ABC radio boss not worried about station’s dismal start to ratings year for revamped line-up

It was a dismal start to the ratings year for ABC Adelaide’s revamped line-up but the radio station’s national boss isn’t panicking … yet.

ABC’s national radio boss isn’t pushing the panic button despite a dismal start to the new year for the station’s revamped line-up.

After promising a “fresh sound” designed to recapture their core audience, ABC Adelaide’s new breakfast duo Sonya Feldhoff and Jules Schiller slumped to fifth spot in this week’s first ratings survey for 2024.

The veteran pair dropped 2.3 share points to finish well behind Triple M, FIVEaa, Mix 102.3 and Nova 919.

It was a result mirrored across the timeslots, with the station’s new afternoon, drivetime and evening programs all shedding listeners.

ABC breakfast team Sonya Feldhoff and Jules Schiller

But Ben Latimer, the network’s head of audio content, said they were “confident” the overhaul they made will pay off in the long run.

“Ratings are an important tool for us to determine our reach but they are far from our only measure of success,” he told The Sunday Mail.

“We’re confident we’ve made the right changes in Adelaide and know our line-ups will find their audiences given some time.”

The ABC’s afternoon shift, now hosted by former breakfast co-presenter Nikolai Beilharz, slipped 0.7 share points, while veteran broadcaster Jo Laverty’s move to drivetime also failed to fire, dipping 1.5 share points.

New evenings’ presenter, comedian Jason Chong, also suffered a major fall in the first survey after replacing longtime host Peter Goers.

The Fringe funnyman dropped 6.6 share points and into seventh spot in the timeslot, more than 13 share points behind FIVEaa’s Leith Forrest.

Industry insiders said there should be no great cause for concern, but admit it’s going to be a long road back for Aunty.

“Jules is an excellent presenter, loved his drive show. He seems somewhat diluted by having a co-host,” a radio source said.

“Should they be worried after one survey? Not sure but there’s a gigantic mountain to climb, that’s for sure.”

Mr Latimer reaffirmed that they were playing the “long game” and internal indicators showed they had made the right moves.

Jason Chong.

Nikolai Beilharz.

“What we have done in Adelaide is bold,” he said.

“It was a massive shake up and we had long data to inform us that it needed to happen.

“Already this year, our teams have been out getting to know audiences and being part of Adelaide.

“We will continue to play the long game, building a rapport with our audience and becoming an intrinsic part of the local community.”

Radio insiders were in agreement that the year’s first survey was significantly compromised by Taylor Swift ticket giveaways, and an early ratings boost for stations such as Mix 102.3 and Nova could be a “false dawn”.

Mix in particular enjoyed a resurgence, adding listeners in every shift including the key breakfast timeslot – becoming Adelaide’s top-rating station ahead of Triple M and Nova.

“The Swift effect had a massive effect,” one radio expert said.

“You’d do anything as a father or mother to get the tickets, so the control of the radio station went to the kids.

“They were a must-have item that influenced listening patterns.

“There would be some people celebrating too early on that result.

“If Mix are celebrating now, I think that’s a silly mistake.”