Real contrast for GMG
’s Smooth Radio stations had enjoyed a successful set of audience figures, with increases in audience across all five measured Smooth stations.
However the Real/Century brand failed to perform as well, with Real Radio Scotland losing 10 per cent of its audience despite remaing the number one regional UK radio station.
In the London marketplace, Smooth Radio has seen its audience grow to 518,000 listeners each week, up 43,000 on the quarter. In the East Midlands, Smooth Radio recorded a record reach of 292,000 adult listeners, with each tuning in for a record average of 10.8 hours per week. In the West Midlands, Smooth Radio's reach increased to 446,000.
Smooth Radio North West was also triumphant, adding 175,000 listeners to its stable, making it the North West’s No.1 commercial station with 718,000 listeners each week.
Century North West's reach continued to see-saw. with an increase of 108,000 listeners, up to 715,000. Real Radio Yorkshire remained static while Real Radio in Wales showed a slight increase in hours.
100 -102 Century Radio reported a market share of 8.6 per cent after nearly 400,000 hours, dropping to 3.29 million hours; the lowest since RAJAR [right][/right] methodology changed in 1999.(C) RadioToday