Sydney radio ratings: Dan and Maz bottom of breakfast ladder at 3 per cent, despite marketing blitz
Hit 104.1 2Day’s new breakfast duo Dan and Maz have remained a three per cent share in their ratings debut, despite parent company Southern Cross Austereo pumping out a major outdoor and TV campaign to raise awareness of the duo.
“Dan and Maz have done everything we were hoping they would do in terms of content in the first six weeks of them being on the air,” said Craig Bruce, head of content for Southern Cross Austereo. “There is no magic bullet or easy turnaround especially with your traditional FM radio breakfast changeover.
The result comes in the first radio ratings survey of 2015 which saw Kyle and Jackie O top breakfast in the FM band with an audience share of 10.7 (down 0.6 share points), opening up a clear gap against rivals Amanda and Jonesy on Gold WSFM slipped 1.5 per cent to 8.4 share points.
Today’s result will confirm the long road ahead for Hit 104.1 to rebuild, although management at Southern Cross Austereo are likely to be heartened by a surge in the 10-17 demographic for the station which rose 2.6 share points, in that demographic, from 6.8 per cent in the last survey of 2014 to 9.4 in this survey.
In overall demographics, WSFM was down 1.0 share points to 7.9, KissFM was up 0.1 to 8.7 per cent while Hit 104.1 FM was also steady up 0.1 share points to 3.6 per cent. Nova’s Smooth FM also performed strongly with a 0.7 rise to 7.3 per cent share bringing it close to over taking Nova 96.9FM which is at 7.6.
Talkback station Radio 2GB had a strong start to the year retaining its top spot overall with 13.0 share points (up 0.9 per cent) with breakfast host Alan Jones up 2.0 to 16.8 while Mornings host Ray Hadley slipped 2.3 to a 14.2 share.
Radio 2GB posted strong results in the drive slot (4pm-7pm in the survey) up 2.3 per cent to 10.9, while evenings rose 3.0 to a 15.2 share.
This rise in evenings appears to be at the expense of Radio 2UE which dropped in the evenings slot 4.2 points, on the back of the departure of Clive Robertson last year.
Fairfax Radio’s 2UE, which will soon merge with Radio 2GB’s Macquarie Radio, was relatively stable overall with a 5.7 share, up 0.1. Breakfast with Garry Linnell and John Stanley rose 0.5 to 5.2, while Mornings with Stuart Bocking rose 0.6 per cent to 5.5.
The first GFK survey of 2015 also saw Sky Sports Radio make its debut in the radio ratings with a 0.9 share. The station performed strongest in demographics over 40 with a 1.2 share in people 40-54, 1.4 among 55-64 and 1.6 among those over 65.
Source: GFK
Another shocking result for 2ue.
Don’t be surprised if 2GB ditches the talk format and puts music on. Agencies and key Advertisers already being tested on the idea.
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There’s nothing to be happy about at SCA. That is a horrible start
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With the Macquarie Fairfax Merger now in Place, Odds On 2UE will Convert to Music Tageted at a 50+ Audience and Rebadged as Magic 954 to give 2CH some Competition.
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I’m actually now starting to feel sorry for SCA. I never thought I’d say that!
They’ve got a real problem on their hands right around the country
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the fluctuations in 10-17 like TV ratings can get down to a couple of homes in the panel so wouldn’t be trumpeting that as a win.
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Here is my 2 point plan for the revival of 2DayFM:
– Buy back Kyle and Jackie O
– Put a few billboards around Sydney that promote the return of Kyle and Jackie O
This will give them a 9 – 10% share in the next survey.
Simple.
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Gerald and Styles you clearly have no clue. UE added 95k in new listeners and dominates the weekend slots across breakfast and morning..Why on earth would you throw that away to create another 2CH??
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generous headline for Dan and Maz. Its not like they couldve gone down any further
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We have certainly been asked what our reaction would be to 2UE with a music format like Melbourne’s Magic1278. Targeted 55+ Sadly, 2UE as a talk station days are numbered.
As an ex-sales rep for 2UE, this is a tragedy. A real tribute to the management who have driven it into the ground over the years
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Dan and Maz will be happy with their teen results. They might get a look in for the 4 briefs a year that target teens
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when do SCA management fall on their swords?
They’re Teflon coated. Any other company in Australia that saw such a massive business hemorrhage would change their leadership that presided over the disaster
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There is no way to spin Dan and Maz’s result
They have the honour of hanging onto the lowest commercial station ratings in that city.
A disaster for them and the once great radio station
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SCA clearly don’t understand when someone is funny and when they’re not. And humour is their product – it’s all they have to offer. So here is a comlimentary guide.
Kyle And Jackie O, together, are funny.(Outrageous school)
Merrick(and Rosso) aren’t. (Rove school =sound like they’re funny -aren’t funny)
Dan and Maz aren’t. (see try-hard-to-look-funny photo above.)
Look at the Dan and Maz tv spot – punchline is…..wait for it…there’s nothing in the box Dan’s holding! It’s like they didn’t even try.
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Craig Bruce Says “Dan and Maz have done everything we were hoping they would do in terms of content in the first six weeks of them being on the air”
Sounds like his standard quote from last year “My ears are hearing a better result than a 3% share in Sydney”
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“despite parent company Southern Cross Austereo pumping out a major outdoor and TV campaign to raise awareness of the duo.”
Yep, that would be because awareness is a pretty pointless objective. Yep, I’ve seen the taxi back ads, so I’m “aware” of Dan & Maz… but I have absolutely zero idea who they are, or why I should tune in.
Lazy f*cking marketing.
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Does the Macquarie/Fairfax merger mean there’s a chance that George and Paul will be moved down to 873 on weekends? I am SO over bloody petunias and fuschias – I switch over to UE first thing on Saturday Morning and basically stay there until Sunday PM (except for that idiot soothsayer on Saturday night UE – I just turn the radio off).
I can’t understand the reasoning behind turning UE into a music format “to give competition to CH” – UE are already beating CH (just) so why lower yourself to the lowest common denominator? Sounds like a real clever exercise in programming . . . NOT.
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How to fix SCA and 2UE= have the management buy a copy of John Brennan’s book and read it!!
Better still, offer him a shit load of cash to show them how to fix these train wrecks!
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Further to my comment, if John Brennan isn’t interest bring back Uncle Doug Mulray to show them what funny and clever radio looks like!
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It will be fascinating to see what happens to 2GB and 2UE, once the merger completes.
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There’s these two blokes on gold coast radio. Called the Scatman and Fozzie, they do ” CATWALK RADIO” up there.
The Scatman is a hoot, he is a drugged up ratbag, and his sidekick Fozzie who thinks he is sane, … There choice of music goes from the Alpha to the Omega.
I say bring these two radio progenitors, to Sydney, on URGENT, URGENT duty.
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@it’s not who you know it’s what you know
While there is a modicum of truth in what you say, what I do know is that radio doesn’t survey homes, it surveys people.
Also as this data is reported as shares, anyone who has done statistics knows that the standard error of share is lower than the standard error of level.
But yes, we should wait another survey or two.
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2UE have only themselves to blame. They have lost a sense of direction. Their Saturday morning “George and Paul” has become pretty silly in its one-eyed LNP stance which reaches satiric proportions during its regular Dennis Shanaghan segment. It might as well start pumping out music CDs and save a fortune.
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Very sad to be watching the demise of 2ue. The once great station of Sydney has been destroyed by a series of regimes. The best thing that will happen will be putting it in the hands of reasonable management at Macquaire
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Dear 2GB – ditch the dopey, boring, old fashioned, mind numbing garden show and put George and Paul from 2UE on. Your ratings will go up again
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Where George & Paul go on Saturdays WE GO !!!!!!! Keep them on the airways.please ….
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Maybe I missed something but 2UE has increased its share during breakfast and mornings. This is not easy and quite a good result particularly because it continues a trend. They have a problem in the evenings due to a recent departure which they can fix. I fail to see where the major problem is?
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