London’s popular Asian radio stations, Lyca Radio and Lyca Gold Radio have continued its upward trend, in latest data published by RAJAR for Q2/23.
Lyca Radio garnered a weekly reach of 113,000 – up by 19,000 from 94,000 in Q1/23. Its average hours per listener was also up from 4.7 to 5.3. Lyca Radio has added nearly 50,000 new listeners over the past six months (In Q1/23, Lyca Radio added 26k listeners & in Q2/23, Lyca Radio welcomed 19k listeners).
There was further good news for the Lyca Group, with its second Asian station, Lyca Gold – the UK’s first and only retro Asian music station, jumping up by 13,000, from 58,000 to 71,000. Its listening hours dwindled from 5.1 to 4.3.
The Lyca Group (Lyca Radio & Lyca Gold) in total delivered a reach of 162,000 beating its rival in London, with solo station figure of 159,000.
Lyca Radio and Lyca Gold are spearheaded by Raj Baddhan, who was appointed CEO of Lyca Media back in January 2021. During his tenure, the stations have grown to become a huge success, with both revenue and ratings up across the Lyca radio network.
The gap has been closing in at the top amongst Asian radio stations in London, with the nine-year-old brand, Lyca Radio and Panjab Radio now just over 40,000 behind Sunrise Radio, which has been in the market for over 30 years.
Raj Baddhan, CEO of Lyca Media said, “It’s the start of a new dawn at Lyca Media with significant growth for both Lyca Radio and Lyca Gold. We’re very pleased to see both Lyca Radio and Lyca Gold seeing the largest weekly reach increase amongst any commercial Asian station in this quarter.
“As a group, we’re proud to say that the Lyca Group stations (Lyca Radio and Lyca Gold) have for the first time have beaten Sunrise Radio in London. We’re here to change the game and to give London listeners an alternative choice with robust content through our high-end output.
“There’s a huge announcement we’ll be making soon, which will once again disrupt the current UK Asian radio market. Watch this space, with details soon!
“The fantastic RAJAR numbers, are a testament of my brilliant team’s hard work. I want to thank them wholeheartedly, as well as our commercial partners that have put the trust in me and our Lyca brands. Finally, a huge thanks to our loving listeners whether they communicate with us or are the “silent listeners” – we could not have done this without you!”
