Sunrise Radio continues to top the RAJAR results, however the biggest gainer in the last quarter was its adult orientated station Kismat Radio.
The audience figures for the last quarter (Q3-07 ending September) has witnessed Sunrise Radio shedding some of its listeners but maintaining the lead as the UK۪s preferred Asian radio choice. Its audience fell to 537,000 compared to the 571,000 that were tuning in the previous quarter. Its market share remained unchanged at 0.4%. Its listening hours increased from 7.6 to 8.3.
Sunrise Radio’s figures may have slid due to it being a relatively quiet “marketing period” for the station. The success in the previous quarter could be down to the immense national coverage that was given when former Managing Director Tony Lit stood as candidate for the Ealing Southall by-election.
Opposition BBC Asian Network, which has constantly been in the public eye during the summer for its melas and various marketing events saw its ratings go up. Compared to the previous quarter (455,000), the BBC Asian Network now averages with an audience of 476,000 – an increase by 21,000 between the two quarters. The station’s market share also increased slightly from 0.2% to 0.3%. Number of hours listeners tuning into the Asian Network marginally increased to 5.7 hours on average.
Today’s results will have proved welcoming news for the Asian Network, who has injected thousands of pounds in the last year to reposition the station as the Asian equivalent to Radio 1 for British Asians.
A spokesman from the Network said: “These are very solid figures and indicate that the developing Asian Network is moving forward and making solid progress.”
Club Asia in London, which has seen many popular names part ways from the station has had its audience size affected too. From the 223,000 that were listening in the June 2007 quarter, this has dropped to 216,000. Its market share remained at 0.7%, however the number of hours listening in increased to 7.2 hours.
Comparing this to Sunrise Radio’s Greater London audience, it too saw a dip from the 425,000 listeners to the current 399,000, a drop of 26,000 between the two quarters. However, Sunrise Radio’s market share increased to 1.8% and number of hours listeners tuning in also took an upsurge to 9.6 hours.
There was better news for Sunrise Radio’s sister station Kismat Radio, which saw its audience nearly double. From a measly 66,000 that were tuning in the previous quarter to 104,000 listeners (avg)that are tuning in now (a 57% increase). Its position in the market rose to by 0.1% to 0.3% currently. However, listeners were tuning in for less longer to previously, down from 7.8 hours to 5.8 hours.
Other UK based Asian radio stations such as Radio XL in Birmingham, Sabras Radio in Leicester and Asian Sound in Manchester do not subscribe to RAJAR.