Why are KIIS FM’s Kyle and Jackie O doing so much overtime?
EVEN the king and queen of FM radio are not immune from a bit of overtime. Kyle Sandilands and Jackie O are rumoured to be running overtime in a new strategy for KIIS FM.
Confidential
Don't miss out on the headlines from Confidential. Followed categories will be added to My News.
- Jackie O’s Halloween prank on husband turns violent
- Jackie O’s response after ‘tight a**’ jab over holiday
EVEN the king and queen of FM radio are not immune from a bit of overtime if it helps out the boss.
Kyle Sandilands and Jackie O, who have dominated Sydney’s FM breakfast timeslot for years, are rumoured to be running overtime in a ploy to keep listeners tuning in for the next show, starring Gordie Waters.
While ARN, who own KIIS FM, claim there is no strategy in the extended broadcast, media insiders said the more likely explanation is that they are using the more popular hosts to “hold the audience”.
“While they are meant to wrap at 9am, the show regularly ends up running 15, 20 or even 30 minutes over,” an insider said.
“It is a term known in the industry as holding the audience, when the producers keep the audience continuing to listen and, in turn, artificially boosting the numbers for the next show.”
READ MORE: Legends and experts rate FM radio segments ‘filth’
One media advertising guru told Confidential it is a well-known tactic used in both TV and radio for years, which allows marketing and advertising teams to go to market with more attractive audience numbers for smaller-rating shows.
“While it is not illegal, it is seen as a sneaky way of doing things,” the expert said.
Ratings directly impact charges for advertising. The Kyle and Jackie O show is said to charge $1353 per 30 seconds of advertising, while the following slot hosted by Waters pulls $998 for a half-minute.
ARN’s national content director Duncan Campbell said yesterday: “The Kyle & Jackie O Show is on KIIS 1065 every weekday morning. There are times when the show might run a little longer, but it’s that spontaneity that makes ... (it) one of the best in the world.”