Kiis FM celebrates five years with out-of-home push

Kiis-FM’s has celebrated its fifth anniversary with the launch of a new advertising campaign in the fiercely competitive Sydney FM radio market.

The 2013 revamp, which saw the ARN-owned station renamed from Mix 106.5 and top-rating breakfast duo Kyle and Jackie O enticed from SCA rivals 2Day, was relaunched with the aim to ‘truly dominate’ the Sydney radio market’s 25 to 54 demographic.

ARN’s move paid off for most of the subsequent five years with the network consistently beating rival Nova for that age group. However in the last ratings survey of 2018, Nova grabbed a 15.1% 25-39 audience share over Kiis’ 15.0% and took 10.9% of the 40-59 age group over Kiis’ 10.4%.

Kyle and Jackie O maintained their FM breakfast leadership at the end of 2018 with a 10.5% share of the market despite Nova’s Fitzy and Wippa growing their audience to take 8.9% of the timeslot.

Overall, Kiis finished the year an 8.8% all audience share in Sydney, slightly ahead of FM rivals WS-FM’s 8.7% and Nova’s 8.6%. 2Day trailed the pack with 5.4% of the market.

ARN’s Chief Marketing Officer Anthony Xydis said about the latest campaign: “This campaign is the next evolution of the KIIS 1065 brand, while staying true to its essence as an irreverent, vibrant and fun station showcasing the best of Sydney and, of course, the home of Sydney’s #1FM Breakfast The Kyle & Jackie O Show.

“The new campaign positioning reflects the strength and character of the Kyle & Jackie O brand. Sydney remains a very competitive market, and this high impact campaign reinforces ARN’s ongoing commitment to supporting our brands.”


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