Egg on their face? Beginners luck cooked for KIIS duo
Latest radio ratings have the new lads at KIIS slide in the rankings, just months after their egg-filled promotional campaign covered buses and coveted ad spots in the CBD.
Adelaide’s KIIS1023 lost 1.5 percentage points of listenership in the crucial breakfast slot in the second rankings since golden lads Ben & Liam returned to radio.
In today’s GFK Radio ratings, figures showed the network lost 1.3 percentage points of its listenership overall in the Adelaide market, the biggest dip of any local station.
Triple M’s Roo, Ditts and Loz remain the perennial leaders in breakfast, holding a whopping 15.2 per cent of breakfast listenership, a 0.4 per cent gain.
The trio have been ranked first for 27 out of the last 28 surveys. And this time, Triple M’s parent company SCA said it was the station’s best result since records began in 2004, with 341,000 listeners.
KIIS breakfast hosts Ben Harvey and Liam Stapleton made a long-awaited return to the airwaves in April after a non-compete clause barred them from broadcasting for six months in a messy split with Nova.
An extensive promotional campaign launched on May 4 put Ben & Liam literally “back in breakfast”, with bold images of the duo’s faces sat in eggs, giant baked beans and swimming in cereal.
ARN’s Chief Marketing Officer said at the time it was “bold, cheeky and memorable”, but the latest data indicates it could have put listeners off their breakfast.
Former radio ratings in July were the first to show their impact on the airwaves, at the time the two benefited from a drop in ABC Radio Adelaide listeners.
But today’s GfK radio data shows ABC Radio Adelaide hosts Sonya Feldhoff and Jules Schiller have reclaimed their lost territory and the two now sit in fourth place among seven local stations with 9.6 per cent of total breakfast listeners, a 0.2 per cent gain.
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The data covered the period from May 24 to June 27, and then July 12 to August 15, and put KIIS fifth out of seven local stations, with SAFM and Cruise1323 trailing in the morning spot. SAFM however, performed well overall, landing in third place across all time slots.
5aa’s breakfast show sits at a comfortable second place with 13.6 per cent of listeners despite a shakeup of the usual team of Will Goodings and David Penberthy. Penberthy departed the airwaves halfway through the survey period, with Stacey Lee now filling the seat.
Penberthy was last on the air on June 26, and will return to the show in January 2027 after a long-service leave stint spent on a Spanish sabbatical with his wife, Labor Party President Kate Ellis, and their two children.
5aa breakfast lost 0.2 per cent of listeners since the last survey, but the data does not indicate whether this dip came before or after Lee took the chair.
Nova’s Jodie Oddy and Andrew Hayes hold 11.4 per cent of breakfast listeners, putting them in third place, and 12.1 per cent of the overall radio listenership locally, bolstering the station to second overall, after Triple M.
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