The countdown to the Olympic Games Paris 2024 and with only 42 days to go, Nine’s talk stations are going for gold in digital audio streaming growth.
Driven by surging listenership in key shifts as well as Nine Radio’s ratings-leading sport coverage, year-on-year data shows national growth of 8%.
Sydney’s 2GB has shown incredible double-digit growth, with a 15% increase in total digital streaming listening hours (YoY), and uplift across Breakfast, Mornings, Afternoons and Drive, as well as Wide World of Sports and the Continuous Call Team rugby league coverage.
Melbourne’s 3AW has also posted a remarkable 7% increase in total listener hours (YoY), including an unassailable 46% commercial Breakfast share, and uplift across key shifts and Friday AFL.
Sport fans are also flocking to Brisbane’s 4BC, which has posted a 10% uptick (YoY) in Friday night rugby league coverage by the Continuous Call Team, and Perth’s 6PR has seen similar gains in Breakfast and Sunday AFL.
| SESSION STARTS | TOTAL LISTENING HOURS |
| 11.03M | 11.6M(up 8% YoY) |
Nine Radio Head of Content, Greg Byrnes, said: “Our live audio streaming audience is surging, and as the official Olympic and Paralympic broadcaster, you can already hear the excitement building across our stations.”
“Audio delivers unmatched engagement for those iconic sporting moments and listening to us via streaming means all Australians will be able to enjoy every moment of the colour and excitement live from Paris across 2GB, 3AW, 4BC and 6PR. With a purpose built Olympic Studio and our team of commentators, reporters and hosts on the ground in Paris, we can’t wait for the games to begin!”
Nine’s Director of Sales, Total Audio, Ashley Earnshaw, said: “The scale of our digital stream listening reflects the improved listener experience through our apps and the role our content plays in the community.”
“Our audio superfans are increasingly seeking out our content on connected devices and smart speakers. Critically, for advertisers we have been able to extend our digital audio data product suite with more relevant and engaging targeting solutions, improving ROI and overall ad effectiveness.”
Source: Triton Webcast Metrics Streaming, May 1-31 2024, TLH – Total Listening Hours, Nine Radio, Unless otherwise specified