Media buyers predict a slow start and fickle ratings for new radio programs

With eight new breakfast radio shows kicking off in 2021 across the five metro markets, listeners will soon have a chance to check out several new offerings when the first radio ratings period of 2021 begins next week.

But whether new shows from Southern Cross Austereo (SCA), Australian Radio Network (ARN) and Nine Radio will be able to take ratings share from more established shows around the country is another question entirely.