Media Insider: Breakfast radio wars – can Simon Barnett lift More FM’s sliding ratings? TVNZ loses high-profile staff; 25 media hot-takes for 2025

He is now at the centre of a renewed and intriguing radio breakfast battle – aside from the king of radio, Mike Hosking, whose ZB breakfast show dominates the ratings, Barnett’s return to the 6am-9am slot on More FM could lead to an upheaval in music station audiences.

At the same time, new-look breakfast shows are launching at several other stations, including Radio Hauraki, Flava and The Sound – each of them will be looking for audience gains, too.

There will be much focus on Barnett and his influence. His pre-Christmas ‘homecoming’ comment confirms a reality that the broadcasting star was never fully comfortable driving the talkback agenda on the noon-4pm ZB show, as opposed to his more natural talent as a music radio breakfast host with broader scope to entertain listeners.

The backdrop to his tenure on ZB, of course, was the tragic circumstances of his beloved wife Jodi’s terminal illness and her death in 2023. Barnett and his daughters were literally never far from her side, with the broadcaster setting up a temporary studio in his garage so he could be as close to Jodi as possible.

Jodi’s ordeal, and the way Barnett responded and opened up about his and his family’s heartbreak, touched thousands of people’s hearts.

Barnett, 57, has made no secret of wanting to bring joy back to his life and in those circumstances, few if any should have any issue with him switching out polarising debates over the Treaty Principles Bill for breakfast banter and the music of Taylor Swift.

But make no mistake: the ultra-competitive Barnett will be out to win in a renewed battle for breakfast music radio supremacy. And make no mistake, rivals NZME will be equally focused on building their own music audience share.

Behind Barnett’s return to More FM – he left there in 2018 after two decades as breakfast host – lies an intriguing business strategy as MediaWorks seeks to reverse a ratings slide, which has seen More fall from number two in the market at the end of 2018, behind Newstalk ZB, to number five today (behind ZB, and More’s MediaWorks stablemates The Breeze, The Rock and Magic).

Ratings figures show More held a healthy 8.3 audience share at the end of 2018. Six years later, that has fallen to 6.5.

Dig deeper, and there have been other worrying signs for the station. Since the start of 2022, More’s cumulative audience has fallen from 593,400 to 503,700. The breakfast audience is also at a three-year low, at 271,700.

But what might hurt most for the MediaWorks station is NZME’s The Hits – which has endured its own ratings challenges over the years – has made inroads more recently with talent and music changes and now has a higher audience share in the advertising-critical 25-54 age bracket.

It all makes for a new, tasty breakfast battleground in radio.

MediaWorks’ successful attempt to lure Barnett “home” is certainly a coup. But will listeners follow him through the front door? MediaWorks thinks so.

“More FM is continually one of the leading music radio stations in Aotearoa,” says a spokeswoman. “We are really excited about Si’s return and confident that listeners will tune in.”

Some of the reaction internally at MediaWorks, however, is a little more muted, partly because of a raft of cost cuts and the departures of other staff – a common theme at most of our media companies.

Initially, MediaWorks promoted Barnett as joining Lana Cochrane-Searle, Adam Percival and Paul Ego on the More FM ‘Breakfast Club’ for 2025. There are now just two full-time hosts – Barnett and Cochrane-Searle.

In recent days, the company has started to tease Barnett’s return with a billboard and digital marketing campaign depicting him as a Tom Hanks-like Castaway character returning from the wilderness. Bringing Barnett back from the wilderness, or his OE, hasn’t been cheap.

One industry insider calls MediaWorks’ move a ‘Hail Mary’ pass for More FM. Other radio experts have differing views on the level of influence talent has on ratings these days, especially in music radio.

There are executives adamant that talent rules the day – others will argue the music playlist, competitions and giveaways are just as important.

One experienced radio insider expects Barnett to stabilise and then increase More’s ratings, but not to the dizzying heights it once enjoyed. Time had moved on, they pointed out, and Barnett had enjoyed ratings success at More with established co-hosts – firstly Phil Gifford and then Gary McCormick.

More FM listeners who enjoyed Barnett all those years ago have also matured. Their musical tastes might now be with the likes of MediaWorks’ The Breeze or NZME’s Coast. Those two stations, rather than The Hits, might be most at risk of audience changes with Barnett’s return to More.

Former NZME radio executive Dean Buchanan – the man responsible for luring Barnett to Newstalk ZB from More FM in the first place – believes Barnett will be a success but says it will take some time, say a year or two, before we see the full impact.

“Nothing’s easy and there’s nothing guaranteed in media as we know. However, Simon is a rare talent. There are few who can transfer an audience and Simon is one of those talents.

“There’s no controversy around Simon. There’s not a long list of people who’ve got axes to grind or stories to tell or any negativity. He’s admired, he’s respected.

“How he managed to hold himself through Jodi’s illness and then her eventual passing – a lot of people have got a lot of time for him. And, all that aside, he’s a brilliant broadcaster.”

It is expected the breakfast show will enjoy particular success in Christchurch, from where Barnett and Cochrane-Searle will broadcast daily.

More FM was number one in the Christchurch market at the end of 2018; it’s now number three behind ZB and The Breeze.

By the time he left in 2018, Barnett’s breakfast show was commanding a 20.3 share in Christchurch; More’s breakfast show is now at a 11.3 share in the city.

Like he does across most of New Zealand, Hosking now dominates at breakfast time in Christchurch, with a 19.9 share.

Buchanan did not expect Barnett to alter his style from what More FM listeners were accustomed to six years ago. Like Hosking, Barnett was a well-prepped, extremely hard-working broadcaster.

“He is who he is and that’s what you want on the radio. If More FM is smart, they’ll think carefully about who they have around him, who the team is, and what stories and perspectives they bring to the table.”

Barnett’s return comes at a time of media industry tumult. MediaWorks has been no different, with a net after-tax loss of $107.1 million in 2023 after an impairment of $86.5 million. It has been under the watchful eye of its bankers.

The company, which operates radio and outdoor advertising, nevertheless has been talking up its prospects and painting a more positive light on its future.

It and other outdoor companies suffered a blow just before Christmas with the unfathomable decision by Auckland Transport (AT) to suddenly cancel its long-running pitch for new partners to administer its outdoor advertising assets – contracts worth about $350 million over the next 10 years.

MediaWorks was believed to be a strong frontrunner to win a lion’s share of that work.

But it and the other outdoor companies have been left in limbo, with a new tender process now expected to start sometime in 2025. There are suggestions new contracts might still be at least nine months away.

How much does talent drive ratings?

In radio, they’re known as the ‘talent’ – hosts whose results are measured, very publicly, through ratings surveys. It can be a cutthroat business, with millions of dollars of revenue at stake.

NZME’s whole strategy in luring Barnett to ZB was not so much an expectation that ZB’s Afternoons audience would suddenly soar, but that his departure would hurt More and help NZME’s own music stations.

There have been cases where talent shifts did not work, here and across the ditch.

In television, for example, our greatest ever broadcaster, Paul Holmes, left his evening TVNZ show to join Prime in 2005. The audience did not follow.

More recently, Sydney’s top-rating breakfast radio duo Kyle Sandilands and Jackie Henderson (Jackie O) now have their show networked into Melbourne – they re-signed on a massive salary package (reportedly $A10m [$11m] each a year for the next 10 years) and claimed they would be number 1 in Melbourne by the end of 2024.

But there are massive, parochial differences between Sydney and Melbourne and the show has so far bombed – the pair finished the year a lowly fifth in the Melbourne market, with Victorians turned off by the pair’s often crass humour.

A new marketing campaign has been launched in which the pair promote a line that they’ve cleaned up their act.

The impact of talent is a little different in the news and talk environment.

Hosking is certainly New Zealand’s top radio broadcaster and a ratings phenomenon. It is inarguable that he drives an extremely loyal breakfast audience.

ZB has made huge gains over the years and especially since 2020, building a strong base of listeners on its hardline questioning about the previous Government’s Covid response.

ZB’s success has also been attributed to rock-solid consistency and a careful succession plan. It has had just two breakfast hosts in almost 38 years – Hosking and Holmes.

Other big radio changes

Barnett’s return to breakfast radio has created one of the most intriguing media storylines for 2025 – but More is not the only station unveiling new talent.

NZME’s The Hits – More’s most direct competitor – brought in Megan Papas to its breakfast show last year, adding a third, female voice to the now-established Jono Pryor and Ben Boyce partnership. The Hits also changed out its drive show at the start of last year, bringing together two highly regarded broadcasters, Polly ‘PJ’ Harding and Matty McLean.

Harding is about to head away on maternity leave, and NZME has announced Matilda Green will join McLean for that period.

NZME has also unveiled changes to two other breakfast shows.

Manaia Stewart will join Jeremy Wells as the new co-host of Radio Hauraki from Monday. Stewart replaces Matt Heath, who has moved into the ZB Afternoons slot vacated by Barnett – Heath’s assured start, alongside Tyler Adams, has been further proof of ZB’s proven track record in planning and succession.

“I’m fizzed to work with a master of the radio game in Jeremy Wells on an iconic station like Radio Hauraki,” says Stewart. “After a far-reaching search, I’m excited they’ve hired the guy from across the hallway!”

And across the ground floor at NZME, at Flava FM, K’Lee has started as breakfast host replacing Stacey Morrison who departed in December, and joining Azura Lane and Charlie Pomee.

“After taking a break from radio, I’m coming back to where it all started for me at Flava,” says K’Lee. “I’m eager, refreshed and ready to have some great laughs with Charlie and Azura. These are all my jams and music I’m so familiar with. They’re songs that I grew up singing to, so the vibes will be high. I feel really honoured to be a part of the Flava whānau.”

There are also breakfast line-up changes for some other MediaWorks stations, most notably at The Sound where Martin Devlin, Robert Taylor and Georgia Cubbon start in the hot seats on Monday.

The ratings for all of these new shows will be hotly anticipated.

Top TVNZ news boss resigns

TVNZ is losing one of its most respected newsroom leaders, just as it farewells a number of reporters and other staff.

Digital news and content general manager Veronica Schmidt – a key member of executive editor Phil O’Sullivan’s leadership team and regarded as an heir apparent for the top news role – has resigned to take on a new communications job.

She did not wish to say where she was heading without speaking to her new employer but confirmed she was leaving TVNZ and journalism. Her final day is February 14.

Her resignation is a blow for the state broadcaster – Schmidt had figured prominently in the new-look newsroom structure confirmed just before Christmas.

TVNZ has faced a tough time and low newsroom morale in recent months. Like other media companies, it has been cutting costs and staff – in TVNZ’s case, it has been seeking $30 million.

A number of top TVNZ names have left or are officially leaving the organisation in coming days and weeks. Among them are around half a dozen respected reporters.

“In November last year we confirmed structural changes to our business to deliver on our digital strategy and contribute to our $30m target,” said a TVNZ spokeswoman.

“As part of this process, we disestablished roles and created others.

“Restructuring is incredibly challenging and we are losing some highly talented individuals from our business due to the changes we have decided to make.

“Outside of restructuring, like any other business, we lose TVNZers to new opportunities. Departing TVNZers always leave with our best wishes.”

She said TVNZ’s new structure would be fully operational next month. There were still roles for which recruitment was under way – and redeployment opportunities remained available. “Recruitment for open executive roles will also begin shortly.”

25 hot takes for ‘25

It’s crystal ball time – here are 25 predictions for the year ahead in the New Zealand media industry, in random order.

One Good Poll

A new feature of the weekly Media Insider column.

Worst PR/comms of the week

Another new section, devoted to the worst PR/comms of the week. Or the art of deflection, in case the pesky media uncover something of important public interest.

The inaugural winner is the Foodstuffs ‘PR manager’, in response to questions about allegations of shoplifting involving a former MP, later revealed to be Golriz Ghahraman. The PR manager refused to even confirm an alleged incident.

Submissions are welcome each week.

Air NZ comms boss departing

Air New Zealand head of communications Rachel Morton is departing the airline.

Morton, a highly respected former journalist and political communications strategist, is joining Spark’s corporate affairs and sustainability team after two years with the airline.

She said her time at the airline had been “wonderful”.

“I’m looking forward to a new challenge but will miss the team at Air New Zealand. I start at Spark in March and Air New Zealand will be recruiting for my replacement.”

Morton is a former director of communications and acting chief of staff for the Act party and also a former chief press secretary for then-opposition leader Simon Bridges. Before heading into comms, she was a reporter for TV3 and, before that, Newstalk ZB.

The airline will begin recruitment shortly for what should be a highly sought-after position.

The happiest stories of 2024

New Zealand represent! The re-opening of Notre Dame, the “People’s Olympics” in Paris, and the world-record haka at Eden Park are among the ‘Happiest Stories of 2024′, according to the BBC in a New Year podcast review.

“This recognition brings even more global attention to the HAKA as a powerful celebration of our national identity and solid recognition of our work,” says Pead PR’s Deborah Pead.

Editor-at-Large Shayne Currie is one of New Zealand’s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including Managing Editor, NZ Herald Editor and Herald on Sunday Editor and has a small shareholding in NZME.