Vikki Moran
Updated on: October 16, 2024 3:38 am GMT
Listeners are turning away from The Kyle and Jackie O Show in Melbourne, casting doubt on the show’s success as it continues to struggle in the competitive radio market. The latest survey results reveal a sharp decline in audience size and share, raising questions about the duo’s ability to maintain their popularity outside their home turf in Sydney.
Declining Audience in Melbourne
The radio show, hosted by Kyle Sandilands and Jackie “O” Henderson, has dropped to eighth place in the Melbourne breakfast radio slot. This setback comes after the sixth survey of the year conducted by ratings agency GfK, which ran from July 7 to September 14. The survey indicated that The Kyle and Jackie O Show lost 71,000 listeners since the last survey, decreasing its share of the audience from 6.1 percent to 5.2 percent.
Key highlights from the survey include:
- Cumulative audience fell from 491,000 to 420,000 listeners.
- The show’s share in Melbourne dropped by almost a full point.
- Contrastingly, the show maintains a strong performance in Sydney, holding a share of 13.7 percent, despite a minor decrease of 0.6 percent.
Despite their successful reign in Sydney, where they have dominated the FM radio landscape for nearly two decades, the pair appears to be struggling to find the same resonance with Melbourne audiences.
Comparative Performance
In comparison, Jase and Lauren, the duo who previously held the breakfast slot in Melbourne, recently transitioned to FM rivals Nova, where they now boast a 9.6 percent share of the audience. Their previous show, under KIIS, had delivered a 9.1 percent share before being replaced by Sandilands and Henderson. This stark contrast underscores the challenges that Kyle and Jackie O face as they aim to establish their brand in a different market.
Meanwhile, Nova’s impressive ratings have been interrupted as Fox’s Fifi, Fev, and Nick climbed to a 10 percent share, becoming the number-one FM radio show in Melbourne, showcasing the shifting dynamics in the market.
Positioning of Other Shows
The competitive landscape is further highlighted by the performance of other shows, particularly 3AW’s Russel and Ross, which surged to a remarkable 22.5 percent share, more than double that of any competitor in the breakfast slot. This immense lead illustrates the strong preference among Melbourne listeners for variety in their morning radio choices.
Other noteworthy performances include:
- ABC Melbourne’s Sammy J, which dropped back to a 7 percent share from 8.2 percent.
- Drive host Ali Moore’s show, which only managed to capture 4.8 percent of listeners.
- Raf Epstein’s Mornings program, which fell by 1.5 percentage points to remain at a 5.8 percent share.
As the radio landscape continues to evolve, the competition is fierce, and listeners’ preferences remain fluid.
Implications for the Future
The diminishing audience for The Kyle and Jackie O Show raises important questions about the duo’s ability to resonate with listeners outside of their established base in Sydney. Without a strong connection with Melbourne audiences, sustaining their presence in the new market may prove to be increasingly challenging.
Industry analysts agree that establishing a successful radio show requires more than just past accolades; it requires understanding the local market’s preferences and making content relevant to that audience.
Kyle and Jackie O’s track record has shown they can adapt and thrive, but the recent survey results indicate that the time to reassess their approach may be now.
Conclusion
As radio shows across Australia jockey for position, The Kyle and Jackie O Show’s declining ratings in Melbourne emphasize the need for continuous innovation and adaptation, especially when entering new markets. The outcome of future surveys will be crucial in determining whether the duo can reclaim their standing or if they will continue to slide further down in the rankings.
People who listen to the radio are always searching for new and exciting shows. Things are changing quickly in the radio world, and it’s hard to say what will happen next for popular hosts like Sandilands and Henderson. It’s clear that keeping listeners interested takes more than just copying what worked in another city. The way FM radio is changing will be very important to pay attention to in the next few months.
