Survey 8 results here now.

 
Most of our readers, as broadcast professionals, would know, a single survey result should not carry much weight in the broader scheme of things.
 
Any realistic measure of a station’s performance can only be defined by a trend established over several surveys.
 
Of course, Covid-19 has complicated the issue substantially by disrupting normal listening patterns. With a once-in-a-century pandemic and an unprecedented U.S. election dominating the news, listeners flocked to talk stations, especially in Melbourne where 3AW and the ABC command about a third of the available audience between them, according to the last two Surveys: 6 and 7.
 
The Question: is now that Covid restrictions are easing and the economy is showing positive trends, is radio getting back to normal? Or has Covid established a new normal?
 
The Answer: probably won’t be clear till a definite trend has been established three or four surveys down the track. It’s a revolving argument akin to Catch 22.
 
SCA’s Chief Content Officer, Dave Cameron, predicts that 2021 will be 2020FUN as listeners flock back to FM stations that can provide more entertainment, some comedy and a bit of escapism.
 
Having announced a slew of major changes in his networks’ most important shifts for 2021, Cameron will be looking to next year’s trends rather than worry about tomorrow’s results to find out whether he’s right.
 
Over at Nine Radio, they’ll be hoping he’s wrong and that tomorrow’s survey maintains the trend they’ve estabished over the past two.

Either way, Survey Day is always an exciting date on the Radio Calendar.
 
So, join us here first on radioinfo.com.au tomorrow from 9:30am for all the results, the analysis, cumes and shares as well as the Spin Cycle. 

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