Evans To Hit GMTV

April 24th sees Chris Evans’s first show at BBC Radio 1 FM. CIA Sensor have taken a representative sample to see if Evans is likely to boost ratings. The research found that his appointment is a high risk strategy; 14% of radio listeners say they are now more likely to tune into One FMs Breakfast show because of Evans, but 20% are now less likely to listen. According to CIA Sensor, Evans proves more popular with One FM’s core target audience of 15-34 year olds, who welcome the move. Over one quarter, 28% of radio listeners within this group say that they are more likely to listen to the Breakfast show next week compared with just 17% that claim they are less likely to listen.

Evans’s show is likely to hit GMTV particularly hard. 20% of GMTV viewers say that they are more likely to listen to One FM in the mornings because of Chris Evans. Anthony Jones, Head of CIA MediaLab said that the shift in audience is potentially bad news for advertisers. “Although One FM’s total number of listeners is likely to continue to fall, Chris Evans should bring in just the audience that the station wants to attract. This will be at the expense of GMTV and the commercial radio stations.”