London radio listeners have more choice from this morning with the launch of Heart 106.2. Billed as London’s first adult contemporary music radio station, Heart 106.2 began broadcasting at 7am. Simply Red’s Something’s Got Me Started kicked the station off.
Chrysalis owned Heart 106.2 will follow the format of its sister station, Heart 100.7, the regional licence based in Birmingham. Target audiences are mainstream 25-44 year olds; Heart hopes to slot between Capital’s contemporary hits and Virgin’s adult rock formats.
For the first 10 hours of broadcasting today, each hour is sponsored by just one advertiser; those advertisers which have taken part so far today include Carphone Warehouse, Office Angels, EMI, Nissan and Littlewoods.
AUDIENCE BREAKDOWN FOR BIRMINGHAM-BASED HEART FM (Quarter 2 1995)
Weekly Reach
Audience Profile
000s
%
(based on Total Hours)
Adults
323
10.5
100
All 15-24
64
12.7
15
All 25-34
113
18.6
33
All 35-44
84
16.4
30
All 45-54
39
7.9
18
All 55+
23
2.4
5
ABC1 Adults
146
11.6
42
C2DE Adults
178
9.9
58
All Housewives
167
10.4
56
H’wvs/Children
73
13.9
23
Children 4-14
45
7.9
5
Men
175
11.7
57
Women
148
9.5
43
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