Kyle Sandilands publicly dissed rival radio show 2Day FM on-air this morning.
The outspoken radio host slammed Em Rusciano and Harley Breen's breakfast show to his co-host Jackie O.
"I saw an ad last night for 2Day FM on TV," he said on KIIS FM.
"What they’re doing there is they’re trying to put their best things on the TV and I watched the ad and then I turned slightly and Imogen turned at the same time and we p*ssed ourselves laughing. It was horrible. It’s a terrible ad and it’s supposed to be their best gear."
Jackie responded: "It’s hard to do ads when you’re doing best bits on the air ... We’ve thought of doing that before too but it’s very difficult because all you get is 20 seconds".
But Kyle was quick to shut her down, saying: 'It’s a s**t show, don’t even bother.'
Kyle and Jackie O's radio show is currently number one in Sydney with a 10 percent radio share. Em Rusciano and Harley Breen's breakfast show holds just a 3.3 percent share.
The pair first appeared on air together earlier this year after replacing Rove and Sam Frost.