Dave Hughes admits breaking Sydney’s radio market has been a challenge – after the ailing 2Day FM breakfast show plummeted to its lowest ever ratings
Dave Hughes’ 2Day FM breakfast radio show has been on the decline for a long time.
And on Monday, the comedian, 51, admitted it had been an uphill battle to penetrate the Sydney radio market since its conception last January.
‘The Sydney market is very well established and there are breakfast shows that have been going on in Sydney for a decade or more, they have a rusty audience,’ Dave told The Australian.
The Challenge: Dave Hughes of 2Day FM, 51, (pictured) has admitted breaking the Sydney radio market has been a challenge after his breakfast show hit a new low.
‘We started a breakfast show on a network that had been playing music for two years before we came, so we started from scratch in terms of trying to get people to change their habits.’
Ed hosted the 2Day FM breakfast slot with comedian Ed Kavalee and presenter Erin Molan.
In August, the beleaguered event fell to a new low, dropping 0.9 points to 2.4 percent market share.
The struggle: ‘The Sydney market is very well established and there are breakfast shows that have been going on in Sydney for a decade or more, they have a rusty audience,’ Dave told The Australian
This is a dramatic drop for the trio who started broadcasting together in January last year.
Two years earlier, previous 2Day breakfast offerings from Grant Denyer, Ed and Ash London had similarly low numbers, according to Radio Today.
It came after Dave recently moved to Sydney to host his breakfast show.
Disappointing: Ed performs the 2Day FM breakfast slot with comedian Ed Kavalee (left) and presenter Erin Molan (right). In August, the beleaguered event fell to a new low, dropping 0.9 points to 2.4 percent market share.
Based in Melbourne with his wife Holly Hughes and their three young children, Dave told The Daily Telegraph in December that Holly was ‘scared’ about an arrangement that was far from ‘ideal’.
“Actually I’m going to be buying a property in Sydney sometime next month and I’ll be there a lot but we’re still going to split our time between Melbourne and Sydney.”
Dave started his radio career in 2001, with Kate Langbroek and Dave O’Neill on Hughesy, Kate and Dave’s breakfast show on Nova.
In 2014, the radio show relaunched on the KIIS Network but was discontinued two years later.
In 2018, Dave and Kate joined Hit Network replacing Australian comedy duo Hamish Blake and Andy Lee.
History: Dave started his radio career in 2001, with Kate Langbroek (left) and Dave O’Neill on the Hughesy, Kate and Dave breakfast show in Nova