Nick Grimshaw’s Radio 1 Breakfast Show has shed over a million listeners since the DJ took over from Chris Moyles a year ago.
The 29-year-old presenter has lost 305,000 listeners in the last three months, according to new figures, meaning a total of one million fewer listeners are now tuning in to the prime-time morning slot each week than when Moyles was last at the helm. And with an audience of 5.58 million listeners a week, compared with 6.73 this time last year, the show is at its lowest ebb for a decade.
Grimshaw took over from Moyles in September 2012 as bosses aimed to attract younger listeners. But the breakfast show’s figures are now close to it’s lowest audience on record – 5.5 million in 2003 – and are easily being beaten by both Radio 4’s Today programme and Chris Evans’ Radio 2 show, which pulled in 9.35 million listeners per week in the last quarter.
However, Radio 1 controller Ben Cooper insists that the decline in numbers is in line with his vision for the breakfast show: “After the biggest set of changes to Radio 1 for a generation, we’re really happy that the breakfast show sounds fresher, younger and more vibrant than ever and as a result 833,000 of the show’s ‘over-30s’ listeners have moved on to other stations.”
Radio 1 as a whole attracted 10.83 million listeners during the three-month period, down 8.2% (from 11.2 million) on last year.