Radio 1 Breakfast Show- Audience

Categorisation 

• Audiences are categorised and measured by RAJAR (Radio Joint Audience Research), which is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radio centre on behalf of the commercial sector. 
• The BBC aims to reflect a diverse young audience for Radio 1; its Service License 2016 says it should be: reflecting and representing the whole UK population. BBC Radio 1 should play a part in this purpose amongst its audience, particularly focusing on the diversity of young people in the UK today. Its presenter line-up, music and content should reflect the audience it is targeting. 

Reaching audiences

People aged between 15-24 listened to just over 14 hours of radio per week last year - seven hours less than the average adult, and 15% less than they did a decade earlier, according to broadcasting regulator Ofcom. Radio 1 is suffering because its core audience is turning away from live radio. This is largely thanks to the arrival of streaming services.

The Breakfast Show has been losing audience numbers year-on-year since Grimshaw took over (see above) but Grimshaw was brought in especially to develop larger audiences in its target range of 15-29 and shed the over 30s Targeting Specific Audiences. Radio 1’s controller Ben Cooper has argued that the station should not be judged solely on RAJAR figures. Although the show has the lowest figures since RAJAR began this reflects young people’s media habits.

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