Erin Molan’s new breakfast radio show sees an audience increase of just 0.2 per cent… but 2DayFM insists it will give the program ‘at least two years to prove itself’
She joined 2DayFM’s breakfast show back in January, but the addition of Erin Molan to the prime time program has been a slow burn for the radio station.
According to a ratings report by Mumbrella on Thursday, the 37-year-old’s breakfast show, which she hosts alongside Dave Hughes and Ed Kavalee, only saw an audience increase of 0.2 per cent.
They hold an audience share of 4.4 per cent for the survey period, which extended from January 17 to February 27.
Slight increase: She joined 2DayFM’s breakfast show back in January, but the addition of Erin Molan (pictured) to the primetime program has been a slow burn for the radio station
It’s the first radio survey of the year, after The Morning Crew with Hughesy, Ed and Erin premiered on 2DayFM on January 18.
Southern Cross Austereo, the parent company for 2DayFM, announced in November that Hughesy and Ed would be moving across to breakfast radio after hosting the drive-time slot in the afternoon.
It was also announced that Erin would be joining the veteran radio hosts in her first major FM role.
Starting slow: According to a ratings report by Mumbrella on Thursday, the 37-year-old’s breakfast show, which she hosts alongside Dave Hughes (left) and Ed Kavalee (right), only saw an audience increase of 0.2 per cent
Before the addition of The Morning Crew with Hughesy, Ed and Erin, 2DayFM had trialled a music format for mornings rather than the traditional talent-led show.
They decided to stick with music after years of trying and failing to find hosts who would rival KIIS FM’s Kyle Sandilands and Jackie ‘O’ Henderson.
Before defecting to KIIS FM, Kyle and Jackie had acted as breakfast hosts on 2DayFM, with the network struggling to recover from their absence.
The ones to beat: Before defecting to KIIS FM, Kyle Sandilands (left) and Jackie ‘O’ Henderson (right) had acted as breakfast hosts on 2DayFM, with the network struggling to recover from their absence. Pictured with Cody Simpson (centre)
But SCA’s chief content officer, Dave Cameron, insisted The Morning Crew with Hughesy, Ed and Erin would be given ‘at least two years to prove itself’.
‘We’ll start low and then grow with that show, as is always the strategy with new shows,’ he told Mumbrella.
Meanwhile, The Kyle & Jackie O Show saw an audience decline of 1.5 per cent, but still remained the number one FM breakfast radio show with 9.8 per cent of the share.
In good time: SCA’s chief content officer, Dave Cameron, insisted The Morning Crew with Hughesy, Ed and Erin would be given ‘at least two years to prove itself’. Pictured with Keith Urban (second left)