KIIS FM has spent millions of dollars promoting The Kyle and Jackie O Show to Melbourne audiences to coincide with its April premiere.
Sydney’s top-rated show debuted in Melbourne on April 29 and hosts Kyle Sandilands, 53, and Jackie ‘O’ Henderson, 49, made the bold prediction that it would become the city’s number one breakfast show.
On Wednesday, The Daily Telegraph ARN reported that it had budgeted around $3 million to market Kyle and Jackie O in Melbourne, and told shareholders it anticipated a 40 per cent increase in listener engagement.
In addition, ARN released a statement to the Australian Securities Exchange detailing its internal findings on why Kyle and Jackie O would be a hit in the city.
In the run-up to Kyle and Jackie O’s Melbourne premiere, posters and billboards were displayed across the city, and KIIS FM enlisted the help of celebrities such as Guy Sebastian to promote the show.
The media company also reportedly told the ASX it was confident the show would eventually attract a massive 10 per cent audience share, but warned that “it takes time to build a new show in a new market”.
According to the results of GFK’s recently released fifth radio ratings survey of 2024, 491,000 Melbourne listeners have recently been tuning in to The Kyle and Jackie O Show.
However, his former stationmates turned rivals Jason “Jase” Hawkins and Lauren Phillips are now Melbourne’s most-listened-to breakfast show on Nova.
KIIS FM has allocated millions of dollars to promote The Kyle and Jackie O Show to Melbourne audiences to coincide with its April premiere: Pictured: Sydney radio royalty Kyle Sandilands and Jackie ‘O’ Henderson
In the run-up to Kyle and Jackie O’s Melbourne premiere, posters and billboards were displayed across the city, and KIIS FM enlisted the help of celebrities such as Guy Sebastian to promote the show.
Earlier this week, the departed KIIS FM stars revealed how they coped with losing their jobs.
The pair have gained full revenge by topping Melbourne’s radio ratings and are celebrating after a dark period.
The duo’s Melbourne breakfast show was axed last year to make way for Kyle Sandilands and Jackie ‘O’ Henderson’s major expansion into the city from Sydney.
Amid the competition, the Jase and Lauren Show, now airing on rival network Nova FM, was crowned Melbourne’s most-listened-to breakfast show.
“I was a mess at the end of last year. You know how this industry is,” Jase told The Project on Tuesday.
Lauren chimed in: “I think we thought the fairy tale for us was getting a second chance and going to Nova. Today is like the icing on the cake.”
The comedy talk show took the coveted number one spot in the results of the newly released fifth radio ratings survey for 2024 by GFK.
Jase and Lauren’s show, which now airs on rival network Nova FM, was crowned Melbourne’s most-listened-to breakfast show. (Pictured: Jason “Jase” Hawkins and Lauren Phillips)
Jase and Lauren’s popular show gained 0.3 points and rose to 9.9 percent in audience share, giving it a clear lead over rivals The Kyle and Jackie O Show.
Kyle and Jackie O was significantly lower with a 6.1 per cent market share after its Melbourne premiere on April 29, and was the fifth most listened to breakfast show in the city.
However, Melbourne newcomers Kyle and Jackie O still marked a slight increase in the city’s ratings, from 5.9 to 6.1 per cent.
On Wednesday, The Daily Telegraph reported that ARN had budgeted around $3 million to market Kyle and Jackie O in Melbourne, and told shareholders it anticipated a 40 per cent increase in listener share.