‘The market is short’: Why Kyle & Jackie O Melbourne expansion is good news for advertisers and brands

The major contract extension for Kyle Sandilands and Jackie ‘O’ Henderson won’t just be good for them and the KIIS network, it’ll also be great news for brands and advertisers, according to the boss of ARN.

Speaking to Mumbrella this week about the deal, CEO and managing director Ciaran Davis had a blunt response when asked about his views on the current landscape of the advertising market.

“I think the market is short,” Davis said

“More global macro conditions are influencing that, but that’s radio’s great ability. We’re getting briefs today for campaigns tomorrow. That has always been radio’s great strength – our ability to turn briefs around very quickly and get them on.”

Davis concluded: “That’s not going to change, but I don’t see the shortness of the market changing in the next six months.”

However, the expansion of The Kyle & Jackie O Show to Melbourne in 2024 should be welcomed by advertisers and brands, Davis believes, particularly with the news that Chemist Warehouse will also expand its partnership with the breakfast program and become the foundation partner for the debut year in Melbourne.

“It provides new opportunities, and those brands that have worked closely with Kyle and Jackie, and the campaigns [that] have delivered for them over the last 10 years, now have a new market to be able to launch in and work in as well, and we’re excited about that opportunity,” Davis said.

The Melbourne market is likely to get an added boost with Kyle & Jackie O’s nightly Hour of Power (a wrap up of the morning’s show).

Kyle & Jackie O’s new deal, announced on Wednesday, will see the duo stay on with KIIS until the end of 2034 and their contracts increase by $2-3 million per annum from January 2025.

Listen to the full chat with Davis on the latest Mumbrellacast.

The huge win for ARN this week doesn’t come without a small loss though, with the Takeovers Panel ruling on Thursday that the network acquired shares in Southern Cross Austereo in “unacceptable circumstances”, amidst its takeover proposal of the radio rival.

In June, ARN bought 14.8 per cent shares in SCA via fund manager, Allan Gray. However, the Takeovers Panels found that at the time, Allan Gray had 21.71 per cent voting power in SCA, as well as 20.04 per cent in ARN; meaning at the time ARN purchased the shares, its voting power in SCA increased to 31.24 per cent.

The Takeovers Panel ruled that 6.83 per cent of that figure was in breach of the law. The Takeover Panel have asked ARN, Allan Gray, Southern Cross, and Keybridge Capital, for their submissions in relation to the orders by 5:00 PM on Wednesday, 29 November 2023.

Keep an eye on Mumbrella as this story develops.


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