Not the time to be popping the champagne says Nine’s Greg Byrnes after big radio ratings
After another month of talkback dominance in both Melbourne and Sydney, Nine’s director of content – radio, Greg Byrnes says that audiences continuing to turn to 2GB and 3AW is not unexpected. Mumbrella’s Calum Jaspan speaks to Byrnes about keeping the audiences, and reading into this round’s results.
You might not have expected it a few months ago, when 2GB’s Ben Fordham had just surrendered the station’s Sydney breakfast crown to Kyle and Jackie O, ending a 17 year winning streak, but for GfK radio survey six for the year, it came as little surprise that the talkback breakfast program held on to, and further built on that lead this time around.
The station consolidated its lead at the top of the pile, and Nine’s 3AW in Melbourne also proved again to have a stronghold over the market, while handsome for Nine Radio, the success has come under the cloud of lockdowns.
How confident Nine’s director of content – radio, Greg Byrnes is that the results are a sign of a more permanent shift towards talkback was telling in his final remarks in an interview with Mumbrella.
