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.