It’s rare for a network of stations to go up in all five metro markets in one survey.
But last week in the first survey of 2020, the NOVA brand had a blinder. All their stations gained ground – well almost all. NOVA 91.9 in Adelaide stayed the same on an 11.0 share, All Ppl 10+ (Mon-Sun) – which is hardly a poor result. Yet, in the context of all the other NOVA stations going up, (Sydney +0.5; Melbourne +1.1; Brisbane +0.7; Perth +1.4) it seemed ironic that this particular Nova, which had just replaced its Breakfast team with the high-flying Ben & Liam from triple j, would end up the last among equals.
As is so often the case, it seems that the radio ratings gods were having a laugh because Ben Harvey and Liam Stapleton were perhaps the biggest coup for a station since KIIS106.5 lured Kyle & Jackie O from 2Day-FM.
Here was an established team, with chemistry to burn, that had over three years experience and great ratings at triple j where they’d built up a loyal following. They were big fish in a big pond who’d opted to return to their hometown in the relatively small pond of Adelaide. What could possibly go wrong?
Well, not much did go wrong, actually. Sure, they ended up with a 9.9 share in breakfast in their first outing, which was all of 0.2 less than the previous survey results left them by the outgoing team of Dylan & Hayley and the exact same number as the equivalent survey 1 of last year. According to Nova Entertainment’s Head of Content and Marketing, Paul Jackson, “That 9.9 share is our third or fourth highest we’ve ever carded for breakfast. Previous to that was a 10.1 – one of the best books we ever had – which was at the end of Dylan & Hayley’s reign across surveys 6,7 and 8 last year.”
What’s more, the Ben & Liam breakfast show led in cumes with a 192,000 listeners while the sation led overall with 341,000.
“The show that was leaving was doing well (with a 10.1 share). So, starting (a new show) on 9.9, I think was fantastic,” says Jackson.
But why is it so often the case, that a show that’s been axed finishes with a surge in its final survey? Is it just a prank by the Survey Gods to embarrass the Content Director?
Perhaps it’s because when loyal listeners are informed that their favourite show is leaving, it’s like a closing down sale – or a final farewell tour by John Farnham. It’s an event you don’t want to miss.
“Yes, that often happens,” says Jackson. “You often see a new show fall by a couple of points at least before they rebuild – especially at the under40 end.”
Peter Saxon
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