GfK Puts Vaughan At Head Of London’s Breakfast Table

Capital FM’s newly installed breakfast host, Johnny Vaughan, has boosted audiences at the London station to become the most popular commercial radio presenter in the region, according to new figures from audience measurement firm GfK.

Vaughan, who took over from breakfast legend Chris Tarrant at the end of March, has an average week day reach of 519,000 adults on weekday mornings between 6-9 am, according to the GfK Broadcast Media Survey for the 6-month period between 15 March and 12 September 12. The audience represents a rise of 91,000 listeners or 21% on the previous 6-month period.

GfK’s figures give Vaughan a lead of 148,000 listeners each day over rival Heart’s Jono Coleman, as well as being 69,000 more than Tarrant had in the previous period. In comparison, Coleman’s average week-day reach increased by 22,000 listeners or 6% over the same period.

Number three in London’s commercial radio market is Magic’s veteran breakfast host, Graham Dene, with an average weekday reach of 272,000 adults according to GfK. The total represents a massive 57% rise on the last period and sees Dene acquire almost 100,000 extra listeners.

GfK reports a decline of 24% in Virgin Radio’s breakfast, with Pete & Geoff‘s breakfast show losing 62,000 adults to a total of 199,000.

The results are published as Chrysalis-owned Heart 106.2 undertakes a massive advertising push and re-brand to knock Capital 95.8 off the top spot in London. The promotional drive sees the station boost its adspend by around 20% as well as unveiling a more emotive logo on all promotional material (see Heart Pumps Up Adspend To Take On Capital In London).

GfK: 0870 603 8339 www.gfk.com

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