Chris Evans is winning the radio breakfast war against rival Zoe
Ball, according to research by BMRB for the media research specialist,
CIA MediaLab.
Asked the question: ’Given the choice, would you listen to Chris Evans
or Kevin Greening and Zoe Ball in the morning?’, 32 per cent of adults
chose Chris Evans, while 18 per cent chose Zoe Ball.
In answer to the question: ’Which of the following radio breakfast shows
do you listen to in the morning?’, 16 per cent of all adults said Chris
Evans, 11 per cent said Kevin Greening and Zoe Ball, while 3 per cent
listened to both.
It has been argued that Radio 1’s audience decline was due in part to
its specific targeting of 15- to 24-year-olds.
A spokesperson for Radio 1 said: ’The real figures will be made
available in January when the Rajars come out. These will show the views
of real listeners, not answers to hypothetical questions.’
