‘This is unlikely to sway them’: Don’t count Kyle & Jackie O out of the Melbourne race yet
Though their start in Melbourne hasn’t been as hot as they would have liked, there is still hope for Kyle & Jackie O.
Despite being the #1 show in Sydney, the KIIS breakfast duo had another disappointing Melbourne outing, posting a 4.0% result – well behind FOX FM’s first place 10.0% share.
However, on a new episode of the Mumbrellacast, Mumbrella publisher and former national director of operations and general manager of 2DayFM and Triple M Sydney and former Macquarie Media CEO, Adam Lang, believes Kyle & Jackie O can turn the underwhelming Melbourne results around, suggesting they still could hit #1 after 12 months in market.
“Look, they are fiercely competitive. And I think again, their ambitions are not just to take on Melbourne as well as Sydney, they’re to go national,” Lang said.
“So, this is unlikely to sway them. I think the game is still on for them in Melbourne.”
Lang said it would be wrong for the heavyweight duo to be written off after only launching in Melbourne in April and it may take even longer than hoped.
“I wouldn’t put an end date on it because you’re always evaluating the circumstances as they happen,” he said.
“You can control what you can control, but you cannot control the other stations, the other markets, what the population is doing. So I’d say this is absolutely medium term, and by which I mean, probably five years.”
Back in March, Sandilands slammed the axed KIIS duo he and Jackie O replaced – Jase & Lauren – who moved to NOVA as “the sh***est show in Melbourne”.
However, in the August radio results, Jase & Lauren hit #1 for Melbourne FM, while in this week’s results, the new NOVA additions stayed strong in second spot with a share of 9.6%.
Listen to the full podcast here.
Speaking to Mumbrella this week, NOVA’s chief growth officer, Adam Johnson, said he was pleased with the latest survey results.
“Coming off of a period of solid marketing for Smooth FM across Sydney & Melbourne, it’s great to see our ‘Together In Music’ platform continuing to resonate and convert to audience growth,” he said.
“Our national Nova network shoes have claimed a series of #1’s across both CUME and share, meaning we dominate from 2pm all the way through to 10pm, something we’re incredibly proud of.
“There’s plenty more to come between now and the end of the year, so we’re definitely going into Q4 full of opportunity and optimism.”
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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Proud of you Melbourne
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Love you Melbournians!
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Melbournes hates Kyle Sanderlands.
Bravo.
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Well done Melbourne!
As for K&J going national? You’ve got to be joking!
They have to be entertaining first!
They are simply far too rude, crass and smutty to work in any City other than Sydney!
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Kylie & Jackie O’s selected photo shows them with the Sydney Harbour Bridge? That’s going to garner a lot of Melbourne support. Very local. Very attuned.
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