Sunrise Radio made a huge loss in audience figures for the period ending 15th December 2019 (Q4/19), according to data published by RAJAR.
Whilst Sunrise Radio retained the crown as London’s most listened to Asian radio station, its weekly reach fell from 228,000 listeners to 146,000 listeners in Q4/19. The station’s listening hours increased from 3.9 hours to 4.2 hours, meaning the station was being listened to for longer. Its market share dropped from 0.4% to 0.3%.
Its rival, Lyca Radio also declined, with its weekly reach dropping from 83,000 listeners to 74,000 listeners. Its listening hours were up from 2.8 hours to 3.3 hours. Its market share stood at 0.1%.
Sister channel, Lyca Dilse was the only Asian radio station to increase its reach with 84,000 listeners – up from 79,000 listeners. It also delivered the highest listening hours in comparison to other Asian commercial stations during this quarter. It was up from 6.0 hours to 6.3 hours. It is worth noting that for the first time, combining weekly reach figures of all Lyca stations (including Lyca Radio, Lyca Dilse & Time 107.5) in this quarter, put them ahead of Sunrise Radio.
Sunil Rohra, CEO, Lyca Media said, “I am extremely happy that both Lyca Media frequencies continue enjoying listeners loyalty and now we are officially leading London Asian radio market. We been working very hard to bring celebrity presenter on board like Salil and each song we play is carefully selected. Beginning of 2020 Lyca Media moved in to new generation studios and we are fully focused to make both our frequencies highly entertaining and most rewarding for advertisers.”
Panjab Radio’s new 558AM frequency data gave it a weekly reach of 73,000 listeners – down from 83,000 listeners in the previous quarter. Its listening hours were up though from 4.4 hours to 5.9 hours.
The station’s digital youth music-only station, Asian FX published its first data with a weekly reach of 40,000 listeners. Its listening hours stood at 1.8 hours.
Surjit Singh Ghuman MBE, Managing Director of Panjab Radio said, “In light of a disappointing RAJAR for all the South Asian radio stations, I am delighted with our growth of 19% for Panjab Radio’s listening hours, the highest in the market.
We also published our first RAJAR for Asian FX, our London DAB only station aimed at London and the UK’s British Asian population, playing a mix of British Asian and western music. Achieving a reach of 40,000 is a fantastic achievement for Asian FX.”
Other UK based Asian radio stations such as Radio XL in Birmingham, Sabras Radio in Leicester, Asian Sound in Manchester, Sunrise Radio in Yorkshire and other digital and community Asian radio stations do not subscribe to RAJAR.