Rajar Q2 2018: Breakfast market

02 Aug 2018  |  Lesley-Ann Simons 
Rajar Q2 2018: Breakfast market

National Breakfast market

Following a tough start to the year, the national breakfast market went on to record a mixed bag of results in the second quarter.

Still leading the market by some margin, Radio 2 – hosted by long-serving host Chris Evans – dropped by almost -1%, quarter-on-quarter. The station has a weekly reach of just over 9 million and is up just 0.3% year-on-year.

In second place is BBC Radio 4, down -3.6% QoQ to 6.8m – while recording an -11% decline YoY.

Meanwhile, Radio 1’s Nick Grimshaw, who will be leaving the breakfast show and swapping with Greg James for the 4pm – 7pm Drivetime slot in the Autumn, was up 3.8% to 5.3m listeners.

In the commercial market, Absolute Radio Network had a good quarter – up 6.1% to 2.2m (with a 16.6% YoY boost), while Bauer’s Kiss was down -0.7% to a little over 2m.

After failing to enchant listeners in Q1, Magic cast a new spell and was up 12.4% QoQ to 1.2m while recording a YoY boost of 14%.

Classic FM recorded no change on Q1, but was down -13.3% YoY and has a total reach figure of just under 1.7m listeners.

London

Capital London, which takes first position in the rankings, followed by Kiss and LBC, all recorded positive quarter-on-quarter gains: 1%, 2% and 8.5% respectively.

Magic London reached 665,000 listeners in Q2, a huge 22% increase from Q1 and a steady 7.6% increase year-on-year.

Meanwhile, Heart London, Smooth Radio and Radio X London all recorded negative results for both QoQ and YoY figures, reaching 537,000, 295,000 and 174,000 listeners respectively.

Towards the bottom of the rankings, BBC Radio London's QoQ listeners increased by 7.4% to 188,000. However, the station decreased its year-on-year figure by nearly -39%.

Despite recording a -18% decline in listeners in Q2, Absolute Radio (London) still managed to report an impressive 88.2% increase over the year.

Whilst Smooth Radio and Radio X London recorded some of the lowest QoQ figures (-22%; -20%), Capital XTRA reported a high 45% QoQ increase reaching 351,000 listeners.

RAJAR Q2 2018 National Stations Breakfast Weekly (000s) Reach
Station Group Q2 2017 Q1 2018 Q2 2018 QoQ % Change Q1 2018 on Q2 2018 YoY % Change Q2 2017 on Q2 2018
BBC Radio 2 (06.30-09.30) BBC 9,007 9,121 9,038 -0.9 0.3
BBC Radio 4 (06.00-09.00) BBC 7,655 7,068 6,816 -3.6 -11.0
BBC Radio 1 (06.30-10.00) BBC 5,499 5,096 5,291 3.8 -3.8
Absolute Radio Network (06.00-10.00) Absolute 1,845 2,028 2,151 6.1 16.6
Kiss (06.00-10.00) Bauer 2,037 2,093 2,079 -0.7 2.1
BBC Radio FIVE LIVE (06.00-10.00) BBC 2,274 2,108 1,937 -8.1 -14.8
Classic FM (06.00-09.00) Global 1,915 1,658 1,660 0.1 -13.3
talkSPORT (06.00-10.00) talkSPORT 1,201 1,422 1,287 -9.5 7.2
Magic (06.00-10.00) Bauer 1,088 1,103 1,240 12.4 14.0
Radio X Network UK (6.30-10.00) Global 750 871 859 -1.4 14.5
BBC Radio 3 (06.30-09.00) BBC 651 634 636 0.3 -2.3
Source: RAJAR
RAJAR Q2 2018 London Stations Breakfast Show Weekly (000s) Reach
Station Group Q2 2017 Q1 2018 Q2 2018 QoQ % Change Q1 2018 on Q2 2018 YoY % Change Q2 2017 on Q2 2018
Capital London (06.00-10.00) Global 1,086 1,024 1,033 0.9 -4.9
Kiss (London) (06.00-10.00) Bauer 914 968 986 1.9 7.9
LBC 97.3 (07.00-10.00) Global 906 659 715 8.5 -21.1
Magic (London) (06.00-10.00) Bauer 618 545 665 22.0 7.6
Heart London (06.00-09.00) Global 655 629 537 -14.6 -18.0
Absolute Radio (London) (06.00-10.00) Absolute 221 508 416 -18.1 88.2
Capital XTRA (London) (06.00-10.00) Global 308 241 351 45.6 14.0
Smooth Radio (London) (06.00-10.00) Global 381 380 295 -22.4 -22.6
LBC London News (07.00-10.00) Global 227 204 227 11.3 n/a
BBC Radio London (07.00-10.00) BBC 307 175 188 7.4 -38.8
Radio X London (06.30-10.00) Global 196 219 174 -20.5 -11.2
Gold London (06.00-10.00) Global 129 129 143 10.9 10.9
Premier Christian Radio (07.00-09.00) Premier Christian Radio 20 87 22 -74.7 10.0
Source: RAJAR

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19 Oct 2018 

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