Here Come the Brands!

October 29, 2010 by The Radio On Demand Team
Filed under: Radio Advertising 

For about two years now, at Radio Experts we’ve been shouting from our Kings Cross garden rooftop that when it comes to Radio, it’s the quasi national and national brands that are really driving the marketplace forward.

Smooth, Magic, Kiss, Heart, Real, Talksport, Classic,

Absolute, Total Star…..etc….you get the picture

And as of this morning, the new RAJAR results are out. The new results show good increases for more or less all of the quasi-national and national radio brands.

With a stunning performance from Talksport, bagging close to 3 million weekly listeners and sharp rises for Absolute Radio (it’s good to have you back – where have you been?) as well as really strong gains for the Smooth Network and a modest gain for Heart network.

With the new Capital Radio Network rolling out in January, there’s more to come from the age of big brand radio.

In the micro markets, Magic came out top dog in London once again with 2.149 million weekly listeners, Magic’s biggest ever result.

Global Radio’s Capital FM and Heart 106.2 swapped places in London, with Capital coming in second thus winning that little family battle.

In Manchester, Key 103 enjoyed a rise in reach, which throws the gauntlet down to Capital FM’s already challenging plan to launch their brand in Manchester in January.

Birmingham and the Midlands saw Heart West Mids and Heart East Mids go up hugely in hours, begging the question as to whether the Heart brand will be more sticky than ever before. BRMB was slightly down.

Glasgow and Edinburgh resulted in drops for market leaders Clyde 1 and Forth 1. Smooth Glasgow picked up some of their scraps and Galaxy Scotland performed well, a proud result for the brand that is about to disappear and become Capital.

In the South it was Wave 105 (Southampton, Bournemouth, Portsmouth etc) that took top honours, delivering its strongest ever result with reach now well exceeding 350,000 listeners.

There are lots of stories to unpack in this quarter’s RAJAR, watch this space. For information on any station or area and what this could mean for your radio advertising please just ask! We’re a friendly bunch.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist  radio advertising agency. tim.cowland@radioexperts.co.uk

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