RAJAR Q1 2011: Breakfast
This analysis is comparing the weekly reach of the breakfast shows of the London stations and not the time slots.
Radio listeners across the UK still like to wake up to Chris Evans, apparently. The BBC Radio 2 Chris Evans Breakfast Show has a weekly reach of almost 9.2 million listeners (up 5.3% QoQ but down 5.7% YoY) ahead of BBC Radio 1 and Radio 4.
Chris Moyles and co over on BBC Radio 1 saw a slight boost in listeners from Q4 2010, up 0.9%, but suffered a 4.6% drop in listeners over the year. The show’s weekly reach sits at 7.5 million.
Meanwhile, BBC Radio 4 had a good period – with listening figures up 6% QoQ and 9.2% YoY. The show’s total reach is now above the 7 million mark.
However, the real success stories were seen by talkSPORT (up 34.9% YoY) and Total Absolute Radio Network (up 26.5% YoY). BBC Radio 3, BBC Radio FIVE LIVE and Classic FM also enjoyed a boost in numbers over the year.
In London, Johnny and Lisa managed to retain their crown as the most popular breakfast show hosts. The Capital London show regained reach after a low Q4 2010, posting both quarterly and yearly increases. Its total reach is over 1.2 million.
Global’s Heart London will be pleased with its performance, jumping in to second place behind Capital after a positive 18.1% QoQ rise. Heart’s success has pushed Magic 105.4 and Kiss 100 FM in to third and fourth place in the breakfast show race, with both stations losing listeners during the quarter.
However, the Bauer-owned stations posted strong YoY figures – with Magic up 6.3% and Kiss 100’s Rickie and Melvin breakfast show up 16% on this time last year.
Other success stories in the London market include the Total Absolute Radio Network (London), which was up 28.6% QoQ, XFM up 26.3% QoQ, and Smooth Radio (London) up 38.6%, as well as LBC News and BBC London 94.9.
On a yearly basis, Kismat Radio 1035 (which has recently reduced its breakfast show by an hour) posted the highest percentage increase, up 42.5%.
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MediaTel has PowerPoint presentations available to download, featuring pre-prepared market breakdown graphs for the RAJAR data release – click here.