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I wish to make a comment on the new talking sport format:
Despite a near 50% reduction ((3.5-1.9)/3.5*100=47%) in the Sydney audience for 2UE's transition from a talking lifestyle to a talking sport, it remains the market leader by 270% (1.9/0.7) compared to 2KY. I am not privy to the weekend ratings for Saturday and Sunday afternoons and evenings in order to compare the other entrants to the sporting market, 2SM and MMM so cannot comment.
Melbourne's SEN is the market leader on 3.4 compared to talking sport's 0.4.
An advantage of DAB broadcasting is the concept of pop-up or trial radio. In Perth, talking sport rates a cumulative audience of 2 compared to ABC Grandstand's 17. Based on one survey, a more permanent fixture would not be economically effective.
In the Melbourne and Brisbane markets, the audience did not change on 0.4 and 0.5 respectively. However, when it was a talking lifestyle format, MML as reported earlier reviewed the format and changed. It appears that if the audience does not improve, the talking sport format will be reviewed.
Both talking lifestyle and talking sport formats are labour-intensive. The relationship between risk and reward is that the bolder the move the higher the payoff. If the audience does not increase, the payoff may not be there.
But then, what have MML done to promote awareness of the new sporting talk format apart from the cross promotion by its sibling stations 2GB, 3AW and 4BC?
While the result is for one survey only, it would take another one or at most two surveys to determine whether the talking sport format works. Recall under the talking lifestyle format, the return was only 7% of overall revenue (based on the financial report).
If at worst the stations revert to music, don't go for that hackneyed oldies/golden memories/classic hits formats. There is nothing inherently wrong with the music, but realise there are already stations in Sydney alone broadcasting the classic hits format: 2CH, Smooth, 2WS, MMM-classic, Fun, 80s, 90s, Zoo.
Regards
Anthony of exciting Belfield