Sydney's radio landscape is undergoing a seismic shift, with the latest ratings survey revealing a dramatic shift in listener preferences. The once-dominant 2GB has been dethroned by Smooth FM, a music-focused station under the ownership of Lachlan Murdoch. This marks the second consecutive survey where 2GB has lost ground, dropping 0.1 percentage points to an 11.7% share.
What's particularly intriguing is the story behind this shift. 2GB was recently sold by Nine Entertainment, the publisher of this very masthead, to the Laundy family, now operating as Tapt Media. This transition seems to have had an impact on the station's performance, with some analysts suggesting that the new ownership might be struggling to maintain the station's former glory. The question arises: can Tapt Media recapture the magic of 2GB's past?
One of the key factors in this ratings battle is the breakfast show. Ben Fordham's program continues to lead the market with a 14.8% share, despite a slight dip of 0.8 percentage points. However, the real drama unfolds with the decline of KIIS FM. The station, once a powerhouse under Kyle Sandilands and Jackie 'O' Henderson, has seen its ratings plummet. The Kyle and Jackie O Show, a staple of Sydney's airwaves, has fallen a further 0.8 percentage points to a mere 6.6% share. This decline is particularly notable given the recent legal settlement between Sandilands and the network, where he secured a substantial $12 million in cash and $1.5 million in free ads for his new venture. The aftermath of this settlement and the subsequent docuseries about his termination have undoubtedly left a mark on KIIS FM's audience.
The beneficiaries of KIIS FM's decline are Smooth FM and ABC Radio Sydney. Smooth FM, with its music-focused approach, has risen to a 13.4% share, a significant gain from its previous survey. ABC Radio Sydney's Craig Reucassel also saw a boost, gaining 0.4 percentage points to a 7.1% share. However, Christian O'Connell's Gold star program, which recently expanded to Sydney, experienced a setback, falling from 7.2% to 6.6%.
The rise of Smooth FM and the decline of KIIS FM highlight a broader trend in the Sydney radio market. KIIS FM, once a dominant force, now finds itself in a crowded field, trailing Nova, Gold, and Smooth FM. Despite this, it remains ahead of 2DayFM, a station that has also seen its ratings fluctuate. The ABC Radio Sydney, after a sustained period of poor ratings, has finally seen a rise, but it remains well below its historical benchmark.
What makes this story particularly fascinating is the interplay of ownership changes, legal battles, and listener preferences. The transition of 2GB to Tapt Media and the subsequent ratings shift raises questions about the impact of ownership on station performance. Additionally, the legal battles surrounding Kyle Sandilands and Jackie 'O' Henderson's terminations and the subsequent docuseries add a layer of complexity to the narrative. It's a reminder that the radio industry is not just about ratings but also about the human stories and personalities that drive listener engagement.
In my opinion, this ratings survey highlights the dynamic nature of the radio industry and the challenges faced by traditional talkback stations. The rise of music-focused stations like Smooth FM and the decline of once-dominant programs like the Kyle and Jackie O Show underscore the importance of adapting to changing listener tastes. As the industry continues to evolve, it will be fascinating to see how stations like 2GB and KIIS FM navigate this new landscape and whether they can recapture their former glory.
