Southern Cross Austereo’s (SCA) head of content for Hit Network, Gemma Fordham, says the network has no regrets about the axing of Sydney breakfast hosts Rove & Sam, despite the duo’s replacements failing to hit big with radio ratings - as seen in yesterday’s results.
Breakfast entrant The Em Rusciano Radio Show with Harley Breen, began the radio ratings season in March with around a 4% share of Sydney breakfast listeners. However, in survey seven, the penultimate of the year, it was revealed the duo pulled in a 2.9% share – the lowest yet for the pair.
Compared to its Sydney rivals at Australian Radio Network's (ARN) Kiis106.5, with Kyle & Jackie O; WSFM's Jonesy and Amanda and Nova Entertainment’s Smooth FM and Nova 96.9 with Fitzy & Wippa, it trails some way behind their slightly shifting 6-11% shares.
However, the others have had years to build momentum and, as Fordham explains, it’s not as if the Sydney show rocketed up in audience share when they joined, people listened and didn’t like it and it sank back down.
“A lot of people still haven’t tried it,” Fordham says.
“We have had bits of growth and we still have a lot of growth ahead – there is always work to do.”
The bigger picture
She says while the ratings speak for themselves, SCA also looks beyond GfK ratings and looks at the show in its entirety, online engagement levels, how it brings in strong demographics.
The show is also a huge hit on SCA’s podcast platform - pulling in 600,000 downloads alone last month and is one of SCA’s most popular.
“Ratings are what they are and we are not hiding from that,” Fordham adds.
“But clearly there are a lot of people who love it as we wouldn’t see those figures, that intensity and the interest.
“The podcast is going from strength to strength and we are seeing more and more people listening and engaging with the show online.”
Gemma Fordham
Given the drop in ratings, and that Rove & Sam won a 4.2% share of listeners in the same survey seven this time last year, did SCA pull the plug too soon?
Fordham say no.
“Rove & Sam had a different audience and I firmly believe we made the right decision,” she says.
Rusciano, who has 440,000 Facebook, Twitter and Instagram fans combined, also managed to sell out the Sydney Opera House (above right) with her ‘Evil Queen’ standup show – something she was quick to let rival breakfast show host Kyle Sandilands know on Facebook after he made digs about the show’s low ratings.
"Dear Kyle Sandilands,
I sold out the Opera house in 20 minutes last week, indeed my whole national tour sold out. My audio book in number one in the country, and my radio show has twice the engagement levels online than yours does. I don’t feel humiliated or pathetic in any way shape or form. The radio ratings will come, and the fact that you keep mentioning me on your show proves that you know it too.
All the best buddy, Em"
Fordham says selling out the Sydney Opera House shows the type of “groundswell and interest” in Rusciano.
Yesterday’s ratings follow news last week that co-host Breen would exit after this year, being replaced by comedian Ed Kavalee.
Fordham said Kavalee will be a great fit for the show and with ARN's Kiis Network drive hosts Dave ‘Hughesy’ Hughes and Kate Langbroek set to join, this will no doubt create a halo effect on other stations.
“I’m excited for the year ahead and we’re going into it in good shape,” Fordham says.
Fordham added that what stands SCA apart from its rivals, other than the fact it doesn’t stick ‘pre-recorded’ shows up as some of the others do, but SCA has a “significantly different line-up” compared to the other stations.
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