THE latest RAJAR figures have shown that Bauer Radio Scotland* has 1.7 million Scottish listeners, increasing its reach to 41 per cent of the available adult listening audience.
Says a spokesperson: “The broadcasters’ Radio Forth** and Radio Clyde** stations are leading by example in the Central Belt, delivering one million adult listeners each week and adding 12,000 new listeners on the quarter. The ongoing success has led to the Central Belt stations increasing their reach to 36 per cent of available listeners.
“Focusing on delivering locally-tailored content, produced with each specific marketplace in mind, Bauer Media Scotland prides itself on engaging with its audiences like no other broadcaster and the latest RAJAR figures show why its 23.1 per cent Scottish market share is well deserved.
“This year’s success can be attributed to the solid performances of all the broadcaster’s stations, with Clyde 1, Northsound One and Tay FM delivering particularly strong results. Clyde 1 has increased its market share by nearly three per cent, while Northsound One has increased its reach by 14,000 in the last year and Tay FM has seen its reach hit 150,000 which is a ten-year high.
“The broadcaster’s share in the breakfast show market continues to thrive, with Forth One’s breakfast show, Boogie in the Morning, holding 20.1 per cent share in the available audience – 7.5 per cent points more than its nearest rival. Clyde 1’s Bowie at Breakfast has demonstrated similar popularity, attracting 335,000 listeners in Glasgow and the West.***
“Other stations have also played their part in this latest success for Bauer Media Scotland with Westsound increasing its hours over the last quarter by almost 50,000. Radio Borders has seen a six per cent improvement on reach while its hours also grew by 50,000 since the last set of figures. The Greatest Hits Network maintained its positive progress, increasing its reach over the last quarter by over 30,000. MFR also contributed to the latest figures with its 46 per cent reach of the population which is still one of the highest in UK radio.”
Graham Bryce, group managing director, Place, Northern England and Scotland, said:
“These figures show that we’re achieving the right mix of locally tailored content and really engaging with our local audiences. We’re building on that with major events such as Clyde 1 Live, bringing the biggest stars to Glasgow – at the spectacular SSE Hydro on 13 December – which kicks off a year of celebrating 40 years of Radio Clyde as the West of Scotland’s favourite station.
“Bauer Media Scotland is leading the way in embracing all media platforms, offering our audiences content that can be consumed across web, social media and digital radio as well as traditional AM and FM broadcasts.
“We’ve also got a host of further innovations in the pipeline to ensure we stay ahead of our competitors and at the very forefront of radio in the UK.”
Key RAJAR highlights from around Scotland include:
- Clyde 1 has maintained its position as market leader in Glasgow and the West with a reach of 572,000 listeners per week and has increased its share from 13.8 per cent in 2012 to 16.4 per cent this time around. Over the last year, total listening hours have also increased from 4.4 million hours to 5.1 million. Clyde 1’s ‘Bowie at Breakfast’ continues to dominate its market, reaching 335,000 in Glasgow and the West.***
- Forth One is still market leader in Edinburgh and the East, with reach up on the quarter by 9000 to 340,000. Listening hours have gone up by 35,000 since 2012 to three million. Forth One’s ‘Boogie in the Morning’ still dominates the breakfast market in the East with a 20.1% share of listening which is 7.5 per cent points clear of its nearest rival.
- Northsound One increased its reach to 140,000 from 126,000 a year ago. Listening hours increased by 200,000 from 2012 to 1.3 million and share increased by nearly two per cent to 20.1 per cent. The station’s ‘Greigsy at Breakfast’ also maintained its status as number one in the market, increasing its reach to 93,000 listeners from 79,000 a year ago.
- Tay FM increased its reach to 150k up from 124k a year ago which is a ten-year high. Listening hours also increased to 1.3 million from 1.1 million a year ago.
- Radio Borders reach increased to 54,000 from 51,000 a year ago. Its hours also grew to 658k from 608k last quarter.
- The Greatest Hits Network saw its reach grow on the quarter to 399,000 from 367,000.
Issued by The Big Partnership on behalf of Bauer Media Scotland:
For more information, please contact:
Duncan Fisher on 0141 333 9585 / 07749 328096
Notes to editors:
* Bauer Radio Scotland (Bauer Place Portfolio Scotland) “Source: RAJAR / Ipsos – MORI / RSMB, period ending 15 September 2013. All stations and groups results are reported on their specified reporting period and TSA.”
** Radio Clyde (Bauer Media’s Glasgow based station) comprises the combined figures of Clyde 1 and Clyde 2 and Radio Forth (bauer Media’s Edinburgh based station) comprises the combined figures of Forth One and Forth 2.
*** Not all stations in Scotland have the same TSA. Some stations do not cover the whole of the 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 considered 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 Total Portfolio reaches 14.3 million listeners every week (a quarter of all adults in the UK) 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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