Nova’s Paul Jackson on the impact of Nova Boy on upcoming radio ratings
After radio’s second survey of the year, Nova’s group programme director Paul Jackson chats to Mumbrella’s Zoe Wilkinson about the impact of Nova Boy and the network’s first campaign of the year will have on it’s key programs.
For Nova’s group programme director Paul Jackson, it’s been a period of happy coincidences. The 20th anniversary of the network coincided with the return of Nova Boy in its first marketing push for the year, which also launched the day after survey two of GfK’s radio ratings was released.
And that campaign could not come at a better time. As the last of the commercial networks to begin their marketing for the year, Jackson is confident that throwing the support of Nova Boy behind its key programs across the network will smooth any bumps in the road the network has experienced in its start to the year and keep its rising stations on an upward trajectory.
“We didn’t want to go too early this year with our marketing because we weren’t sure how the year was going to pan out. We’d had a little lockdown in Sydney and Melbourne over Christmas and the start of the year, and we just wanted to take our time to get into the year before we went,” Jackson says.
“People want what’s new and what’s exciting, especially since we’ve all been sort of stuck in a routine, and that becomes ever more important. But then the nostalgia part of it from the Nova brand point of view with Nova Boy, it’s just that he’s such a loved character and always was, and was there at the start. So it is kind of coincidental and ties in nicely with all that.”
