Rajar Q4 2021: National stations and networks

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BBC Radio 2, the UK’s most popular radio brand, has increased its lead over corporation stablemate Radio 1, the latest quarterly Rajar radio audience figures have revealed.

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BBC Radio 2, the UK’s most popular radio brand, has increased its lead over corporation stablemate Radio 1, the latest quarterly Rajar radio audience figures have revealed.

Radio 2 remains the biggest station in the UK with an audience of 14.9 million (up 1.8%, while Radio 1 is reaching 8.2 million (down 1%). However both BBC channel’s breakfast shows were up quarter on quarter.

The new figures, which cover mid-September to mid-December 2021, show that Global’s Heart remains the biggest commercial radio brand, reaching a total of 10.3m people each week across the UK (a 3% increase compared to the third quarter).

This is the first time in two years that Rajar has been able to provide a full set of audience reach data that is comparable with the previous quarter. Rajar produced data with a new methodology in October, having been unable to conduct face-to-face research to gather audience data during the Covid-19 pandemic.

Overall for the BBC, 37 of its 56 stations have lost reach, with 12 stations dropping by 10% or more compared to the third quarter of 2021.

Meanwhile, Global stablemate Capital brand reached a combined brand audience of 7.6m people (slightly down at 0.4%). This overall dip came despite the success of Capital Dance, a relatively new station launched by Global on 1 October 2020, which more than doubled audience reach (up 106% to 592,000).

Global also received a record audience for the LBC brand, which reached a combined audience of 3.2m, up 5%.

There were also positive figures too for Bauer’s Hits Radio brand (reaching 8.4 million people), Absolute Radio network (5.3 million) and the Greatest Hits network (3.4 million).

Bauer’s Absolute was up 3% to 5.3 million, with all but one of the network’s specialist sub brands gaining listeners compared to last quarter. The only fallers were the flagship Absolute Radio brand itself (down 14% to 2.6 million) and Absolute Radio 00s (down 2% to 162,000).

Notably, Absolute is succeeding among the younger Gen X/early millennial market that consumes 90s music, with Absolute Radio 90s (1 million) extending its lead over Heart 90s (545,000).

Alternatively, demand appears to be falling for 80s content. With the exception of Love 80s Manchester, all specialist “80s” brands fell in Q4 compared to Q3. The biggest stations are Absolute 80s (down 5% to 1.7 million) and Heart 80s (down 11% to 1.5 million).

James Sibree, account director at media agency John Ayling & Associates, said: “With commercial radio continuing to reach two in three adults a week, advertisers are able to combine the opportunity for mass reach on traditional radio with the ability to target niche audiences, interests & behaviours through digital buys and podcasts.

“Audio has never before been able to offer the flexibility it can now and with HFSS rules on the horizon and significant inflation likely to remain a feature of TV markets for the foreseeable future the time is right for brands to invest in their sonic assets,” he added.

Mediatel Connected subscribers can find a full breakdown of weekly reach figures, share of listener and national stations’ average hours per listener in the tables below or by logging in to your account.

StationGroupEnding Sep 21Ending Dec 21QoQ % Ch
Total Global Radio (UK)Global Radio24,16124,3300.7
Bauer Media Audio UK – TotalBauer Radio19,53819,429-0.6
BBC Radio 2BBC14,59614,8661.8
BBC Radio 4 (including 4 Extra)BBC11,22810,957-2.4
BBC Radio 4BBC10,76210,483-2.6
Heart Brand (UK)Global Radio10,02710,2742.5
Heart Network (UK)Global Radio8,4968,5420.5
Hits Radio BrandBauer Radio8,7118,383-3.8
BBC Radio 1BBC8,2518,167-1.0
Capital Brand (UK)Global Radio7,6277,599-0.4
Capital Network (UK)Global Radio6,5286,349-2.7
BBC Radio 5 live (inc. sports extra)BBC6,5796,266-4.8
Total WirelessTotal Wireless6,0156,2624.1
Wireless National NetworkTalkSPORT5,8066,0674.5
Smooth Brand (UK)Global Radio5,9255,9831.0
BBC Radio 5 liveBBC5,9095,887-0.4
Hits Radio NetworkBauer Radio6,1555,660-8.0
Smooth Radio Network (UK)Global Radio5,4745,426-0.9
Absolute Radio NetworkBauer Radio5,1895,3342.8
Classic FMGlobal Radio5,0775,060-0.3
Kiss NetworkBauer Radio4,7414,534-4.4
Wireless Speech NetworkTalkSPORTN/A4,174N/A
Magic NetworkBauer Radio4,1274,076-1.2
Greatest Hits NetworkBauer Radio3,2133,3233.4
MagicBauer Radio3,4503,253-5.7
LBC Brand (UK)Global Radio3,0513,2024.9
talkSPORT NetworkTalkSPORT3,0013,0963.2
Greatest Hits RadioBauer Radio2,8943,0264.6
talkSPORTTalkSPORT2,7402,8463.9
KissBauer Radio2,7712,772n/a
LBC (UK)Global Radio2,5682,6111.7
BBC 6 MusicBBC2,6872,604-3.1
KisstoryBauer Radio2,2552,3012.0
Absolute RadioBauer Radio2,5832,229-13.7
Virgin Radio NetworkTalkSPORT2,2472,164-3.7
Radio X Network (UK)Global Radio1,9402,1068.6
BBC Radio 3BBC2,1651,993-7.9
BBC Radio 4 ExtraBBC2,0361,889-7.2
Virgin RadioTalkSPORT1,6311,620-0.7
Absolute 80sBauer Radio1,6901,605-5.0
Capital XTRA Brand UKGlobal Radio1,6691,508-9.6
Planet RockBauer Radio1,3321,3964.8
Capital XTRA (UK)Global Radio1,5381,359-11.6
Gold Network (UK)Global Radio1,2901,3484.5
Heart 80sGlobal Radio1,4931,326-11.2
BBC World ServiceBBC1,3941,240-11.0
BBC Radio 5 live sports extraBBC1,6971,218-28.2
Absolute Radio 90sBauer Radio9501,0268.0
Absolute Classic RockBauer Radio8959809.5
LBC News (UK)Global Radio8068829.4
Hits RadioBauer Radio851797-6.3
1Xtra from the BBCBBC880744-15.5
Capital DanceGlobal Radio287592106.3
Heart 90sGlobal Radio555545-1.8
talkRADIOTalkSPORT45054220.4
Times RadioTalkSPORT637502-21.2
BBC Asian Network UKBBC533489-8.3
Kerrang!Bauer Radio473470-0.6
Smooth Radio ChillGlobal Radio37744919.1
Jazz FMBauer Radio469424-9.6
Absolute Radio 70sBauer Radio30942136.2
Virgin Radio ChilledTalkSPORT447410-8.3
Mellow MagicBauer Radio481404-16.0
Scala RadioBauer Radio3994000.3
talkSPORT2TalkSPORT499389-22.0
Sunrise Radio NationalSunrise Radio387365-5.7
HeatBauer Radio402361-10.2
Heart DanceGlobal Radio464348-25.0
Heart 70sGlobal Radio3013196.0
Total JACKTotal JACK317312-1.6
Virgin Radio AnthemsTalkSPORT388309-20.4
Kiss FreshBauer Radio416307-26.2
Magic SoulBauer Radio355287-19.2
Capital XTRA ReloadedGlobal Radio21427729.4
Magic ChilledBauer Radio23726311.0
Boom RadioBauer Radio2332423.9
Smooth Radio CountryGlobal Radio216216n/a
Absolute Radio Country (was Country Hits Radio)Bauer Radio220205-6.8
Magic at the MusicalsBauer Radio1842008.7
Absolute Radio 00sBauer Radio165162-1.8
Union JACKJACK Media National Ltd14316011.9
Absolute Radio 60sBauer Radio9812628.6
Virgin Radio GrooveTalkSPORT455931.1
Union Jack Dance (was JACK Radio)JACK Media National Ltd8851-42.0
Union JACK RockJACK Media National Ltd5251-1.9
Absolute Radio 10sBauer Radio1515n/a
National Stations Weekly Reach (000s)

Source: Rajar

StationGroupEnding Sep 21Ending Dec 21QoQ % Ch
BBC Radio 4 (including 4 Extra)BBC12.311.9-3.3
BBC Radio 4BBC11.411.1-2.6
BBC Radio 2BBC11.311.1-1.8
LBC (UK)Global Radio10.610.3-2.8
Boom RadioBauer Radio7.810.129.5
BBC 6 MusicBBC10.19.8-3.0
LBC Brand (UK)Global Radio9.89.2-6.1
Total Global Radio (UK)Global Radio8.99.01.1
Bauer Media Audio UK – TotalBauer Radio9.08.9-1.1
Hits Radio BrandBauer Radio8.48.73.6
Radio X Network (UK)Global Radio8.38.63.6
talkRADIOTalkSPORT7.78.611.7
Gold Network (UK)Global Radio7.98.68.9
Classic FMGlobal Radio8.68.5-1.2
Hits Radio NetworkBauer Radio7.98.35.1
Greatest Hits NetworkBauer Radio7.77.81.3
Greatest Hits RadioBauer Radio7.57.84.0
Planet RockBauer Radio8.37.6-8.4
BBC Radio 4 ExtraBBC7.57.5n/a
BBC Radio 3BBC7.67.3-3.9
Absolute Radio NetworkBauer Radio6.86.8n/a
Smooth Radio Network (UK)Global Radio6.66.83.0
Smooth Brand (UK)Global Radio6.66.71.5
BBC Radio 1BBC6.56.61.5
Absolute RadioBauer Radio6.16.68.2
Total WirelessTotal Wireless6.36.64.8
Wireless Speech NetworkTalkSPORTN/A6.5N/A
Scala RadioBauer Radio6.16.56.6
Wireless National NetworkTalkSPORT6.26.43.2
Heart Brand (UK)Global Radio6.26.31.6
Heart Network (UK)Global Radio6.26.2n/a
Times RadioTalkSPORT5.56.212.7
Virgin RadioTalkSPORT5.96.01.7
talkSPORTTalkSPORT6.55.9-9.2
BBC Radio 5 live (inc. sports extra)BBC6.25.9-4.8
BBC Radio 5 liveBBC5.95.8-1.7
Magic NetworkBauer Radio6.25.8-6.5
talkSPORT NetworkTalkSPORT6.45.7-10.9
MagicBauer Radio5.55.61.8
Mellow MagicBauer Radio5.25.55.8
Virgin Radio NetworkTalkSPORT5.25.55.8
Union JACK RockJACK Media National Ltd4.55.522.2
Hits RadioBauer Radio5.35.0-5.7
BBC World ServiceBBC5.25.0-3.8
Capital Brand (UK)Global Radio4.74.82.1
Absolute Radio 90sBauer Radio4.44.89.1
Absolute Radio Country (was Country Hits Radio)Bauer Radio5.24.8-7.7
Absolute Classic RockBauer Radio4.94.8-2.0
Kiss NetworkBauer Radio4.84.8n/a
BBC Asian Network UKBBC4.54.74.4
Capital Network (UK)Global Radio4.54.62.2
Kerrang!Bauer Radio4.44.64.5
Magic ChilledBauer Radio4.44.64.5
Magic SoulBauer Radio6.64.6-30.3
Smooth Radio ChillGlobal Radio4.64.6n/a
HeatBauer Radio3.94.515.4
Absolute 80sBauer Radio4.64.5-2.2
Total JACKTotal JACK4.74.5-4.3
Smooth Radio CountryGlobal Radio6.24.4-29.0
KisstoryBauer Radio4.34.3n/a
Heart 90sGlobal Radio3.84.210.5
Sunrise Radio NationalSunrise Radio4.74.2-10.6
Virgin Radio GrooveTalkSPORT6.04.2-30.0
Union JACKJACK Media National Ltd5.24.0-23.1
Jazz FMBauer Radio4.24.0-4.8
Heart 80sGlobal Radio4.23.9-7.1
KissBauer Radio3.73.82.7
Magic at the MusicalsBauer Radio3.83.8n/a
Heart 70sGlobal Radio3.43.811.8
Capital XTRA Brand UKGlobal Radio3.53.75.7
1Xtra from the BBCBBC3.83.7-2.6
Union Jack Dance (was JACK Radio)JACK Media National Ltd2.53.748.0
Absolute Radio 60sBauer Radio3.73.6-2.7
Capital XTRA (UK)Global Radio3.33.69.1
Capital DanceGlobal Radio3.23.46.3
Heart DanceGlobal Radio3.83.4-10.5
Absolute Radio 70sBauer Radio3.23.1-3.1
Absolute Radio 00sBauer Radio3.43.0-11.8
Kiss FreshBauer Radio2.73.011.1
LBC News (UK)Global Radio3.23.0-6.3
Virgin Radio AnthemsTalkSPORT2.73.011.1
Capital XTRA ReloadedGlobal Radio3.12.8-9.7
BBC Radio 5 live sports extraBBC3.42.5-26.5
Absolute Radio 10sBauer Radio2.02.525.0
Virgin Radio ChilledTalkSPORT1.92.215.8
talkSPORT2TalkSPORT2.92.1-27.6
National Stations Average Hours Per Listener

Source: Rajar

StationGroupEnding Sep 21Ending Dec 21QoQ % Ch
Total Global Radio (UK)Global Radio21.421.80.4
Bauer Media Audio UK – TotalBauer Radio17.417.2-0.2
BBC Radio 2BBC16.216.40.2
BBC Radio 4 (including 4 Extra)BBC13.613.0-0.6
BBC Radio 4BBC12.111.6-0.5
Hits Radio BrandBauer Radio7.37.3n/a
Heart Brand (UK)Global Radio6.26.40.2
BBC Radio 1BBC5.35.40.1
Heart Network (UK)Global Radio5.25.30.1
Hits Radio NetworkBauer Radio4.84.7-0.1
Classic FMGlobal Radio4.34.3n/a
Total WirelessTotal Wireless3.84.10.3
Smooth Brand (UK)Global Radio3.94.00.1
Wireless National NetworkTalkSPORT3.53.90.4
Smooth Radio Network (UK)Global Radio3.63.70.1
BBC Radio 5 live (inc. sports extra)BBC4.03.7-0.3
Capital Brand (UK)Global Radio3.63.6n/a
Absolute Radio NetworkBauer Radio3.53.60.1
BBC Radio 5 liveBBC3.53.4-0.1
Capital Network (UK)Global Radio2.92.9n/a
LBC Brand (UK)Global Radio3.02.9-0.1
LBC (UK)Global Radio2.72.7n/a
Wireless Speech NetworkTalkSPORTN/A2.7N/A
Greatest Hits NetworkBauer Radio2.52.60.1
BBC 6 MusicBBC2.72.6-0.1
Greatest Hits RadioBauer Radio2.12.30.2
Magic NetworkBauer Radio2.52.3-0.2
Kiss NetworkBauer Radio2.32.2-0.1
MagicBauer Radio1.91.8-0.1
Radio X Network (UK)Global Radio1.61.80.2
talkSPORT NetworkTalkSPORT1.91.8-0.1
talkSPORTTalkSPORT1.81.7-0.1
Absolute RadioBauer Radio1.61.5-0.1
BBC Radio 3BBC1.61.4-0.2
BBC Radio 4 ExtraBBC1.51.4-0.1
Gold Network (UK)Global Radio1.01.20.2
Virgin Radio NetworkTalkSPORT1.21.2n/a
Planet RockBauer Radio1.11.1n/a
KisstoryBauer Radio1.01.0n/a
KissBauer Radio1.01.0n/a
Virgin RadioTalkSPORT0.91.00.1
Absolute 80sBauer Radio0.80.7-0.1
Capital XTRA Brand UKGlobal Radio0.60.6n/a
BBC World ServiceBBC0.70.6-0.1
Capital XTRA (UK)Global Radio0.50.5n/a
Absolute Classic RockBauer Radio0.40.50.1
Absolute Radio 90sBauer Radio0.40.50.1
Heart 80sGlobal Radio0.60.5-0.1
talkRADIOTalkSPORT0.30.50.2
Hits RadioBauer Radio0.40.4n/a
LBC News (UK)Global Radio0.30.3n/a
Scala RadioBauer Radio0.20.30.1
1Xtra from the BBCBBC0.30.3n/a
BBC Radio 5 live sports extraBBC0.60.3-0.3
Times RadioTalkSPORT0.30.3n/a
Boom RadioBauer Radio0.20.2n/a
Capital DanceGlobal Radio0.10.20.1
BBC Asian Network UKBBC0.20.2n/a
Mellow MagicBauer Radio0.20.2n/a
Sunrise Radio NationalSunrise Radio0.20.2n/a
Smooth Radio ChillGlobal Radio0.20.2n/a
Heart 90sGlobal Radio0.20.2n/a
HeatBauer Radio0.20.2n/a
Jazz FMBauer Radio0.20.2n/a
Kerrang!Bauer Radio0.20.2n/a
Kiss FreshBauer Radio0.10.1n/a
Heart DanceGlobal Radio0.20.1-0.1
Heart 70sGlobal Radio0.10.1n/a
Smooth Radio CountryGlobal Radio0.10.1n/a
Magic at the MusicalsBauer Radio0.10.1n/a
Magic ChilledBauer Radio0.10.1n/a
Magic SoulBauer Radio0.20.1-0.1
Absolute Radio Country (was Country Hits Radio)Bauer Radio0.10.1n/a
Absolute Radio 70sBauer Radio0.10.1n/a
Capital XTRA ReloadedGlobal Radio0.10.1n/a
Total JACKTotal JACK0.10.1n/a
Virgin Radio AnthemsTalkSPORT0.10.1n/a
Virgin Radio ChilledTalkSPORT0.10.1n/a
talkSPORT2TalkSPORT0.10.1n/a
Union JACKJACK Media National Ltd0.10.1n/a
Union Jack Dance (was JACK Radio)JACK Media National Ltdn/an/an/a
Union JACK RockJACK Media National Ltdn/an/an/a
Virgin Radio GrooveTalkSPORTn/an/an/a
Absolute Radio 00sBauer Radio0.1n/a-0.1
Absolute Radio 10sBauer Radion/an/an/a
Absolute Radio 60sBauer Radion/an/an/a
National Stations Share of Listening (%)

Source: Rajar

UPDATE 18/02/2022 – Due to a requested re-allocation of platform data from National services to Local services, the results for a small number of stations have changed. The above reflects the updated figures.



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