Magazine article Marketing

MEDIA: Capital Gains Surprise Market Share Increase

Magazine article Marketing

MEDIA: Capital Gains Surprise Market Share Increase

Article excerpt

In the wake of Capital Radio's ousting of its managing director last week, latest Rajar figures showing an increase of 211,000 listeners for Capital 95.8 FM have surprised the industry and confounded all predictions.

In a major reorganisation to improve poor performance at the London station, managing director Andria Vidler was shown the door and two of Capital's most senior executives were moved into the station last week (Marketing, July 31).

Yet Rajar figures for the second quarter, announced since the changes, show it increased its market share for the first time in a year, from 8.1% to 8.9%.

Furthermore, its breakfast show gained 75,000 listeners, despite the absence of Chris Tarrant for nine of the 13 weeks in the quarter.

During his absence, the show was hosted by 'Dr' Neil Fox and his popularity will be a relief to Capital as it faces up to the prospect of Tarrant's inevitable retirement from radio to concentrate on TV.

A Capital spokeswoman said that while last quarter's results were encouraging, the changes made last week were aimed at getting 95. …

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