ABC radio gamble flops after host’s controversial axing

ABC Radio Sydney’s big gamble to axe a female host in favour of Hamish Macdonald appears to have been rejected by audiences.

ABC Radio Sydney’s big gamble to axe a female host in favour of Hamish Macdonald appears to have been rejected by audiences.

Data released this week shows a continuing trend of listeners following through on threats to abandon the public broadcaster over the controversial decision that left the audience and industry alike dismayed.

The latest figures show Hamish Macdonald’s audience has dropped again to a 4.6 per cent share of the Sydney mornings timeslot, representing a further decline of 0.9 of a percentage point.

That compares to the 6.2 per cent Sarah Macdonald registered on her final survey at the end of 2024. She hung up her headphones in November after her unceremonious dumping that led to an unprecedented outcry from supporters, including then direct competitor Ray Hadley who questioned the decision.

At the time, Sarah Macdonald said: “I did expect a bit of reaction but not what happened. It’s been so utterly overwhelming, the love and the support since that announcement. It’s been amazing. It’s been a lot.”

Hamish Macdonald’s audience has dropped again. Picture: Hollie Adams/The Australian

There are eight GfKRadio 360 surveys released in a year. This week marked the fourth for 2025 and follows downward trend across the previous surveys, despite an initial bump.

In the morning timeslot, from 9am, ABC Sydney has a cumulative audience of 215,000 people.

The figures show that while his cumulative audience has remained steady, listeners are tuning in for shorter periods of time.

That is according to the percentage share, which is a measure of the number of people listening and how long they listen for.

Mark Levy on competitor 2GB has 328,000 cumulative listeners in the same timeslot.

The Daily Telegraph by comparison reached 3.39 million people in May 2025 alone based on IPSOS Iris monthly audience data.

It has been suggested Hamish Macdonald is not thrilled with his new job as the ABC was forced to deny he requested a reduction in his hours from four to three days a week in the job he currently job-shares with journalist Kathryn Robinson.

Axed … ABC radio presenter Sarah Macdonald.

It comes weeks after Hamish Macdonald lost his job while he was on holidays in Europe on Channel 10’s axed The Project.

He remains co-host of ABC Radio National’s weekly Global Roaming show with Geraldine Doogue.

Industry commentator Natasha Lee noted “audience sentiment” had contributed to the downward trend in Hamish Macdonald’s ratings.

“Whether that’s loyal listeners switching off, or Hamish just not quite finding his groove yet,” the Mediaweek media editor said.

“It also doesn’t help that he’s not on air five days a week. Radio, especially in that morning slot, relies on routine and continuity. It is not surprising he might shed some listeners early on, he is stepping into the shoes of someone who had been a familiar presence on the ABC for a long time.”

When contacted, an ABC spokesperson said: “Hamish Macdonald was on leave and on assignment for five weeks during the 10 week GfK S4 period, planned and approved before he joined ABC Radio Sydney. We expect this to impact survey results and is one of many reasons we take a long view of program performance”

They claimed that in 2025, “ABC Radio Sydney Mornings has a higher average share and reach when compared to the same period last year. From S1 to S4 2024 the programs average share was 5.7 per cent and the average reach was 219,000. From S1 to S4 2025 the program has an average share of 6.2 per cent and an average reach of 247,000”.

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