The breakfast period between 7am and 9am is the most lucrative time for commercial radio broadcasters. Figures for the last year, ending August, have found that ad revenue was over £110 million for this block, or more than 20% of all commercial radio ad revenue. This is a growth of 7% on last year.
The latest figures, compiled by CIA MediaLab, show that by far the most lucrative breakfast slot was that of Chris Tarrant on Capital Radio. This took a total £14 million in ad revenue in the year to August. Virgin 1215FM was in distant second place with less than half of Capital’s revenue.
Excluding London and national stations, Clyde 1 was the most successful at breakfast time; it received £2.8 million in the 12 months to August 1999, an annual increase of 24%.
The biggest advertiser on the breakfast slot overall was BT, which spent £2.4 million. Carphone Warehouse and the Central Office of Information were in second and third places.
The research also found that ad revenue builds during the week to peak on Friday. At the weekend it fell to less than half that of the average weekday.
CIA MediaLab: 0171 803 2000
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