RadioCentre takes BBC to task over Radio 2 listeners

LONDON - RadioCentre, the industry body for commercial radio, has complained to the BBC Trust accusing Radio 2 of failing to serve its older listeners and prioritising popularity over public purpose.

Russell Brand: appeals to Radio 2's younger listeners
Russell Brand: appeals to Radio 2's younger listeners

RadioCentre claims that, according to its research, the average Radio 2 listener is getting younger with the biggest increase in its audience, 62%, since 1999 coming from 15 to 34-year-old listeners, who are outside its 35-plus target audience.

Radio 2's overall reach has increased from 20.3% in 1999 to 26.2% in 2008, while the number of its listeners over the age of 65 has declined, according to Rajar figures.

RadioCentre said programmes appealing to older listeners are being marginalised in the schedule, while new music and new presenters, such as Zoë Ball and Russell Brand, who appeal to younger listeners, are prioritised.

Matt Payton, head of policy at Radiocentre, said the research looked at long-term trends, and while overall listenership to Radio 2 among young people may have dropped slightly in the past five years, it should not have been allowed to climb to the levels it has in the first place.

"This shows the BBC's obsession with younger listeners. but it is in Radio 2's service licence remit that it should serve everyone over 35," he said.

A spokesman for Radio 2 said the overall figure of 15 to 34-year- old listeners to the station has dropped by 6% over the past five years and that over-65 listeners are its most loyal.

In a statement, the BBC said "the Trust review of Radio 2 and 6 Music is ongoing and we await the review's findings in due course".

 

 

 

Topics

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content