Ashes lifts talk radio

Rajar: England’s Ashes victory and a competitive Premier League title race helped boost talk radio stations in the final quarter of 2010, according to Rajar.

/p/u/o/cricket160.jpg

The BBC’s news and sport station Five Live registered 7.09 million listeners in the three months to 31 December, up 12.7% on the previous quarter and 16.2% on last year.

UTV’s TalkSport had 3.08 million listeners, a 4.3% increase on the third quarter and up 23.7% on the same period last year.

Elsewhere, BBC Radio 2 maintained its position as the country’s most listened to station, increasing listener numbers to 13.9 million, up 1.9% on the previous quarter and 3.5% on last year.

The station was boosted by the performance of Chris Evans’ breakfast show, which added 305,000 listeners in the quarter to register an audience of 8.7 million.

Sister station Radio 1 lost listeners in the quarter, down 1.9% to 11.4 million. Year on year, however, listenership increased 6.1%.

The station’s breakfast show host Chris Moyles added 353,000 listeners in the quarter to reach an audience of 7.45 million despite his on-air rant about pay just before the start of the period.

6 Music saw recent growth reverse, registering a 4.9% dip in listeners to 1.14 million. The station, however, was still up 63.6% on the same period last year when it faced the axe and found hundreds of thousands of new listeners.

GMG Radio’s Smooth Radio, which became a national station in October, will be buoyed by the performance of its UK network. Reach increased 1% on the previous quarter and 14.5% on the same period last year to 3.08 million.

Commercial radio’s recent gain in share of the radio market was reversed, dropping to 42.5% from 43.4% in the previous quarter and 42.6% in the same period last year.

Ad-funded stations’ share of 15-44 year old listeners was 53.3%, down from 54.5% in the previous quarter but up slightly on the 53.2% registered in same period last year.

Commercial radio’s reach dipped 0.9% on the previous quarter to 33.5 million. Year on year, however, reach increased 5.4%.

The BBC increased its share to 55.3%, and listener numbers to 34.5 million.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here