RAJAR Q4 2010: Breakfast

This analysis is comparing the weekly reach of the breakfast shows of the London stations and not the time slots.

Overall, national breakfast shows enjoyed a boost in listeners between October and December. BBC Radio 2’s Chris Evans show has retained Terry Wogan’s crown as the most popular way to wake up in the morning, with a weekly reach of 8.7 million listeners.

The other Chris over on BBC Radio 1 also had a good quarter, up 5% to 7.5 million listeners, while BBC Radio 4 holds steady in third place with 6.6 million listeners.

However, the real success stories were seen by BBC Radio FIVE LIVE, Classic FM and talkSPORT, which all posted substantial quarterly and yearly percentage increases during the period.

In London, it was a different story with the most popular breakfast show seeing a drop in listeners. 95.8 Capital Radio posted a quarterly and yearly decline in reach, though Johnny and Lisa still remain top in the Capital.

However, on a positive note, Bauer’s Magic 105.4 and Kiss 100FM both enjoyed a substantial boost in listeners during the pre-Christmas quarter. Kiss 100’s ‘All I want for Kissmas’ campaign paid off for the Rickie and Melvin breakfast show, which recorded an impressive 16.3 YoY rise to claim the third spot in London ahead of Heart 106.2 FM, which slipped in to fourth place.

Most breakfast shows in London struggled to increase their reach in Q4, though many stations enjoyed a YoY rise, including BBC London 94.9, LBC News 1152, Gold London, Premier Christian Radio and Kismat Radio 1035.

MediaTel has PowerPoint presentations available to download, featuring pre-prepared market breakdown graphs for the RAJAR data release – click here.