The Drum Awards for Marketing - Extended Deadline

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Broadcast Breakfast

By The Drum, Administrator

August 13, 2004 | 14 min read

Rajar Table

Breakfast is regarded by many as the most important meal of the day. Most dieticians will tell you, get your day off to a good start with a hearty breakfast and you’ll never look back. That early morning tea or coffee, bowl of breakfast cereal or toast is just as much an integral part of the start to your day as the radio station that you decide to tune into each and every morning.

Radio presenters are there to kick start your day into action and station bosses hope that the early morning music, chat, competitions and banter will keep you listening throughout the day. The breakfast show on your local radio station is therefore the jewel in the programmer’s crown, with media observers able to assess a radio station’s fortunes on the success or failure of its breakfast show.

So, what breakfast shows are available to the avid listener across Scotland? In light of the latest RAJAR results being released, The Drum invites Scotland’s most listened to breakfast show presenters to give you an idea of the antics that they get up to between 6 and 10am.

Forth One – 97.3FM

Breakfast show presenters and show time: Boogie and Vicky Pitchers, 6am to 10am weekdays.

Latest Rajar Results: Weekly reach at breakfast is 212,000 adults 15+. Show average per half hour slot is 42,000 adults 15+ (audience is 63,000 7.30-8am)

Typical Play List: A selection from the breakfast play list for Thursday 5th August:

Dry Your Eyes – The Streets

I Don’t Wanna Know – Mario Winans

Riverboat Song – Ocean Colour Scene

Some Girls – Rachel Stevens

Laura – Scissor Sisters

My Happy Ending – Avril Lavigne

Trick Me – Kelis

Show Me Love – Robin S

Roses – Outkast

Cannonball – Damien Rice

I Wouldn’t Believe Your Radio – Stereophonics

Lola’s Theme – Shapeshifters

Some Might Say – Oasis

Bedshaped – Keane

See It in a Boys Eyes – Jamelia

Black Eyed Boy – Texas

Number of songs per hour: Average of 9 songs per hour.

Typical advertisers and sponsors: Boogie in the Morning is sponsored by Reg Vardy. Typical breakfast advertisers include the Edinburgh Evening News, Sainsburys, The Scottish Executive, Carphone Warehouse, Global Video, Direct Flooring, Telewest and Lochinvar Windows.

Special features of show:

6am – 7am: The early morning hard one!

Boogie quizzes audience with bizarre trivia usually linked to current news topics e.g. A survey today revealed what 65 per cent of people do what before they get out of bed? What is the most popular drink in Peru?

7am – 8am: Money Talks

Guess the mystery voice for a cash prize (prize accumulates each day and currently stands at £2,100).

Vicky’s Showbiz

Daily summary of the hottest gossip on the street

8am – 9am: Vicky’s Fact of the Day

They say you learn something new every day, this will be the most bizarre snippet of information you’ll get today.

80’s Classic

For fun we play a true classic from the 80’s at 8.30am every day (from Miami Vice to The Bangles).

Listener Phone-in & Boogie’s Polls

Boogie and Vicky choose a hot daily topic and encourage listener interaction by phone, text and e-mail. Eg. Can you ever be ‘just good friends’, how soon is too soon to say I love you, who should be the next James Bond, killed off in Eastenders etc.

9am – 10am: Dare Dingo

Boogie challenges weekly guest Aussie Dingo Dave to a humiliating task to be completed live on the streets of Edinburgh (Fridays).

Wise Man Say

Vicky gives listeners words of wisdom to empower them for the rest of the day!

Presenter’s favourite song:

Boogie: Scent – Up and Down

Vicky: Stellar Project – Get Up Stand Up

If your show was a sitcom what would it be and why?

Blackadder 2: Boogie as Blackadder as he has a particularly large cod piece and a slightly effeminate hair do, whilst Vicky could be Queenie - she may have the body of a weak and feeble woman, but she has the heart and stomach of a concrete elephant.

Northsound – 96.9FM

Breakfast show presenters and show time: Just little old me, Andy James, 6am to 10am weekdays.

Typical Play List: Good mix of stuff all big tunes, guaranteed to get you out of your bed.

Number of songs per hour: 11– 12.

Typical advertisers and sponsors:

The show is sponsored by Reg Vardy.

Special features of show: I can’t tell you that! Someone might nick off with my award winning ideas!

Presenter’s favourite song: Freestylers – Push up

If your show was a sitcom what would it be and why?

I bet everyone else has said Friends. But I’m more Cheers (though there is no booze in the show) because no two shows are the same. And of course the quick witted comedy element.

Real Radio –Â 100-101FM

Breakfast show presenters and show time: Robin Galloway – Anchor; Cat Harvey – Co-host; Lindsey Ingram – News; Mr WIlson – Producer, 5am to 10am.

Latest Rajar Results: For breakfast 431,000 listeners a week. For the station 688,000 listeners a week.

Typical Play List: As the market-leader in Central Scotland at breakfast, we make sure we give our listeners exactly what they want – all the songs are big, successful tunes that are instantly recognisable and come from the past four decades! We have a number of core artists, Madonna, Elton John, Phil Collins, Stevie Wonder, Tina Turner and of course the most popular current songs of today – if you can sing along to it, we’ll play it!

Number of songs per hour:

8 or 9, dependant on competitions.

Typical advertisers and sponsors: Big Scottish brands essentially. Arnold Clark is our overall breakfast sponsor and Globespan sponsor the show’s weather. Our sports bulletins and traffic and travel aren’t sponsored at the moment as agreements with ScotRail and the Daily Record have just come to an end (reasons being Scot Rail lost their contract and Daily Record has taken up the sponsorship of our daily Football Phone In programme).

Special features of show: We like to give the listener appointments to listen, lots of them! These are important as they give the listener a chance to get into a routine. One of these is our Real paper review at 7:20am where we flick through the front pages and beyond, offering a news fix to Scotland and allowing the breakfast team to set the agenda for what all Scotland will later be chatting about. Another popular fixture is the Real wind up at 8:15am. You’ll either get Old Mrs Galloway (she’s 89 you know) stuck on a runaway lawn mower and calling a gardening store on her mobile for assistance or Hector Brocklbank calling households at random to deliver tonnes of fresh fish in their garden! The Real wind up pulls in a peak half hour of 122,000. Between the four of us we do try and be topical and get the listener to interact via text or switchboard so they feel part of the show. And of course there is that now immortal phrase “I’m a REAL winner!” which follows all our big budget competitions like Risk It For A Biscuit where you can win thousands of pounds in cash, exotic holidays and even a car! In fact in two and a half years we’ve given away over a dozen brand new motors.

Presenters current favourite song: I would have to go for Maroon 5 – This Love. Loved it when it first came out and still think it sounds fresh. Cat loves anything by Dido.

If your show was a sitcom what would it be and why? Rising Damp – we’ve got a randy old man, a Cat and Lindsay who has a waterworks issue. At last Thursday’s RAJAR party, Lindsay ended up in rather an embarrassing predicament ...!! “I’m a REAL Sinner!”

West Sound –Â 1035AM

Breakfast show presenters and show time: Kenny Campbell, 6am to 10am.

Latest Rajar Results: 51per cent Reach, 36.1per cent Market Share.

Typical Play list: Adult Contemporary.

Number of songs per hour: Light – 14, Heavy – 10-12

Typical sponsors: Scotia Double Glazing, First Stop Builders Merchants, Kerr and Smith.

Typical advertisers: B&Q, Vodafone, Specsavers, Strathclyde Police, James Watt College, J H Donald, South Ayrshire Council, Mackie Bathrooms.

Special features of show: Golden Half Hours, Life Matters, A77 Campaign.

Presenters current favourite song:

Bryan Adams – Open Road.

If your show was a sitcom what would it be and why?

Dad’s Army. After 18 years of breakfast presenting, I am the Captain Mannering of the airwaves.

South West Sound –Â 97/103/96.5FM

Breakfast show presenters and show time:

Tommy Jardine, 6am to 10am.

Latest Rajar Results: 51per cent Reach, 36.1per cent Market Share

Typical Play list: Adult Contemporary

Number of songs per hour: Light – 14, Heavy – 10-12

Typical sponsors: Conservatory Centre, Loreburne Shopping Centre, AC Eggleton & Co.

Typical advertisers: Specsavers, Vodafone, Daewoo, Stena Line, Borders Co-op, Dumfries and Galloway College.

Special features of show: This Day in History, Life Matters, A77 Campaign.

Presenters current favourite song:

Busted – Thunderbirds (Big kid really!)

If your show was a sitcom what would it be and why?

Friends. First and foremost because we sit and drink lots of coffee and there are some wacky characters who talk about life in general.

West FM –Â 96.7FM

Breakfast show presenters and show time:

Alan Toomey, 6am to 10am.

Latest Rajar Results: 51per cent Reach, 36.1 per cent Market Share.

Typical Play list: Modern/Current.

Number of songs per hour: Light – 14, Heavy – 10-12

Typical sponsors: Strachans of Ayr, Scotia Double Glazing, Arnold Clark, Giles Insurance.

Typical advertisers: B&Q, Vodafone, Specsavers, Strathclyde Police, James Watt College, J H Donald, South Ayrshire Council, Mackie Bathrooms.

Special features of show: Showbiz News, Life Matters, A77 Campaign.

Presenters current favourite song:

Shape Shifters –Â Lola’s Theme.

If your show was a sitcom what would it be and why?

Men Behaving Badly. Because I seek eternal youth!

Beat 106

Breakfast show presenters and show time:

Paul Harper and Fraser Thomson, 6am to 10am.

Latest Rajar Results: 183,000 all adults weekly reach.

Typical Play list:The best current rock, dance and R 'n' B tracks. No bubble gum pop!

Number of songs per hour: 10-12

Typical advertisers and sponsors: Kellogg’s Cornflakes – key sponsor. Bedlam Paintball – Current sponsor of Top 5 skive. Other Advertisers over the last few days: Coca Cola, Fosters, Miller, Vauxhall, Virgin Records, Scottish Executive, 3 Pay, Army Recruitment Scots Card BT, Columbia with Spiderman 2, DVLA, Matalan, Fife Council, Ministry of Sound, Reid Kerr Collage, Vodafone, Specsavers, Barclays, Fiat Stilo, Fairy, Sainsbury’s, Aerial Cabs, SPT, Universal, South Edinburgh Partnership, Young Scot Card.

Special features of show:

60 seconds of sleaze – We bring you the latest showbiz gossip every hour at 6.50 7.50 and 8.50

The Top 5 Skive – Workplaces get to program the music on the station between 9.30-10.00 by getting online and picking out their five favourite songs.

FAQ (Fraser Answers Questions) – Fraser has 24 hours to find out the answer to a question that has been bugging you for ages such as ‘Why is the grass green?’ or ‘What animal was Zippy in Rainbow?’

Headline Hoax – three topical stories from the papers but two are made up

Wake up your brain – a daily teaser question

Presenters current favourite song:

Paul Harper: Eric Prydz – Call On Me

Fraser Thomson: Ana Johnson –Â We Are

If your show was a sitcom what would it be and why?

2 Pints of Lager and Packet of Crisps – it’s real life, funny pub culture and topical banter

Clyde1 –Â 102.5FM

Breakfast show presenters and show time:

George Bowie, 6.30am to 10am weekdays.

Latest Rajar Results: George Bowie dominates the marketplace with an overall total reach of 464,000 weekly listeners Monday-Friday: 412,000 adults and 52,000 children. This is an increase from the last RAJAR and is over one and a half times bigger than our nearest commercial competitor and almost twice that of Wogan. Clyde 1 is the undisputed market leader with 680,000 listeners (adults 15+), a quarter of a million listeners more than our nearest commercial competitor. In addition 126,000 children 4-14 every week.

Typical Play list: All the Hits. Particular favourites at the moment are Maroon 5 – She Will Be Loved, Keane – Bedshaped, Usher – Burn, Anastasia – Sick and Tired, Natasha Bedingfield – These Words. We always like to surprise listeners too and play a healthy variety of favourite hits like David Bowie’s Changes and Michael Jackson’s Billie Jean.

Number of songs per hour: 10

Typical advertisers and sponsors:

Advertisers typically this year include: Arnold Clark, 3G Mobile Network, Scottish Sun Newspapers, The Daily Record, Shields , Sainsbury’s, Glasgow City Council, Ryanair, Optical Express, Toyota, Woolworths, Tile It All, Travelocity, Scottish Executive, Directory Enquiries 118 212, Phoenix, Scotia Scotland, McDonalds Restaurants, Aerial, Vauxhall, COI and the Central Heating Advisory Service.

Current sponsors include: Arnold Clark – Eye in the Sky, The Sun – Sportsdesks, Ryanair – weather, Royal Bank of Scotland – Clyde Action updates, USC – Gig a Day in May and Great Guitar Giveaway, Phoenix Kia – car giveaway, John Mcintyre and Son – The King of Diamonds, Acqua Suio – The Money Bunny and Hit Squads, First Choice Holiday Hypermarket.

Special features of show:

Daily Donkey at 7.10am and 8.40am.

Just George – the Agony Aunt at 9.15am.

Question the Answer at 9.30am.

Phrase you won’t hear down the pub at 9.55am.

Presenters current favourite song:

Keane – Bedshaped.

If your show was a sitcom what would it be and why?

It has to be Only Fools and Horses because we’ve both been voted number one and we both love to have a great laugh.

QFM –Â 96.3fm

Breakfast show presenters and show time:

Derek McIntyre and Mhairi Heron, 6am to 10am.

Typical Play list: 40 per cent current/recurrent plus classic hits from the 70’s, 80’s & 90’s.

Number of songs per hour: 9-ish.

Typical advertisers and sponsors: Everything from Mainline car dealers, Arnold Clark and Ingram to local job recruitment companies and shopping centres ... they’re all in there, why isn’t your company?

Special features of show: Q96 challenge, The Office Looney, Mad Al, Radio Darts and the best local information and travel, plus Bed Head aka Paul the stunt monkey who is always out and about live for the only show that could be knocking on your door first thing in the morning.

Presenters current favourite song:

Keane – Everybody’s Changing

If your show was a sitcom what would it be and why?

The Odd Couple, though I’m too polite to say which one is me and which is Mhairi, I’m probably the hairy one!

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