Secret data reveals ARN could have a problem on its hands
ARN’s ratings win after terminating Kyle and Jackie may be short-lived, with concerning data already making waves in radio circles.
ARN’s ratings win after terminating Kyle Sandilands and Jackie O Henderson may be short-lived, with concerning data already making waves in radio circles.
News.com.au has sighted a top-secret figure — intended only for top-level radio executives — that suggests ARN’s listenership has taken a serious nosedive since axing Kyle and Jackie.
The external figures provided to the radio network suggest KIIS could be on track to lose at least 26 per cent of its listeners by the next official radio ratings survey in June.
A source who is across the numbers told news.com.au KIIS is in “big trouble”, and there is panic at the network over the need to address the problem before the next survey drops.
“They’re a matter of weeks away from it being public, and then disaster will strike,” the source claimed.
“The edge of the cliff is near.”
The source added that anyone seeing this data internally “who understands radio” would be thinking, “oh f**k”, and said the forecast should concern the broadcaster.
It’s worth noting the figure is a forecast, and it is possible KIIS could turn things around with big audience wins well before the next radio survey rolls around.
But so far, the network hasn’t introduced a new show to replace the one it canned in March; instead, Mike E is filling in, accompanied by Kyle and Jackie O Show alumni such as Peter Deppler (intern Pete), and beloved newsreader Brooklyn Ross.
It is understood the projections were shown only to senior KIIS workers, after ratings were released on April 23, and not shared with the wider team.
This could explain the noticeable disconnect between the company’s corporate comms and staff members.
The ratings survey released last week showed that even without The Kyle and Jackie O Show, KIIS maintained the number one FM spot in the breakfast time slot, taking home 11.7 per cent share of audience. It was beaten overall by the ever-reliable Ben Fordham on 2GB, who took home a 16.8 per cent share.
Despite the win, the broadcaster didn’t do its usual media blitz promoting the result, but several staff members took to social media to express pride in maintaining the number one slot.
ARN director of content Dave Cameron seemed prepared for an upcoming ratings dip when he spoke to MediaWeek after the survey came out.
“Today’s result isn’t necessarily the result of any kind of turn that I think we will see over the coming weeks and months. We are fully prepared for the roller coaster of ratings that comes with changing shows,” Mr Cameron said.
“It’s like open-heart surgery on your radio station. We are fully prepared for it. We are well advanced in our thinking, not to say that there are any forthcoming announcements for quite a while.”
He added that ARN is “realistic, there’s going to be some (loss of) audience share, and a little bit of cleansing”, but the broadcaster has big plans for the future.
The ratings survey showed results for February 8 to April 4, therefore including the very turbulent period for KIIS, which started with the now infamous on-air argument between the network’s stars on February 20 and saw the show axed weeks later.
After the fight, Kyle remained on air without his cohost for some time, leaving four weeks of the survey period with neither Kyle nor Jackie on air. Despite losing its biggest stars, KIIS maintained its morning crown.
Both Jackie and Kyle have now launched separate legal cases against the broadcaster, disputing the termination of their respective $100 million contracts.
The next ratings survey is expected to reveal the real impact of terminating both stars.
It will also give an indicator of whether listeners are embracing the station’s ever-changing breakfast line-up, with fill-in host Mike-E sharing the airwaves with The Project alum Georgie Tunny one week and influencer Abbie Chatfield the next.
The rotating female hosts might make it seem like KIIS is hosting its own version of Australian Idol with week-long auditions to appoint a new breakfast star, but news.com.au understands the talent getting on-air aren’t the only ones being seriously considered.
It’s also been suggested that Mike E remain in in the hosting chair, and even doing internal photo shoots to plug his new role, doesn’t mean he is a shoo-in to replace Kyle in the long term.
An insider told news.com.au the Mike E solution is for now being considered a “permanent temporary” fix, and ARN is eyeing a much bigger name to replace Kyle.