It’s the final RAJAR book of 2016 and time to have a quick whistle-stop tour and see what’s been happening. Stick around and I’ll tell you about a breakfast show ratings swap, a station that’s halved it’s hours since launch and we’ll see what’s happening share-wise in a certain city. [13sec]
In the week where Dave Berry’s announced he’s swapping Leicester Square for Golden Square, his Capital Breakfast Show has been knocked off the top spot by Rickie, Melvin and Charlie at Kiss. Capital Breakfast now has a weekly reach of 881 vs Kiss’s 983k.
A breakfast drop has not helped Capital in the battle for London’s market share either. The top commercial stations are now:
- LBC 97.3 – 5.5%
- Magic – 4.7%
- Kiss – 4.5%
- Heart 4.1%
- Classic FM – 3.7%
- Capital FM – 3.7%
- Absolute Radio – 2.0%
- Smooth Radio London – 1.7%
- talkSPORT – 1.7%
- Radio X – 1.4%
- Capital Xtra – 1%
- Gold – 0.8%
Well done to LBC on it’s third highest share ever and getting over the 1million mark for reach. Though very disappointing for Capital to now lag behind Classic FM in London share.
Kiss London had good increases across the board making it the number 1 commercial station in London for reach, pipping Capital to the number 2 spot.
Radio X has seen the areas it’s on FM – London and Manchester – have ratings improvement, with the overall national figure stable year on year and quarter on quarter at 1.2m reach.
Heart Extra’s 2nd RAJAR book sees a slide from 664k to 437k, no doubt as a result of dumping its regular programmes for Heart Extra Christmas (and playing a weird mix of Christmas music at that). I’m still unsure why they don’t give it a more understandable brand. Club Classics, 70s, Musicals – I think all would do better.
Well done to Free Radio which has had a tough few years. They seem to have stemmed any decline over the past few quarters and are starting to see some hours growth. With the Big City Network taking on their revised music policy, it will be interesting to see whether those stations’ figures go the same way.
Absolute Radio 90s has been gradually creeping up over the past few quarters. It’s now hit 727k reach without even being a true national DAB station (it mainly exists in the cities).
On the other hand Heat, which has been national on D2 for a year continues to fall back – now at 720k reach. Time to swap them over and see Absolute 90s grow further?
The main Absolute Radio has returned to its standard 2.1m reach stomping ground after an outlier book which gave them 2.6m last time round.
Nothing to particularly shout about at Hatfields this quarter. TalkSPORT returns to above 3m reach, but back to 18m hours after two books of 21m.
TalkRADIO hasn’t managed to solidify it’s growth last time around falling back to 252k reach and some likely unlucky diary placement resulting in its hours being halved.
A similar fate has hit Virgin Radio, it’s seen its reach this quarter drop a little from 324k from 344k, but its hours are around half the launch quarter, now coming in at 757k.
Some mixed results for Radio 1. The headline figure is that it’s down three quarters of a million reach year on year (about half of which were 15 to 24s). Quarter on quarter its down 311k (again half from 15 to 24s). Total listening hours though, are relatively steady, and the hours coming from the remaining 15 to 24s are the best they’ve had all year.
The breakfast show has however been doing slightly better than the station. Whilst it’s seen a drop year on year, this quarter has rebounded slightly adding 100k listeners.
Listening to the show during January, creatively it’s seen quite a bit of renewal. It’s had a strong contesting month concentrating on an 8am appointment to listen, good daily guests, with the best bits repeated the following day and more benchmarking of features like the entertainment news. I think it’s sounding the best it has for a long time. I think the new imaging from Contraband is top notch too. It’ll be interesting to see if it’s reflected in its Q1 figures in three months time.
With all the furore about the style guide, I had a listen to a 3pm hour of Hallam this week to see how it all sounded on-air. To my ears it sounded very clean. The new playlist and the majority focus on music sells did seem to give it more consistency than it’s had for a long time.
It’s also obvious that a cleaning like this is the right thing you do when you start a re-build of a station. Strip out a lot of the features, have a consistent sound and then gradually add back on the other elements.
It’s no fun to be entirely positive though, so I’d say that a much bigger issue than clearing your teases with the Content Director is the positioner. Surely “All the Biggest Hits – All Day Long” has too many words? Isn’t “The Biggest Hits – All Day” tighter and brighter?