Magic plots marketing push to regain London’s top spot

Bauer station to launch ad drive after losing London crown to Global’s Heart.

Bauer Media is set to unveil a fresh marketing campaign for Magic 105.4 as the radio station attempts to regain the top spot among London’s commercial stations.

Global Radio’s Heart 106.2 ended Magic’s three-year run as London’s biggest commercial station in terms of audience reach last week, registering 1.88 million listeners in the three months to 31 December to Magic’s 1.82 million, according to Rajar.

Steve Parkinson, managing director of Bauer’s London stations, says the radio station is developing an above-the-line campaign to follow last year’s “Magic Loves London” user-generated activity.

Parkinson says the campaign marks the latest stage of the “marketing battle” between London’s commercial radio stations to stay “front of mind”.

Despite dropping behind Heart and Capital 95.8 in terms of reach, Magic retained the highest slice of the London market, with a 6.1% share.

Elsewhere, the commercial radio sector saw listener numbers increase overall, up to 31.3 million from 31.2 million in the previous quarter.

The sector also saw a slight increase in its share of radio audiences, up to 42.6% from 42.4% in the previous quarter and 42.2% in final three months of 2008. The sector also saw its share of ad-friendly 15- to 44-year-old listeners up to 53.2% from 52.1% in the previous quarter.

Commercial radio’s gains failed to stop the BBC increasing its share quarter on quarter to 55.2% from 55%. However, the corporation’s share dropped from the 55.7% registered in quarter four 2008.

Sir Terry Wogan, who presented his last show on 18 December, bowed out by equaling his best audience figure of 8.1 million listeners.

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