Magic Steps Up To Take London Top Spot

Emap’s Magic FM has scooped the top spot in London, thanks to massive increases in weekly reach and share of listening, pushing the station above rivals Capital Radio and Heart 106.2 to become Londoners’ favourite station.

The latest RAJAR figures show Magic recording its highest ever weekly reach, at just under 1.87 million, thanks to a whopping 11.5% increase period on period.

The station’s share of listening also saw a growth spurt in the three months to March, adding 2.1% points period on period to reach a new station record at 7%.

The strong performance by Magic pushes previous market leader Heart off the top spot in terms of share of listening, with Heart’s loss of 0.3% points period on period helping to secure its fate.

The station now commands a share of 5.7%, placing it second in the London market, followed by Capital Radio with a share of 5.5%.

In terms of weekly reach however, Capital secures the second place in London, with an audience of 1.72 million despite a period on period dip of 4.55%, and a massive 18.44% downturn in year on year analysis.

Heart’s weekly reach of 1.7 million puts it in third place behind Capital, although only 24,000 listeners now separate the two stations.

The dip will disappoint Capital Radio management, which relaunched the station in January, along with a radical new advertising structure to deliver no more than two ads back to back in an effort to generate favour amongst listeners and increase the value of its airtime (see Capital Radio Returns Following Rebrand).

Magic’s high profile ad push late last year appears to have paid off, however, with the station’s £1 million investment in TV commercials seemingly delivering the goods in the latest results (see Magic Targets London’s Top Spot With £1 Million Push).

Elsewhere, Kiss FM remains in fourth place across the capital, despite a massive 10.06% drop in weekly reach period on period. The station’s audience numbers just under 1.3 million, while its share of listening is unchanged since the previous period, standing at 3.7%.

Virgin Radio clinches the last top five place amongst the London stations, although a 6.1% increase in weekly reach period on period sees the station just 43,000 away from the one million mark, while its share of listening, up 0.4% points moves it steadily closer to nearest rival Kiss.

RAJAR: 0207 903 5350 www.rajar.co.uk