GMG Radio’s newest regional station, seven-month-old Smooth Radio in the north east of England, has debuted with an impressive 13 per-cent reach and 9.0 average hours per listener.
Not surprisingly, GMG chief executive John Myers is delighted: “To achieve 9.0 average hours is something some stations can only dream about – and they’ve done it after just six months!”
Smooth’s sister station in London also scored well on average hours (7.9 per listener – the best for any commercial station in the capital) although reach is back down from 5 per cent to 4 per cent. And although Rock Radio in Manchester isn’t yet in Rajar, it’s Scottish sister station has suffered in this survey, with both reach and hours falling. The station now has just 39,000 listeners per week and 5 per cent reach.
Laser House in Manchester houses Century Radio and Smooth Radio, and this survey sees Smooth take the number 1 spot in the north west, with 14 per cent reach and 8.4 average hours, over Century’s 13 per cent and 7.6 average hours. Interestingly, Smooth north west has resisted all of the group’s weekday networking, and is the most successful of the six Smooth stations, both in reach and hours.
Andy Carter, managing director of Smooth Radio (NW), said: “Smooth Radio just keeps going from strength to strength here in the north-west and the whole team is delighted with this latest set of results. It’s great that listeners are listening for longer and liking what they hear.”
Real Radio in Wales and Yorkshire haven’t seen any significant changes, although the brand’s recent off-peak networking is too new to potentially affect figures. Real Scotland also remains static, albeit with the impressive title of Scotland’s biggest commercial station.
Programme Director Jay Crawford said “The strong marketing campaign carried out in May to support the ‘Win a Car a Day In May’ promotion, UK radio’s biggest on-air promotion, has proved to be successful once again. However, the highlight for us at GMG Radio Scotland is setting a record market share for Smooth Radio, which is a huge boost as we continue to strive to grow our newest brand.”