Thursday, 1 November 2007

RAJAR Qtr 3 2007

Now that the dust has settled on another set of listening figures in the UK, and the metaphorical handbags are returned to the closets, who were the winners and losers and what have we learnt this time around.

Well, the big bun fight was (as predicted) over the Breakfast Show figures in London. Who really is number one?

Capital are bullishly claiming that Johnny Vaughan is clearly number one, as his show has more listeners during the entire duration of the show. This is true... and from 6:30am till 10am there are 1.024 Million listeners.

"Stop cracking it up right there..." cries a rather bemused Dr Fox, Foxy, Neil Fox.... you know the guy. Magic's argument is that their show runs from 5:30am till 9am, and while both shows are on at the same time, 6am - 9am... Magic beats Capital. For the record, the figures are...

Magic - 885,000
Capital - 880,000
Heart - 810,000

So, who's right. Well, I feel that common sense should take over at this stage. You have to measure like for like, between 6 and 9am. Otherwise, Capital or any other station indeed, could run their breakfast show from 5am till 10:30am, and bingo... the reach of the show has increased again!

Frankly, it's all a bit of a storm in a tea cup, as the lead is so minimal versus the accuracy of the ratings data, that it could be reversed with the stroke of a pen next time round.

However, Magic are proud to claim number one commercial reach position and number one breakfast show, whilst Capital are keen to gain the PR advantage that having the number 1 morning show brings you, especially when your share figure has come off the pace of the top two.

It just shows you how fierce this battle is, and I have no doubt that the handbags will make another appearance in 3 months time!

And now... news in brief!

Well done to Choice FM who now have 611,000 listeners a week. They're really delivering a focused urban product which knows it's target audience so well.

Nice try to Xfm whose 'no DJ's in the day' thing (Called Xu... or something suitably cool) has contributed to a slump from 2% to 1.2% share. Oops! Never did like the idea!!

Moyles and Wogan are down a bit... but I don't see either of them being unduly worried!

The Hits continues to be a great success story for EMAP with 1.49Million listeners. It shows you what having a focused product on the right platforms can do! Well done guys!

With digital listening accounting for 15% of listening time in the UK, the future is firmly in the digital arena... a point I'll expand on during my session at this years NAB in Barcelona next week.

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