Rajar Q1 2015: Magic's national boost pays dividends for Bauer Media

Bauer Media's digital push to transform Magic into a national radio brand has paid off, as the network has grown 31.2 per cent in the first quarter of 2015.

Although small fry compared to the big fish like Heart – which pulled in a weekly audience of 8.9 million in Q1 – and Capital at around 7 million, Magic managed to woo just more than 3.6 million listeners in the three months to 5 April 2015.

That was up from 2.747 million in the final quarter of 2014, and follows Bauer Media’s decision to broadcast Magic nationally from London on the national DAB multiplex from January 2015, and triple its marketing budget for the Magic brand.

At the upper end of the national radio scale, Global’s bigger players experienced slight disappointment as Heart’s 0.6 per cent loss of audience on Q4 2014 and 1.5 per cent slide year on year meant the station fell below 9 million listeners for the first time in a year.

Likewise, Capital was down 2.2 per cent on the previous quarter and 4.4 per cent year on year.

The third largest station nationally, Classic FM, managed to pull in 5.5 million listeners, up 4.1 per cent on the same time last year, but dipping 0.8 per cent on the previous quarter.

Meanwhile, Smooth grew 10.7 per cent over the year to a weekly audience of around 4.8 million, just shedding a few listeners in this first quarter.

It was good news for Talksport in the three months to April 2015, as the station upped its listening figures by eight per cent, and showed a 1.6 per cent increase year on year to 3.5 million.

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