was part of a plan to nationalise the show – a stipulation in star Sydney duo Kyle Sandilands and Jackie “O” Henderson’s recently signed – 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.Supplied
The launch has heightened rivalries with local networks and shows,including Nova’sJase and Lauren,who were dropped by KIIS at the end of 2023 ahead ofThe Kyle and Jackie O Show’s expansion,as well as the high-rating Fox FM showFifi,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’sJase 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,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,,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 influentialMornings 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.
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