Magic regains top spot in London

Summer marketing activity helped Bauer Radio’s Magic 105.4 regain its title as London’s most listened to commercial radio station in the third quarter after a year in second place, according to the latest industry figures.

magic fm Neil Fox

The station registered 2.17 million listeners in the three months to 30 September, according to Rajar data, up 9.1 per cent on the same period last year and 11.4 per cent on the previous quarter.

Numbers were boosted by a television advertising campaign and Bauer’s sponsorship of BT London Live, a series of music-themed outdoor events to coincide with the London 2012 Olympics.

Magic last held the top spot in the capital in the second quarter of 2011 before being unseated by Capital. The Global Radio-owned station had a disappointing quarter after seeing listener numbers fall 8.3 per cent on last year and 3.5 per cent on the second quarter to 1.99 million.

Bauer’s dance music station Kiss 100 inched closer to second placed Capital, registering 1.95 million listeners, up 14.6 per on last year and 12.2 per cent on the previous quarter.

Global’s stablemate Heart London had a mixed quarter, down 9.9 per cent year on year but up 1.6 per cent quarter on quarter.

Magic’s success was driven by breakfast show host Neil Fox who added 62,000 listeners in the quarter to total 822,000.

The show, however, still trails Capital breakfast show duo Dave Berry and Lisa Snowdon in the capital, which maintained the top spot with 1.16 million listeners, up on the previous quarter and last year.

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