The pre-lunchtime 10am slot was traditionally seen as a radio backwater, as mocked by Steve Coogan's Alan Partridge presenting a show called Mid Morning Matters.
By contrast, the breakfast show was almost always the biggest show on any station's lineup - with people listening as they get ready for work, head to school or drive their car.
Years of changing listening habits, exacerbated by the pandemic, have now upended the status quo on many stations, according to the latest RAJAR listening figures - which cover the first three months of 2022.
This story is from the May 19, 2022 edition of The Guardian.
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This story is from the May 19, 2022 edition of The Guardian.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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