RAJAR Q3 2010: Breakfast

This analysis is comparing the weekly reach of the breakfast shows of the London stations and not the time slots. Heart 106.2 FM’s breakfast show currently runs from 6am-9am, while 95.8 Capital Radio’s runs from 6am-10am and Magic 105.4’s runs from 5.30am-9am.

At first look it seems as if Chris Evans has not had a great RAJAR, losing 341,000 listeners quarter on quarter. However, on closer inspection he only has 5,000 less listeners than his predecessor, Terry Wogan did a year ago. His show is now starting half an hour earlier although the change is too recent to be shown in this release.

The other Chris over on BBC Radio 1 has lost 600,000 listeners quarter on quarter, however, this RAJAR release covers the main summer holiday period and the year on year figures shows an increase of 62,000 listeners.

In the commercial sector, Absolute’s breakfast show with Christian O’Connell has enjoyed an impressive 16% increase in listeners quarter on quarter and 31% increase year on year.

In London, the Johnny Vaughan and Lisa Snowdon show on 95.8 Capital Radio retains the top spot with 30,000 more listeners quarter on quarter. Over on Heart 106.2 FM, Jamie and Harriet stay in second place despite a quarter on quarter loss. In third place, Kiss saw a significant quarter on quarter loss of 10% but this is likely to be a seasonal fluctuation.

Among the small London stations Kismat attracted 88,000 listeners with a massive 96% quarter on quarter increase. It now has  double the listeners of Buzz Asia, moving it off the bottom spot

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