BBC Remains Head Of National Breakfast Table

BBC Radio 2 retained its crown, as the UK’s most popular national breakfast show in Q4 2005, with Terry Wogan pushing his weekly reach up by 3.98% period on period. Despite seeing a year on year drop of 0.9%, the show, broadcasting between 7.30-9.30am, now commands an audience of nearly 8 million.

The Corporation continued the strong performance, taking second and third place in the hearts of early morning listeners, with BBC Radio 1 and BBC Radio 4 both increasing their weekly reach.

Chris Moyles steamed ahead, gaining 2.10% period on period for Radio 1. The station’s extrovert breakfast show presenter added weight to his audience with an impressive rise of 5.9% year on year.

Elsewhere, BBC 4 enjoyed early morning success, increasing by 2.54% period on period, currently attracting an audience of 6.2 million, while BBC Radio FIVE LIVE saw a dramatic dip of 11.29% in weekly reach, dragging its listener base down to 2.1 million.

Classic FM once again remained the nation’s commercial station of choice for breakfast, with the 7.00-11.00am show pushing its weekly share up by 2.69% period on period. Year on year, however, the station dropped by 1.6%, to command an audience of 3 million.

Total Virgin Radio (AM/FM) also saw a decline in weekly reach, dipping by 0.40% period on period in Q4. Looking at year on year analysis, the station enjoyed an impressive rise of 12.7%, with Pete and Geoff handing a healthy breakfast audience of 1.2 million over to Christian O’Connell (see Pete & Geoff Step Down From Virgin Breakfast).

Meanwhile, speech based talkSPORT, suffered a drop of 2.55% period on period in the breakfast market.

Capital FM remained Londoners’ number one choice for breakfast listening, with Johnny Vaughan seeing a rise of 10.53% period on period in weekly reach. Despite this healthy increase, the breakfast show is down compared to last year, with a year on year drop of 12.7%.

Heart’s Jamie Theakston enjoyed a rise of 3.96% period on period and an impressive year on year increase of 22.7%. The early morning show now attracts an audience of 918,000, just under 70,000 short of Capital.

Kiss 100FM moves from 5th to 3rd position in the London market, with 683,000 weekly reach, up an impressive 35.25% period on period, just ahead of rival Magic with 682,000, up 5.74 period on period.

Total Virgin London (AM/FM) saw its weekly reach fall by 3.09% period on period, moving it to fifth position, despite a year on year increase of 23.1%.

Meanwhile, Capital Gold and Choice FM both put in good performances, up by 36.74% and 25.67% period on period, respectively.

Indie-station, XFM 104.9, did not fair so well in the last quarter of 2005, suffering a drop of 21.20% period on period, and a year on year decline of 7.4%.

RAJAR: 0207 903 5350 www.rajar.co.uk