Kyle and Jackie O’s Melbourne push off to a shaky start
The KIIS FM duo’s push into Melbourne is off to a shaky start with early indications a fierce battle is underway in the new territory, as well as the Harbour City. Read the latest radio ratings.
Confidential
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Sydneysiders are fickle listeners.
In the first three radio surveys of the year, 2GB’s Ben Fordham and KIIS FM duo Kyle Sandilands and Jackie O Henderson’s have continued their breakfast ratings merry-go-round.
Fordham trumped KIIS in March. Kyle and Jackie pipped him in April, then on Tuesday Fordham clawed back a 16.6 per cent audience share, representing a jump of 1.7 percentage points, while the KIIS pair shed 1.4 percentage points to 14.7 per cent.
“Thanks for listening Sydney. We’ll continue to work hard and cop the results as they come,” Ben Fordham said. “The longer you do this job, the more you understand the ratings go up and ratings go down.”
It marks the first survey period where Kyle and Jackie O have broadcast simultaneously in Sydney and Melbourne.
Overall in Sydney across all stations, 2GB remains number one with a 13.3 per cent audience share (up 1.4) and smoothfm 95.3 is in second place with a 10.7 per cent share (down 0.3), followed by KIIS at 10.3 (down 0.7).
“In Sydney, the spike afforded to 2GB this book can be attributed to major news events, like the Bondi stabbing incident for example,” media and entertainment industry commentator Jake Challenor told Confidential.
“Sydneysiders have a tendency to flick to the AM band en masse for breaking news. The days of station loyalty are also fading, and fast. With an unlimited supply of content from Spotify and radio, consumers have more choice than ever. It’s no longer the battle of the networks, but rather a battle over the smart speaker.”
Veteran broadcaster Ray Hadley didn’t mince his words on the results.
“Kyle and Jackie O are a good act, and that is what it is, they are an act. They are not there to inform or lecture, they are there to entertain,” he said.
“And sometimes people need a break from what we do here and don’t mind a bit of … confronting and fairly edgy stuff.”
Kyle and Jackie O started on air in Melbourne with three weeks remaining in the 10 week survey period so the real measure will come in the next survey release.
In Melbourne, KIIS breakfast registered a 5.9 per cent share, which was down 0.5 per cent and just over a quarter of the audience of market leader, 3AW, with its 19.8 per cent share (up 1.7).
“Do not underestimate Kyle and Jackie O,” Challenor cautioned. “We’re a few surveys away from seeing their true impact in Melbourne.”
Duncan Campbell, chief of KIIS parent company ARN, said he’s “looking forward to seeing their full impact in the coming surveys”.
Commenting on the KIIS duo’s move into Melbourne, Hadley said he wouldn’t “write them off” as they are a “unique duo”.
“But I will say this, I am not death-riding them, I hope they go well. I am not wanting to see them capitulate but it is a very big challenge.”
The KIIS FM’s extension into Melbourne is part of the landmark 10-year deal Sandilands and Henderson signed last November with ARN worth $200m.
“It’s still too soon to get a true idea of the impact of The Kyle & Jackie O Show in Melbourne given they were only on air for three of the 10 weeks surveyed,” Duncan Campbell, chief of KIIS parent company ARN, said.
“We look forward to seeing their full impact in the coming surveys.”
Campbell said the station expects to get a “clearer” picture of the KIIS duo’s impact in Melbourne mid-year, when they will have been on air for 80 per cent of the ratings period, and a “full reflection of their performance” in survey five at the end of August.
Overall in Sydney across all stations, 2GB remains number one with a 13.3 per cent audience share (up 1.4) and smoothfm 95.3 is in second place with a 10.7 per cent share (down 0.3), followed by KIIS at 10.3 (down 0.7).
It is the third of eight GfK radio ratings surveys for the calendar year with the next set to be released on July 9.
The survey period was a big time for breaking news, which generally benefits the talkback stations.
Ray Hadley on 2GB mornings registered his 157th survey on top with a share of 15.3 per cent, up 1.8 percentage points, and well ahead of nearest rival, smoothfm at 12.1 per cent (down 0.9).
A further three survey wins in his timeslot will bring Hadley to a history-making 160 consecutive number ones.
“These are stunning results for 2GB and 3AW,” Nine radio’s Greg Byrnes said.
“It’s clear talk radio is setting the agenda, and Sydney and Melbourne rely on our Breakfast and Morning programs to start their day.”
In terms of audience numbers, Kyle and Jackie O have this survey period drawn a total audience of 758,000 listeners in breakfast, down 76,000, compared to Fordham on 2GB at 455,000, up 48,000.
Elsewhere in breakfast, WSFM hosts Brendan ‘Jonesy’ Jones and Amanda Keller came in at third overall for breakfast with a 9.7 per cent share (up 1) and encouraging signs for Craig Reucassel on ABC Sydney after he took over from James Valentine.
He has risen to 7.7 per cent (up 0.6).
Nova 96.9’s Fitzy & Wippa with Kate Ritchie breakfast came in at 7.1 per cent (down 1.8) while Dave ‘Hughesy’ Hughes, Ed Kavalee and Erin Molan are at 5.0 (down 0.3).
On ABC Sydney mornings Sarah McDonald, after shifting to new studios in Parramatta, rose 1.6 of a percentage point to a 6.0 per cent share.
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