Mumbrellacast: Are ratings the radio industry’s greatest confidence trick?

This week’s radio ratings saw an historic result in Sydney, with KIIS FM’s Kyle and Jackie O taking the title of the #1 breakfast show, breaking a 17-year streak held by 2GB’s Alan Jones and more recently, Ben Fordham. So what does the result mean for the media and marketing industry? The team dives into the latest GfK ratings survey, bringing perspectives from media buyers on all five metro markets, as we wonder: are the radio ratings really just one big confidence trick?

QMS won Australia’s latest out-of-home advertising account, the City of Sydney, in 2020, but the changeover from JC Decaux’s existing assets to the new QMS street furniture has been delayed again. This time, QMS cited mitigation against potential delays of shipping new assets due to COVID-19, with September now the date for the changeover to begin. So what will the new assets look like, and what will the proposition for advertisers be once QMS’ gets its infrastructure in?

Finally, Optus Sport’s VP of TV, content, and product development, Clive Dickens, joins Zanda Wilson for a chat about the platform’s content strategy. He reflects on the current broadcasts of the Euro 2020 and Copa America football tournaments and speaks about the importance of Optus’ sport content as a means of differentiating itself against competitor telcos.

In the news

  • All the winners and losers from GfK’s fourth radio ratings of 2021 (01:39)
  • Kyle and Jackie O’s historic win in Sydney and what it means for the radio industry and advertisers (07:30)
  • QMS’ City of Sydney contract delayed to September (19:21)

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Music credit: RetroFuture Clean Kevin MacLeod (incompetech.com)
Backbay Lounge Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0 License

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