Bauer Media Listeners Stay Tuned in for Longer

Bauer Radio Scotland delivers an overall weekly audience of 1.7 million listeners, reaching a massive 42% of the available adult listening audience. The length of time the stations are being listened to has shown significant growth. On average, listeners tune into Bauer stations for 11 hours, delivering 19 million listening hours in total each week.

Bauer Media Scotland today (Thursday, October 27, 2011) reinforces its position as the prevailing force in the Scottish radio marketplace.

The media powerhouse has the number one station in terms of reach and share in every one of its marketplaces.

In the highly competitive central belt marketplace, flagship stations Clyde 1 & Forth 1 show year on year audience growth, with 41,000 listeners being added in Glasgow and the West and 45,000 in Edinburgh, The Lothians and Fife. Market share has improved for both stations year on year. Clyde 1 is up 2.3% to 16.9% & Forth One improving by 1.7% to 15.8%.

Listening hours for both stations have also shot up considerably confirming that tailored and compelling content which is locally focused and delivered by the best personalities is a winning formula. Clyde 1 has 65% more listening hours than its nearest commercial competitor, and Forth 1 boasts 47% more listening hours than its nearest commercial competitor in their respective marketplaces.

Together, Radio Forth & Radio Clyde reach a weekly audience of well over a million people, dominating the radio marketplace. Combined listening hours have increased by a massive 658,000 meaning over 11 million hours are spent listening to these stations weekly.

In every marketplace Bauer Radio Scotland continues to have the No1 commercial breakfast show.

Bauer’s AM portfolio continues to cater for a wide breadth of musical styles and genres and has a keen understanding of the maturing audience preferences and tastes. Overall it reaches a weekly audience of 411,000 listeners 5.3% of the available adult listening audience.

Key RAJAR highlights from around Scotland include:

• Forth One broadcast across Edinburgh the Lothians and Fife, grows its audience by 13.2% and now reaches 342,000 listeners each week. Hours grow by 11.8% to 3.2M.

• Boogie in the Morning commands 19.7% of the available adult listening audience. This gives the Forth One breakfast show 95,000 more listeners than its nearest commercial competitor.

• West Sound remains the number one choice for listeners across Ayrshire and the South West Scotland with a 23.9% share of the market place and reaching 47% of the available adult listening audience.

• Northsound 1 continues to dominate North East of Scotland’s airwaves. Every show from 6am to 1am is number one . It has a growing audience with a weekly reach of 136,000. Up 3% to 43% of the available adult listening audience since this time last year.

• Northsound 2 now reaches 43,000 listeners a week. An increase of 2,000 from last quarter (41,000) and the same as a year ago. This takes the weekly reach to 14% from 13% year on year and wave on wave respectively.

• In Moray and the North of Scotland 55% of the available adult listening audience now choose MFR. They are listening longer with hours increasing at MFR by almost 80,000 to 1.5M

• In Dundee and Tayside, Radio Tay shows steady growth with Tay FM reporting its highest reach in 5 years. 133,000 weekly listeners tune in and listening hours grew by 20% year on year. Listeners tune in on average for 11 hours each week

• In Glasgow and the West the Clyde 1 Breakfast show has 158,000 more listeners than its nearest commercial rival. The station grows in reach to 583,000 adding 41,000 listeners.

• Since arriving in January, Robin Galloway’s drive time show has grown to an 18% market share as has Knoxy’s mid-morning show. Robin has 84,000 more listeners than the nearest commercial rival in this market place. This is a 5 year high for both of these shows.

• Radio Borders remains officially the UK’s number one radio station for reach at 57% and market share at 36.7%. It reports a weekly audience of 61,200.

Graham Bryce, Managing Director Bauer Radio Scotland, said: “In a highly crowded and fiercely competitive media marketplace, the Bauer Radio Scotland Portfolio continues to deliver growth by consistently increasing listening hours across the country.

“Our strategy of ensuring the most potent mix of compelling and engaging content, more hit music, showbiz and entertainment, that is locally focused and driven by the best personalities is proving once more, to connect with audiences better than our competitors as we continue to extend our lead in every marketplace across Scotland.

“We put our listeners at the centre of everything we do. By tailoring content for our individual marketplaces we ensure a deeper, more relevant connection with our local audiences.

“In the central belt, where audience choice is at its greatest, both FM stations have more listeners, listening longer. Our flagship station Clyde 1 has increased listening hours by a fantastic 15.5% and has added 41,000 weekly listeners since this time last year. Sister station Forth 1 has clocked up an additional 45,000 listeners since this time last year. This means Radio Clyde & Radio Forth together reach well over 1million people each week, and their combined audiences spend over 11.1 million hours each week tuned in.

“We will continue to invest in our brands, drive innovation in our multi-media environment and provide an unrivalled proposition for our commercial partners and advertisers.”

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