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| Kyle, JackieO |
It's been a tough couple of years for
radio operator Southern Cross Austereo, and next year might be
tougher from a ratings perspective. But, according to AdNews, chief content officer Guy
Dobson reckons life after Kyle and Jackie O morning show could have a
positive impact on the balance sheet if not the audience numbers.
In their final ratings period with 2Day
FM in Sydney, Kyle and Jackie O's ratings dropped 0.8 percentage
points, but remained the highest rating FM station in Sydney,
according to Nielsen figures released this morning. These figures
will drop considerably in the next ratings period, Dobson conceded.
But he claimed the benefit of the radio
duo's departure will be seen on the revenue side. “We're under no
illusions that this is going to be tough,” Dobson said. “But the
decision was not a ratings decision, it was a decision about culture
and revenue.
“The show we build in 2014 will be
much more client friendly. Previously the breakfast show was focused
only on the audience, never on sales results." Any audience-focused content editor or guardian would argue that is their
perogative. But Dobson said that "the environment was too hot
for some advertisers. We were the number one radio network but
competitors with much smaller ratings were doing better stuff in the
market from a sales perspective."
The controversial radio breakfast duo,
who has held the number one FM position in Sydney over the last 51
consecutive surveys, resigned from Southern Cross Austereo in early
November. It was reported that contract disputes were the cause of
the parting.
“Kyle and Jackie is one the world's
biggest radio shows, and are joined every day by the world's biggest
stars,” ARN chief executive Ciaran Davis said. “It's
unprecedented to have the country's #1 radio team move networks to
create a brand new station and we couldn't be happier that they've
made this switch with us.
Tom's Take: I guess 'client friendly' means less controversy.
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