Younger listeners tune in to Radio 3
Weekly audience tops two million while Radio 1 share sinks below nine million for first time in its history
Radio 3 has posted its highest audience figures in three years as increasing numbers of young listeners tune in to the classical music station. In figures provided by Rajar, the industry body, for the last three months of 2019, Radio 3’s weekly audience rose by 16.4 per cent to 2.13 million. However, there was not such good news for the BBC’S flagship youth radio station, Radio 1, as its audience for the same period fell below 9 million for the first time.
RADIO 3 has posted its highest audience ratings in three years as young people migrate to classical music, while Radio 1 fell to a record low.
Radio 3’s weekly audience rose by 16.4 per cent to 2.13million in the last quarter of 2019, figures showed, with Radio 4 up 4.7 per cent to 10.98million.
But Radio 1, the BBC’S flagship youth station, slumped to 8.79 million, the first time in its history it has been below nine million. The decline illustrates the difficulties the BBC faces in its pursuit of the under-35s. In 2015, Radio 1’s audience was over 10million.
Radio 1Xtra, the urban music station, also fell 6.5 per cent to 987,000.
The BBC said that more people now watch Radio 1 on Youtube and iplayer than listen to it on radio, as mobile phones become the main method of consumption.
James Purnell, head of radio and education, used the ratings, provided by the industry body Rajar, to promote the BBC Sounds app. “During this quarter, we saw more than 100million on-demand plays of our content on BBC Sounds, double the previous quarter, demonstrating the increasing popularity of our programmes outside our linear schedules,” he said.
Radio 4’s Today programme added more than half a million listeners in the three months running up to the general election, reaching 7.17million, despite the boycott by government ministers. Radio 2’s overall audience was down by 3 per cent to 14.4million, with Zoe Ball’s breakfast show more than 800,000 down on the year before when Chris Evans was still at the helm.
Radio 3’s breakfast shows helped to drive its figures. The weekday programme, with presenting duties shared between Petroc Trelawny and Georgia Mann, pulled in an audience of 689,000, up from 599,999 during the previous quarter. The weekend breakfast show, hosted by Elizabeth Alker, enjoyed its highest ratings since 2004.
Last year, the station hired Jess Gillam, the 21-year-old saxophonist, as its youngest ever presenter. Her Saturday show, This Classical Life, features musicians aged 30 and under. Alan Davey, controller of Radio 3, said: “Having a place where you can take time out, listen to something in-depth and get a new perspective, is really important.”
Classic FM added 324,000 listeners to retain its position as the nation’s favourite classical station. James Rea, director of broadcasting for its parent company, Global, said: “In our latest audience figures, 1.15million under-35s tune in to Classic FM every week We embrace and champion everyday forms of classical music, including film and video game music, as well as more traditional compositions.”