Former BBC Radio legend Ken Bruce has joined the commercial music station Greatest Hits Radio, which has experienced a significant increase in listenership. The station now boasts an average weekly audience of 7.69 million, surpassing BBC Radio 1 for the first time. The success of Greatest Hits Radio can be attributed to big-name signings like Ken Bruce, who brought his much-loved Popmaster quiz with him from BBC Radio 2. Other former BBC DJs such as Simon Mayo, Paul Gambaccini, Jackie Brambles, Alex Lester, and Richard Allinson also feature on the station. Despite losing a million listeners after Ken Bruce’s departure from BBC Radio in 2023, BBC Radio 2 continues to dominate the airwaves with 13.23 million listeners in the latest quarter.
Listeners were informed of Ken Bruce’s move from the BBC to Bauer in February 2023, with his debut on Greatest Hits Radio taking place in April of that year. Amid controversy surrounding the BBC’s decision to cut short his contract, Ken received backlash from fans who accused the broadcaster of ageism. Despite this, Ken expressed his excitement about embarking on a new career journey at the age of 72. Vernon Kay took over from Ken Bruce on Radio 2, while Ken now hosts a show on Greatest Hits Radio every weekday morning. The success of the station can be attributed to its focus on music from the 1970s, 1980s, and 1990s, appealing to a different audience than Radio 1.
Greatest Hits Radio’s rapid rise in listenership reflects the changing habits of UK radio audiences and the evolution of the radio industry. While BBC Radio 2 and Radio 1 maintain their listener base, local and regional BBC stations are experiencing a decline in listenership. This decline is attributed to high inflation and a freeze on the license fee, leading to cost-saving measures that include sharing more content across stations. The shift in listener numbers highlights the need for broadcasters to adapt to changing audience preferences and market conditions, with stations like Greatest Hits Radio catering to specific demographics with nostalgic music formats.
Ken Bruce’s move to Greatest Hits Radio has been a pivotal moment for the station, contributing to its significant increase in listenership and surpassing BBC Radio 1 in audience numbers. The success of the station can also be attributed to other former BBC DJs who have joined its lineup, bringing their loyal followers with them. Despite initial controversy surrounding Ken Bruce’s departure from BBC Radio, he has embraced his new role at Greatest Hits Radio and continues to entertain audiences with his signature quiz show. The radio industry’s landscape is constantly evolving, with stations having to adapt their programming and formats to cater to the changing preferences of audiences.
The success of Greatest Hits Radio and other commercial stations reflects the demand for nostalgic music formats that appeal to listeners looking for a break from contemporary pop and dance music. While BBC Radio stations continue to dominate the airwaves, the rise of commercial stations like Greatest Hits Radio poses a challenge to traditional broadcasters. As the radio industry continues to evolve, the competition for listenership will intensify, requiring stations to innovate and adapt to changing trends. Ken Bruce’s move to Greatest Hits Radio has been a strategic move that has benefited both the station and its growing audience, showcasing the power of iconic broadcasters to draw in listeners and boost ratings.
