Imagine the pressure of having eight performance reviews in a year. That’s the reality for radio hosts, who face the stress and anxiety of radio surveys multiple times annually. Nova Entertainment’s chief growth officer, Adam Johnson, shed light on this intense process during an episode of Mumbrellacast.
According to Johnson, survey day is not just a single day for radio stations. It’s a grueling three-to-ten-day period that requires immense focus and dedication. Despite the pressure, Johnson emphasizes the importance of not jumping to conclusions based on one survey’s results, urging patience and waiting for the next survey to assess the bigger picture.
In the latest survey, Nova managed to rank ahead of its competitor B105 in Brisbane. Additionally, the network secured a significant portion of the Perth and Melbourne drive-time audiences. Johnson revealed that the breakfast hosts are shielded from the initial release of survey results to maintain their excitement and motivation. Instead, he and his team carefully convey the hosts’ movements and performance metrics to them in concise and clear terms.
While radio surveys generate a plethora of numbers and statistics, Johnson believes that the overall reach remains the most critical metric for his team. Nova Entertainment boasts an impressive cumulative number of 6.4 million people across Nova Smooth, FIVEaa, and their streaming platforms. This represents a significant portion of the adult Australian population. With a marketing-driven growth approach, Nova plans to focus on expanding its audience even further, particularly in Brisbane, where Johnson sees enormous potential for their station, Smooth.
In conclusion, the world of radio surveys brings immense joy and anxiety to radio hosts. Nova Entertainment recognizes the importance of supporting their hosts through this challenging process, providing them with clear feedback and guidance. Their focus remains on growing their audience and maintaining their leading position in the radio market. With their eye on the bigger picture, Nova aims to strengthen their presence in Brisbane through enhanced marketing, PR, and content strategies.
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