SCA’s Dave Cameron slams ‘alpha male’ talent who ‘mansplain how to do good radio’
This week marked the fourth radio survey of the year, and all eyes and ears were on Melbourne Breakfast.
After a splashy campaign saw Fifi, Fev & Nick at The Fox take the top spot in mid-April, the trio have slipped to third in FM, behind Christian O’ Connell on classics station GOLDFM, and NOVA’s new signing Jase and Lauren, who jumped into second place.
Not troubling the ratings yet is the Kyle and Jackie O show, which maintained a 5.7% market share — compared to The Fox’s 9.5% — to sit in sixth place in FM breakfast, while lifting its cume by a modest 48,000.
Can Mr Cameron provide evidence that there is extreme concern from advertisers investing in K&J’s show . I hear this all the time from radio people but I’ve never heard a client say it once. Who are they and maybe Mr Cameron can name a few. In regard to local talent does this mean FOX doesnt broadcast any shows from the Harbour City ?
Dave Cameron is an out of date programmer earning a high wage that should be going towards up coming talent. Cut Dave. Invest in talent and people who move the needle. Dave is not one of those.
Brand safety is very different from moral objection
Media buyer of fifteen years, I’ve had countless conversations with marketers about avoiding controversial on air talent online, in print, on TV and on radio, including specifically K&J’s shows multiple times. Sometimes the clients were very direct in their instructions not to be associated with them, and sometimes they were very easily convinced by their media agency not to spend with talent that increased their likelihood of getting bad press through association. It’s a really easy conversation to have with advertisers, and resulted in a very, very low percentage of the hundreds of millions of client’s dollars I’ve spent going to bigoted loudmouths.
Happy
From news.com.au today, from Kyle. does this provide enough information for you Anon that clients may not think this is the show for them?
Kyle spoke about the ratings result on KIIS FM on Wednesday morning, describing the show as a “slow burn”.
“Not everyone wants to hear about dildos and arse lickings and fistings,” he said.
@ an alternate opinion
They are the best paid radio talent in the county. Do you really think they’d be getting paid all of that money if advertisers didn’t advertise on their show? It would make zero commercial sense.