STV Radio, the new station launched in January, has suffered a slight setback to its growth ambitions as fewer listeners tuned in during the last quarter.
Official RAJAR figures revealed that it reached 131,000 each week compared with 139,000 in the previous three months. The station is aiming to have 500,000 listeners a week by 2030.
However, listeners were staying with it for longer. Listeners tuned in for 1.4m hours, an increase of 12% on the last set figures and against a general downward trend across the top ten commercial stations in Scotland.
Listeners are spending on average 11 hours with STV Radio each week, an increase of 18%. It says that demonstrates that audiences are tuning in for longer and engaging more deeply with STV Radio’s mix of music, entertainment and banter.
It has increased its commercial market share quarter-on-quarter. The station has attracted 60 advertisers in its first nine months, including CR Smith, Tunnocks and Barrhead Travel, plus many who are new to STV, like Lime Online, Timberwise and Isle of Barra Distillers.
Graham Bryce, managing director of STV Radio said: “We’re thrilled that STV Radio has the most loyal listeners across the top 10 commercial radio stations, with people spending on average 11 hours a week with us.
“This tells us that listeners aren’t just trying the station, they’re coming back and making us part of their routine. For a station that only launched in January, that’s hugely encouraging.
“It’s early days for STV Radio, we’re off to a very strong start and are performing in line with expectations. We’re focused on continuing to grow our audience and winning new listeners with a brilliant mix of music, chat, competitions and nonsense with a tone and personality that reflects the lives of people here in Scotland.”
The station’s social media channels (Instagram, Facebook, X, TikTok and YouTube) have delivered 23.5m video views and 1.9m engagements since launch; and The STV Radio Football Podcast amassing over 21m video views across socials (X, Instagram and TikTok).
See also
STV Factual rebrand
Interview with Rufus Radcliffe, CEO
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