Paul Jackson, NOVA Entertainment’s chief programming & marketing officer, says the fallout from the pandemic, with most people working from home and facing restrictions, has resulted in a temporary shift in audience’s listening habits.
The latest survey results, the first since they were suspended in April due to the pandemic, show gains by AM stations, said to be fueled by a hunger for news and information about the coronavirus crisis.
This is seen in Melbourne, currently entering its second lockdown, with 3AW on a 16% overall share, up three percentage points, and a massive 26.1% for breakfast, up 8.8 percentage points.
Jackson NOVA points to significant differences between markets as they return to a new norm in different stages.
Audiences in Brisbane, Adelaide and Perth face fewer restrictions and as a result are what would be expected for breakfast post-COVID.
“We’ve seen great results in these markets,” he says.
This includes: Nova 919’s Ben & Liam breakfast show #1 FM with 11% share for the first time after only being on air since the start of 2020; FIVEaa David & Will #1 breakfast show in Adelaide with 15.4%; Nova 106.9’s Ash, Kip, Luttsy & Susie O’Neill #1 brekkie show in Brisbane with 12.2% share; and Nova 93.7’s Nathan, Nat & Shaun number #1 FM in breakfast with 14.1% in Perth and Nova 106.9 Brisbane No 1 FM station with 11.5% share.
“And we’ve had great national results with Nova’s drive show (# 1 for 27 surveys) and Smallzy’s Surgery (#1 for 54 surveys) maintaining their position as #1 in their timeslots,” he says.
“Sydney life has largely returned to a new normal allowing us to get an honest read on the results, with listeners continuing to turn to smooth 95.3, with the station remaining the #1FM station in Sydney.
“Melbourne, which is still in strict lockdown, has seen the biggest changes as listeners are still in upheaval.
“A change to the survey collection process, changes to listening habits as strict restrictions continue and the majority of the workforce still working from home, has affected all FM stations and in particular in breakfast and drive with a temporary shift as some listeners have sought out AM radio for more detailed information about the health crisis.
“We expect this to normalise over the next couple of surveys as restrictions continue to ease.”
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