It’s been QUITE the 24 hours for BBC Radio 3. Late last night social media saw fireworks celebrating the stations radio industry ARIA Gold Award. This morning, the BBC led on the good news story that its listenership had increased around 200,000 compared to the same quarter last year (Jan-March). Radio 3 has now secured two an increase in listenership over two consecutive quarters and been recognised by the industry for doing good things.
If you’re a new boss looking to consolidate your position (and prove the naysayers wrong) these two consecutive achievements are well-timed for Radio 3 Controller Sam Jackson who, no doubt beaming from the largely positive reaction to the launch of the Proms season he now oversees, this looks like a solid strategy that not only introduces radical change but also sees it recognised and celebrated too.
Comparisons help with the radio figures. Whilst the listenership has increased on the same period last year from 1.99m in 2024 to 2.1m, other measures show a drop which indicates that audience is a little more fickle. Notable, is that the average number of hours listened has dropped from 8 hours to 7.4 hours; total hours from 16,029 to 15, 074. This won’t necessarily concern the Radio 3 Controller too much. The radio industry cares the most about itself, listeners rarely give two hoots about numbers of RAJARs. And, the bottom line with all of these things is the headline message is always the positive one. Put another way, who cares if they’re listening for less time, the point is more people are trying us out.
The real test will be seeing the average listening time increase quarter on quarter. If Jackson can achieve that as well as a growth in listeners, then the vindication will taste a whole lot sweeter.
As a comparison, Magic Classical (what was Scala Radio) has dropped from 188,000 to 176,000. Classic FM meanwhile still dominates the airwaves with an estimated 200,000 increase to 4.7 million.
The bigger picture is important here. The BBC has a combined weekly reach of 31.4 million in Q1 2025, with commercial Global reaching 29 million. That matters in a week where BBC Director General has outlined his strategy for the BBC announced during the Corporation’s charter renewal process: doubling down on trust, positioning itself as a global trusted source. Anything that emphasises the Corporation’s impact, in terms of audience and the way it supports the cultural landscape. A unified message matters to the Director General in this respect (Gary Lineker’s own goal the night before Davie’s speech will have been a bit of a headache).
Whilst Radio 3’s successes at the ARIAs and in the RAJARs won’t necessarily move the dial on that particular project, its sits comfortably in a broader message that is designed to make us feel warm and fuzzy about the Corporation. Ultimately, TV and more potently journalism, is the arbiter reputationally where public affairs are concerned. Nonetheless, Sam Jackson and his merry cohort will be pleased with the past 24 hours and will look forward to the summer with unexpected vigour.
