‘Our strategy for every station is on track’: SCA crows over 25-54 numbers

Mid-way through 2021, Southern Cross Austereo became the most dominant radio network in the important 25-54 metro demographic, a position it has held ever since. As chief content officer Dave Cameron tells Mumbrella, it’s a lucrative market to target – especially when you hit the bullseye.

“31 surveys in a row,” Cameron says, of SCA’s streak, driven by its Hit and Triple M networks. “And, while I’d like every single person in every market to listen to our stations – we call it ‘the audience that matters’, because that’s where we’re writing 80% of our revenue – off this core 25-54 demographic.”

This week’s radio ratings saw SCA nudge its network share in this prized demographic to 26.2%. With the addition of the 21 stations in the Ace Radio network, for which SCA handles national sales representation, this figure jumps to 35.7%.