Crossing fingers ‘there are no changes at all for the next 10 years’: Nine Radio’s Greg Byrnes on talent longevity
Nine Radio overhauled its talent line up this year, and so far, it’s working. Mumbrella’s Brittney Rigby spoke to the business’ head of content, Greg Byrnes, after yesterday’s survey results to discuss the final ratings of the year, whether the trend towards talk radio during lockdowns will recede, and how long he wants to keep talent like Russel Howcroft on-air.
Yesterday’s final radio ratings survey of the year makes for a “pretty good Christmas” at Nine Radio. Importantly, Ben Fordham held onto his breakfast dominance in Sydney, gaining audience share for the first time since replacing Alan Jones. He now commands the attention of 17.1% of listeners in the slot, well ahead of Kiis 106.5 Kyle and Jackie O’s 11.3%.
And at the same time of day in Melbourne, ad man Russel Howcroft and Ross Stevenson dropped a few percentage points, but still had a 25% share of breakfast listeners – more than double that of the second-placed ABC Melbourne.
While Howcroft and Stevenson’s 8.8 percentage point surge in their first survey together back in September wasn’t anticipated (Howcroft told Mumbrella, “I don’t think anyone expected it”), is this how head of content Greg Byrnes expected his talent to end the year?
