RAJAR Results Q2 2004: BBC Radio One Stems Ratings Decline

Analysis of listening for national radio services during the second quarter of 2004 shows that BBC Radio One appears to have stemmed its declining ratings following a major programming re-shuffle, which saw loudmouth DJ Chris Moyles takeover the all important breakfast slot.

The youth-focused music station has been haemorrhaging listeners over the last few months and recently saw its weekly reach drop below the crucial 10 million mark. However, new figures released today reveal a loss of only 1.5% in the three months to June and a slight 0.7% points increase in its share of listening.

Heavyweight breakfast host Chris Moyles has been a catalyst for change at Radio One, drawing listeners to his early morning show and going some way towards repairing the damage done by ex-breakfast presenter Sara Cox. More recently station stalwarts Mark and Lard have been replaced in the afternoon slot by Colin Murray and Edith Bowman, helping to refresh schedules and give a new sound to its previously stale formatting.

BBC Radio Two maintained its position as the UK’s most popular radio station, building its weekly reach by 3.1% year on year to just under the 13.5 million mark. This performance was replicated by Radio Three, which saw its weekly reach rise by 1.1% year on year and its share of listening remain steady at 1.1%.

Meanwhile, BBC bosses will no doubt be disappointed by Radio Four, which recorded a 1.9% decline in reach and 0.4% point dip in its share of listening. With the Hutton report still fresh in the minds of listeners, the station clearly has ground to make up following the much-publicised reporting gaffe on its flagship Today programme.

Elsewhere, the commercial sector presented a mixed bag of results in the second quarter, with Classic FM failing to repair damage done at the start of the year. The station saw its weekly reach dip by 1.2% year on year to below the 6.5 million mark, while its share of listening remained stable at 4.5%.

At the opposite end of the spectrum, speech-based digital offering Oneword notched up a 42.6% increase in weekly reach to 87,000. Earlier this year the station looked likely to close following a raft of redundancies and a wide-ranging restructure of its operations (see Oneword Restructures As Major Shareholder Pulls Out).

Emap’s Kerrang! and Smash Hits put in a rather lacklustre performance in the three months to June, with their weekly reach declining by 6.5% and 15% year on year in the face of growing competition in the digital sector. However, Smash Hits saw a healthy increase in period on period analysis and Kerrang! could be set for a boost as it prepares to bid for a second FM licence for the station in Manchester (see Kerrang Radio Prepares FM Broadcasts In Manchester).

Also seeking to increase its reach into the north is Capital owned Xfm. On a national level the station performed admirably in quarter two, claiming a 15.7% rise in weekly reach and an audience of just over 700,000. The station’s share also saw a nominal increase of 0.1% points and looks set to increase further with forthcoming FM trials in Manchester and an attempt for a permanent regional licence.

The station also recently launched a £5 million joint venture to design, manufacture and market a new breed of digital radios for younger listeners. The push should increase digital listenership and also has the potential to seed FM loyalty amongst regions with upcoming licence tender (see Capital To Boost Digital Radio With X-fm Branded Sets).

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