Kyle and Jackie O Show hasn’t been able to capture the hearts of Melbourne’s residents yet.
In the ratings survey conducted by KIIS FM, the show’s share of the breakfast market dropped to 5.9%.
The show’s entry into the city was part of a strategy to nationalize the program, which was made possible through the signing of Jackie “O” Henderson and Kyle Sandilands, who recently agreed to a 10-year deal with the station.
The launch of the new program has increased the rivalry between local stations and shows, such as Nova’s Lauren and Jase, and the high-rating Fox FM program, Fifi, Fev, and Nick.
KIIS FM reportedly committed up to $6 million to promote the new program, and Southern Cross Austereo also launched a campaign to hype the show.
The share of the Fox FM breakfast show went from 11.2 percent to 10 percent.
Meanwhile, the share of the Nova duo of Jase and Lauren increased from 8.7 percent to 8.7 percent, giving them a significant foothold in the market.
The survey was conducted from February 25 to May 18. Since the Jackie and Kyle Show’s debut took place on April 29, its impact is not considered during the survey period.
ARN’s Duncan Campbell noted that it was still too early to tell if the Jackie and Kyle Show has had a significant impact in Melbourne.
KIIS FM’s share of the breakfast market decreased by 0.5 of a point. The Nine-owned 3AW was the top station once again, growing its share to 14.4 percent.