RAJAR Q1 2012: Capital and Magic scrap for London listeners

Global Radio's 95.8 Capital FM has kept its top dog status in London commercial radio by reach, after Johnny Vaughan's departure from its breakfast show, but Bauer's Magic 105.4 surpassed it in terms of listening share.

Berry and Snowdon: Capital Breakfast Show holds on to No 1 spot
Berry and Snowdon: Capital Breakfast Show holds on to No 1 spot

Capital FM now has a weekly reach of 2.27 million, up from 2.18 million in the first quarter of 2011 and up 0.7% from the last quarter of 2011. 

In the first set of results since Dave Berry took Johnny Vaughan's seat next to Lisa Snowdon, the Capital breakfast show kept its commanding lead with 1.27 million listeners. This was down 50,000 on the previous quarter, but still more than 400,000 ahead of the competition.

On Capital's tail, Bauer’s Magic 105.4 dropped 1.8% year on year and a massive 9.4% quarter on quarter to 1.96 million.

However, it performed strongly on a share of listening basis, taking 6.1% of all radio consumption in the capital. This was up from 5.3% a year ago, while Capital dropped from 6.1% to 5.3%.

Following Magic, Bauer's dance station Kiss 100 FM has finally done the unthinkable and entered London's top three commerical radio stations, changing overnight from the bridesmaid to the bride.

The upstart managed to push Global's Heart into fourth place and during this quarter recorded a weekly reach of 1.96 million with a 5.1% share of total audience, a leap from the last quarter of 2011 when the station attracted a reach of 1.87 milllion with a 5.4% share of audience.

This meant that the station, which started life as a pirate offering, increased its reach by 4.5% quarter on quarter and was up an impressive 7.5% year on year.

Heart, on the other hand, has some work to do if it is going to pull itself out of fourth place.

Despite the residual brand recognition created from a cheery advertising campaign featuring DJs including former Spice Girl Emma Bunton, the station only managed to achieve a 1.94 million weekly reach in the London area this quarter and a 4.4% share of audience.

This was a slight rise from the final quarter of 2011, but a serious drop from the same period last year when the station recorded a 2.11 million weekly reach and a 4.9% share.

Despite a 10.1% jump over the year, Absolute Radio recorded a 2.3% fall this quarter, from an 816,000 weekly reach in the final quarter of 2011 to a 797,000 reach in this quarter.

GMG Radio's Smooth managed to claw back most of the reach it had lost in the last quarter from this time last year.

The station's reach rose from 456,000 in the final quarter of 2011 to 626,000, almost returning to its 643,000 figure for the first quarter of 2011. Its share increased from 1.1% to 1.4% across the first quarter of 2012.

Global’s XFM also managed to claw back some of the audience it had lost last quarter,  increasing its reach by 0.7% to 409,000. It will have to perform next quarter to regain its 604,000 weekly reach in the first quarter of 2011.

Both Classic FM and Talksport recorded drops across the quarter. Classic FM dropped 5.3% from 1,243,000 during the final quarter of 2011 to 1,177,000 in the first quarter of 2012.

UTV’s Talksport suffered a similar fate dropping 3.1% from a 762,000 figure last quarter to a 738,000 weekly reach during this quarter.

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