Younger DJs pay off for Radio 1

Ben Cooper

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Investment in young talent is behind BBC Radio 1's surge in 15 to 24-year-old listeners, according to head of programmes Ben Cooper.

Last week's Q3 Rajars reported the broadcaster's 15 to 24-year-old listenership hit 3.5 million - up 90,000 on the previous quarter and 103,000 year on year. Radio 1 now reaches 43.0% of all 15 to 24 year olds in the UK, an increase of 1% on the quarter and the year.

Cooper pointed to the success of DJs such as Greg James, who he said was particularly popular with the younger demographic.

"Last year he was leaving college and now he is covering freshers' gigs on drivetime, the second biggest show on the station," Cooper told Broadcast. "We also have Nick Grimshaw joining soon, who I think will be great."

Cooper said it was important to have DJs of different ages on the station. "Not only are the young DJs good alongside Chris Moyles, we want to turn them into the Moyles of the future," he said.

Cooper added that although the 15 to 24 demographic was very competitive, the station had more to fear from modern technology and social networking sites than rival broadcasters.

"A few years ago the only other thing to attract the attention of that demographic was Top of the Pops. Now we are up against Bebo and Facebook."

Grant Goddard of Enders Analysis said that although  Radio 1 had made short-term gains among younger listeners, in the longer term its reach in that age group was in decline.

"Quarter on quarter, or even year on year, there may be gains, but it is just a bump in the road," Goddard told Broadcast.   

"At the same time, Radio 1's reach among 25 to 34 year olds has increased in recent years, which is a major concern for commercial radio whose heartland audience is being steadily eroded by Radios 1 and 2."