RAJAR data for the fourth quarter of 2002 reveals an eventful period for London listening, with weekly reach fluctuating at a number of the capital’s key stations.
One of the sector’s most notable declines was seen at the heavy-weight Capital 95.8 FM, which saw its weekly reach fall by 6.7% period on period. A high-profile ad campaign and news that Chris Tarrant is to continue in the all-important breakfast slot were unable to prevent a continuation of the losses the station suffered during the third quarter.
However, it was not all doom and gloom for Capital Radio, with Capital Gold seeing its weekly reach improve by 9.8% period on period. The fourth quarter figures also brought good news for other London stations, including Emap’s Magic 105.4, which saw its weekly reach improve to just under 1.3 million and Heart 106.2 FM, which rose by 2.2%.
Other leading players were not so lucky. Jazz FM (London) experienced a 10.7% decline in weekly reach during the fourth quarter of 2002 and Virgin 105.8 FM recorded an even larger fall.
Chrysalis Radio’s recently acquired LBC 1152 AM, which relaunched earlier this month on a new FM format (see Chrysalis Re-Launches LBC On FM Wavelength), saw its weekly reach slip period on period to 377,000.
Smaller stations, London’s Liberty 963-972 and Millennium 106.8 FM, enjoyed a highly successful period, both significantly increasing their share of listening.
Despite seeing no improvement in terms of share during the fourth quarter of 2002, Capital 95.8 FM maintained a clear lead over its London rivals, with its share of listening holding firm. Capital Gold London managed to add 0.4% points to its share, completing a positive period for the station.
Kiss 100’s recent high-profile ad campaign (see Kiss Beats The Rat Race With Six-Figure Campaign) appears to have paid-off and the station enjoyed a slight year on year improvement in share in the three months to December. Magic 105.4 also came good for Emap, with a 0.6% points increase in share helping to close the gap between itself and Heart 106.2 FM, which saw its share slip.
The most significant fall was experienced by alternative music station, Xfm, which saw a 0.4% points decline in share come with a year on year drop in weekly reach.
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