Inside Brisbane’s ‘Big 4’ radio wars

It is set to be the 2020 battle of the giants with Brisbane’s breakfast radio wars heating up between the ‘Big 4’ - Nova, Triple M, Hit 105 and 97.3. And the bottom placer is almost certain of finding themselves without a gig.

IT will be a battle of the veterans in Brisbane’s breakfast radio wars this year as the field of presenters play musical chairs to avoid finding themselves on the bubble.

With 97.3FM sensationally bringing stalwarts Robin Bailey and Terry Hansen back into the fold - having shafted Bianca Dye and Mike Van Acker over poor ratings - the Brisbane market has become stacked with radio A-teams.

And each of the four commercial rivals – Nova 106.9’s Ash, Kip, Luttsy & Susie, Hit 105’s Stav, Abby & Matt, Triple M’s The Big Breakfast with Marto, Margaux & Nick Cody and 97.3’s Robin, Terry & Bob – will now fight to avoid coming in fourth where the axe will likely swing.

2019’S FINAL RADIO RATINGS

Nova 106.9's Ash, Kip, Luttsy and Susie

Bianca, Mike & Bob came in fifth behind AM rivals ABC Brisbane in the last survey of 2019 - shortly after Dye and Van Acker were cut from the prime time slot.

“Ratings are all important because they direct the advertising spend that pays the bills,” radio commentator James Manning, of Mediaweek, says.

“If a show isn’t rating it will be out, despite how good it might sound on air to the executives”.

“Whoever finishes fourth (in 2020) out of the four Brisbane commercial FM stations will probably look to refresh its breakfast team.”

Bianca Dye’s axing shows anyone can be on the chopping block - regardless of if they have a contract. Here she is pictured with Mike van Aker and Bob Gallagher. Photo: Annette Dew

In Brisbane, audience familiarity is a proven success story, with Nova’s Ash Bradnam, Kip Wightman and David ‘Luttsy’ Lutteral - who have presented together since 2005 - and new member Susie O’Neill winning a remarkable seven out of the total eight radio surveys in 2019.

Nova’s Chief programming and marketing officer Paul Jackson attributed their success to three factors: the audience knowing them intimately, the fact they are “great mates” who socialise, and that they are actively engaged in their local community.

“The Brisbane audience responds to genuinely authentic conversation,” he said.

97.3FM’s decision to bring back the Robin, Terry & Bob program - which came in a close second to the Nova crew in Bailey’s last survey with the network three years ago - banks on the same formula, having presented together for a decade before Bailey was axed.

Brisbane's 97.3FM's Robin Bailey (centre), Terry Hansen and Bob Gallagher. Pic Peter Wallis

RELATED: BAILEY OPENS UP ABOUT GRIEF OF LOSING HUSBAND

Meanwhile Hit 105’s Stav Davidson and Abby Coleman have been on air together for nine years and Triple M’s Greg ‘Marto’ Martin is a 20-year radio veteran.

HIT105 hosts Stav, Abby and Matt. Picture: Liam Kidston.

Each of the teams have traded blows in the past and have seen their days atop the Brisbane breakfast radio ranks, meaning the competition in 2020 will be fierce.

“In recent years the Brisbane market has been volatile with new programs and co-hosts seeing people sampling various offerings. This can happen when you have broadcasters who have been in the market for a long time like Nova’s Ask Kip and Luttsy and Triple M’s Marto,” Manning continued.

“However while listeners have moved away at times from Ash, Kip, Luttsy and now Susie O’Neill, they have returned meaning the new shows haven’t attracted enough people.

“ARN were impatient with the progress of breakfast last year with Bianca Dye and her colleagues and their decision to replace her and go with a tried and tested familiar broadcaster.”

As the new kid on the block at Triple M, Margaux Parker is in the hot seat, particularly now she is pitted against Bailey, who she replaced in September.

Triple M’s Margaux Parker. Photo AAP/Steve Pohlner

While Parker signed a two-year deal, Dye’s mid-contract shafting from 97.3FM’s breakfast show to a different role in the company in December means network bigwigs are willing to pull the pin on anyone not performing.

And while Dye is still contracted to ARN, she will undoubtedly be sniffing around for her next opportunity in prime time.

Triple M’s third spot has also been somewhat of a revolving door of comedians in recent years, with Ed Kavalee succeed by Lawrence Mooney, who was then replaced by Nick Cody early last year.

Robin Bailey with her former Triple M The Big Breakfast hosts Greg Marto Martin and Nick Cody. Picture: Liam Kidston.

But Parker said she didn’t feel any pressure at the network and was happily finding her feet while soaking up Marto’s experience.

“In radio speak they call it being green, but I’m just embracing it,” Parker said. “I don’t have a long history of radio schooling or background and I am still figuring out who I am as a radio personality, but they brought me on board because they feel I’m the right fit for this team.”

“I am a pretty open book. The audience are going to get me, the bare bones of me and my life and insight they can hopefully relate to.”

“It’s never something I knew I wanted to do. I was just like you know what I’m going to run with this and I’m willing to take it on board and do it for as long as I can until they tell me to leave.”

MARGAUX PARKER’S BRONCOS ANNOUNCEMENT REVEALED

The success of radio programs is measured through eight radio surveys, typically accounting for six-week periods, each year conducted by research firm GfK on behalf of the radio industry body Commercial Radio Australia.

Consumers are chosen to represent certain demographics and they are asked to fill in diaries, 70 per cent on paper and 30 per cent online, that detail their radio listening habits.