Lauren Joyce: “K & J’s content might not be to everyone’s taste, but it’s to the taste of 1.7 million loyal listeners”

Lauren Joyce. Image: ARN

Hear that? It’s the sound of ARN’s top-level executives breathing a collective sigh of relief.

Almost a year and a half since their X-rated launch down south, Kyle and Jackie O – the polarising Sydney duo on whom the company has gambled the corporate equivalent of the house, the car and the first-born child – are finally getting some traction in Melbourne.

Having grown their audience share in the past two radio ratings, the KIIS pair’s latest gain of 0.5% in GfK Survey 5 was the biggest of any Melbourne FM Breakfast show, lifting them to a 6.1 share.

“They’ve driven more cume onto Breakfast, so it’s our job to retain that cume and continue to grow the audience,” says ARN’s Chief Audience and Content Officer Lauren Joyce in her post-survey interview with Radioinfo’s Steve Ahern.

“It think, you know, we always said it was going to be a long road. The station has continued to perform in line with its historical average.”

“So yes, a sigh of relief that we’ve seen growth, however we still have a way to go to get to where we want to be.”

When it comes to developing content, ARN says creating a brand-safe environment for clients is always an important consideration.

And according to Joyce, if brands aren’t accessing the Kyle & Jackie O Show, then they’re missing out. Big time.

“At the end of the day, Kyle and Jackie O are by far and away still the biggest breakfast show in Australia and attracting 1.7 million listeners each week, so there’s a significant audience there that will still buy washing powder and toothpaste and cars and building supplies and every name of consumer goods.”

“I think it’s important to remember that while the content might not be to everyone’s tastes, it’s to the taste of 1.7 million loyal listeners.”

Joyce says K & J – who reclaimed the crown as Sydney’s #1 Breakfast show overall – are universally entertaining.

“Kyle and Jackie O really do understand their audience and they’ve got a strong cohort of loyal listeners there, but for them to still be able to grow cume when they’ve been around for so long is a demonstration of how they maintain their relevance.”

Joyce says the return of Gold 104.3’s The Christian O’Connell Show to #1 in Melbourne FM Breakfast bodes well for its national expansion next year.

“I think the show is very clear on its strategy and they continue to be focused on delivering a sense of belonging and connection to their audience.”

Joyce says the latest result is reflective of how well O’Connell understands his audience.

“He’s a phenomenal storyteller and I think his show, even as it currently sits in Melbourne, offers something very different to what is currently on air in other markets. I think he will find an audience that will warm to him in the same way that Melburnians have warmed to him.”

As Gold 101.7 Breakfast duo Jonesy and Amanda prepare to switch to Drive, Joyce says “We’re absolutely thrilled that Jonesy and Amanda have re-signed with us. We’re really excited to be part of their next chapter.”

Special mention is also made of Mix 102.3 Adelaide’s Hayley Pearson and Max Burford.

As hosts of the city’s #2 FM Breakfast show, Joyce says “They’ve had a fantastic book. That show has only been around for six months or so and is just going from strength to strength.”

“They show up each and every day, bringing content to the table and getting to know their audiences better.”

*Images supplied