Digital Transformation

Bauer Media’s digital listening overtakes linear for first time

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By Jessica Goodfellow | Media Reporter

May 19, 2016 | 3 min read

Bauer Media’s radio stations have reported record results as the media group retains the number one position in digital commercial radio, shooting past the industry average of digital listening.

Bauer Christian

For the first time Bauer has reported 55 per cent of its total listening takes place via a digital device compared to the industry average of 44 per cent.

The media group has seen a 12 per cent increase year-on-year of its digital listeners to 11.3m. Bauer Radio reaches 17.5m listeners in total, a four per cent increase year-on-year.

Absolute Radio and Kiss Networks have posted an increase in reach to 4.4m and 5.4m listeners. Kiss Breakfast has seen a 26 per cent increase in listeners to 2.2m listeners, making it the number one national commercial breakfast show.

Absolute 80s & 90s and The Christian O'Connell Breakfast Show have posted record audiences, with Absolute 80s recording a 19 per cent increase in listeners to 1.7m, retaining its spot as the number one commercial digital station.

Despite Bauer’s win in digital listening, Global’s brands won in total listening share of commercial radio brands. Of the national services, commercial radio accounted for 14.6 per cent of total listening. Absolute Radio Network took up 3.1 per cent of that listening, beaten by Global’s Capital brand, which commanded 4.4 per cent, and Classic FM at 3.2 per cent.

The Rajar results for the survey period ending 3 April 2016 showed BBC Radio stations took up 54.1 per cent share of all listening, while commercial radio accounted for 43.2 in Q1.

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