ARN national content director Duncan Campbell has dismissed suggestion by media buyers that the network is under increased pressure to recoup the investments made in talent and dollars splurged on Kiis FM.
“We modelled out 2014 and we're on track," he said. "There is constant pressure on the business in terms of ratings and revenue and that tends to be intense. It is no different than it was last year.”
The radio market, he said, was “always tough” and while the strategy and marketing push in Sydney appears to be paying off, “you can never rest on your laurels for long”.
That was evidence by changes in the Melbourne market, Campbell said, which was the “only disappointment” this survey. “We had a good start to the year”, but had since seen share slide as SCA and Nova made gains. “SCA and Nova are as competitive as we are. You cannot afford to pull back.”
ARN has “plans to ensure a better 2015,” in Melbourne Campbell said, with a marketing push to mirror this year's approach in Sydney.
Cambell admitted that the push for more digital dollars via stronger digital audiences would take time, but that increasing social followers would open up new opportunities for advertisers. He pointed to Rosso's push to get a beanbag with legs into the IKEA catalogue as one example.
“That's where we can amplify integration. It's running on our channels, on Facebook, Twitter and Instagram. But it is incumbent on us to find solutions for brands where a natural fit [with talent and shows] might not be immediately apparent. That is our challenge and one that faces all three networks.”
While some have suggested that the radio stations that have lost audience share are now being more creative with their adverts, Campbell disagreed.
“You still need the numbers and you still need to be creative. The expectations out there, the level of integration demanded, you have to deliver on all fronts.”
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