Several reasons to be cheerful this RAJAR

Steve Parkinson, MD of Bauer Radio London, gives a positive view on the latest RAJAR results…

I know journalists often hate the influx of “best ever” RAJAR press releases which descend after each new audience release, but it does feel like there can be some justified celebrations around many of the commercial radio board tables this week.

In terms of pure audience increases, it’s congratulations to the guys at Absolute who have increased their audience year on year by 26% from 2.2 million to 2.8 million. GMG and UTV have also seen 7% increases in audience to 5.6 million and 4.5 million respectively. Bauer’s seen an increase in both its Passion and Place portfolios to 13.3 million, and Global has seen a very slight decrease in audience year on year but is still out there with 19.4 million listeners.

In commercial radio we all no doubt have the ongoing discussions about how much advertising we can feature in any given hour, when the BBC carries none, other than its cross promotional might. I love the BBC as a consumer but we’ve got a fight on our hands when it comes to winning share off the ‘Giant with Deep Pockets’. However, nonetheless it’s good to see that many of the commercial stations are giving it a damn good go.

In London, often seen as the shop window to the rest of the UK, it can only be beneficial for the radio industry to see Capital back at full strength with increases in reach and share, and a new breakfast duo leading the charge. With Magic beating Radio 2’s audience for the fourth time in three years, and Kiss celebrating record figures beating Radio 1’s audience again, these headlines can only add further reassurance to advertisers that radio is in a very healthy state, with some great platforms for clients to add to their media mix.

As an Aberdonian I have to remind some people that there is a world outside London. Whilst in England we take on the BBC in hand to hand combat, things are very different in Scotland, with Bauer stations surging ahead, each one taking number one position in their respective towns and cities, with breakfast shows also leading the markets, against commercial and BBC for audience reach. This often gets lost in the London led headlines and should be championed more.

Back in the big smoke and the battle at breakfast is going to be interesting this year. There’s Dave Berry at his new Capital table in pole position, Neil Fox is second and building his breakfast following to the detriment of Heart; and at a very close third Rickie, Melvin and Charlie are chipping away at Chris Moyles (with 25% more 15-34s preferring brekkie with Rickie and co than Chris). And let’s never forget how well Nick Ferrari does too at LBC with a healthy dose of commercial speech.

So plenty of choice on the menus this year – both for consumers and advertisers alike. Justifiably, a few reasons to be cheerful all round.

Bauer celebrations

At Bauer Towers we’re celebrating year on year increases in audience in both the Passion and Place Portfolios. Passion champions brands such as Kiss and The Hits Radio, united by listeners’ passions for music and lifestyle and Place champions the places, towns and cities we broadcast to and from.

Both in London and around the UK Kiss has seen record figures at 1.9 million listeners in the capital, and 4.2 million around the UK, driven by the growing popularity of Rickie, Melvin and Charlie in the morning, and a major £400k promotional campaign built around giving away “Kissmas” presents to listeners as a thank you for listening.

Also in London, Magic’s attention to its music offering, coupled with a major TV campaign and securing an exclusive three month weekend show with Michael Bublé, all lent itself to its second highest audience ever.