Southern Cross Austereo acknowledges the poor performance of 2Day FM’s Sydney breakfast and says it has been difficult to build an audience since Kyle Sandilands and Jackie O’s departure
Southern Cross Austereo and radio station 2Day FM have had to admit their poor performance in the Sydney radio market to their rivals.
Ratings for the network have stagnated since Kyle and Jackie’s move to KIIS FM in 2014, with 2Day FM having a particularly hard time in Sydney’s primetime breakfast.
SCA CEO Grant Blackley claims Sydney’s 2DayFM now remains the primary focus for the radio and television company, according to Radio today.
A tough market: Southern Cross Austereo has acknowledged the underperformance of 2Day FM’s Sydney breakfast, saying it has been difficult to build an audience since Kyle and Jackie O’s exit (pictured)
“2DayFM remains our top priority, given the underperformance we have had against established and strong competitors in Sydney for several years,” said Blackley.
“Especially in Sydney and Melbourne, it was a difficult time to encourage trials and build an audience for new Breakfast and Drive shows,” he continued.
Blackley believes the lockdowns in Sydney and Melbourne and people working from home have contributed to the lackluster viewership, adding that many who still listen to the radio tune in to AM radio for the news via FM.
Primetime locks the key: SCA CEO Grant Blackley claims Sydney’s 2DayFM remains the primary focus for the radio and television company. Pictured: Dave Hughes and Ed Kavalee currently hosting 2Day FM’s morning show with sports host Erin Molan
In the latest rating report from early October 2DayFM had a share of 3.4%, an increase of 0.8 points. In Breakfast the share was 2.9%, an increase of 0.5.
The station’s cumulative audience was 658,000. The breakfast show had a cumulative audience of 207,000.
In comparison, KIIS FM was 8.0% and 10.8% for breakfast, Smooth FM was 8.0% and 4.5% for breakfast, Nova’s was 4.7% and 4.0%, while Triple M was 4 .7% and 4.6%.
KIIS also had a cumulative audience of 1,080,000 in total.
Wrestling: The Morning Crew with Hughesy, Ed and Erin premiered in January on a long list of ephemeral radio shows that have played on 2Day FM breakfast since the Kyle and Jackie O’ show moved to rival station KIIS FM in early 2014
2Day FM’s current Sydney morning breakfast show is The Morning Crew with Hughesy, Ed and Erin — that’s comedians Dave Hughes and Ed Kavalee with sports host Erin Molan.
The show premiered in January this year in a long list of short-lived radio shows that have aired on 2Day FM breakfast since the Kyle and Jackie O’ show moved to rival station KIIS FM in early 2014 due to conflicts over contract negotiations.
Since then, several radio shows have filled the Sydney breakfast spot for 2Day FM – all of which have lasted up to a year or less.
2Day FM’s battle in the Sydney market comes as Kyle and Jackie O’ consistently hold the top spot for Sydney FM breakfast radio, even beating the AM network 2GB in unprecedented ratings earlier in the year.
Success: 2Day FM’s battle in the Sydney market comes as Kyle and Jackie O’ consistently hold the top spot for Sydney FM breakfast radio, even beating the AM network 2GB earlier in the year in unprecedented ratings