The lacklustre performance of Southern Cross Broadcasting’s 6PR Howard Sattler and Louise Rowe breakfast team, has station management assessing possible changes to the lineup.
Sattler under scrutiny
The lacklustre performance of Southern Cross Broadcasting’s 6PR Howard Sattler and Louise Rowe breakfast team, has station management assessing possible changes to the lineup.
Southern Cross Broadcasting general manager Declan Kelly said he was currently considering moving Mr Sattler to another time slot after the recent radio ratings survey revealed another decline for the breakfast duo.
The pair recorded a 1.9 percentage point decrease to a 7.7 per cent market share while rival ABC 720, with breakfast host Eoin Cameron jumped 1.3 percentage points to record a 14.9 per cent market share.
“We do internal research and we are starting to feel that we are playing Howard out of position,” Mr Kelly said.
“We brought in Louise about nine months ago to soften it and that’s worked but we do have a lot of work to do.
“People who enjoy Howard’s style of broadcasting don’t want to hear it before 8.30am. We’re looking at all the options and he’s a sought after broadcaster.”
Mr Kelly said he was considering moving Mr Sattler to the drive time slot, which is currently occupied by Tony McManus who has recorded increases in his ratings in the past three surveys.
Mr Kelly said breakfast ratings were important to deliver audience to the morning program’s host.
6PR’s morning presenter Paul Murray, who won the morning ratings battle with ABC 720 in the previous survey, slid 2.4 percentage points to hold 7.3 per cent of the market compared to 10.2 per cent for his rival, Liam Bartlett.
6PR’s breakfast position has been on the decline since it switched from Basil Zempilas and Adrian Barich early in 2003.
Its last double-digit market share rating was in December last year when the pair cornered 11.7 per cent of the market.
That was followed by 8.7 per cent in survey one this year, and 8.4 per cent in survey two.
Nova 93.7 managing director Gary Roberts also wants to make more gains with its breakfast team and believes the new format of hosts Nathan and Nat (formerly Nathan, Nat and Craig) will have improved results in survey five.
Nova’s breakfast team is ranked fourth behind leader 94.5, 92.9 and third-placed 96fm.
“This ratings period is from March 28 to June 12 [includes survey three period] and we only changed breakfast a month ago,” Mr Roberts said.
Nova also wants to regain its number one ranking in the 18-34 age bracket.
“We’re number two behind 96fm but we have carried last survey’s poor results into this one.”
Positive results were recorded for 96fm. While it lost percentage points in some segments this survey, its big gains in survey three have helped cement the station as a clear rival to 94.5.
“We’re now jostling for position with them and I can’t see that changing over time,” Mr Kelly said.
“Compared to survey three last year, which is when we really made the changes, 94.5 had 24.9 per cent of the 25-39 market and they were number one. It’s now 22.6 per cent. We have gone from 13.8 per cent to 20.6 per cent.”
Linda Wayman, general manager of 92.9 and 94.5 owner Austero Perth, said both stations were back on top.
“92.9 is number one for under 40s and Mix 94.5 is number one for 25-39, we’re back where we belong,” she said.
“For 92.9 it was good to see that our new drive segment The Show has performed. It has a 13 per cent share and increased 1.1 [percentage points].”
John Bleby and Luke Bolland host the new drive segment.
