The Encore Score: What Australians really think of Kyle and Jackie O
With Kyle and Jackie O returning to the airwaves this morning on the freshly rebranded Kiis1065, we take a look at the Encore Score data that reveals the intricacies of the pair’s popularity.
During a 2007 interview with Andrew Denton on the ABC’s Enough Rope, Kyle Sandilands said: “I know that there’s sort of three groups of people. There’s the ones that like you, the ones that hate you and the ones that couldn’t care less and don’t even know that you exist. So I just like to service the small group that like me and ignore the other two huge groups.”
According to data from the Encore Score collated from surveying 3,000 members of the Australian public in 2012 and 2013, Kyle is on the right track. Each survey respondent was shown a series of images of Australian on-air personalities and asked to identify them expressing how they felt about them on a scale from ‘one of my favourites’ to ‘hate’. When it comes to Sandilands, there is plenty of hate yet he has a core group of fans mainly concentrated in NSW/ACT in the 25-to-39 year old age bracket where one in five people either love or like him.
SANDILANDS POPULARITY
As part of the 2013 Encore Score, we asked survey respondents to tell us in a few words why they felt the way they did about the 10 most popular and 10 least popular personalities on the list. For the second year running, Sandilands found himself in the bottom five and the following word cloud shows sentiment toward him:
So who hates Sandilands? A whopping 39 per cent of Australians over the age of 18 do. When it comes to gender, he is actually hated by men (43 per cent) more than women (36 per cent). Yet when you drill down to males and females in NSW, that flips around with 33 per cent of NSW males expressing dislike for him compared to 41 per cent of women.
But where Sandilands falls down, his on air partner Jackie Henderson picks up the slack. The Encore Score shows that she has a much greater underlying appeal than her partner in crime and is most liked in NSW/ACT by 18-to-39 year olds, a broader age range than Sandilands who surprisingly turns off the 18-to-24 year olds. In Henderson’s core audiences, one in three either love or like her. And her appeal tends to lean more toward the blokes with 17 per cent of women in NSW saying they dislike or hate her compared to only 10 percent of NSW men.
HENDERSON’S POPULARITY
While there has been much talk about whether it was a smart move for ARN to bring the pair across from 2DayFM, the Encore Score suggests it was with both Henderson and Sandilands seeing an increase in popularity in their established fan bases between 2012 and 2013 with a significant increase for both in NSW/ACT.
SANDILANDS LIKE AND LOVE SCORE
HENDERSON LIKE AND LOVE SCORE
But while the NSW audience that will hear the duo’s daily breakfast program seem to be on board with the pair, their syndicated afternoon show will be met by a mixed response around the country. Victorian listeners are the least receptive to Sandilands with Queensland, where the broadcaster hails from, and South Australia liking him only marginally more. There are a significant number of people in these markets with a neutral opinion of Sandilands who could be swayed either way.
SANDILANDS APPEAL BY STATE
Henderson’s appeal, however, is greater than Sandilands in all states suggesting she should feature more prominently in the afternoon program than her on-air partner.
HENDERSON APPEAL BY STATE
The Encore Score is a ranking of on-air talent across TV, radio, film and the media. The project launched in 2012 with a second round of data compiled in June 2013.
The Encore Score was tabulated from a survey of 3,500 respondents who were shown a series of pictures of Australian on-air personalities and asked how they felt about them from “one of my favourites” to “I hate them”. The results chart how widely more than 1,000 Australian celebrities are recognised, as well as how positively and negatively they are perceived.
To see the full Encore Score list click on the button below.
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He knows how to play the game!
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These likability scores don’t take into account the Howard Stern factor. Often the people who hate someone like Sandlilands the most will listen the hardest and longest. They listen to see what he will say next and so that they can bitch and rage about it. Of course Jackie O is more likable – she is a neutral, boring person who is there to balance out Sandliands. That doesn’t mean people want to hear more of her that they do of him though. People are strange! Personally I won’t be listening to either of them; but then, I don’t really listen to much commercial radio anyway so it’s no great loss for them.
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Comments aren’t open for the article on the full Encore Score list, so I have to comment here.
The full Encore Score list doesn’t include Juanita Phillips, ABC’s NSW News presenter and quite high profile, yet Jay Dee Springbett, who sadly died in 2011, is on there.
I realise that no list will be perfect, but they seem like two things to make sure you change next year.
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Hi Nick,
Thanks for flagging both of those. I think you’re right that Juanita should be in the next survey (we expanded from about 700 to just over 1,000 last time around). And yes, we should remove the other listing – we’ll ensure we do that.
All the best,
Tim – Mumbrella
Disgusting, degrading and stage managed.
Most of Sydney will give this garbage a wide berth.
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“These likability scores don’t take into account the Howard Stern factor. Often the people who hate someone like Sandlilands the most will listen the hardest and longest”
@Susi.
You must not have listened to Stern enough to realise he is extremely intelligent, a master interviewer and likes a good fart joke as much as Kyle.
However Kyle has none of those other attributes.
Stern has a lot more…
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As much as I personally dislike Sando I don’t think he is as dumb as he looks or acts. The fact he knows he is disliked and only caters for a small group that likes him is segmentation 101 which many marketers choose to ignore and instead adopt a spray and prey strategy in the chase for volume.
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