RAJAR Q3 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 continue to prefer to wake up to Chris Evans on BBC Radio 2. His breakfast show remains well in the lead with a weekly reach of almost 8.9 million listeners after a positive 2.3% QoQ (and 5.4% YoY) increase.
Other national breakfast shows had a less successful quarter – with all the stations in our analysis (with the exception of Radio 2) posting QoQ declines.
Chris Moyles and his team at BBC Radio 1 saw a -3.7% drop in reach during Q3 2011 to 7.2 million listeners. Meanwhile, BBC Radio 4 recorded a -5.9% QoQ fall to 6.7 million listeners.
BBC Radio FIVE LIVE also took a hit during the summer months, down -13.5% QoQ and -7.3% YoY to 2.5 million listeners; as did BBC Radio 3 (-16.5% QoQ and -8.5% YoY).
In the commercial sector, Classic FM posted a -7.6% QoQ drop, Kiss UK a -6.0% fall and Total Absolute Radio Network a -15.4% QoQ decline.
However, there were more positive results over the year, particurarly for talkSPORT (up 4.3% YoY) and Total Absolute Radio Network (5.1% YoY).
In London, Johnny and Lisa remain favourites with more than 1.1 million listeners, despite being down -0.8% on last quarter and -1.4% on last year.
Heart 106.2 FM made a comeback in Q3 after a impressive 6.4% QoQ (and 1.1% YoY) rise in reach. The Global-owned station suffered a a -7.9% QoQ and -14.4% YoY decline in Q2. It now has a weekly reach of 843,000 listeners.
Bauer’s Magic 105.4 and Kiss 100FM both saw their reach fall during the July to September period (down -15.1% and -11.3% QoQ respectively).
Total Absolute Radio Network (London), XFM 104.9, Sunrise Radio (Greater London), Premier Christian Radio and Kismat Radio also posted significant QoQ declines.
Once again, Choice FM London and Smooth Radio (London) were the success stories – both enjoying healthy quarterly and yearly gains.
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MediaTel has PowerPoint presentations available to download, featuring pre-prepared market breakdown graphs for the RAJAR data release – click here.