Commercial radio regains its lead on the BBC

- Commercial radio has regained its lead on the BBC in the latest set of Rajar figures, with a 49.2 per cent share of all radio listening against the BBC's 49.0 per cent. This is an improvement on last quarter, when the BBC stole a march over commercial with 50.3 per cent over 47.5 per cent respectively. The survey also highlights that overall, radio listening has increased. While year-on-year comparisons are still largely irrelevant — this being only the second consecutive quarter using new research methodology — quarter-on-quarter show that commercial national stations have largely seen decreases. Virgin Radio's audience continues to decline, with its total UK reach — including the London FM figures — dropping from 4,643,000 to 4,157,000. Chris Evans's breakfast show alone has shed nearly one third of its audience in London since last quarter, from 952,000 listeners to 661,000. Atlantic 252 too has suffered, losing around ten per cent of its audience from 2,149,000 listeners in quarter one to 1,931,000 this time round. The AM stations (with the exception of London's Capital Gold) have all lost listeners, seemingly to FM rivals rather than BBC stations. Yvonne Scullion, the head of radio at Zenith Media, commented: "Many of the AM stations have been significantly reprogrammed and rebranded recently, and carry a lot of syndicated programming, which seems to have had a detrimental effect. "While brands such as Magic have real meaning for advertisers and agencies, the name means very little to the local listeners, who have no idea of the Magic network but feel that they are losing out on the local feel of their local stations when they are rebranded as such."

- Commercial radio has regained its lead on the BBC in the latest set of Rajar figures, with a 49.2 per cent share of all radio listening against the BBC's 49.0 per cent. This is an improvement on last quarter, when the BBC stole a march over commercial with 50.3 per cent over 47.5 per cent respectively. The survey also highlights that overall, radio listening has increased. While year-on-year comparisons are still largely irrelevant — this being only the second consecutive quarter using new research methodology — quarter-on-quarter show that commercial national stations have largely seen decreases. Virgin Radio's audience continues to decline, with its total UK reach — including the London FM figures — dropping from 4,643,000 to 4,157,000. Chris Evans's breakfast show alone has shed nearly one third of its audience in London since last quarter, from 952,000 listeners to 661,000. Atlantic 252 too has suffered, losing around ten per cent of its audience from 2,149,000 listeners in quarter one to 1,931,000 this time round. The AM stations (with the exception of London's Capital Gold) have all lost listeners, seemingly to FM rivals rather than BBC stations. Yvonne Scullion, the head of radio at Zenith Media, commented: "Many of the AM stations have been significantly reprogrammed and rebranded recently, and carry a lot of syndicated programming, which seems to have had a detrimental effect. "While brands such as Magic have real meaning for advertisers and agencies, the name means very little to the local listeners, who have no idea of the Magic network but feel that they are losing out on the local feel of their local stations when they are rebranded as such."



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