This was published 4 months ago
Kyle and Jackie O struggle in Melbourne, ABC hits new low
By Calum Jaspan
The Kyle and Jackie O Show has yet to grab audiences in Melbourne, with the KIIS FM breakfast show’s share dropping from 6.4 to 5.9 per cent in their first ratings survey in Victoria.
Entry into Melbourne was part of a plan to nationalise the show – a stipulation in star Sydney duo Kyle Sandilands and Jackie “O” Henderson’s recently signed $200 million dollar, 10-year contract – by going live into Australia’s largest radio market at the end of April.
Kyle Sandilands and Jackie Henderson are yet to make a splash in Melbourne.
The launch has heightened rivalries with local networks and shows, including Nova’s Jase and Lauren, who were dropped by KIIS at the end of 2023 ahead of The Kyle and Jackie O Show’s expansion, as well as the high-rating Fox FM show Fifi, Fev and Nick.
KIIS pledged up to $6 million in marketing spend to launch the new show, while Fox owner Southern Cross Austereo also rolled out a campaign billing the show as “Melbourne’s biggest party” on the eve of the Sydney duo’s arrival.
Fox’s breakfast show dropped from 11.2 per cent to 10 per cent, while Nova’s Jase and Lauren grew their share by 0.4 of a point to 8.7 per cent, gaining a significant foothold on their new station.
The third survey of the year covers the dates February 25 to March 30 and April 14 to May 18.
The Kyle and Jackie O Show launched in Melbourne on April 29, meaning its impact is only considered for part of the survey period.
Duncan Campbell, the chief content officer at ARN – the parent company of KIIS – said it was “still too soon” to get a true idea of the show’s impact in Melbourne.
Overall, KIIS FM dropped by 0.5 of a point to a 5.7 per cent share overall. The top station once again was Nine-owned 3AW, growing its share from 13.8 per cent to 14.4.
Meanwhile, things have gone from bad to worse for ABC Melbourne, dropping once again to a 5.6 per cent share, the station’s worst result since modern records began in 2004.
The breakfast show with Sammy J dropped 1 point and is now sitting on 6.3 per cent, while its influential Mornings show with Raf Epstein fell to a 6 per cent share, down 0.7 of a point.
The drive show with Ali Moore, still in its first year, also fell to 5.4 per cent. In the same slot, 3AW’s Jacqui Felgate grew her share from 7.6 to 8 per cent.
The Business Briefing newsletter delivers major stories, exclusive coverage and expert opinion. Sign up to get it every weekday morning.