Southern Cross Austereo and radio station 2Day FM have conceded their poor performance in the Sydney radio market against their rivals.
Ratings for the network have stagnated since Kyle and Jackie's switch to KIIS FM back in 2014, with 2Day FM finding it especially tough in the primetime Sydney breakfast slot.
SCA CEO Grant Blackley claims Sydney’s 2DayFM remains as the primary focus now for the radio and television company, reports to Radio Today.
A tough market: Southern Cross Austereo has acknowledged the underperformance of 2Day FM's Sydney breakfast and says it’s been hard to build an audience since the exit of Kyle and Jackie O (pictured)
'2DayFM remains our highest priority given its underperformance for several years against well-established and strong competitors in Sydney,' Blackley said.
'Particularly in Sydney and Melbourne, it’s been a difficult time to encourage trial and build audiences for new Breakfast and Drive shows,' he continued.
Blackley believes that lockdown due to the Covid pandemic and people working from home have contributed to the middling ratings and added that many who are still listening to radio are tuning into AM radio for the news over FM.
Primetime slot the