Particularly in Sydney and Melbourne, it’s been a difficult time to encourage trial and build audiences for new Breakfast and Drive shows. Government lockdowns and working from home have reduced time spent commuting between home and work in cars, and audiences have tended to migrate from FM music and entertainment formats to AM news and talkback formats,” he said.
In the past 12 months, SCA has introduced a new Breakfast show on Triple M Melbourne, with The Marty Sheargold Show replacing Hot Breakfast featuring Eddie McGuire and Luke Darcy.
In Melbourne it also revamped its Fox FM Breakfast show, bringing in Nick Cody to replace Byron Cooke.
In Perth, it launched Triple M featuring a Breakfast show of Lord Mayor Basil Zempilas, Xavier Ellis and Jenna Clarke, and the Mix 94.5 Breakfast show – now part of the Hit Network – picked up Pete Curulli in place of Dean ‘Clairsy’ Clairs, who moved over to 96FM.
It is Sydney’s 2DayFM, however, which remains the primary focus.
“2DayFM remains our highest priority given its underperformance for several years against well-established and strong competitors in Sydney,” Blackley said.
In the most recent ratings, 2DayFM had a 3.4% share, up 0.8 points. In Breakfast, its share was 2.9%, up 0.5.
The station’s cumulative audience was 658,000, up 76,000. Its Breakfast show had a cumulative audience of 207,000, up 11,000.