Talkback Dominates Radio Audiences Again, Brands Find Their Voices, New Sound For Mumbrella
The sixth GfK metro radio survey of the year was dropped this morning, with blockages again proving to be beneficial for AM radio. Nine Radio’s 2GB once again dominated the Sydney market, also delivering a sizable lead for 3AW in Melbourne, with both stations’ flagship breakfast shows also adding to already large advances. The team breaks down the full investigation and shares some ideas from Greg Byrnes of Nine Radio and Duncan Campbell of RNA.
In an article published this morning, Mumbrella’s Calum Jaspan explored the subject of brands increasingly producing a goal-driven marketing space. While not a new area or trend, vaccination campaigns have seen brands not directly related to adoption come out and voice their opinions on the issue. Are we about to see this trend expand beyond safer topics like vaccines?
Advertising spending continues to rise beyond pre-pandemic levels as the Standard Media Index called this month’s numbers “extraordinary.” Figures for August showed marketing spend hit an all-time high, almost 27% higher than the same month last year and 12% above 2019 levels, also surpassing 2018 levels of more than 4%. At the same time, the Outdoor Media Association reported that the outdoor sector is slowing down as lockdowns gripped NSW and Victoria. While revenues in the three months to September were up 50% from the same period last year, they were down almost 22% from the second quarter. Is the team discussing the possibility of sustaining momentum?
Finally, content director Damian Francis chats with Resonance founders Ralph Van Dijk and Ramesh Sathiah about the process that went into creating Mumbrella’s new sound identity, as revealed earlier this week. During the conversation, Sathia and Van Dijk discuss the challenges involved in the creative process, when brands should think about refreshing their audio assets, and whether this is an area that brands take seriously enough.
In the news
- End of the sixth GfK radio ranking of the year, as electronic journals are slowly introduced and the transition to the new Radio360 system is underway. (01:56)
- Taking a closer look at targeted campaigns, will we see increased adoption as brands have dipped their toes in the water pushing vaccines? (09:20)
- Ad Spend Hit All-Time High in August, Despite Outdoor Marketers Falling Down With Continuing Blocks (18:22)
Subscribe through your favorite podcasting app here.