Radio merger hurts 2GB as station cops ratings falls across the board

THE Fairfax Radio and Macquarie Radio networks merger is only weeks old and already cracks are appearing in the Sydney market — the control centre for the merged business.

THE Fairfax Radio and Macquarie Radio networks merger is only weeks old and already cracks are appearing in the Sydney market — the control centre for the merged business.

The previously unbeatable 2GB has suffered falls across the board in the third radio ratings survey of the year.

In its first survey out as a merged entity, the Macquarie Radio Network, which controversially brought rivals 2GB and 2UE under one roof in Sydney and axed 50 jobs across four states, experienced audience losses in Sydney and Melbourne while making only nominal gains in Brisbane.

RATINGS: HOW DID YOUR FAVOURITE STATION RANK?

KYLE CALLS IN SICK AFTER RANTING AT BARNABY JOYCE

The Macquarie-Fairfax merger promised its new owners huge savings in production costs and greater ad revenue as the stations came together — 2GB and 2UE, Melbourne’s 3AW and Magic 1278, Brisbane’s 4BC and Magic 882 and Perth’s 6PR — and moved into shared headquarters in April.

But cutting corners may have exposed weaknesses.

Macquarie’s chief operating officer Adam Lang acknowledged the merger faced administrative challenges but said the business was going “really well” despite the ratings glitch.

Ray Hadley.

Adam Lang.

“Certainly a merger consumes energy in administrative matters but pivotally nothing has interrupted the shows. We continue to go hard every day,” Mr Lang said.

Critical to the merger’s success was the decision to broadcast Sydney’s Alan Jones and Ray Hadley into Queensland, where they air on long-time underperforming 4BC.

Survey figures yesterday showed the experiment saw a small lift for 4BC in that market for Jones and Hadley — from a 5 point station share to a 5.3 share (Monday-Sunday, 5.30am-midnight) — but the ­station remains the eighth most-listened-to station.

Mr Lang said the “target is No.1” in Brisbane.

“It could take us two or three years to get there,” Mr Lang said, adding that despite audience drops on 2GB and 3AW in Melbourne, the network had the No.1 commercial radio station in Sydney and Melbourne.

Jones lifted the Brisbane breakfast audience by 0.3 to a 6.4 share, while Hadley, known to Brisbane audiences as a TV rugby league commentator, lifted by 0.4 to 5.8.

Meanwhile, in Sydney, Jones dropped by a 1.9 share to 14, while Hadley dropped by 0.4 to 14.4. At 2GB Chris Smith in the afternoons was down 0.7 to 9.5, and Ben Fordham in drive, down by 0.4.

In Melbourne, the jewel in the Fairfax crown, 3AW, was down 1.9 share points.

Media strategist Steve Allen of Fusion Strategy believes it will take two to three years to know whether the merger has been a success for Macquarie.

“It wasn’t a good survey for them, “ Mr Allen said. “With 3AW and 2GB being so dominant - they go up and down by a point quite often - I wouldn’t have thought we’d get a snapshot of how they’re really performing until about survey five,” he said, adding that Alan Jones was off air for part of the survey period due to ill health and travel, which may have affected survey results.