Feel good factor for London’s radio audiences

2012’s vibrant summer of sport, music, festivals and fun may be a distant memory, but the feel good factor and spirit of the season seems to have rubbed off on a number of radio stations.

This has been  a phenomenal RAJAR ‘book’ for Magic and Kiss – we had a goal of taking Gold and Silver audience position in London’s Olympic year and we have done just that – with #1 and #2 commercial share for Magic and Kiss respectively.  Indeed it is Magic’s best listening hours since 2004 and Kiss’s best listening hours ever.

I would say that the planets aligned perfectly with the right choice of great music for both stations, with forensic programming planning and familiar, talented presenters at the helm. We also captured the mood of London’s summer as official partners of London’s biggest parties – namely Magic’s co-promotion of BT London Live in Hyde Park, and Kiss’s partnership with both Wireless in central London, and BT London Live in Victoria Park.

As ever radio success is driven by great content and nobody can deny that content was in great abundance this summer. Whether it was the rich array of artists visiting the city or the access we had to the Olympians and Paralympians via BT London Live, we connected with our listeners like never before – across all of our platforms whether  radio, apps, or online.

We acknowledge the help and support of the music labels and artist management for their fantastic support over such a busy summer period. Working with BT, Live Nation and LOCOG to deliver London’s biggest parties undoubtedly played a part in Bauer Radio London’s combined reach of 3.5m, an increase of 13% quarter on quarter, and 10% on the year.

Across the rest of the market, LBC and Talksport have to be congratulated for capturing the spirit of the summer in their speech formats, with their reach up 15% and 16% respectively, and their hours up 21% and 43% respectively – again a clear demonstration of great content leading to better engagement and listener loyalty.

Perhaps digital listening was slightly dented by the fact that, for at least four weeks of this summer survey, if your ears were near a screen – whether computer or TV – you were perhaps distracted by the visual once-in-a-generation feast that was the Olympics and Paralympics delivered in great style by BBC TV and Channel 4.

Whether radio stations are claiming there was an “Olympic bounce” up or down, the Magic and Kiss teams are rightly celebrating the positive feel good factor of the summer this week.

Steve Parkinson is managing director of Bauer Radio London