Commercial radio beats BBC in summer numbers for first time since 1990s
Radio fans spent more time listening to commercial stations than the BBC over the first part of the summer – for the first time since the 1990s – as deep-pocketed rivals invest heavily in marketing, poaching talent and launching new services.
Continued budget cuts at the BBC have hampered the corporation’s ability to invest in its own services and retain talent with big names from Chris Moyles, Chris Evans, Eddie Mair and, more recently, Andrew Marr, Jon Sopel and Emily Maitlis signing lucrative deals to move to commercial radio rivals.
The BBC’s portfolio of radio stations – from Radio 1 to 6 Music and the Asian Network – accounted for 48.1% of the almost 1bn hours of total radio listened to by UK audiences in the three months to 26 June.
The last time the commercial radio industry led the BBC in terms of the share of listening hours was in 1999, according to figures from radio industry measurement body Rajar.
“The commercial radio industry has transformed over the last decade in particular,” said Howard Bareham, cofounder of audio agency Trisonic.
“The commercial sector has deep pockets and invested heavily, there is better quality programming and more marketing than ever, spin-off stations of brands such as Absolute and Kiss have worked well and national talent that once would have stayed at the BBC is now being hosted increasingly on commercial radio.”
In February, Global Radio, owner of stations ranging from Capital and Heart to Classic FM, once again flexed its financial muscle by signing deals with Maitlis and Sopel, who will join former colleague Marr at LBC, reportedly doubling their salaries in the process.
Global, Europe’s biggest commercially-funded radio group, is controlled by Monaco-based Michael Tabor, who has
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