The station just doesn’t gel. The 3PM pick and WIll and Woody are aimed at completely different audiences, which is a real problem when the 2 shows need to work together to attract and retain listeners for the whole slot. Even Kyle and Jackie O don’t fit the rest of the station - love them or hate them, but their style and content is very different to the rest of the shows, so it’s unlikely to to appeal the their regular audience as well as it needs to. And as you say, their nights offering is very slack.
And then you get their Perfect Pour promotion. It started out in January, with the street team taking the pump to various locations around Melbourne during the breakfast show. Great idea as it gets listeners involved very easily and gives them a visable presence, but it’s dragging on… since the end of March they’re been running it in the studio (presumably because the streets are less enticing in the mornings heading into winter) and the terms and conditions on the website say that it’s running until June 8th. It’s just too long for a promotion that doesn’t give the audience anything worthwhile to listen to - it’s hard to get involved because you can’t see the pump when listening to the radio, and it’s very repetetive. It’s the sort of promo that really only has a life of a few weeks, not 5 months, and even then it’s not a good promo for radio.
The station just feels like a half-arsed regional station being run on skeleton staff outside the major shows.
Hamish & Andy also never rated as well across the country as they did being on the powerhouse that is Fox, which you could say is due more to breakfast and station lead-in than being an objectively great show. One could also say at least part of the reason they rated in Sydney is because of lead-in from Kyle & Jackie O, especially given their numbers after K&J left were not amazing in Sydney.
All I’m saying is liking or not liking a show has no real overall relevance to whether it is objectively a good show, or whether it will or won’t be successful.
Now, I’m a big KTM fan, and don’t listen to Will & Woody at all. But, I also liked Lowie’s Super Awesome Mega Mega Show when it was on Nova nights once upon a time. Didn’t matter, no one listened and it was very unsuccessful.
Sometimes the quality of a show has little bearing on whether it will rate or not. Similarly, whether or not you like a show has little bearing on whether it will rate or not.
I agree. 3pm though is basically infomercial-radio isn’t it?? I don’t really listen but seems like a cash cow they can’t afford to get rid of on the new format.
I dunno, I don’t like Kyle & Jackie O very much so I guess I’m biased against them. That said, the worked fine when they used to have a replay show on Fox, or when they did Hot Hits on Fox.
They felt like a completely different vibe then too. They’re at least closer to the mark than 3pm…
Ash London Live is not a haemorrhage on listeners ears, it rates #2FM at night how is that a haemorrhage?? And for the first two surveys it has rated on par if not higher then KIIS Drive, a 5% share at night is a haemorrhage IMO and Jase and PJ don’t suit the nights format, also all I’m saying is that Hamish and Andy were an entertaining Drive show, as for W and W I have not heard one person say that’s they were or are entertaining or funny
Absolutely. The numbers shift is because most people aren’t listening to the radio at night, and those that are tend to be the older audiences. Even 3AW’s average audience and cume suffers a drop at nights, despite going up in share.
Ash London Live needs some work… personally I don’t enjoy listening to it anymore - there’s only so much fangirling and irrelevant in-jokes between the team that you can take. The show used to be all about the music, but it’s changed and now the music’s really only about 70% of the talk.
With Ash having moved to Melbourne this year (she’s marrying the CD of Fox next week), the show really needs to move all it’s production to Melbourne. With the national drive shows being produced out of Melbourne, as well as Fox re-affirming their strength this year, there’s obviously something going very well in South Melbourne.
On the other hand, outside of music shifts, 2Day only produce the night, overnight and weekend shows. Frankly, the other 2 don’t matter as they have minimal impact on ratings, which leaves a significant experience gap when producing Ash London Live. If they moved the production to Melbourne, even if that means altering the team, they would be able to feed of the success and experience of everything coming out of Melbourne and produce a better show.
I can’t listen to it anymore, it’s so lame and her laugh comes off as so contrived and fake. It’s a shame because it was such a good opportunity to have a strong female lead host who seemed genuinely interested in making a show about music with a focus on new & Australian artists and every time I tune in is all it has turned into is a on air catch up with Draco and the sexy vie vie (or however you say / write that) producer and it is such a big turn off. No thanks
Here’s the comparisons of Surveys 2 and 1 respectively over the last few years:
Chrissie & Jane [MIX] (2014): 6.6, 5.4 (avg 6.0)
Matt & Jane (2015): 5.7, 6.8 (avg 6.3)
Matt & Meshel (2016): 6.7, 6.2 (avg 6.5)
Matt & Meshel (2017): 6.8, 6.3 (avg 6.6)
Jase & PJ (2018): 5.0, 5.1 (avg 5.1)
Whilst the launch of KIIS in 2015 provided a lift from MIX, I would argue that the Survey 1 had a sample factor as people tested the new stations. This does not seem to have recurred with Matt & Meshel or Jase & PJ.
From my perspective, KIIS in 2015 was a more overt relaunch, whereas the 2018s changes come across more as an evolution rather than a revolution. The changes either aren’t cutting through or the audience doesn’t like them.
Straying into the KIIS Network thread, personally I would ditch the KIIS name in Melbourne to send a signal. The brand has never really hit the mark in Melbourne (but I would keep it in Sydney). KIIS was launched as supposedly being “fresh” and then most of the talent was recycled from other stations (which hardly reinforces the “fresh” concept) and as @amc_556 points out, it felt like the same format with a new name, especially with shows like 3PM pickup retained. I would start again with a new name to support the changes at the start of the year eg “Fresh101” (I’m sure some others can come up with better names) and hopeful this will achieve the cut through, although @webguy’s comments on promotion indicates there is supporting work to be undertaken in a number of departments .
Even TTFM. It’s was a big brand in the 90’s, and still the most successful brand on 101.1. Launch it as “We’re back, the new TTFM” or something like that. Really play to their herritage, but also relate it to the current market. It’s a brand that’s known in Melbourne, and even those who don’t know what it is - tell them. It at least gives a more solid base than some new name that means nothing to anyone.
If the objective is to appeal as being “fresh”, I don’t think a heritage name makes sense - again contradictory messages. TTFM works for a variety or mix style station aimed at an older audience.
I don’t think you know the meaning of haemorrhage! And yes I looked it up and turns out they are the same thing!!
You obviously don’t listen to the show so how would you know??? And the people in Sydney and Adelaide don’t necessarily think W and W are funny they just think that their breakfast show is going to be just as entertaining as their drive show which it’s not. And no they have not increases their share in Melbourne, I don’t think you know that H and K on KIIS1011 last year hovered around a 10% share, Will and Woody are on a 7% share in Melbourne don’t see how that’s an improvement from last year??? You must a have a special mind!
Haemorrhage is a noun, and not an adjective, so you can’t say that “a 5% share” is a “haemorrhage”. Haemorrhaging, on the other hand, is a verb.
In the original context, I was referring to the fact that between 4pm and 12am, KIIS loses (or haemorrhages) listeners. Grammatically, that’s fine. Is it good analysis? I’ll leave that for someone else to say, but judging by the conversations had in this thread it may be in part due to the quality of their nights offering.
No-one was comparing Hughesy and Kate to Will and Woody: the fact is that Will and Woody’s show is gaining audience share in Melbourne from Survey 1, 2018.
You can’t compare audience share percentages like that.
If you look at the average audience per 15 minutes, Will & Woody / K&J has 47,000 listeners in Melbourne. Ash London / Collective Noun has 14,000.
Try Bridget Hustwaite on triple j’s Good Nights - she’s done a brilliant job carrying on from Linda in my view.
All stations lose listeners from Drive (4-7pm) to Evening (7-12pm), so you could say all haemorrhage.
If we compare average quarter hour audience in Melbourne:
Fox: Drive 82,000. Evening 14,000. 83% drop
KIIS: Drive 47,000. Evening 11,000. 77% drop
Nova: Drive 56,000. Evening 13,000. 77% drop
Triple M: Drive 45,000. Evening 9,000. 80% drop
Gold: Drive 57,000. Evening 15,000. 74% drop
Smooth: Drive 54,000. Evening 17,000. 69% drop
3AW: Drive 66,000. Evening 28,000. 58% drop
Works fine for Fox.
TTFM was always aimed at a younger audience. While that audience has now grown up, the brand as never been associated with an older audience. Just as Fox didn’t grow up with it’s audience from the 90s - if anything, it’s gone younger.
Ok but I’m just saying how has KIIS Drive improved from last year with W and W??? as @amc_556 was saying not you so don’t take it personally, and I wouldn’t be celebrating a 0.4 increase from an almost 3% decrease at the start of the year.
Ok so you’re now saying KIIS is better than Fox just because their drive rates higher then Fox nights>??? I don’t get it
I don’t think comparing Fox with TTFM/MIX/KIIS is apples v apples. Fox is a fantastical successful station that has reinvented itself over many years and kept its brand name relatively consistent (ignoring a few months of the shortlived “Hit1019”). Because it has continued with a CHR variant format it has a degree of “freshness”. In contrast TTFM is a brand that has not been used for nearly 20 years (albeit it was succesful at the time). At the moment, it falls in the “remember when” category.
At the time TTFM was a female skewing direct competitor to Fox aimed at a younger audience - no dispute here. However, to my mind, the younger audience targeted by KIIS would have extremely limited knowledge of TTFM. If TTFM was relaunched then to the extent it is subject to water cooler talk across age groups, older age groups would recall the brand (“I remember listening to that station years ago…”), which then counteracts an image of newness and freshness. To me, any relaunch of KIIS is about winning the perception battle of which station is the “freshest”.
To me this is about constructing a consistent image of a station for a target audience. If the audience is supposed to be the parents doing the 3PM pick up, then TTFM is an appropriate brand name, as parents will hopefully have good memories and association with the TTFM brand. But I think that the 3PM pickup audience is a different crowd to what KIIS is after.
Maybe agree to disagree in this instance. I am not against heritage brands, but it has to be in the right circumstances - hence if I owned 1278, I would do a frequency swap with Radio Hellas and relaunch 3XY. Anyway, I’ll leave that for in six months time on the MSR thread, when the ratings of MSR1278 don’t perform…
Given that no-one associates Fox FM with Great Rock & Roll anymore, I don’t think it’s impossible for brands to evolve over time.
That said, I wonder what brand retention TTFM would still have, and whether ARN want to risk taking listeners from Gold. That effect is lessened the ‘hotter’ a format becomes - but, is that where KIIS should ultimately go?
That’s a good observation, and something I didn’t think to check.
I wonder if you’d get a different result if the Evening daypart was split into 7-10pm and 10pm-12am? (I’m aware that stations get this data, but this isn’t publicly released)
It hasn’t. No one said it had. Furthermore…
Will & Woody are KIIS’ best rating shift in Melbourne. I haven’t heard much of the show outside of the first week - it didn’t do much for me, and I much prefer KTM - but I’d expect that the show has improved, or at least have better name retention, since their share is increasing.
No, I said that you can’t say that a night share is more popular than a drive show based upon their % share 10+.
This is what you said
That’s not how the data works.
Look at the figures @webguy gives.
A show with a 7.8% share in drive (W&W) might have 47,000 average listeners, whereas a show with a 7.7% share in nights (Ash London) might have only 14,000. Therefore, you can’t compare the two. I’m replying to a claim you made by showing you how nonsensical it is.
A show rating well ≠ make it objective better. It just means it’s probably more popular.
