Rajar Q2 2014: Heart rebrand helps reach increase 20%

The expansion of the Heart brand reaped dividends for Global Radio in the second quarter as the network reached 9.07 million listeners a week, an increase of 20.4 per cent year on year.

Heart: network's rebrand boosted Global Radio's reach in Q2
Heart: network's rebrand boosted Global Radio's reach in Q2

The Heart network expanded in the North of England, Scotland and Wales on 6 May and the second quarter of 2014 included seven weeks of the additional newly rebranded stations.

Although Heart's reach was up year on year, it represented a decline of 0.6 per cent from Q1.

Global Radio's Capital network managed to maintain its audience and position as the second-biggest commercial brand during the quarter, with an average of 7.33 million listeners a week, down 0.7 per cent year on year.

Meanwhile, the next three biggest national stations – Classic FM, Kiss UK and Smooth – all added listeners in the last quarter.

Global Radio's Classic FM grew its reach 2.5 per cent, while stablemate Smooth is increased 6.8 per cent. Bauer Media-owned Kiss UK added 0.5 per cent to its reach during the same period, to 4.63 million.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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