Commercial radio in Scotland remains buoyant according to the latest RAJAR (Q1 2011)
Scottish commercial listeners remain consistently loyal. Commercial stations have retained their audience of 2.9 million listeners each week – more than the BBC which currently reaches the 2.4 million mark in Scotland. Unlike in the rest of the UK, Commercial Radio leads the way with a 54% share, compared to BBC’s 44%.
The Q1 2011 RAJAR data leads insight into the fallout from 3 months ago, where beloved Robin Galloway made a move to rivals Clyde 1 and in a strategic turn Real Radio Scotland appointed Ewen to compliment Cat on Breakfast. Whilst it’s still early days it looks like the changes have been positive for both stations. Both Real Radio Scotland and Clyde One have increased reach this quarter. Real Radio Scotland gained 32,000 listeners whilst Clyde One gained 21,000 listeners and now they reach 654,000 and 579,000 listeners respectively. Clearly, these aren’t directly comparable as they both cover different TSA regions – Real Radio covers the Central Belt of Scotland and Clyde One covers Glasgow.
Capital Scotland’s advertising campaigns seem to have paid off adding 12,000 listeners to the mix. Other figures look like this:
Commercial stations in the Scotland Marketplace Central Belt.
Figures quoted are based on QonQ activity
Real Radio Scotland has increased in weekly reach from 622,000 to 654,000 and is up on total listening hours from 5,535,000 to 5,998,000
Clyde One has increased in weekly reach by 21,000 listeners from 558,000 to 579,000 and has decreased in total listening hours from 5,714,000 to 4,845,000.
Clyde Two has increased in weekly reach from 187,000 to 256,000 and has also increased in total listening hours from 1,201,000 to 1,861,000.
Forth One has increased in weekly reach by 27,000 listeners from 272,000 to 299,000 and up on in total listening hours from 2,539,000 to 2,963,000.
Forth Two has decreased in weekly reach by 16,000 listeners from 111,000 to 95,000 and has also decreased in total listening hours from 1,144,000 to 792,000.
Smooth Radio Glasgow has increased in weekly reach by 7,000 listeners from 245,000 to 261,000 but has declined in total listening hours from 2,158,000 to 1,876,000.
Capital Scotland has increased in weekly reach from 448,000 to 460,000.
96.3 Rock Radio has increased in weekly reach from 61,000 to 69,000 and is up on total listening hours from 471,000 to 545,000.
Central FM has increased in weekly reach from 50,000 to 54,000 and is up slightly on total listening hours from 230,000 to 262,000.
Outside the central belt.
Kingdom FM has increased in weekly reach from 71,000 to 76,000 and is up on total listening hours from 535,000 to 550,000.
Moray Firth Radio has decreased from 130,000 to 119,000 and is also down on total listening hours from 1,628,000 to 1,339,000.
Northsound One has increased in weekly reach from 126,000 to 131,000 but is down on total listening hours from 1,280,000 to 1,215,000.
Northsound Two has slightly decreased in weekly reach from 42,000 to 45,000 but is up on total listening hours from 256,000 to 308,000.
Original 106 has increased in weekly reach from 42,000 to 45,000 and has also increased in total listening hours from 238,000 to 279,000.
Borders Radio has slightly decreased in weekly reach from 62,000 to 61,000 and has remained static on total listening hours at 845,000.
Tay AM has decreased in weekly reach from 79,000 to 70,000 and is down on total listening hours from 754,000 to 686,000.
Tay FM has increased in weekly reach from 118,000 to 130,000 and has increased on total listening hours from 1,228,000 to 1,327,000.
Wave 102 FM has remained static in weekly reach at 32,000 but is down on total listening hours from 224,000 to 217,000.
West Sound has increased slightly in weekly reach from 180,000 to 182,000 and has increased in total listening hours from 1,785,000 and 1,881,000.
So overall, a pretty positive RAJAR for Scotland.