Magazine article Marketing

Atlantic 252 Claims UK Radio Market Leadership

Magazine article Marketing

Atlantic 252 Claims UK Radio Market Leadership

Article excerpt

Atlantic 252 is claiming that it is now the UK's largest commercial radio station, with a potential audience covering 62% of the country and listening hours up 124% in the last year.

The claims follow Atlantic's latest audience research which puts the station at the top of the league table by number of listeners with 32.9 million compared with Capital FM's 29.6 million.

Capital remains ahead in terms of total listening hours with a 9.1% share of the network.

The claims are bound to incense UK independent radio stations which have regarded Atlantic as something of a maverick ever since it began two years ago.

The station broadcasts from Ireland on a frequency given to the Irish government for a national station by the European Broadcasting Union. As such it falls outside Radio Authority jurisdiction and pays no UK license fees.

But though Atlantic does cover Ireland, it has always focused its efforts on winning a UK audience - a fact resented by the UK operators. They have steadfastly kept Atlantic out of the Association of Independent Radio Companies (AIRC) and excluded it from the JICRAR audience research survey. …

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