National radio takes listening share from local stations

LONDON - The latest national radio figures point to a decline in popularity for local stations as the BBC and commercial radio's national offerings benefit.

BBC local radio's share of listening was 9.4% in the third quarter, down from 9.8% in the second quarter and the same in the third quarter of 2006. Its reach was 9.6m, down from 9.89m and 9.73m, respectively.

Local commercial radio also dropped to 31.7%, down from 32.3% in the second quarter and from 32.6% in the third quarter of 2006. Its reach was 25.09m, down from 25.79m and up from 25.04m, respectively.

National commercial radio enjoyed its best performance to date, claiming an 11.6% share up from 11.2% in the second quarter and 10.9% a year ago.

In the overall commercial vs public service stand off there was little change, with the BBC's share up to 54.4% from last quarter's 54.3%, and commercial's share down to 43.3% from last quarter's 43.5%.

Both BBC Radio 1 and Radio 2 grew their share of listening from the second to the third quarter this year. The other BBC network stations held steady. Radio 1 is up from 10.3% to 10.6% and Radio 2 has risen from 15.6% to 15.8%.

The best performing national commercial station was GCap Media's Classic FM, which bounced back from last quarter's 4% to 4.3%. Its reach grew from 5.7m to 5.84m.

The other two national stations were both unchanged - Virgin on 1.5% and TalkSport on 1.8%.

The biggest quasi-national networks, Emap's Magic and Global Radio's Heart, tied on 2.3%. In the second quarter Magic had 2.4% and Heart had 2.3%.

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