Disappointment as Dee Dee Dunleavy is Dropped by 3AW Radio Station
Popular broadcaster Dee Dee Dunleavy has expressed her disappointment at being dropped by Melbourne talk radio station 3AW. Effective immediately, Dunleavy learned that her contract would not be renewed next year. In response, Dunleavy has lamented her exit from the station, saying that she was having the time of her life on the job.
The End of an Era
Dunleavy, whose real name is Diane, hosted the Afternoons show on the station since January 2020, replacing Dennis Walter. At the time, her appointment was regarded as part of a move by the station to draft female presenters, precisely the same time that Deborah Knight was hired into the same role on Sydney sister station 2GB.
In her statement, Dunleavy expressed her gratitude for having the opportunity to grow her presenting skills for the last 11 years. She also acknowledged that during the pandemic, she faced both navigating a new show remotely while keeping the audience entertained. However, Dunleavy always found joy in hearing diverse opinions and discussing the stories that matter to Melbourne.
Strong Audience Listen
The last radio rating survey revealed that Dunleavy’s programme enjoyed a slight increase in audience share and number of listeners, with a 12% share (up from 11.6%) of the noon to 4 pm slot. In the second survey of 2020, her average audience was 85,000, while the pattern since she joined the radio station was slightly more complicated.
While her results were strong, management seems to be more concerned about the drop in the average listening audience from 744,000 to 673,000 from the morning slot (9 am to midday) to afternoons, and 3AW’s average audience from 143,000 tuning in to Neil Mitchell’s program to 81,000 for Dunleavy. Meanwhile, the breakfast audience (5.30 am to 9 am) was even stronger, with Ross Stevenson and Russel Howcroft averaging 159,000 listeners and a 21.1% share in the most recent survey.
Strengthening the Melbourne Market
Although there is no announcement of the permanent replacement for Dunleavy, Elise Elliott, the wife of 3AW‘s Drive presenter Tom Elliott, will fill in for Dunleavy this week. The permanent replacement will be announced in due course. While the broadcaster’s moving on will undoubtedly be missed, whoever takes over the slot will be tasked with retaining a decent chunk of the breakfast and morning listeners, thereby strengthening the station’s dominance in the Melbourne market even more.
Parting Words
Dunleavy’s fans and supporters are disappointed that she had been dropped by 3AW and expressed their support on social media. In response, Dunleavy thanked her listeners for sharing their lives with her and hopes that she has been part of the comfort and connection that radio brought to her audiences during that time.
Overall, Dunleavy may have exited the station, but many of her ardent listeners are hopeful that she will find another role in broadcasting soon enough—the end of an era for 3AW radio station and Melbourne market.
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