Bauer’s flagship London station Magic 105.4, whilst occupying the number two commercial position in the capital, is enjoying an increase in listeners.
Figures are up quarter-on-quarter and year-on-year, helped by recent major TV marketing, guest presenter Michael Buble and a £100,000 prize competition.
Bauer’s dance station Kiss has seen a 5.8% year-on-year reach rise nationally – now with just under 1.9 million listeners in London alone. The station has 4.2 million UK wide.
Across the UK, most of the Place (former Big City) stations are down in listeners this quarter, including Radio City, Key 103, Viking FM and CFM. Metro, TFM, Radio Aire, Hallam, and Cool FM all increased listeners.
Year-on-Year Radio City and Key 103 increased reach thanks largly to major promotional events.
Kerrang! 105.2 lost listeners, as did Wave 105.
In Scotland, Forth One is up 25.4% in reach and hours up 35.5% year-on-year, although quarterly listener numbers have fallen. Clyde 1, MFR and Northsound 2 have lost a few listeners, whilst Tay FM is enjoying an extra 1,000 listeners this quarter and Northsound 2 stays static.
Dee Ford, group managing director radio, Bauer Media, said: “Bauer continues to believe strongly in the power of building personal relationships with our listeners, and the continued year-on-year growth of our Place and Passion portfolios gives further evidence that our strategy is working. Bauer is connecting and interacting with more listeners and more advertisers by championing local talent and tailor made programming for our Place Portfolio stations, as well as investing further in our digital teams to create greater engagement from our Passion stations, with Kiss at the helm.”
Graham Bryce, Managing Director Bauer Radio Scotland, said: “After strong growth over the past year, this was a consolidating quarter for the Bauer Radio Scotland portfolio, with all stations retaining their market leading position.