Ken Bruce continues to eat into BBC’s audience at Greatest Hits Radio
Presenter has added 1.6m listeners to Greatest Hits Radio mid-morning slot in last 12 months
Ken Bruce has added 1.6 million listeners since joining Greatest Hits Radio, as commercial radio stations continue to eat into the BBC’s audience.
Bruce left Radio 2 last year, saying the BBC had failed to offer him a new contract and he wanted a challenge. Aided by his regular PopMaster quiz, he has boosted the audience for his new mid-morning slot on Greatest Hits Radio by 73% in the last 12 months.
Although Radio 2 remains the UK’s biggest station with 13.2 million weekly listeners, its audience has fallen substantially since Bruce’s departure. The station, which now appears to be stabilising, is also courting a younger demographic in a move to remain relevant in the knowledge this will drive away some older listeners.
