In a what is being called an “historic” first, Southern Cross Austereo hit third place in metropolitan network audience share, in survey two of the radio ratings this year. However, media buyers have played down the result, saying its too early to really track how listenership might be changing.
GfK figures found that in metro audience figures – Sydney, Melbourne, Brisbane, Adelaide and Perth – SCA dropped to 13.7% audience share from 14.8% in the same period last year.
Meanwhile ARN grew from 15.1% audience share in survey 2 2014 to 16.2% audience share and Nova remained flat on 14.3% audience share.
ARN head of content Duncan Campbell said from his perspective, the result showcases the “success ARN is having around the country”.
“It's quite an historic day now that SCA has now flipped to be the number three network in the country which has never happened before,” Campbell said. “So it's very much an ARN and Nova story.”
However, media buyers have said it's premature to put too much weight on a network result, especially on the second radio survey of the year.
MEC senior manager of investment and activation Aaron Hampson-Smith said that despite appearances, the marketplace has actually settled compared with last year.
“One survey is always too quick to make a call,” Hamspon-Smith said. “What we're finding at the moment is that the market seems to have settled a little at the moment, so there doesn't seem to be too many substantial shifts the way it was last year.”
“If you're going to start making tweaks and shifting shares, you probably want to look at an extended period of surveys to track how listenership is changing.”
In addition, Hamspon-Smith said a network result doesn't give detail in terms of what a network can offer a client.
“While the headlines might talk network performance, we take it a little more micro than just looking at an overall network performance,” he said. “It's down to the individual client needs: they might need an older or younger audience so you've got to nut down a bit further and look at what the strength of each network or station are.”
In terms of network audience share between the key 25-54 age demographic, ARN increased in Survey two 2015 to 20.3% audience from the period last year where it had an 18.4% audience share. SCA went down from 19.9% audience share to 18.4% audience share and Nova dipped slightly from 16.3% audience share to 16.1%.
Carat CEO Simon Ryan said while a drop in audience ratings would have an impact on cost efficiencies, it is also important to remember that great ideas offer great outcomes for clients.
“If there is a drop in ratings, obviously there has to be the relevant cost efficiency conversation around the cost of delivering an audience,” Ryan said. “But the right creative idea with the right stand-out media campaign will still deliver a strong audience and impact.”
“Higher ad recall and higher retention off a better idea often outstrips the cost of an idea.”
“If you look at the cost structures and make sure it's still efficient for audience delivery and match that with a great idea, you'll still get a good outcome for the client.”
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