climbed to second spot<\/a> in Book 4, Hawkins and Phillips \u201calways should have been on Nova.\u201d<\/p>\nNow, it\u2019s late August, and the pair can already boast the #1 FM Breakfast show in the most competitive market in the country, with 9.9% of the market. Meanwhile, Kyle and Jackie O, who shunted them out of their seats at KIIS, are currently hosting the #5 FM Breakfast show in Melbourne, with just 6.1% share.<\/p>\n
Of course, Jase and Lauren didn\u2019t jump into empty seats, either, with previous Nova 100 breakfast team Ben Harvey, Liam Stapleton and Belle Jackson sliding into a new national show, Late Drive with Ben, Liam and Belle, airing nightly between 6pm-8pm, directly after Ricki-Lee, Tim & Joel.<\/p>\n
\u201cWe\u2019re bookending the day really well at the moment,\u201d Johnson says. \u201cThe Drive show is a big vehicle for us, in terms of overall audience and from a commercial point of view as well. They\u2019re great to have on the network.<\/p>\n
\u201cAnd then obviously, when Jase and Lauren came in, that created a reshuffle towards the back end of the day. And that Ben, Liam and Belle show just goes from strength to strength \u2013 it\u2019s a natural fit for a national show.\u201d<\/p>\n
Johnson says \u201cit\u2019s fallen into place \u2013 some of it by accident, some by design\u201d.<\/p>\n
It\u2019s not all roses at NOVA Entertainment. After climbing to the top spot in the Sydney FM market last survey, with consistent growth throughout all of 2024, smoothfm has now fallen 0.1% behind KIIS in the country\u2019s biggest market, something that rankles Johnson.<\/p>\n
\u201cSmooth has had a really good start to the year,\u201d he reasons, \u201cand, the GFK survey is a fickle mistress,\u201d he laughs. \u201cShe gives and takes away sometimes. So you can never really predict what\u2019s going to happen. But to be that close is both validating of the strategy, and also slightly disappointing to not be at that number one spot \u2013 in both both cities, actually.\u201d<\/p>\n
SmoothFM currently sits at #2 in Melbourne\u2019s FM market \u2013 and is sniffing out the top spot.<\/p>\n
\u201cIt\u2019s carved out its own niche. I genuinely believe that in a world, particularly in Melbourne, where there\u2019s a lot of noise around the music radio stations, lots of competitions and those kinds of things, audiences are looking for something a bit different \u2013 and you just can\u2019t argue with a more music, less talk proposition, when some of the people are genuinely seeking that out.<\/p>\n
\u201cThe work we\u2019ve done this year repositioning the brand around \u2018Together In Music\u2019, has helped create that destination in people\u2019s minds. And we\u2019re seeing them seeing the benefits of that.\u201d<\/p>\n
When asked what he credits Nova\u2019s overall success to, Johnson jokes, \u201cif I could distill that, I would probably be better at my job,\u201d before offering up a compelling reason \u2013 namely the strong national brands they have built up, in a world of city-centric marketing.<\/p>\n
\u201cI\u2019m unbelievably fortunate to have a brand that is just \u2013 it is a super brand in the media landscape,\u201d he said. \u201cAnd we\u2019re very fortunate to have that.<\/p>\n
\u201cThe strategy of having a network brand, while the different brands in each market has played out very well for us, it allows you to do things like, you know, Nova\u2019s Red Rooms, for example, that cast a brand halo across all of our stations \u2013 regardless of what city they\u2019re in.<\/p>\n
\u201cAnd, when you have a measurement system, which is about salience, ultimately \u2014 it\u2019s about the people recalling the brands that they use, the brands they listen to, the brands they think of \u2014 strong branding is really important.<\/p>\n
The selling proposition is a lot clearer too, when there\u2019s a nationally recognisable brand to take to market. Johnson believes the fractured city-based approach is fading away.<\/p>\n
\u201cFrom a marketing point of view, when I started my marketing career in Australia in 2003, you would buy Metro campaigns, you\u2019d buy cap cities, and you would assume that audiences would be exposed to the campaigns that are run in your city.<\/p>\n
\u201cWe now live in a hyper-connected world where people consume content, not just from all around the country, but all around the world. And therefore the media platforms that support that, they tend to have ubiquitous brand-led messaging.<\/p>\n
He notes the \u2018networks\u2019 that some of Nova\u2019s competitors tout aren\u2019t actually a consistent brand in consumer\u2019s minds, no matter how they wish to spin it. Nova is Nova \u2013 no matter which city you hear it in.<\/p>\n
\u201cHaving a single brand proposition, and having a consistent brand message and being true to that brand, however you execute, is definitely our strategy.\u201d<\/p>\n
<\/p>\n
First published by Mumbrella<\/em>. Read original here<\/a><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
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