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Smooth overtook its GMG Radio stable mate Century to reclaim its position as the region’s most listened to radio station according to figures released by Rajar yesterday.
Smooth increased its audience by 175,000 to 718,000 – 3,000 more than Century.
The two stations are only eclipsed in total audience numbers by Radios 1, 2 and 4 across the North West.
Lucy Palmer of GMG Radio told How-Do that the substantial growth seemed to be a result of both increased and restructured marketing activities and overall investment in the station’s output. “When people do tune in, more of them seem to staying with us and staying for longer.”
Elsewhere Bauer’s big city stations broadly held on to their market share: City dropping .3% while Key increased its share by .2% and Rock managed to reverse its earlier declines with a rise from 8.5% to 8.7%.
Xfm, fresh from its award as How-Do’s Radio Station of the Year , enjoyed seeing its market share climb from 1.7% to 2.3% although the rise in audience of 4,000 suggested its period of rapid growth as a new station has come to an end – for the moment at least.
BBC Radio Merseyside put in another stunning set of figures as its listening share rose by .5% to 16.4% confirming its position as the UK’s most popular BBC local radio station. BBC Radio Cumbria, which held this title until recently continued to slip as its audience share slipped again to 13.5%.
BBC Radio Manchester’s previous hike in the quarter to December 2007 did appear at the time to be an unusual occurrence and the latest figures, which saw its share fall back to 3.9%, suggested a more normal audience figure for the station.
Across the UK, BBC stations took almost 57 % of the total audience share with commercial stations’ share slipping to 41%.
Radios 1, 2 and 4 all enjoyed increases in audience while Five Live remained essentially constant although its listening hours saw an increase. Radio 3 lost over 150,000 listeners.
Rajar figures All Individuals 15+ for period ending March 2008
Station Population Reach % share % share Mar 08 Dec 07 102.4 Wish FM 463000 76 6.3 7.6 106.7 Merseyside 290000 3 0.7 1.7 106.9 Silk FM 176000 29 6.8 4 107 The Bee 181000 22 8.1 7.4 107.2 Wire FM 273000 73 9.1 8.7 107.4 Tower FM 435000 47 4.8 4.2 107.6 Juice FM 968000 142 4.4 4.6 107.9 Dune FM 208000 20 2.2 3.4 2BR 191000 62 15.9 13.9 96.2 The Revolution 498000 19 1.7 0.8 97.4 Rock FM 1314000 291 8.5 8.7 BBC Radio Cumbria 407000 115 13.5 14.8 BBC Radio Lancs 1162000 245 10.7 10 BBC Radio Mcr 2095000 236 3.9 5.2 BBC Radio Mside 1622000 343 16.4 15.9 BBC Radio Stoke 586000 172 11.3 13.5 C.F.M.Radio 252000 98 21.4 20.8 Century Radio 5176000 715 5.3 5.4 Chester's Dee 106.3 185000 31 7.6 6.7 Coast 96.3 242000 44 8.1 9 Galaxy Manchester 2777000 449 4.9 5.5 Gold Manchester 2362000 55 0.9 1 Gold N Wales/Chese 374000 6 1 1.3 Imagine FM 372000 38 2.2 2.5 Key 103 2362000 490 7.5 7.7 Magic 1152 (Mcr) 2362000 101 1.6 1.6 Magic 1548 (Lpool) 1804000 76 1.8 2.4 Magic 999 (Preston) 1098000 49 1.3 1.3 Marcher Sound 374000 69 7.6 10.5 Radio City 96.7 1804000 470 11.8 11.5 Radio Wave 96.5 241000 73 15.4 14.1 Smooth Radio 5176000 718 5.1 3.9 The Bay 308000 89 11.1 13.3 The Buzz 97.1 FM 438000 35 2.8 3 XFM Manchester 2777000 190 2.3 1.7 Source: RAJAR / Ipsos MORI / RSMB Something to add? Then leave a comment below or email us now.
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