Struggling 2UE sets sights on market share growth amid TV ad push
Fairfax Radio’s Sydney station 2UE wants to grow its market share from a lowly 3.8 per cent to as much as 6.5 per cent by luring listeners aged 35-64 away from rivals, its general manager Chris Parker has told Mumbrella.
With new TV ads set to roll out soon across Seven and Nine, Parker told Mumbrella the goal was “realistic” despite recent struggles that have seen ratings tumble.
The latest figures, which saw the station get just 3 per cent audience share for weekdays and 3.8 per cent overall, were described by Parker as “well below my expectations”.
It has a “herculean” task ahead, but one the station was up to, he said.
Chris Parker, You don’t begin a ‘hurculean’ journey with broken vehicle and a pocket full of hope. Who on earth are you kidding?
I am a 47 year old male and have just rediscovered 2UE and I love the station. I was getting tired of 2GB yelling at me and appreciate 2UE talking to me instead.
And I would like to have a full head of hair.
I was lucky enough to be part of the team that saw the rise of 2UE from 4.2 to 16.0 – from last to first, in the late 1980’s. It cost a fortune and we all worked until we dropped. Can that happen again? Yes. How? Disconnect the internet, turn off 2GB and understand that people are not looking for the truth from commercial radio. I sincerely wish the team at 2UE good luck. I would love to see the old stomping ground back at the top.
I’d be amazed if 2UE had a bigger newsroom than the No 1 station 2GB
@ Facts are helpful: Garry Linnell, is that you?
I think 2UE is sounding fantastic, they just need to let people know they’re around. I’m loving the Breakfast show with John and Garry, and it’s great to hear Stuart Bocking in Mornings. Good luck to them.
Is having a sales guy running it the right choice to grow ratings? Didn’t work so well for ten.
Someone should check when 2ue was last at 6% versus when Chris Parker came here and started changing everything. Would be an interesting exercise.
2UE changes on air hosts often we have given up keeping up so it goes to the back of the spend
Chris Parker some good advise from down in Melbourne sign all FM saff to 2UE including Maz, Dan, MC & Kate Richie and more yonuger listeners will come to 2UE and do this within weeks then see what happens.
if/when you get listeners from WSFM, TripleM & Smooth 95.9 then you can sign all theur staff to 2UE then you can compete with 2DAYFM, Nova 869 & KIis 106.5 for the yonger listeners in Sydney.
Chris Parker as American Christian Singer Toby Mac says… “If You want to start Somewhere why not here”. 2UE need to think about getting listeners from WSFM, TripleM & SmoothFM 95.3 and all Lssy & i can say to them is 2UE are coming and they had better make sure they can offer their listeners more than 2UE or they will loste their listeners to 2UE.
I like 2UE for its rationality and balance rather than just presenting a hard-right viewpoint all day everyday like a certain other station which shall remain nameless. One thing I don’t like is the replacement of the Melbourne-based mid-dawn show with a jarring show featuring heavy topics I don’t want to hear at 2AM, for example euthanasia which the announcer – Luke Bona – seems to be obsessed with. I also didn’t like the playing of the same long, tedious comedy routine by Bill Cosby night after night after a listener complained and was ridiculed by Bona on air. Reinstating the 3AW Australia Overnight show nationwide would spearhead a return to the days when 2UE was “always at or near the top” to quote their old slogan from the 1970s and ’80s.
Recently 2ue had lost $5million last financial year and with the ratings the lowest they have ever been perhaps people should be having a good look at chris parker and adam langer’s time running fairfax>>
Jessica could not agree more. Change everything else but management of course – silly us.
Jessica and Mirrors don’t lie
2UEv are wanting ti bring listeners under 50 do youy know people who listen to WSFM, MMm or Smooth 95.3? WEll those stations may will liose listeners to 2UE.