In an exclusive interview, we sit down with DJ Jordan North, who took over the Capital breakfast show in April of this year. Since his arrival, North has made significant waves in the radio industry, attracting over 400,000 new listeners in just six months. According to recent industry figures, his show now boasts approximately 2.96 million listeners in the third quarter of 2024, a notable increase from the 2.55 million listeners during his predecessor Roman Kemp’s final three months.
Having left BBC Radio 1 in February, North is excited about his new role in commercial radio. “It’s been an incredible journey,” he shares. “When I joined Capital, I felt a real connection with the audience, and it’s gratifying to see that reflected in our growing listener numbers.”
North’s counterpart at Radio 1, Greg James, also experienced similar success, adding around 400,000 listeners to reach a total of 4.3 million from July to September. However, North notes the difference in their shows’ formats. “Greg’s show was extended by half an hour during that time, targeting younger audiences waking up later, so the numbers are not directly comparable,” he explains.
Co-hosting the Capital breakfast show alongside Chris Stark and Siân Welby from 6 AM to 10 AM, North’s team saw an increase of 261,000 listeners in their first three months and another 151,000 in the latest quarter. North clarifies, “Our figures don’t include Capital Scotland, which has its own breakfast program, but we’re thrilled with our progress so far.”
Before joining Capital, North co-hosted the drivetime show on Radio 1 with Vick Hope, who has since taken over the show with Jamie Laing from Made in Chelsea. Reflecting on his time with Hope, North comments, “It was great working with her. We had a lot of fun and built a fantastic rapport.”
As the radio landscape shifts, news-based programs have also experienced an influx of listeners this quarter, largely due to key events such as the UK general election and a high-profile incident involving Donald Trump. The Today programme on BBC Radio 4 gained approximately 385,000 new listeners, bringing its total to 5.85 million, while BBC Radio 5 Live’s breakfast show, hosted by Rachel Burden and Rick Edwards, rose by 180,000 to reach 1.58 million listeners.
On a contrasting note, other breakfast shows faced challenges. Zoe Ball’s show on BBC Radio 2 saw a drop of 146,000 listeners, totaling 6.28 million, coinciding with her unexpected break. Similarly, Kiss breakfast, hosted by Jordan Banjo and Perri Kiely, witnessed a decline, losing about 218,000, leaving them with an audience of 721,000.
Despite the mixed bag of results across the board, one constant remains: Vernon Kay’s mid-morning show on Radio 2. It continues to reign as the most popular radio program in the UK, climbing to 6.8 million listeners in the latest quarter. As North looks forward to the future, he expresses his determination: “The team and I are committed to creating engaging content that resonates with our audience. The journey has just begun!”
