This was published 7 months ago
Breakfast wars heat up as Fordham reclaims crown from Kyle and Jackie O
By Calum Jaspan
Ben Fordham has regained the lead from KIIS FM’s Kyle Sandilands and Jackie “O” Henderson in Sydney’s ongoing breakfast war, according to the latest survey results released on Tuesday morning.
The 2GB host’s audience share grew to 16.6 per cent (up 1.7), while the Kyle and Jackie O Show fell 1.4 percentage points to a 14.7 per cent share amid their launch in Melbourne, where they also had a ratings dip.
2GB’s Ben Fordham has regained Sydney’s breakfast crown.Credit: James Brickwood
After the Nine-owned station had dominated the slot for years under former host Alan Jones, the lead has changed in each of the past four surveys as the battle for top spot has become increasingly competitive.
The KIIS pair recently signed a new 10-year, $200 million contract – the significant sum highlighting the importance of advertising revenue at breakfast for radio networks.
Meanwhile, following ABC Radio Sydney’s worst result earlier this year, the station’s audience share rose 1.5 percentage points to a 6.6 per cent overall share.
Unlike its Melbourne counterpart, which fell to its own record low in the third survey, there was growth in Sydney’s flagship shows, led by Craig Reucassel at breakfast (up from 7.1 to 7.7 per cent), Sarah Macdonald on mornings (up from 4.4 to 6), and drive with Richard Glover (up from 4.8 to 7.2).
The station has endured a difficult 18-month stretch in ratings, with its key management personnel embroiled in the Antoinette Lattouf sacking saga since December.
The third survey of the year, from ratings agency GfK, covers February 25 to March 30 and April 14 to May 18.
2GB again led the market with a 13.3 per cent overall share (up 1.4 percentage points), with mornings host Ray Hadley winning his slot for the 157th consecutive survey. Nine owns this masthead.
KIIS fell further behind 2GB overall, dropping to 10.3 per cent (down 0.7), while the Nine talkback station rose to 13.3 per cent (up 1.4).
The biggest mover in the breakfast slot was Nova’s breakfast show of Fitzy and Wippa with Kate Ritchie, which dropped 1.8 percentage points to a 7.1 per cent share. The station’s drive hosts, Ricki-Lee, Tim and Joel, also fell 1.9 points to a 7 per cent share.
Overall, Nova’s station share fell by 2 points to 6.1 per cent.
The drive slot, spanning the hours of 4pm-7pm, was led by KIIS. It includes the Will and Woody show, as well as Kyle and Jackie O’s Hour of Power.
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