Paul Jackson chats with Peter Saxon

Paul Jackson was having a good day when I called to discuss the results from Tuesday’s Survey 3.

In the years I’ve known him, most survey days have been good for Jackson.
 
This time, seven out of Nova Entertainmen’s eight metro stations had gained market share – a rare feat in an ultra-competitive marketplace such as ours. Only smooth 91.5 in Melbourne lost ground. 
 
Jackson, NOVA Entertainment’s Chief Programming & Marketing Officer, didn’t seem in the least bit fussed. It will bounce back. Besides, his other charge, NOVA100, had a decent rise to beat smooth for the first time since 91.5’s launch year, over a decade ago. Ah, such sweet sorrow.
 
Smooth 95.3 in Sydney, on the other hand, had put in a blinder jumping into second place, overall, with a heady 10.8 share and just 0.9 behind 2GB – within striking distance of market supremacy.
 
Nah, surely not. Is it possible?
 
“It’s very possible,” says Jackson. “It is possible for, KIIS, potentially to do that at breakfast and for smooth to do it as a station, overall. I would think both would probably happen at some point and those numbers will all be much closer. It would take the absolute optimum performance from KIIS breakfast and from smooth overall, as a station, to get close.”
 
It’s a different game, though. You look at, smooth, KIIS and NOVA that all have like a million cume. And 2GB would be nowhere near that. They have the big, broad audiences for the entire marketplace and 2GB have a very highly engaged talk listener, generally an older audience. I call it kitchen sink radio – it goes on in the kitchen in the morning and it stays on for 18 hours a day – hence the big share.” 
 

 

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