SYDNEY: As the final radio ratings survey for 2006 approaches, the major networks are gearing up for increased activity in 2007 among a changing media landscape.
2006 saw a comeback from Austereo to lead the FM station pack, while Macquarie Radio Network’s 2GB maintained a stronghold on the commercial AM market. But in a tough market this year, commercial stations vied for exposure through increased branding and sponsorships.
Austereo paired with Starcom to give Snickers solo sponsorship across the 3pm to 4pm drive slot on the Triple M network, and renewed a three-year deal with the AFL as the code's exclusive FM radio broadcaster.
While Triple M suffered a loss of 1.2 points down to a 7.4 audience share in radio survey seven, 2Day FM topped the commercial FM stations with an 11.1 audience share, up 1.4 points. The station has been bolstered by the Kyle and Jackie O show, which has generated a mass of promotions throughout the year.
Macquarie Radio's 2GB cleared competition across all commercial stations, most recently in survey seven with an 11.6 audience share.
Macquarie has aggressively worked on cross-platform campaigns with clients such as Nicobate, which sales director Chris Parker said will be part of the network’s strategy for 2007.
“The success of the Nicobate campaign has given us direction of what works well with our listeners. We’ve discovered they are very active online and reactive to commercial messages,” said Parker, who cites pharmaceutical and financial sectors as interested clients for online campaigns with MRN Digital.
Recognising it has doubled its share of male listeners, the network has also renewed 2GB to a three-year contract with the NRL, broadcasting a vast share of its on weekends, while Austereo’s Triple M will broadcast the NRL on Mondays.
While the Australian Radio Network (ARN) saw promise in survey seven with its classic hits station WSFM rising 1.2 points to a 6.8 audience share, and easy listening station MIX 106.5 growing 0.7 points to 7.3 in the Sydney market, DMG improved its Brisbane audience share.
DMG’s Nova 106.9 in Brisbane led the commercial FM stations with a 14.3 audience share, despite lagging behind the Today network in Sydney and Melbourne.
Cathy O’Connor, managing director at DMG, said Nova’s partnership with ad agency Host, which began mid-year, has raised the station’s national profile.
“The Sounds Different campaign which Host produced has really boosted Nova’s image,” said O’ Connor.
DMG in will continue to increase viral and internet-based campaigns in 2007, according to O’Connor, and consider sponsorship opportunities with pay TV networks.
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