Chris Evans’ move to Radio 1, where he starts his daily breakfast show next Monday (24th), could hit GMTV audiences “particularly hard”.
One fifth of GMTV viewers say they are more likely to listen to Radio 1 in the mornings because of Evans, according to CIA Sensor, the fortnightly national survey of 500 adults carried out by BMRB for CIA MediaLab.
However, the BBC’s appointment of the TV personality, is a “high-risk strategy”, the survey found. Fourteen per cent of radio listeners say they are more likely to tune in; 20 per cent say they are less likely to listen.
Evans is contracted for the breakfast show at least until the end of the year. Industry sources describe it as “a shrewd move” on his part as he is expected to pick up the credit for turning around the ailing station’s fortunes.
According to unofficial Rajar listening data in advance of the full quarter findings, due at the end of this month, Radio 1’s audience losses have finally plateaued.
“It’s been a kill or cure strategy which seems to have worked, although they’re not out of the woods yet,” says one radio source.