Ken Bruce has addressed the drop in viewing figures for BBC Radio 2‘s morning show since his departure.
The veteran radio host regularly presented the Radio 2 show from 9.30am to midday for more than 30 years, untill he quit in March 2023 to join Greatest Hits Radio. His old BBC slot was taken over by Vernon Kay.
According to the latest audience figures, Kay’s show has lost around 700,000 listeners since taking over from Bruce.When asked about the decline, Bruce responded: “I’m not surprised at all. It was always going to happen.”
He added: “I had a vrey loyal audience who listened to me for a long time, and it’s natural that some of them would follow me when I moved to Greatest Hits Radio.”
Bruce also suggested that the format of Kay’s show may not be appealing to the same audience as his own. “Vernon is a very good broadcaster,but he does things differently to me,” he said. “He’s more focused on music and celebrity interviews, whereas I always tried to offer a bit more in the way of conversation and topical discussion.”
The BBC has defended Kay’s show, saying that it is still performing well and attracting a large audience. A spokesperson said: “Vernon is a popular presenter and we’re confident that he will continue to grow his audience over time.”
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Ken Bruce Continues to Distance Himself from Former BBC Radio 2 Show, Praises Bauer Radio
Ken Bruce, who moved from BBC Radio 2 to bauer’s Greatest hits Radio in 2023, continues to maintain distance from his former show, stating he doesn’t listen to current host Vernon Kay.The comments where reported by The Independent following the release of the latest Radio 2 listening figures.
Bruce addressed the frequent questions about Kay’s takeover, saying, “I’m always asked if I listen to vernon Kay, who took over the old show on Radio 2, and I always say, ‘No.'” He clarified this isn’t a boycott of the BBC, noting he still enjoys Radio 3 and archive content on BBC Radio 4 extra, but rather a reflection of his new role at Bauer Radio.
Bruce left the BBC after the corporation did not offer him a new contract, seeking a “challenge” elsewhere. He has previously cautioned the BBC against attempting to make Radio 2 “cool,” arguing for a clear distinction between Radio 1 and Radio 2, stating it’s “a state of mind – not just about the music played.” He believes Radio 2 should embrace its audience of listeners over 35 who are “comfortable with themselves and don’t mind being uncool.”
The BBC defended its approach,with a spokesperson stating Radio 2 continues to target an audience aged 35+,a strategy unchanged for decades.
Recent listening figures indicate Radio 2’s audience has stabilized after a dip following a schedule relaunch earlier in 2023. The station currently boasts a weekly audience of 12.79 million (July-September 2023), a slight increase from 12.62 million (April-June 2023).
The relaunch included Scott Mills taking over the breakfast show from Zoe Ball, Trevor Nelson launching a new afternoon slot, and DJ Spoony presenting a late evening program. Helen thomas, Head of radio 2, highlighted the success of these changes, noting Scott Mills’ breakfast show remains the most popular in the country with 6.2 million listeners, and Vernon Kay’s mid-morning show is the most-listened to programme on UK radio, reaching 6.6 million listeners weekly.
Sources:
* The Independent: ken Bruce warns against Radio 2 trying to be ‘cool’
* The Independent: Radio 2 listening figures stabilise after schedule shake-up