Kyle and Jackie O struggle in Melbourne, ABC hits new low

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.

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; however, Nova’s Jase and Lauren grew their share by 0.4 points 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.

KIIS parent company ARN’s chief content officer Duncan Campbell said it was “still too soon” to get a true idea of the show’s impact in Melbourne.

Overall, KIIS FM also dropped by 0.5 points 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.