Blackley points to podcasts, programmatic buying and data to boost SCA’s revenues
Southern Cross Austereo’s CEO, Grant Blackley, has signalled that the company is looking to data, programmatic selling and realigning radio slots to boost the broadcaster’s revenues.
The broadcaster’s revenues were down by 1.7% for the quarter in what Blackley described at yesterday’s AGM as “a difficult trading period”, however he flagged the company had seen “improved trading conditions in September which had extended into the second quarter.”
Blackley: “We will increase our understanding and monetisation of our audience”
Metropolitan radio saw the largest fall of the company’s divisions by 6%, with regional radio showing a 2% revenue increase. Regional TV saw a 3.5% growth on a like for like basis, allowing for the disposal of the Northern NSW TV stations to WIN earlier this year.
Blackley said the changes to Drive formats on the Hit and MMM networks should better reflect audience listening patterns, and those of the GfK ratings survey which define Drive as being 4 to 7pm.
“With Hamish and Andy our current Hit Network Drive hosts retiring from radio (for the time being) this has provided SCA the opportunity to evaluate the format and importantly changing habits around drive time commutes,” Blackley said.
“We recognise the traditional drive slot Monday to Friday 4m to 7pm does not represent a modern nor typical representation of a metropolitan commute – which we believe aligns close to a broader definition being 3.00pm – 7.00pm.”
“We are predominantly focussed on audio and we will optimise those assets by continuing to develop our national hit and Triple M brands, by extending our audience reach through our digital radio assets and building our library of compelling original audio-on-demand content for PodcastOne.
“We will increase our understanding and monetisation of our audience through data,” Blackley concluded. “We will also continue to invest in our sales platforms to increase the automation of sales trading and to improve the ease of doing business with SCA.”
