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Kyle & Jackie O Show Dominates Melbourne Ratings After Kyle Threatens to Pull the Plug

BBG News

It appears that Kyle Sandilands’ statement about potentially ending The Kyle & Jackie O Show in Melbourne on Wednesday may have been premature, as he seems to be staying put after achieving a significant ratings victory in the city.

In contrast to its lackluster performance in Melbourne’s capital city during its costly expansion the previous year, the KIIS FM breakfast radio show has been triumphant in the ongoing ratings battle of 2025 thus far.

Following a 0.1% rise in market share during the initial survey, Sydney’s popular duo Kyle (age 53) and Jackie ‘O’ Henderson gained an additional 0.7% of the Melbourne audience in GfK survey two, announced on Thursday.

In my latest address to my Victorian followers on Wednesday morning, I made it clear that I have no intention of favoring Melbourne over Sydney to boost ratings in the southern region. Instead, my aim is to provide equal service and appreciation to both cities.

As a lifestyle enthusiast, let me say this: Either you’re fully immersed in Melbourne’s vibrant scene or you’re not really experiencing it at all – one way or another. There’s something I haven’t shared with my companion Jackie yet – if we don’t see significant improvements by the end of this year, I’m ready to make a drastic change. I’ve threatened as much.

1. Option A: I’m planning to remove the show from Melbourne for a while… We won’t be permanently attached to Melbourne, like we’re feeding off it daily.

2. Option B (More casual): I’ll temporarily relocate the show from Melbourne… We’re not going to leech off Melbourne every single day.

3. Option C: I’m moving the show out of Melbourne for a while… We won’t be constantly exploiting Melbourne’s resources daily.

4. Option D (Less formal): I’ll shift the show from Melbourne for a bit… We’re not going to drain Melbourne dry all day, every day.

5. Option E: I’m taking the show away from Melbourne temporarily… We’re not just going to suck the life out of Melbourne each and every day. (This option maintains the original metaphorical tone but is less offensive.)

Regarding Kyle’s outburst or the recent success of The Kyle & Jackie O Show’s local transmission at St Kilda Beach, it is worth noting that the Sydney program has recorded the most significant increase in Breakfast audience share according to the latest surveys.

Despite currently holding a 5.8% market share, which suggests a consistent growth trend, duo Kyle and Jackie, both aged 50, still need to climb higher on Melbourne’s ratings leaderboard to attain the leading position.

3AW, Nine’s talkback station in Melbourne, remains the dominant force in breakfast radio overall. However, this survey period saw a slight decrease of 1.8% for their show, now standing at 18.8%.

104.3 Gold’s Christian O’Connell Morning Program maintains a slim edge in the FM Breakfast ratings with a score of 10.8, dropping slightly by 0.7 points.

Simultaneously, former KIIS FM stars Jason ‘Jase’ Hawkins and Lauren Phillips are attempting to regain the top spot on FM radio with their Nova 100 program, currently rated at 10.2, showing a slight improvement of 0.1%.

Previously top-rated program Fifi, Fev, and Nick on Fox FM has experienced another dip, falling from 8.4 to 8.3 in the latest audience survey, marking a continuous downward trend.

In a change of positions, the morning team at Triple M (Mick, Roo, Titus, and Rosie) and smoothfm 91.5 have swapped spots. Triple M’s audience share dropped by 0.6%, now standing at 7.3%. Meanwhile, smoothfm has gained a slight increase of 0.1% with an audience share of 7.6%.

As a result, Kyle and Jackie advance one position to rank 5.8, now leading ABC Melbourne’s morning show, which experienced a decrease of 0.7 points, landing at 5.6.

In Melbourne, the formidable pair maintains its steady ascent towards the top of the rankings, while in Sydney, the dominant team remains unchallenged atop the FM Breakfast charts, holding a significant lead of 12.3% in their local market.

Over fifty surveys, consistently ranked first in Sydney, represents an exceptional feat and truly showcases the lasting bond between Kyle and Jackie O and their listeners, as stated by ARN’s Chief Content Officer Duncan Campbell.

In its native country, the show remains undisputed, but things are looking promising in Melbourne as well. Two successive polls have pointed towards significant growth in both viewer recognition and attendance.

It’s evident from the continuous expansion we’ve seen since January that our approach is effective. We continue to trust in the robustness of our brand and the quality of our content.

Previously, Kyle and Jackie moved their radio program to Melbourne as part of an expansive, multimillion-dollar contractual agreement.

The action led to the termination of Jase and Lauren’s morning radio show on KIIS FM, a decision that Ryan Sandilands claimed he felt neutral towards.

‘Yes, indeed, we chose Melbourne as our destination, because we felt that Jase and Lauren on KIIS FM had reached their limit in terms of radio ratings and we decided to move on.’

As a lifestyle connoisseur, I found myself part of a team that relocated The Kyle & Jackie O Show to Melbourne due to a struggling market. Our aim was to rejuvenate the listener base by offering a fresh and engaging radio experience.

Jackie opted for a distinct strategy, acknowledging that although eliminating rivals wasn’t her preference, it was an unavoidable aspect of conducting business.

She mentioned, “Nobody enjoys displacing someone from their position. I certainly wouldn’t desire such an outcome for myself. It’s indeed a tricky situation, as it can cut both ways.

But Kyle and Jackie struggled to capture the Melbourne market in their first year.

By November, Kyle made a commitment to tone down explicit sexual content on his KIIS FM radio program slated for 2025, aiming to attract a wider range of listeners in Melbourne.

To stand out successfully in the market, Campbell suggested that Kyle should tone down explicit and unsuitable comments during his broadcasts.

‘The sexual content was really a small part of the show,’ he told Mumbrella at the time.

I’ve toned down the explicit nature of it significantly, making it less graphic overall. However, it still contains sexual content, albeit not to the same intense degree as before.

Campbell also told the outlet Kyle ‘came to the table’ with toning down on the graphic content.

‘He agreed to do that, which was a real positive,’ he added.

‘And, I mean, he wants to win in Melbourne. There’s no doubt about that.’

Elsewhere, the CCO also promised their marketing tactics will be ‘less brash and unapologetic’.

He mentioned that after taking out explicit sexual scenes, the program becomes significantly more pleasant to hear.

It seems the move has paid off.

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2025-05-01 05:28

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