There's a big opportunity for weekend radio shows. It's so big that Sophie Monk is returning from LA to grasp it. People want to laugh at the weekend and “arm themselves for me time”. So the Weekend Breakfast Show with Sophie and Dave (funny man Dave Thornton) will hit the spot for consumers and advertisers.
That's the view of MCM CEO Simon Joyce. MCM's producing the show, which launches 14 September, in partnership with Southern Cross Austereo. It will air nationally on the Today Network.
He claimed it was “big news” for weekend radio, when people want some fun and a recap of what's just happened.
He said there was some inspiration from BBC's That Was Week That Was.
“It's so hard to keep up with the news during the week. Everything's 24/7. This is a funny way of doing it, putting people in the know. They'll be fully armed for the weekend.
He said the skew would be 25-44. Those people may well be having breakfast, or heading out for the weekend “and they may well be stuck in congestion. It's a big audience. There is nothing out there. So it is a big opportunity.”
Retail was the stand-out advertising opportunity, he said, but finance and real-estate would also be core advertisers.
Advertisers should think about how they differentiate weekday ads to weekend ads, he said, to fit in with the programme.
“It will be something fun, so it should strike a chord. You can have a good laugh at it all. Because 24 hour news is killing us all....”
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