For the first time, Nova has taken a “whole of business approach” in crafting its new Melbourne breakfast show, which is designed to not only win over consumers, but be the most marketable brand on the airwaves.
The new show, featuring Chrissie Swan, Sam Pang and Jonathan “Browny” Brown, started yesterday, with Nova COO Louise Higgins telling AdNews the show is geared to win a commercially important 25-54 aged audience.
“It's the first time that we have actually sat back and taken a whole of business approach,” Higgins says.
“Radio is not a zero sum game; it's a very antiquated world to say you sacrifice either content or commercial.
“What we're looking to achieve here in Melbourne is having the best of both worlds: being able to deliver a number one show, but also being able to deliver the number one commercial team.
"The reality is that commercial sweet spot. Whether you're going for reach and frequency or if you're going for brand association, it is the 25-54 age bracket you want.”
Chief among achieving that audience skew is content, which Higgins says comes down to the hosts. Both Swan and Brown are Melbourne locals, with Brown having a former career in AFL, which Higgins says will also help localise the content.
Nova announced its previous breakfast show with Meshel Laurie and Tommy Little would wind up last year, to make way for the new show. Laurie has since joined Kiis' Melbourne breakfast show alongside existing host Matt Tilley.
Higgins says while the duo were extremely competitive in the Melbourne markert, it wasn't going to win either the consumer or trade battle.
In addition, she says Brown's high profile AFL career will give the station an additional upswing in the football-heavy market. Currently, Hot Breakfast with Eddie McGuire, that airs on Southern Cross Austereo's Triple M station, leads AFL radio coverage in the region, but Higgins says Nova expects an upswing in ratings off the back of Brownie's AFL expertise.
“Hot Breakfast – as outstanding a show as it is, and as outstanding a broadcaster as Eddie McGuire is, they are winning by default,” Higgins says.
“They are winning in the absence of a true strong alternative. And I do think that this show will be both a number one breakfast show, but it will be a number one commercial win as well.”
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