New GfK Survey Shows Radio 1 Is Top Of The Charts
Radio 1 is the most listened to radio station in Great Britain among adults under 45 years-old, according to the latest wave of research from electronic measurement company, GfK.
The third set of results from the contentious National Broadcast Media Survey bring welcome news to the beleaguered station, which saw its weekly reach decline by 6.2% year on year to below the 10 million mark, according to RAJAR’s latest official listening figures for the three months to June (see RAJAR Results Q2 2003: BBC Radio Five Live Takes A Dive).
However, GfK’s survey, which is yet to be sanctioned by the industry, claims that the station had a weekly reach of 40% of adults aged between 16 and 44 during the the 13 week survey period from 21 April to 20 July.
The research also runs contrary to reports that Sara Cox’s breakfast show is under threat due a poor performance in the latest RAJAR figures, by claiming the flagship programme has seen a steady improvement in its core audience over the last three months.
Nick North, director of GfK Media, said: “On this evidence, Miss Cox should be pressing for a pay rise, not fighting for her future.”
The survey ranked Kelvin MacKenzie’s talkSPORT as the UK’s most popular commercial radio station, with a weekly reach of 14% of 16 to 44 year-olds. Virgin was the second most listened to national commercial station with 11% of this highly sought after age group and Classic FM was ranked third with 5%.
However, GfK’s results tell a different story when the figures for older listeners over the age of 45 are included. Radio 4 scores the highest for this age group with a weekly reach of 50%, followed by Radio 2 with 42%. Radio 1 trails someway behind with just 16%.
Meanwhile, Classic FM leads the way in the commercial sector with a weekly reach of 25%, followed by talkSPORT, which was the second most listened to national commercial station with 18%. Virgin came in third with 8%.
The GfK survey, commissioned by Kelvin MacKenzie’s Wireless Group, caused a stir when it was first released earlier this year. There was concern that it could challenge the existing industry systems by offering advertisers a single port of call for television and radio audience measurement. However, the study has received a mixed reception from those wary of its limited sample size and partial scope (see New Study To Shake-Up Audience Measurement?).
Last month RAJAR decided not to introduce an electronic radio audience measurement system in the immediate future, despite claims from some in the industry that its current diary system is flawed. The decision provoked condemnation from Wireless Group chairman, Kelvin MacKenzie, but received the support of advertisers keen to maintain the integrity of the currency used to trade radio audiences (see Agencies Support Rejection Of Electronic Measurement).
GfK: 0870 603 8339 www.gfk.com
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