Struggling 2UE sets sights on market share growth amid TV ad push
Fairfax Radio’s Sydney station 2UE wants to grow its market share from a lowly 3.8 per cent to as much as 6.5 per cent by luring listeners aged 35-64 away from rivals, its general manager Chris Parker has told Mumbrella.
With new TV ads set to roll out soon across Seven and Nine, Parker told Mumbrella the goal was “realistic” despite recent struggles that have seen ratings tumble.
The latest figures, which saw the station get just 3 per cent audience share for weekdays and 3.8 per cent overall, were described by Parker as “well below my expectations”.
It has a “herculean” task ahead, but one the station was up to, he said.
Speaking to Mumbrella following a rejig of its programming that will see popular weekend presenters George Moore and Paul Kidd move to a six hour shift between 6am and midday, Parker said he was hopeful of growth.
2UE has been running outdoor ads around Sydney since January
“I’m not going to argue that they (recent ratings) are well below my expectations,” he said. “But I think we can aspire to a range of somewhere around 6 per cent to a 6.5 per cent share. That’s what we are aspiring to and gearing towards and I think that’s a realistic target.”
But he refused to be drawn on a timeframe. “I have one but it would just get screwed up and thrown back at me if we missed it by a day or a year,” Parker said.
Historically, audiences have switched between 2UE, ABC, 2GB, 2CH and that is where share is likely to be pulled from, he predicted.
“But I think the top end of some of FM stations – WSFM, Smooth,Triple M – have women and men who are seeking a little more information and engagement from radio, not just a diet of 24-hour music or comedy,” he said. “We are hoping to connect with them.”
TV ads, part of a six week campaign, will be broadcast on Seven and Nine around news and current affairs programs which correlates with the 2UE target demographic, he said.
Parker admitted that while its weekend performance was holding its own – largely due to the popularity of George & Paul – the weekday share needed improving.
“Absolutely. We are not shying away from the fact that we have a herculean task,” he said. “If you want to know how big a job we have, look at Southern Cross Austereo. These people are rightly regarded as some of the best content guys in the business. Their marketing budget would be the envy of many FMCGs and yet their breakfast show languishes behind ours. It’s not an easy road to plough.
“Radio is a habitual medium. People have habitual listening habits and that’s wonderful when you’re the thing they are hooked on. It just means you have to think really carefully when you are getting people to form new habits.”
Parker insisted however that from a content perspective 2UE has a “fundamental belief” that its plans for the second half of 2014 would resonate with its key 35 to 64 year old audience.
“Our focus now is connecting our content with that target group. That will be achieved by above the line advertising and marketing, which is no different from any other brand in that respect, and a lot of work below the line as well,” he explained. “So we are creating and hosting public forums, and ensuring we are anticipating the news cycle and involving ourselves in evolving stories and not just jumping in where it has been well and truly ploughed by others.”
The station has Sydney’s largest commercial radio newsroom, he added. “It’s a huge commitment.”
Turning to the programming reshuffle, Parker rejected suggestions that cost cutting was behind the move to extend George and Paul’s show, in a move that will see weekend breakfast announcer Stuart Bocking shift to weekday mornings.
“It’s certainty not driven by costs because I can tell you getting George and Paul in at 6am has implications as well. That doesn’t happen by itself,” he said. “People are saying oh my God it’s cost cutting. It isn’t, but show me a business that isn’t trying to optimise costs. I don’t think there’s any media business that is not taking a look at its cost lines and seeking to deliver its outcomes and spend a little less without impacting quality. That is nothing new.”
Steve Jones
Chris Parker, You don’t begin a ‘hurculean’ journey with broken vehicle and a pocket full of hope. Who on earth are you kidding?
User ID not verified.
I am a 47 year old male and have just rediscovered 2UE and I love the station. I was getting tired of 2GB yelling at me and appreciate 2UE talking to me instead.
User ID not verified.
And I would like to have a full head of hair.
User ID not verified.
I was lucky enough to be part of the team that saw the rise of 2UE from 4.2 to 16.0 – from last to first, in the late 1980’s. It cost a fortune and we all worked until we dropped. Can that happen again? Yes. How? Disconnect the internet, turn off 2GB and understand that people are not looking for the truth from commercial radio. I sincerely wish the team at 2UE good luck. I would love to see the old stomping ground back at the top.
User ID not verified.
I’d be amazed if 2UE had a bigger newsroom than the No 1 station 2GB
User ID not verified.
@ Facts are helpful: Garry Linnell, is that you?
User ID not verified.
I think 2UE is sounding fantastic, they just need to let people know they’re around. I’m loving the Breakfast show with John and Garry, and it’s great to hear Stuart Bocking in Mornings. Good luck to them.
User ID not verified.
Is having a sales guy running it the right choice to grow ratings? Didn’t work so well for ten.
User ID not verified.
Someone should check when 2ue was last at 6% versus when Chris Parker came here and started changing everything. Would be an interesting exercise.
User ID not verified.
2UE changes on air hosts often we have given up keeping up so it goes to the back of the spend
User ID not verified.
Chris Parker some good advise from down in Melbourne sign all FM saff to 2UE including Maz, Dan, MC & Kate Richie and more yonuger listeners will come to 2UE and do this within weeks then see what happens.
User ID not verified.
if/when you get listeners from WSFM, TripleM & Smooth 95.9 then you can sign all theur staff to 2UE then you can compete with 2DAYFM, Nova 869 & KIis 106.5 for the yonger listeners in Sydney.
User ID not verified.
Chris Parker as American Christian Singer Toby Mac says… “If You want to start Somewhere why not here”. 2UE need to think about getting listeners from WSFM, TripleM & SmoothFM 95.3 and all Lssy & i can say to them is 2UE are coming and they had better make sure they can offer their listeners more than 2UE or they will loste their listeners to 2UE.
User ID not verified.
I like 2UE for its rationality and balance rather than just presenting a hard-right viewpoint all day everyday like a certain other station which shall remain nameless. One thing I don’t like is the replacement of the Melbourne-based mid-dawn show with a jarring show featuring heavy topics I don’t want to hear at 2AM, for example euthanasia which the announcer – Luke Bona – seems to be obsessed with. I also didn’t like the playing of the same long, tedious comedy routine by Bill Cosby night after night after a listener complained and was ridiculed by Bona on air. Reinstating the 3AW Australia Overnight show nationwide would spearhead a return to the days when 2UE was “always at or near the top” to quote their old slogan from the 1970s and ’80s.
User ID not verified.
Recently 2ue had lost $5million last financial year and with the ratings the lowest they have ever been perhaps people should be having a good look at chris parker and adam langer’s time running fairfax>>
User ID not verified.
Jessica could not agree more. Change everything else but management of course – silly us.
User ID not verified.
Jessica and Mirrors don’t lie
2UEv are wanting ti bring listeners under 50 do youy know people who listen to WSFM, MMm or Smooth 95.3? WEll those stations may will liose listeners to 2UE.
User ID not verified.