Nova Leisure is the one of the three main FM networks to not announce any adjustments to flagship metro reveals forward of 2021, and with comparatively sturdy outcomes throughout the board in survey eight, chief programming and advertising officer Paul Jackson could be very snug with the place issues sit.
“We’re at a unique stage to a few of the different networks… we’re not constructing new reveals and hoping they’ll join,” he tells Mumbrella. “We’ve acquired the consistency, we’ve constructed the massive reveals. We’re very loyal to them and we’re to our audiences as effectively.”
Last time we spoke, Jackson instructed Mumbrella he thought lots of the main networks can be wanting to make use of 2021 as a reset after a coronavirus-affected yr, which noticed a string of cancelled GfK rankings surveys.
His predictions have come to go, largely at Southern Cross Austereo who’re launching a number of new reveals. However Jackson is completely satisfied that Nova continues to run its personal race.
In Sydney, Nova’s Fitzy and Wippa end the year rating a solid 7.3%, and with Smoothfm nonetheless score just below a ten% share, Jackson is completely satisfied the place issues are, and isn’t involved about preventing KIIS FM’s Kyle and Jackie O for high spot.
“We’ve acquired very sturdy stations in Sydney, a really massive loyal viewers. At breakfast time the cumes [cumulative audience] are literally very shut at instances between all these stations.”
Melbourne will probably be one market that Jackson is conserving a better eye on. Whereas nonetheless performing persistently effectively on cumulative viewers, Nova 100 could probably be performing better than a 5.6% share, and whereas Smoothfm had a wonderful ebook gaining 1.3 factors, it’s nonetheless off the tempo behind Gold on FM total.
“You see 3AW nonetheless up across the 20 share mark. In Melbourne, it’s now lastly not necessary to put on a masks, however you’ll be able to nonetheless really feel the anticipation, the nervousness, nonetheless round which is completely comprehensible,” he says.
“So I believe we’re nonetheless in that sort of second popping out of a lockdown. By way of habits, it’s very transitional. No person’s again at work within the workplace, til the brand new yr. So you’ll be able to see that mirrored within the numbers.”
So if Nova gained’t be making any adjustments to flagship metro reveals within the new yr, maybe it’s price casting an eye fixed over how the few adjustments they’ve made in 2020 are going.
Former Triple J pair Ben and Liam arrived at Nova Adelaide this yr amid cheap fanfare, and although the end the year in fifth overall with 9.7%, and third amongst FM breakfast reveals, Jackson is happy with the progress they made of their first yr again out there having beforehand been the #1 present on FM.
“It was spectacularly fast for them to carve out the #1 place this yr [on FM breakfast]. For those who measure it for listeners underneath 50, Ben and Liam are the clear, dominant radio present.
“You’d be arduous pushed to say Ben and Liam haven’t had a superb yr, and their product isn’t going very effectively.”
Australia Radio Community is but to announce a alternative for Jodie Oddy on Combine 102.3 breakfast. She departs the station after 13 years and many, many #1 ratings wins. Like every good programmer, Jackson believes his expertise can seize a chance that naturally comes when a heritage present involves the top of its lifespan.
“It’s a market the place there’s a little bit of transition occurring, which suggests there’s a chance for these guys [Ben and Liam],” he says. “They’ve had one yr in Adelaide they usually’ve built-in themselves brilliantly. We’re thrilled to have them on our community they usually’ve acquired an extended, massive future forward of them.
The opposite main change Nova made in 2020 was to shake up the lineup on nationwide drive, after the departure of Marty Sheargold from an completely dominant Kate, Tim and Marty present pressured the community’s hand.
In got here Joel Creasey, and with him, a few survey dips. However in survey eight, Kate, Tim and Joel grew share in each market besides Adelaide, the place they remained the clear #1 drive present regardless.
“So many individuals stated to me that they anticipated us to do one thing completely different, they usually weren’t positive if Joel would work in that slot. Others stated Marty followers gained’t like this new dynamic. However I think not a lot of that could be very true, as a result of if you pay attention with your personal ears you get drawn into the theatre of what they’re doing.
“It’s an amazing present, in all probability extra upbeat than it beforehand was. It’s in all probability modified the dynamic of Kate and Tim a bit too, so it’s like having a model new present once more in drive time, so a complete new lease of life.
“I’d suppose the approaching 12 months for them will probably be excellent and we’ll in all probability get our highest each drive numbers.”
Jackson reiterates that the community’s technique will probably be to maintain up the consistency as issues change round them.
“We’ve acquired no change on Nova, acquired no change on clean. So I believe that’s in all probability the best power for us that you may see that mirrored within the numbers.
“And Brisbane had been completely dominant this yr. After which on the finish of this yr we had a few of our greatest performances ever there and it’s our greatest efficiency ever in Perth.”
He summed up: “While you’ve acquired sufficient of individuals coming by way of our radio stations, you simply gotta hold participating them, understanding what they need.”