Pressure mounting at 2GB as Jim Wilson’s drive ratings ‘bleed out’ station’s listeners

The fourth of eight annual radio ratings has identified a weak link in 2GB’s dominance of the airwaves, with a senior station figure describing the slot as “bleeding out”.

It seems the weak link at 2GB’s market leading station is drive.

The latest radio ratings figures show Nine Radio’s 3pm to 6pm shift has dropped to a 6.8 per cent share of the market (down 0.4), making it the sixth ranking station in the prized slot.

That is in stark contrast to 2020 when Ben Fordham jumped from drive to breakfast to replace Alan Jones. When in drive Fordham was consistently the top show in the timeslot, and in his last survey result before switching to breakfast he scored a 10.5 per cent share, second only to ABC Sydney at 11.7 per cent.

Much loved TV sport broadcaster Jim Wilson took over from Fordham, in what was seen by many as a surprise choice due to his lack of radio and news experience.

Wilson’s first survey result in 2020, a year heavily impacted by Covid, came in at 9.1 per cent.

Pictured at Pyrmont in Sydney is 2GB drive presenter Jim Wilson. Picture: Richard Dobson

Wilson, a respected and well-liked figure in Sydney media, has consistently struggled to gain ground since taking over from Fordham.

“You cannot have a number one station with number one breakfast, mornings and weekend programs, and a drive show in sixth place.” a senior station figure noted. “The 3pm to 6pm time slot is a crucial part of the overall radio result and Jim sadly has not moved the dial since he started two years ago. We are bleeding out in the afternoons.”

Kyle Sandilands and Jackie O had a jump of 0.9 of a percentage point. Picture: Instagram

Today, with the fourth of eight GfK ratings figures released, smoothfm is the top station in the timeslot with an 11.7 per cent share, ahead of KIIS at 10.8 per cent, WSFM at 10.3 per cent, Nova at 8.2 per cent and ABC Sydney at 6.9 per cent.

Nine has defended Wilson’s performance. Nine Radio’s head of content Greg Byrnes said: “Jim’s cumulative audience is up seven per cent year on year and he’s neck and neck with the ABC in a very competitive slot.”

In breakfast, the fight has tightened this latest survey.

Fordham on 2GB remains the market leader with an overall share of 15.5 per cent, a small drop of 0.2 of a percentage point, ahead of Kyle Sandilands and Jackie O Henderson at KIIS FM with their share of 13.3 per cent, a jump of 0.9 of a percentage point.

The figures were released in the fourth of eight annual GfK radio ratings reports for the year and follow the last survey in which Fordham registered a 15.7 per cent share, down 3.2 percentage points.

Elsewhere in breakfast, ABC Sydney came in at 10.3 per cent, a drop of 0.3 of a percentage point, followed by WSFM’s Brendan ‘Jonesy’ Jones and Amanda Keller with an eight per cent share (down 0.8).

After a few successive increases in previous surveys, 2Day FM trio Dave Hughes, Ed Kavalee and Erin Molan has a share of 3.6 per cent, down 0.7 of a percentage point.

2GB radio host Ben Fordham in his Sydney studio. Picture: John Feder

Smooth FM’s Bogart Torelli went up 0.4 of a percentage point to a 7.2 per cent share while Nova 96.9 duo Ryan Fitzy Fitzgerald and Michael Wippa Wipfli also rose slightly. They came in at 6.2 per cent, up 0.2.

Across all timeslots, 2GB lead the pack with a 12.9 per cent share (down 0.1), followed by KIIS at 10.2 per cent (up 1.0), smoothfm at 9.6 per cent (up 0.8), WSFM at 8.7 per cent (up 0.1), ABC Sydney at 7.9 per cent (down 0.1).

Picking up from Fordham in the morning shift on 2GB, Ray Hadley continues as market leader, rising 0.4 of a percentage point to a 16.9 per cent share.

It is the 142nd consecutive survey win for Hadley, who is on leave this week.

“Unbelievable,” fill-in host Mark Levy said.

“A big congratulations to Ray and the team.”