Bauer’s saw gains across all four of its flagship brands in the first quarter of 2015.
Magic Radio posted a national reach of 3.6 million, representing a 31.2% rise quarter-on-quarter. Magic was also the No.1 commercial radio brand in London with 1.9 million listeners.
Meanwhile, Kiss UK increased its audience to 4.9 million. That’s a 6.4% year-on-year gain, while the brand (which includes Kiss Fresh and Kisstory) was flat quarter-on-quarter. Its Q1 15 share stood at 2.8% compared to 2.5% in Q1 14.
Magic launched as a national station on DAB at the start of this year as part of a change in strategy at Bauer, which also saw the Kiss brand extension Kisstory launch onto DAB Digital radio across several cities in the UK, including London and Birmingham.
The Absolute Radio network posted a 10% uplift as its listener count hit 3.9 million.
51% of total Bauer Radio listening took place via a digital device in the first quarter of the year. That’s compared to an industry average of 40%.
Dee Ford, group MD radio, Bauer Media, said: “It’s clear we have started the transformational journey that we set out to do at the start of the year, focusing our radio strategy on four key pillars. With increases in reach and share across the board, this book demonstrates a raft of outstanding results. In addition, we continue to lead the way with digital radio listening and we’ll build on this further as we launch more new services following our recent win of the D2 national DAB multiplex.”
Richard Dunmall, Group MD Bauer advertising said: “This set of RAJAR results reinforces the success of our radio strategy. The fact that we have increased our share in commercial radio shows our ability to produce strong brands and engage with valuable audiences across the UK.”