Kyle and Jackie O lose top FM breakfast crown for first time in 55 surveys

Kyle and Jackie O

Kyle and Jackie O

Today’s radio survey is the first time in nearly seven years and 55 surveys Kyle Sandilands and Jackie ‘O’ Henderson have not held the number one breakfast show position in Sydney, losing their crown to Australia Radio Network stablemate Brendan Jones and Amanda Keller on WSFM.

Today’s results, the third in the GfK survey, are the most meaningful so far from new provider GfK, with ARN’s content director Duncan Campbell admitting “three books makes a trend”, as the company celebrated having the number one and two stations in Sydney, having put together a massive marketing push since launching the new Kiis1065 station in January, then rebranding WSFM Pure Gold in April.

Campbell told Mumbrella Kyle and Jackie O took the news “well” adding: “I spoke to them both, they both congratulated Jonesy and Amanda obviously they know the hard work that goes into these shows and as Kyle says eight surveys make a year.

“But it’s nice to have a friendly rivalry between these two shows, and we always said we wanted the number one and two FM stations in Melbourne and Sydney.”

ARN boasted the top FM stations in Sydney, Melbourne (Gold), Adelaide (Mix 102.3) and Brisbane (97.3FM).

See the ratings reports for Sydney, Melbourne, Adelaide, Brisbane and Perth.

However, things have not gotten any better for Kyle and Jackie’s former station 2DayFM, with its star studded breakfast line-up of Sophie Monk, Merrick Watts, Jules Lund and Mel B dropping to 3.6 per cent audience share, making it the lowest rating commercial FM breakfast show in Sydney.

Craig Bruce, content director for 2Day’s parent company Southern Cross Austereo, admitted they are currently in negotiations with former Spice Girl Mel B over her role with the show for the second half of the year.

However, when asked directly if the show was a long-term proposition he said: “We’re absolutely focussed on making this show as good as we can, that’s what we’re doing right at the moment is staying focussed on making sure tomorrow morning is a great show, and making it better every day.”

Later on he added: “We’re committed to every element of our breakfast show, not only in terms of how it’s sounding but how it works for our clients and we;re comfortable with where it’s currently sitting.”

On Friday the network flagged ratings woes in radio and its TV agreement with Ten as causing it revenue stress, signalling a ten per cent drop in earnings was expected this year. Bruce said the survey, which saw most of SCA’s stations rise, was a “positive” story for them.

Melbourne produced  an unusual result with four stations tying for share with 6.9 per cent, including SCA’s FoxFM and Triple M along with Nova Entertainment Group’s Nova100 and Smoothfm.

The ratings for Nova and Smooth remained relatively stable in most markets, but Paul Jackson did point to a  drop for Sydney breakfast duo Fitzy and Wippa as a seasonal blip, but also pointed to the fact the pair’s share of 7.1 per cent was two points up on where the duo sat this time last year.

He also stressed the fact the network has the highest combined audience nationally, and said the hype around so many new shows in different markets has boosted interest in radio as a whole, adding: “People have been talking about radio for the first time in a long time. It’s exciting for us and it should be exciting for the advertisers as well.”

Alex Hayes



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