Rajar Q4 2021 Results
This is the second Rajar to utilise the new measuring methodology; conducted via an app running that identified radio stations by matching exposure to a stations audio output rather than face to face data gathering.
We have highlighted some interesting statistics.
Global has grown their weekly listeners to 25.8m and a 24% share.
Though Heart & Smooth Radio are down just 1%, Heart has 8.54m listeners, just ahead of Radio 1 and Smooth has 5.43m. Heart’s Breakfast Show with Jamie Theakston and Amanda Holden has also lost listeners but remains the UK’s biggest commercial radio show and commercial breakfast show with 3.86 million listeners. Capital Breakfast hasn’t faired so well losing 250,000 listeners since the last Rajar with an audience of 2.58m.
Capital Network had 6.35m listeners in Q4 (down 2.7%) but remains No.1 music station with 1.7m weekly listeners listened to in London.
Radio X had a great Rajar with an 8.6% increase in listeners to 2.11m. Breakfast host Chris Moyles had an increase in his audience from 1.08m to 1.17m and Johnny Vaughan’s drive show is has 974,000 listeners.
Bauer Q4 results show that they have a 20.6 million reach across its stations with three out of five of the top commercial digital stations (No.1 Kisstory, No.3 Absolute 80s, No.4 Planet Rock).Absolute was down 13.7% on the prior quarter (2.23m).
Kiss network was down 4.4% on the previous quarter to 4.53m. The No.1 commercial digital-only station, Kisstory was up 2% to 2.3m.
The Virgin Radio network, which includes Virgin Radio UK, remains stable with 2.16m listeners during Q4. The Chris Evans Breakfast Show had just over one million listeners (up slightly on Q3), making it the No.1 digital-only commercial breakfast show.
Global Radio stations across Wales – Capital and Heart faired differently in the last Rajar: Heart North Wales had a great Rajar with reach increasing from 83,000 to 111,000 and Heart South Wales from 395,000 to 403,000. Listener hours have also increased from 7.9 per listener last Rajar to 9.2 this Rajar. Capital South Wales listenership has dropped marginally from 159,000 to 156,000, though average hours per listener has increased to 7 and reach remained at 15%. Capital North Wales and West lost just 1,000 listeners.
Radio Carmarthenshire and Radio Pembrokeshire have lost listeners with Radio Pembrokeshire dropping from 31,000 to 27,000.and Radio Carmarthenshire down by 2,000 listeners.
Nation Radio also lost listeners (2,000 weekly listeners) but average hours of listening per head remained the same
Whilst Bridge FM more or less retained a level Q4 Rajar compared to Q3 2021,
The Wave unfortunately had a bad quarter dropping listeners by 20,000, though average listening hours remained the same.
In summary most local radio stations in Wales have seen a drop in listenership for Rajar Dec 2021, Heart has gone from strength to strength over the last couple of Rajar’s so we will be interested to see the results from Q1 in three months time!
We thought we’d highlight a couple of other interesting statistics from Rajar before we sign off –
Digital radio platforms now accounts for 64.4% of all radio listening, according to data for Q4 2021 and listening via online and apps accounts for 16.9% of all listening and listening via Digital TV accounts for 5% of all listening.
The new data shows that 40 million adults, or 72% of the population aged 15+, now tune into digital radio every week, with strong growth seen across a number of digital stations compared to Q3 2021.
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