TalkSport recorded its highest ever quarter four weekly audience during the final three months of 2011, while Bauer Media’s Kiss increased its weekly audience to 4.18 million.
Kiss became a national station at the start of 2011 and in the latest Rajar figures the station was listened to for a total of 22.19 million hours (the metric used for media agency traders), up 4.7% year on year and 3.7% quarter on quarter.
Steve Parkinson, managing director, Bauer Radio London, attributed Kiss’ growth to the success of its breakfast show, “which is bigger than things like ‘Daybreak’”, Kissmas marketing campaign and its relationship with its listeners through social media.
TalkSport had an average weekly reach of 3.2 million listeners in Q4 – a record for the quarter and up 3.5% year on year and 2.0% quarter on quarter – which it attributed to its exclusive Rugby World Cup coverage as well as the Barclays Premier League.