2Day/Sydney Format Shift

[Huff]

While most American contemporary stations are leaning more and more on gold titles, Sydney's 2Day has made one of the most significant shifts in its history - from a broad Hot AC-ish format in the opposite direction. Now positioned as "The hits before they hit", 2Day was the lowest-rated of Sydney's six commercial FMs in 2024, averaging a 4.9 share - and has struggled against Nova and leader KIIS.

2DayFM 104.1 Sydney - Hit Network

Listen to 2DayFM 104.1 Sydney live on LiSTNR. Download and stream for free.

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[txchipk]

Sounds fresh ... US top 40s have largely given up and let teens and 20-somethings go to TikTok and Spotify, etc. for new music discovery.

 

[leethalweapon]

Something has to give, as there was a 3 way split between 2DAY (SCA) KIIS (ARN) and NOVA doing the same Hot AC format.

 

[Theater of My Mind]

Too bad they're at least 20 years too late. If radio had put more effort into serving young people at the beginning of the millennium, those listeners might not be gone now that they've grown into the prime ad demos.

Of course, radio corporations have never cared about building for the future, their whole business model has always been all about short term gains.

Anyway, the 2Day playlist looks very similar to MTVu which theoretically targets the college crowd. Will any of those kids turn on the radio "today" to hear it? Hopefully the research results that must have been behind the format decision will bear fruit and pave the way for some brave, brave American broadcaster to do the same.