GOLD 104.3 is Melbourne’s number one radio station, in arguably Australia’s most competitive radio market, delivering music from the 80’s, 90’s and 2000’s, alongside witty content and entertainment.
The breakfast show is anchored by radio heavyweight, Christian O’Connell – comedian, parent, and self-proclaimed ‘reluctant adult’, who brings his unique energy every morning.
However, in the second half of 2022, FM listenership had declined (-10% (2)) and a rival station shaking up their breakfast line-up guaranteed disruption and listener churn.
Unable to compete with the deep marketing pockets of its’ rivals and an overarching goal to maintain The Christian O’Connell Show’s leadership position within breakfast radio, Gold 104.9 needed to deliver some ambitious objectives:
ATTRACT NEW LISTENERS
• +20,000 New Listeners.
• +40% social engagement.
• Retain #1 Melbourne FM Breakfast Show.
RETAIN LOYAL FANS
• +5% “Has on-air hosts I love”.
• +5% “Feels like I’m friends with the host”.
• +3% total listening hours.
