Bauer Media Scotland gains 54,000 new listeners and remains the No.1 choice for Scots

BAUER Radio Scotland delivers an overall weekly audience of 1.7million listeners, up 54,000 listeners on this time three months ago, reaching 42 per cent of the available adult listening audience. On average, listeners tune into Bauer stations for more than ten hours, delivering 18million listening hours in total each week.

Remaining dominant in the competitive Central Belt of Scotland, Radio Forth & Radio Clyde delivered 1.1million listeners weekly. This accounts for 20.2 per cent of overall listening in the Central Belt, with more than 9.8million hours spent engaged with these stations weekly.

All Bauer Media Scotland FM stations are number one on all measures across the country in the commercial marketplace.

Scotland’s ‘Greatest Hits’ stations, broadcasting on digital, online and on AM continue to cater for a wide range of musical styles and genres and have a keen understanding of maturing audience preferences and tastes. Recent changes to music and content are seeing positive results and growth in its overall audiences.  The ‘Greatest Hits Network’ reaches 445,000 listeners across Scotland each week. This means the stations collectively have 50,000 more listeners than at this time three months ago.

Key RAJAR highlights from around Scotland include:

  • Forth One serving Edinburgh, the Lothians and Fife, continues to dominate in this market. It reaches 342,000 listeners each week which is 145,000 more than its nearest commercial competitor. Listeners are tuning in on average for nine hours each week.
  • At breakfast Forth One leads the market with a 21.1 per cent share, a gap of 10.7 points in front of its nearest commercial rival.
  • Clyde 1 remains the number one choice with a considerable lead on the competition. Reaching 574,000 listeners each week and delivering a 13.8 per cent share of the listening audience for Glasgow and the West, this represents a massive 202,000 more listeners than its nearest commercial competitor.
  • The recently re-launched breakfast show on Clyde 1, ‘Bowie at Breakfast’, is the market leading breakfast show in its area beating off all competition and reaching 344,000 listeners each week, 122,000 more listeners than its nearest commercial competitor. This represents 15.9 per cent share of the available adult listening audience.
  • In the North East of Scotland, Aberdeen-based Northsound 1 remains the number one choice for listeners. It has a 17 per cent share of the available listening audience, the number one breakfast show and the station reaches 126,000 listeners each week.
  • In Moray and Inverness-shire, MFR remains the stand-alone choice for listeners in this market. Weekly, it has 115,000 listeners and on average they tune in for more than 11 hours each week. It has a 49 per cent reach, making it the number one station in the UK mainland on this measure. It boasts a significant 12.1 average hours across the week.
  • Across Ayrshire and the West of Scotland, West Sound adds 10,000 listeners in the last three months and is the clear number one choice in the marketplace with 190,000 listeners. The station now has 24.6 per cent market share, up slightly from this point last year.
  • Radio Tay increases its audience year on year and together, Tay FM & Tay AM have a 29.8 per cent share of the available listening audience in the Tayside region. At Breakfast on Tay FM ‘Wake up With Webster’ has 81,000 listeners.
  • Radio Borders officially remains mainland UK’s number one station for market share at 31.5 per cent. It reports a weekly audience of 51,000.

Graham Bryce, managing director of Bauer Radio Scotland, said: “We’re delighted to once again report a strong set of audience figures for Bauer Radio Scotland as we deliver our programming to more than 42 per cent of the population each week. Each one of our brands is number one in its marketplace, re-enforcing our view that local stations, delivering local content is the winning formula.

“In the central belt, the combined audiences of Forth & Clyde increased this quarter at the expense of our commercial competition due, we believe, to our relentless focus on our local audiences whereas they increasingly import content from London and Manchester.

“We remain committed to bringing our local audiences across Scotland the most relevant showbiz, news and sport, travel and entertainment, along with more hit music than anyone else. Our stand-alone ability to reflect the lives of our listeners in each part of the country through tailored content, to connect more deeply at a local level, and engage our listeners with local personalities, allows us to bring the daily entertainment, news and music world to our listeners like no other broadcaster.

“We will continue to remain focused on listening to the local communities in and around our stations geographical areas to ensure we deliver the content they want, how they want it and when they want it.”

Contact: Susanne Grant

Email: susanne.grant@bigpartnership.co.uk