i am not so sure he cares if the ratings increase, just would care that the demographic changes to a younger listener group and so he can get better advertisers aimed at younger people.
Targeting younger demographic? I think not.
Having two of the oldest living blokes on earth hosting the DRIVE SLOT is the least obvious target at a younger demographic I've seen; especially when the drive slot is the most popular part of the day for lazy youngsters who sleep late, wake up late and thus don't listen to the breakfast slot. I would know, I'm in this bracket.
Young people wouldn't have a clue who Dr. Turf is. He's from a previous generation and comes from a sport (horse racing) which isn't amongst the "new age" of sport in Australia (ie. EPL, NBA, NFL and obviously still footy and cricket). As far as KB is concerned, every footy fan in Victoria knows who he is but people under 35 won't be tearing to their radios to hear some gas-bagging old white man's opinions.
No, putting KB and Dr. Turf in the drive slot is the furthest thing from aiming at young people. This is purposely aiming at older people, because old people still listen to AM radio and still have time for guys like KB and Turfy because they're familiar with them. The young generation listen to FM radio, Billy Brownless and JB (who, imo,
own the young sport radio demographic) or are listening to
podcasts.
I'm in my 20s and have spent the last three days at the Aus Open. In that time, wondering through the maze of outside courts, I had my headphones in my ears and was listening to a variety of sports podcasts. Not once did I even consider to flick on SEN to get sports updates/discussion.