Sydney radio stars Kyle Sandilands and “Jackie O” Henderson have slumped to a fresh low in their mission to take Melbourne’s radio waves.

The latest survey has the pair’s Kyle and Jackie O Show dropping to eighth in Melbourne’s hotly contested breakfast radio market, shedding another 71,000 listeners from the previous survey.

Data from ratings agency GfK for July 7-September 14 shows the duo’s breakfast KIIS FM show sank to a 5.2 per cent share of the market, down from 6.1 per cent in the previous survey.

It’s the latest bleak result for the Sydney imports, whose Melbourne show launched in April.

“It’s a huge blow,” Craig Bruce, host of the Game Changers Radio: Melbourne Radio Wars podcast, told news.com.au.

“It’s a self-inflicted wound, unfortunately. They have made every mistake a new show could make, and then some, over the last few months.”

It was also a poor show overall for KIIS, whose overall share of the Melbourne listener market fell to 4.6 per cent, down 1 percentage point, in the latest survey period.

It had a 7.6 per cent share in the final survey of 2023, before its previous breakfast show hosts, Jason Hawkins and Lauren Phillips, were booted to make way for Sandilands and Henderson.

Phillips and Hawkins were quickly picked up by rival station Nova, where they remain well ahead of The Kyle and Jackie O Show, with a 9.6 per cent share.

That was down 0.3 percentage points on the previous survey, leaving Fox’s Fifi, Fev and Nick, which rose 0.4 points to a 10 per cent share overall, to take the coveted top spot in breakfast FM radio.

Broadcasts of The Kyle & Jackie O Show were extended to Melbourne from Sydney (where the pair have been dominant for years) as part of Sandilands and Henderson’s $200 million 10-year deal signed last year.

That deal runs until December 2034. It includes a base salary, shares, sign-on and ratings bonuses and revenue share.

Sandilands and Henderson reportedly each earn $10 million a year under the deal – doubling their previous salaries.

Prior to broadcasting to Melburnians, Sandilands had boldly predicted his show would be No.1 in Melbourne by the end of the year.