Media Release: Bauer Media Scotland extends its lead as the No.1 choice for audiences across Scotland

BAUER Radio Scotland delivers a strong weekly audience of 1.7million listeners, reaching 41 per cent of the available adult listening audience.

Says a spokesperson: “In the fiercely competitive Central Belt of Scotland, Radio Forth and Radio Clyde lead the way, extending their position of dominance, delivering a market-leading 22 per cent share of available listening. Time spent listening has increased significantly on both stations and combined weekly audiences are in excess of one million.

“Committed to delivering locally tailored content, specifically targeted for each individual marketplace, these results confirm that Bauer Media Scotland connects and engages with audiences more effectively than its rivals. Time spent listening to Bauer Media Scotland stations has increased by more than 13 per cent in the last twelve months.

“Stand-out performances from Clyde 1 and Forth One are the driving force behind this success. Forth One adds over a million listening hours since this time three months ago, recording a ten-year high for the station. Clyde 1 has also greatly increased time spent listening, growing by 34 per cent over a 12-month period and remaining the largest commercial radio station in Scotland**.

“Forth One’s breakfast show Boogie in the Morning has a record audience in its marketplace, with three times more listening hours than its nearest commercial rival.** Clyde 1’s Bowie at Breakfast has 170,000 more listeners than its nearest commercial rival in Glasgow and the West.

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

“The on-going revitalisation of The Greatest Hits Network stations across Scotland shows steady improvement. Focusing on music positioning, content and product and ensuring its relevance with the target market, the growth in market share and time spent listening are apparent from this time last year.”

Key RAJAR highlights from around Scotland include:

* Clyde 1 adds 84,000 listeners on this time last year and reaches 601,000 adults each week. It also increased listening hours and now delivers a 16.5 per cent share of listening.

* Clyde 1 continues to vastly out-pace the competition with more than double the amount of listening hours than its nearest commercial competitor in Glasgow and the West**. Listening hours have increased by more than 34 per cent in the last 12 months.

* The Clyde 1 breakfast show, ‘Bowie at Breakfast’, goes from strength to strength, adding 82,000 listeners year on year and extends its lead as the number one breakfast show in Glasgow and the West with 358,000 listeners every week.

* Forth One reports a stunning performance with more than 1million listening hours being added since last quarter, up 39 per cent. It consolidates its position as the clear market-leader in Edinburgh, the Lothians and Fife, reaching 348,000 listeners each week.

* Boogie In The Morning has three times the listening hours of its closest commercial rival**, and every daytime show on Forth One records a record breaking 23 per cent or greater market share.

* Northsound One adds 14,000 listeners in 12 months now reaching 141,000 listeners. Overall listening also increased with hours up by 32 per cent to 1,379,000 and the station now delivers a 20.6 per cent share of listening.

Radio Tay (Bauer Dundee) reports the highest reach for five years with 181,000 listeners each week. Tay FM increases 11 per cent year on year to a new high of 138,000 listeners. Hours have increased by 8.5 per cent wave on wave.

* Westsound remains number one in Ayr and South West Scotland reaching 179,000 listeners every week tuning in for over 1.6 million hours.

* The MFR breakfast show increased its reach figures wave on wave to 79,000 and remains the firm favourite in the North of Scotland.

MFR and Radio Borders are two of the best-performing stations on the UK mainland. MFR the number one for percentage reach with 47 per cent and Radio Borders number one for market share with a massive 31.4 per cent.

Bauer Media’s Greatest Hits Network reaches 368,000 listeners each week. Within this portfolio Clyde 2, Forth 2, Northsound 2 and Tay AM have all made gains year on year. Clyde 2 remains the largest component with an individual reach of 171,000 across Glasgow and the West of Scotland.

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

“Once more, we are proud to stand out as the number one radio broadcaster in Scotland with the most listened to stations in every market.

“More than 41 per cent of the adult population in Scotland tune in to a Bauer Media station each week and are connected to our locally tailored content that they can consume via web, social, digital radio as well as AM and FM broadcast.

“In the highly competitive and fiercely contested central belt Radio Clyde and Radio Forth are the dominant force with more than a million listeners tuning in each week.

“Not only are our audiences strong on traditional broadcast formats, but we are happily monitoring significant growth in engagement via Apps on Facebook, Twitter and on station websites, all allowing for greater connection with audiences and helping us tell compelling stories across multiple platforms.

“Our radio station brands are deeply rooted in the local communities that they serve. This connection, coupled with a unique content offering, distinctly different to our competitors, and specifically targeted at local audiences, offers an exceptional advertising proposition for commercial partners and the most engaging offering for audiences.”

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Contact: Susanne Grant
Phone: 0141 333 9585