Magazine article Marketing

Radio 1 Battles Falling Figures

Magazine article Marketing

Radio 1 Battles Falling Figures

Article excerpt

Radio 1FM is to mount a [pounds]2m ad assault to reverse declining audience share as the latest Rajar figures reveals the loss of another 200,000 listeners in the last three months of 1994.

The Rajar figures for October-to-December show that the trend for people to tune into commercial radio rather than BBC radio stations is continuing.

Commercial radio now has 28 million listeners compared with the BBC's 27.8 million. Last year, the commercial radio sector, which now boasts 150 stations, saw revenue grow by 23.2% to [pounds]219.7m.

Justin Sampson, head of research for the Radio Advertising Bureau, said commercial radio had achieved its highest number of listeners - and maintained its share of listening hours at 49% - more than the BBC's share.

Hardest hit of the BBC stations was Radio 1, which lost just under 200,000 listeners (1.7% of its total audience). It has been hit by audience losses since the departures of presenters Dave Lee Travis and Simon Bates and has seen listening figures fall from more than 15 million to 10. …

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