Media Release: Bauer Media grows in dominance across Scotland’s radio airwaves

BAUER Radio Scotland now boasts an overall weekly audience of 1.8 million listeners each week growing this audience by 51,000 in the last quarter. This accounts for 43 per cent of the adult listening audience.

Says a spokesperson: “Bauer Media Scotland today reinforces its position as the prevailing force in the Scottish radio marketplace. The media powerhouse has the No1 station in terms of reach and share in every one of its marketplaces.

“In the Central Belt, Bauer station’s Radio Clyde and Radio Forth continue to flourish with their dedicated focus on local audiences and high quality tailored programing content.

“They deliver a combined audience well in excess of one million listeners. Forth One adding an impressive 50,000 listeners in the last three months delivering a weekly reach of 349,000 listeners. Flagship station Clyde 1 remains the west of Scotland’s No1 audience choice commanding a 14.6 per cent market share and reaching 575,000 listeners, 4.5 points clear of its nearest commercial rival.

“In every marketplace, Bauer Radio Scotland continues to have the No1 commercial breakfast show.

“Bauer’s AM portfolio continues to grow audience. Combining a wide breadth of musical styles and genres and a keen understanding of the maturing audience’s preferences and tastes it adds 24,000 listeners year on year. It now has an overall audience of 460,000 listeners, 5.5 per cent of the available adult listening audience.”

Key RAJAR highlights from around Scotland include:

* Forth One records a ten-year high with 349,000 listeners tuning in each week with the addition of 50,000 new listeners this quarter.

* Boogie in the Morning adds 41,000 listeners to reach 246,000 fans each week. This gives the Forth One Breakfast show 82,000 more listeners than its nearest commercial rival.

* West Sound grows its audience to a seven-year high with189,000 listeners each week and is still the number one choice across South West Scotland. It has a 23.7 per cent share of the market and a reach of 49 per cent.

* Northsound 1 dominates in the North East of Scotland with a 19.1% market share. It has increased its weekly reach to 135,000 listeners, up 20,000 from this point last year. Greigsy on the Northsound Breakfast show reports an additional 8,000 listener’s year on year now reaching 92,000 people each week 69,000 more listeners than his closest commercial rival.

* Tay FM leads the way in Dundee and across Tayside increasing its weekly reach by 19,000 listeners to report a weekly audience of 127,000, its highest reach for four years.

* Radio Borders remains officially the UK’s number 1 radio station for reach at 57 per cent and market share at 36 per cent. It reports a weekly audience of 61,000.

* MFR dominates in Moray and the North of Scotland with a market share of 27 per cent, reaching 125,000 listeners every week, 54 per cent of the available adult audience.

* Clyde 1 continues to dwarf the competition remaining number 1 for Glasgow and the West with an overall weekly reach of 575,000 listeners, an increase of 45,000 listener’s year on year. The Clyde 1 breakfast show has 104,000 more listeners than its nearest commercial rival, commanding an impressive weekly audience of 354,000.

* Clyde 1 daytime shows between 6am and 10pm Monday to Friday have more listeners than any other radio station in the Glasgow and the West marketplace.

Graham Bryce, managingdDirector Bauer Radio Scotland, said:

“We are delighted to report a strong set of audience results, welcoming 51,000 new listeners to our Bauer Radio Scotland portfolio. This increase means we now reach 1.8million people every week, representing a remarkable 43 per cent of the Scottish adult population. This is testament to how relevant our radio stations continue to be in an increasingly fragmented media world.

“In the central belt, one of the most crowded media marketplaces in the UK, audiences have grown from 1million to 1.1 million in the last three months. Our flagship stations Clyde 1 and Forth One have both increased market share highlighting the success of our strategy to deliver personalised, relevant and compelling multimedia content on air, online, in social media and via mobile.

“Bauer’s commitment to delivering localised programming that connects personally with listeners is taking centre stage. Our on air personalities are the best in the business and by listening to our audiences and putting their needs at the heart of what we do enables us to create content that exceeds their expectation.”


Notes: Source: RAJAR / Ipsos – MORI / RSMB, period ending 26th June 2011. All stations and groups results are reported on their specified reporting period and TSA.

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Contact: Bauer Media
Phone: 0141 565 2200

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