RAJARS prove market is tough
With Beat 106 rebranding to X-FM at the start of the year, and Edinburgh’s newest radio station, Talk 107, preparing to launch next week, the Scottish radio market is hotting-up.
Despite the late arrival of this quarter’s RAJAR results – due to a slight technical hitch at RAJAR’s mailing house – the figures reflected the continual changing nature of the current market with a mixed range of results for Scotland’s radio stations.
On a positive note, a number of stations reported rises in listener levels, including SAGA 105.2fm which saw a rise of almost three percent in its reach.
Elsewhere big-hitters Clyde, Forth and Real Radio all had positive points to their results, either adding new listeners, increased listening hours or increased market share.
However, there are more year-on-year changes for the negative rather than positive, when it comes to reach, showing the difficulty in targeting audience. The next quarter will see X-FM’s first results since rebranding.