Bauer Media’s U.K. gamble pays off

Bauer Media Audio UK’s decision to lure veteran BBC Radio 2 mid-morning stalwart Ken Bruce to its Greatest Hits Radio brand is paying dividends. According to the latest Rajar figures, Bruce’s arrival in March this year drove record increases for the station. His audience of three million is nearly double the audience from last year in that daypart (+93% YOY). In total, the Greatest Hits Radio Network reaches 5.9m listeners a month (+47.6% YoY).

The increases reflect an overall shift in the U.K. radio sector, where commercial radio reaches a record 39.2m listeners weekly, up from 36.2m listeners last year (+8% YoY).

Other notable performances for Bauer Media Audio UK for this quarter include:

• The Hits Radio Brand Network is now the UK’s biggest commercial network. Comprised of the Hits Radio and Greatest Hits Radio Networks, it secured further record reach this quarter with 11.4 million listeners each week (+20.5% YoY). 
• The Hits Radio Network reaches 6.6 million listeners (+5% YoY), and the main Hits Radio station has 1.8 million reach (+40.8% YoY). 
• The Absolute Radio Network has increased its audience again this quarter, reaching a record 5.4 million listeners (+7.5% YOY). 
• The Magic Radio Network reaches 3.9 million listeners, with main station Magic Radio up to three million (+12.1% YoY).
• The KISS Network reaches 4.2 million listeners, and the main station has 2.5 million listeners weekly. 

Digital listening is Bauer’s strength. According to the group, 80% of its audiences listen via digital devices, and it is home to the top three digital commercial stations — in order, KISSTORY, Absolute Radio and Absolute 80s. 

Simon Myciunka, CEO of Bauer Media Audio UK, says, “It’s incredible to see such strong performances across the board, not only for Bauer and each of its networks but commercial radio overall. Radio is thriving, delivering excellent value and return on investment, while growth in digital listening presents even more opportunities for the future.”