Return to radio ratings: SCA’s Dave Cameron and Nikki Clarkson talk rebrands, COVID-19 and the power of nostalgia
With GfK radio ratings paused during COVID-19 and reporting set to return at the end of September, the industry has faced a rare period without constant reporting. Is that a chance to take the foot off the pedal, make big changes or continue with business as normal? Mumbrella’s Hannah Blackiston spoke with SCA’s Dave Cameron and Nikki Clarkson to find out.
The radio industry is usually under constant review through the GfK radio ratings measurement system, but as the model is based on a paper diary and in person interviews it was ceased during COVID-19. Southern Cross Austereo (SCA) took this chance to build up to a big reveal – it planned a rebrand for its Hit Network, returning to nostalgic brands in Adelaide and Brisbane.
“We took the opportunity over the last three or four months to have a look at what we do strategically, without the ratings coming thick and fast every six weeks,” says SCA content boss Dave Cameron.
“We really took that opportunity to do a bunch of stuff under the radar. Obviously the biggest one was the relaunch and the return to legacy brands so we can launch back into survey again with what we think is the right, refreshed, resurrected, rebranded and repositioned product.”
Did “those investments” in the re-brand come from the Governments $10 million grant? Can we clarify this and if not where did SCA spend the $10 Million?