Clyde 1 crowned largest commercial radio station in Scotland

IN an increasingly competitive and crowded marketplace, Radio Clyde has once again proven that the strength of its brand and proposition – delivering locally-tailored content specifically targeted at its community – remains as relevant and compelling today as it did when the station launched 40 years ago this year.

Radio Clyde has extended its lead over its rivals, increasing its audience reach by 37,000 listeners over the past three months and delivering an overall weekly reach of 722,000 adult listeners, a seven-year high.

Clyde 1 remains the clear number one audience choice adding 50,000 listeners over the past three months and now reaches 624,000 listeners each week – a nine-year high. It also increased listening hours in the quarter, delivering a market-leading 15.8 per cent share of listening, almost 50 per cent more listening hours than its nearest commercial competitor.

Clyde 1 is now the biggest commercial radio station in Scotland*.

The recently re-launched breakfast show on Clyde 1, ‘Bowie at Breakfast’, goes from strength to strength, extending its lead as the number one breakfast show by adding 29,000 listeners this quarter and now has almost 60 per cent more listening hours than its nearest competitor.

Clyde 1 Superscoreboard commands the envious position of being the only weeknight sports show on the dial – Mon – Fri (6-8pm). Superscoreboard has grown its audience by another 12,000 to 223,000 listeners in the last three months and now has an incredible 24.5 per cent share of the available audience – its highest ever recorded share of listening.

Clyde 2 holds the gains of last time following recent improvements in music and content, and now reaches 233,000 listeners each week, 3,000 more than last quarter. Its listening hours have stabilised and it now delivers a five per cent share of listening. With further improvements to the product in development it is projected that Clyde 2 will deliver further growth over the coming years.

Graham Bryce, managing director, Bauer Radio Scotland, said:  

We are understandably delighted that Clyde 1 has extended its lead as the number one station in Glasgow and the West and has now claimed the crown as the largest commercial radio station inScotland.

“We are relentless in our mission to create a station that reflects the mood and lifestyles of our audience and to be part of the fabric of Glasgow and the West of Scotland. Over the past six months we have further refined our content, re-launching our breakfast show – Bowie at Breakfast, investing in our football output with Superscoreboard, launching major station promotions such as Every Day is Payday and bringing the biggest acts to Glasgow with Clyde 1 Live. It is clear this strategy is working and resonates with our listeners and our commercial partners.”


Notes to editors:

Source: RAJAR / Ipsos – MORI / RSMB, period ending 16th December 2012.  All stations and groups results are reported on their specified reporting period and TSA. *Not all stations in Scotland have the same TSA.

Radio Clyde is part of Bauer Media which is part of the Bauer Publishing Group following acquisition from Emap on 29 January 2008. It is home to a growing network of no.1 commercial radio stations in all major markets in the UK and the no.1 commercial broadcaster in national digital radio. Bauer Publishing Group is the largest privately owned publisher in Europe. Founded in Hamburg in 1875 by Johann Bauer and currently headed by Heinz Bauer, the group is in its fourth generation of family ownership. The Group has more than 200 magazines in 14 countries worldwide, as well as TV, Radio, Press, Printing, Mobile and Web interests across Europe.

Bauer Radio reaches almost 13.3 million listeners every week (a quarter of all adults in theUK) with 42 of the most influential radio brands across the country, providing great opportunities for any business to successfully advertise their campaign on radio. Our portfolios give marketers the freedom to create customised advertising packages utilising the individual portfolios, or a combination of both, depending on the objectives of the campaign. Brands seeking to engage and appeal to consumers emotionally will find value in the Bauer Passion Portfolio, which appeals on the basis of lifestyle choice. Alternatively, Bauer Place will offer brands the chance to engage personally with loyal, local communities in specific geographical locations.

Contact: Susanne Grant