Dobson: SCA eyes low hanging fruit, wants to take a bite out of Nova

Rosie Baker
By Rosie Baker | 26 August 2014

Chief content officer at Southern Cross Austereo, Guy Dobson, said the network is setting its sights on the “low hanging fruit” in Sydney and stealing share and listeners from Nova, rather than comparing itself to former 2Day FM hosts Kyle and Jackie O's ratings.

Despite declines across most segments in Sydney, Dobson says it's “holding steady” adding that it has gained 56,000 new listeners to its breakfast show.

He's adamant that the network has strategy in place for its Sydney stations and that growth will come – but he wouldn't be drawn on when, saying he's “given up trying to guestimate surveys”.

Media Buyers have suggested that SCA needs to be a bit more vocal about its strategy in the market to give agencies and advertisers confidence as Nova and ARN are better regarded.

“We're really happy with a lot of what we're doing in Sydney. We know our KPIs, are happy with where we're growing and have a roadmap that's continually improving. We have a good strategic plan and a lot of aces up our sleeve that will play out in the next six months.”

Just what those are though, he wouldn't say.

He also said that the network is constantly trying to figure out how it "slices and dices" advertiser budget so that it gets radio budgets as well as additional digital budgets. It's an education job, he said ebcuase the way the network is set up is different to how a lot of agencies are set up.

Check out the latest GfK ratings.

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