2DayFM begins running ad-free daytime schedule
Southern Cross Austereo’s Sydney station 2DayFM has begun to drop ads from its daytime schedule in a move which appears to be aimed at keeping listeners locked in for longer periods of the day.
This morning, 2DayFM newsreader Amy Goggins told listeners the station would be running commercial free from 9am to 3pm.
2DayFM is shifting ads out of daytime
The network has declined to comment on the strategy. Mumbrella understands it is making the changes on days when the level of advertising inventory allows for ads to be shifted to peaktime instead.
The initiative comes shortly after the station broadened its music format, to a “true contemporary variety station”.
The relaunched music format was coupled with the arrival of new breakfast show co-hosts Ed Kavalee and Grant Denyer, who joined Em Rusciano in January this year. It also coincides with the arrival of Dave ‘Hughesy’ Hughes and Kate Langbroek’s in the national drive slot.
2Day was once Sydney’s top-earning radio station, but is yet to recover from the defection of Kyle Sandilands and Jackie Henderson to rival Kiis FM.
The strategy is reminiscent of Nova’s previous policy of having no more than two ads in any break as a means of hanging on to listeners for longer. Nova ditched the policy in 2010 in order to accommodate more advertisers.
No ads during the day because there are NO clients who want to be on the brand.
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Not really a sustainable business model is it? Why not try something different for advertisers who want to speak with the audience?
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Another desperate move by a dying medium. So sad to see
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Sadly true
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Where will all that filler/bonus run now?
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More Australians tuned into live and local commercial radio throughout 2017 than ever before, with an average cumulative audience of nearly 10.5 million people listening each week in metropolitan areas, growing the audience by more than 200,000 people
Commercial radio’s reach of 18-24s has increased from 76% in 2016, and is at a four-year high, with a strong on-air talent line-up and the availability of listening via radio apps and online contributing to the positive results.
DAB+ digital radio listening continued to grow throughout 2017. More than 3.6 million people throughout 2017 listened each week to DAB+ digital radio in the five metropolitan capitals, showing nearly double the number of people are listening via DAB+ than listened to radio via streaming. Without the data fees and battery life issues, the DAB+ listeners listened for 4 hours and 19 minutes longer than those streaming. There are now 26.6% of people in the five state capitals, listening on a DAB+ digital radio device.
Radio ad revenue for metropolitan markets rose by 2.26% year on year to $404.259 million in the six months ending December, according to updated data compiled by Deloitte and released by industry body Commercial Radio Australia.
Radio demonstrated its resilience as it kept pace with overall modest growth in the total ad market in 2017, with metropolitan revenue for the calendar year up 0.36% to $782.792 million, compared to $779.960 million in 2016
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Roll on phase 2, listener free daytime schedule…
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It’s actually a good strategy to boost daytime TSL. If they are successful it’ll artificially inflat their ROS share and allow them to increease their ask across BDE and Weekends. When nothing is working you have to try something new.
(I don’t work there)
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Very healthy figures indeed.
Out of interest how much time does the average consumer spend on the medium? It never seems to get published.
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It’ll be published. If it ever stops declining.
Saying that, to register as a listener the respondent had to stick around for at least 8 minutes…. which is alot longer than I’ve ever given a YouTube ad
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No ads and no announcers I assume.
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