Media Release: Bauer Radio Scotland extends its lead as the number one choice for audiences across Scotland

Bauer Media Group Logo - Jan 2013

BAUER Radio Scotland now delivers an overall weekly audience of 1.8 million listeners, up 19,000 listeners this quarter, and reaches 42 per cent of the available adult listening audience.

Begins a spokesperson: “These results once again demonstrate that Bauer’s unique brand strength and locally-tailored content specifically targeted at its distinct communities, engages target audiences more effectively than its rivals.

“Remaining dominant in the competitive Central Belt of Scotland, Radio Forth and Radio Clyde combined, delivers 1.1 million listeners weekly. This represents an increase of 39,000 listeners on the previous quarter. Listening hours also increased by more than 650,000 hours, delivering a market-leading 21 per cent share of listening.

“The stand-out performance was from Clyde1 which recorded a reach of 624,000, adding 50,000 new listeners in the quarter and delivering a nine-year high in reach.

“Clyde 1 becomes the largest commercial radio station in Scotland in both reach and listening hours*.

“Once again in every market in which Bauer operates, it is the commercial market-leader in reach, share and in the all-important breakfast segment.”

Key RAJAR highlights from around Scotland include:

  • Clyde 1 adds 50,000 listeners on the quarter and now reaches 624,000 adults each week, a nine-year high. It also increased listening hours and now delivers a 15.8 per cent share of listening, almost 50 per cent more listening hours than its  nearest commercial competitor.
  • The recently re-launched breakfast show on Clyde 1, ‘Bowie at Breakfast’, goes from strength to strength, adding 29,000 listeners and increasing its lead as the number one breakfast show.
  • Clyde 1 Superscoreboard adds another 12,000 listeners for the quarter and delivers its highest-ever share of listening at 24.5 per cent.
  • Forth One consolidates its position as the clear market-leader inEdinburgh, the Lothians and Fife, reaching 346,000 listeners each week, up 4,000 on the previous quarter. Boogie in the Morning once again dominates the market with a 20.1 per cent share of listening, more than double that of its nearest commercial competitor.
  • Northsound One adds 11,000 listeners on the quarter reaching 137,000 listeners, its highest reach since 2009. Overall listening also increased and the station now delivers an 18.5 per cent share of listening.
  • Tay FM, Westsound and MFR reported small audience decreases this quarter but remain clear market-leaders in their respective areas, with a weekly reach of 34 per cent, 46 per cent and 46 per cent respectively.
  • Radio Borders officially remains mainlandUK’s number one station for market share at 35.5 per cent, increasing its listening hours on the quarter.
  • Bauer’s Greatest Hits stations also consolidated recent audience gains this quarter. Overall reach increased by 6,000 listeners to 451,000 and delivered an audience share of six per cent. Within this portfolio Forth 2 and Northsound 2 delivered the largest gains andClyde2 remains the largest component with an individual reach of 233,000 across Glasgow and the West of Scotland.

Graham Bryce, managing director of Bauer Radio Scotland, said:

“Once again, we’ve reported a strong set of audience figures for Bauer Radio Scotland as we deliver our programming to more than 42 per cent of the adult population each week.

“Each one of our brands is number one in its marketplace, with a stand-out performance from Clyde 1 in Glasgow and the West.

“We are relentless in our mission to create stations that reflect the mood and lifestyles of our audiences and to be part of the fabric of the distinct communities we serve.

“Our strong heritage brands combined with our unique content proposition – delivering locally tailored content specifically targeted at our local audiences clearly resonates with our listeners and our commercial partners.”


Source:  RAJAR / Ipsos – MORI / RSMB, period ending 16th December 2012.  All stations and groups results are reported on their specified reporting period and TSA. * Not all stations in Scotland have the same TSA.

Bauer Media is part of the Bauer Publishing Group following acquisition from Emap on 29 January 2008. It is home to a growing network of no.1 commercial radio stations in all major markets in the UK and the no.1 commercial broadcaster in national digital radio. Bauer Publishing Group is the largest privately owned publisher in Europe. Founded in Hamburg in 1875 by Johann Bauer and currently headed by Heinz Bauer, the group is in its fourth generation of family ownership. The Group has more than 200 magazines in 14 countries worldwide, as well as TV, Radio, Press, Printing, Mobile and Web interests across Europe.

Bauer Radio reaches almost 13.3 million listeners every week (a quarter of all adults in theUK) with 42 of the most influential radio brands across the country, providing great opportunities for any business to successfully advertise their campaign on radio. Our portfolios give marketers the freedom to create customised advertising packages utilising the individual portfolios, or a combination of both, depending on the objectives of the campaign. Brands seeking to engage and appeal to consumers emotionally will find value in the Bauer Passion Portfolio, which appeals on the basis of lifestyle choice. Alternatively, Bauer Place will offer brands the chance to engage personally with loyal, local communities in specific geographical locations.

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Contact: Susanne Grant