According to recent Nielson figures, the Fitzy and Wippa show on Nova 96.9 is now tied with Jonesy and Amanda on the ARN network for third place behind 2GB and 2Day FM, with a 6.4% share of Sydney’s breakfast audience.

Their ratings have gone up one and a half points and I think this is only going to grow even more as they continue to wow listeners with their highly popular song parodies, including a very humorous interpretation of Korean superstar, Psy’s Gangnam Style, titled Aussie Battler Style and a send up of up of Carly Rae Jepsen’s song, Call Me Maybe, which has attracted more than 2.2 million YouTube views.

Arguably a key success to their popularity amongst listeners is that they understand their demographic well and have a great way of targeting them through branded partnerships and stunts.

An example of this is their partnership and stunts with Madame Tussauds wax museum and Ben and Jerrys to create their own ice-cream flavour.

According to both Fitzy and Wippa during a recent interview with radioinfo.com.au, their target market is an audience consisting of different people depending on the time of the day.

“We do things in the six o’clock hour, like often the 6:40 phone up we’ll do, is often targeted to tradies because the boys are going to work – we have some girls in the navy out there as well – but it’s a bit more male focused, a bit looser. Then we like to create that roller coaster where you’ve still got your funny stuff you might have a song parody or rescue or do an informative chat. We might have a fighter pilot, we’ve got a fighter pilot interview coming up,” says Wippa.

Fitzy says, “A lot of people look at Nova as a young demographic that listen to the show, but we want to target under 40’s – we want people all the way up to 40 or 50 in their car, with their kids, to listen to the show. We want to make people laugh.”

What do you think of their format, is it achievable to target different audiences in the one radio program?

-Elyse