Speaking at the IMAA Sound Bite conference today, Kyle and Jackie O told independent advertisers and buyers they will get the best cut-through with campaigns on the K&J Breakfast show.
“There’s 1.8 million people who connect with us. We have had a long relationship with all our listeners, they have grown up with us in our roller coaster lives.
“We’ve had a lot of ups and downs and they have gone through that with us. We are part of their lives, they feel they genuinely know us. Their kids are now listening to us.”
Intimate human connection was a common theme through most of the speakers in today’s Sound Bite event, held at the ARN’s Sydney offices and involving all the major radio networks.
“When the content is great, listeners love it and it works for the client,” said Jackie, citing the example of the recent Greenworks activation. The content was great, we made a lot of noise for the client, it was content that sings. The client was very pleased.”
Kyle, who started his radio career in promotions and sales, said he knows what it takes to make a live read and a campaign work. “I don’t want to be in a campaign that doesn’t work. We want it to work for the client and to have them back again for return business.”
Edgy content is not for every client, but it is a part of the mix for clients who want to target that market segment.
“Edgy brands like working with us. People who detest us mostly have never listened to us,” said Kyle, addressing the Mad Witches campaign against advertisers who place campaigns on KIIS.
An unapologetic Kyle told the agencies:
“They (the MFWitches) were a thorn in my side. I heard about them, but I didn’t want to engage becsause I’ve got a life. I’m not a loser!
“But when I found out they were bombarding clients with fake outrage I got angry. To agencies – don’t be fooled by imbiciles, your job is to be successful for your clients, so advertise where the people who your clients want to reach are listening.”
In a recent segment on demoestic violence, Kyle spoke from the heart, recalling the time when he and his mother fled his abusive father.
“My mum and I had to flee. I said on air that a man who strikes a women is a criminal. I heard that the Mad F’ing Witches said that I was disingenuous. They are beyond having a conversation with…. I don’t mind if they hate me…. People who detest us mostly have never listened to us.”
In a light hearted banter with ARN CEO Ciaran Davis, Kyle recalled the days at SCA when he was not sure if their contract would be renewed and provoked his currrent boss about the Melbourne ratings:
“They told us at Today FM that we had been there for 10 years and our time was up. We didn’t renew our contract [and moved to ARN]… That was 15 years ago…”
Still confident that the show can be a success in other markets, Kyle then provoked his CEO, saying:
“I blame you guys. We should have gone national from day one!
“We are growing total listeners. forget share measurement! Those who are listening to us are big on time spent listening (TSL). They are big numbers for advertisers. We are getting listeners in Melbourne one at a time, we are building our audience.”
Reporting: Steve Ahern
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