RAJAR Q4 2010 – Comment

TalkSPORT have again had a great set of RAJAR figures and have for the first time in their history broken the 3 million mark. Perhaps unsurprisingly 81% of the 3.1 million listeners are men whilst 55% of the audience are ABC1. The addition of live coverage of a second Premier League game on Sunday (which joins the Saturday game) is no doubt one of the contributing factors to the stations success.
The London stories are all about Kiss, Capital and the reliability of the RAJAR methodology. Kiss can be very proud of themselves as they jump up to second position in the London marketplace and no doubt there will be a few sore heads over at Bauer as they celebrate being first (Magic FM) and second in London.

Capital’s fall from second to fifth (in terms of share) is big news but poor performances all round for the London stations (a drop in listening of 5.3%) is urging some to question the reliability of the RAJAR methodology. Paul Kennedy, Research Director at RAJAR, has written a quick guide explaining the measurement tool on the BBC Radio blog, available by clicking here but if you have any questions regarding RAJAR please feel free to contact me on 0207 90-70-6-70 or drop me an email, Simon@RadioWorks.co.uk


RAJAR Q4 2010

Magic 105.4 remains London’s number one radio station, while talkSPORT increase their listening figures yet again to break through the 3 million mark

In the London marketplace Magic 105.4 has yet again won the battle for the top spot, while improved figures from Kiss 100 see’s them jump up to second place. By achieving both the highest reach (2,051,000) and the highest share of listening hours (6.3%), Magic can undoubtedly say they are the number one radio station in London against All Adults 15+. In terms of reach Capital were not too far behind them, delivering over 1.9 million listeners themselves (1,961,000), a figure which represents a year on year increase of 7.3%. Looking at share, Kiss 100 is in second place with 5% followed by Heart 106.2 and LBC who are both on 4.6%, poor hours from Capitalsee’s them drop to fifth place in the share table with 4.5%.Commercial Radio as a whole has dropped slightly verses the BBC as a whole, now achieving a share of listening of 42.5% verses the BBC’s 55.3%. It is on a local level that commercial radio delivers, with 26.4 million listeners compared to 9.8 million for the BBC’slocal and regional services.

Capital FM Returning to the London marketplace, the much talked about ‘battle of the breakfast shows’ has been won again by Johnny and Lisa on 95.8 Capital FM.

The duo managed to bring in over 1 million listeners to their 6-10am breakfast show, that’s 97,000 more than Chris Moyles on Radio 1 achieves in London! Improved results from Neil Fox’s Magic FM breakfast show (5.30-9am) have seen him leap up to second place in the breakfast listening table with 853,000 listeners. Kiss 100’s Rickie, Melvin and Charlie (6-9am) have also posted improved figures, now delivering 777,000 listeners to take them into third position. Jamie and Harriet on Heart(6-9am) on the other hand have dropped from second position in the commercial breakfast show listings to fourth, as they talk to 728,000 listeners every week.

Briefly looking around the regions; in Lincoln, Lincs FM reached 317,000 adults (35% of all available adults in their TSA – Total Survey Area). In Oxford the micro station Jack FM delivered 67,000 listeners (13%). Broadcasting across the South Coast areas of Portsmouth, Southampton, Bournemouth and Pool the regional station Wave 105 pulled in 387,000 (22%) and in Wolverhampton Beacon Radioachieved 257,000 listeners (20%).

CFM Radio Focusing on the North West, the recently re-branded Capital Radio Manchester has performed well increasing its reach to a total of 575,000 listeners, up from 566,000 last quarter (more on that the rebrand later).

The quarter has also been good for CFM in Carlisle as the station grew its reach by 6,000 listeners, now delivering 112,000 adults. Radio City in Liverpool however has fallen away slightly on last quarters figures, now reaching 423,000 (down 16,000). Preston’s Rock FM also lost listeners this quarter going from 317,000 to 311,000. Real Radio and Smooth Radio, which both cover off the whole North West region, had mixed results. Smooth remained stable achieving 858,000 listeners and Real Radio dropped down to 451,000.

Classic FM remains the most listened to (single) commercial radio station in the UK with a reach of 5.7 million adults, showing a year on year increase of 11.4%. But when looking at the national stations it is talkSPORT that should take all the plaudits as they have again brought in record figures of almost 3.1 million listeners! The station has achieved a 23.7% year on year increase and was up on last quarter’s record figures. Unfortunately, Absolute Radio National has not been able to sustain their previous strong performances as they drop to a reach of 929,000. Staying with Absolute, the network as a whole is down slightly to reach 2.2 million despite improvements for their new digital stations; Absolute Radio 90s is up and now reaches 295,000, Absolute Radio 80s is also up (665,000), whilst Absolute Classic Rock improves slightly to 306,000. The group will also be able to add the launch of Absolute Radio 00s to their figures from next quarter so watch out for their performance.

DAB Digital listening has grown slightly to account for a 25% share of all radio listening, with a weekly reach of 40.5% of people listening to digital radio, either through DAB; DTV; the internet or ‘other’.

The latest RAJAR figures recorded 18.5 million adults as claiming to live in a household which has a DAB receiver. Bauer’s digital stations continue to remain strong in the digital only UK market. The Hits and Smash Hits both achieved over 1 million listeners, making them the two most listened to commercial digital only stations. The independently owned, Sony Digital Radio Station of the Year, Planet Rock takes third position achieving year on year growth of 18.5% and now reaching 827,000 listeners.

The UK’s largest commercial radio group is Global Radio (19.7 million listeners), the owners of the Heart Network of stations which delivers 7.7 million listeners across the UK. This January saw Global Radio rebrand a number of their station’s to Capital Radio, backed by a star studded TV commercial Capital really are going after the Radio 1
audience. The stations haven’t yet been measured under the Capital brand so we will have to wait for next quarter’s RAJAR results to get their true figures, prior to the rebrand the stations were attracting a combined reach of 6.3 million (for more information on this rebrand please feel free to contact a member of the RadioWorks team). Bauer Radio is the second largest commercial group, with a 13.2 million reach. GMG Radio who recently launched Smooth on to the National DAB platform will expect to see increased figures from this in their next set of results, but for now they reach just short of 5.2 million people. UTV Radio, including talkSPORT, delivers 4.1 million reach.

Glide This is the first set of RAJAR results for the Oxford based station Glide FM which achieved 13,000 adults.

The station, previously called Oxford’s 107.9 FM, hit the headlines last year when they named themselves Glee FM (after the hit TV programme). The Q4 2010 RAJAR results also show a change in how the Heart radio stations report. Previously the Heart stations recorded their listening figures within their historical areas, i.e. Heart Plymouth (which was Plymouth Sound). From this RAJAR however, the stations are being recorded as their new ‘superstation’ areas, meaning the Heart Plymouth figures are now included in the Heart Devon results, which also includes Heart North Devon, Heart Exeter and Heart Torbay. To find out how this affects your radio campaigns please do feel free to contact your RadioWorks representative on 0207 90-70-6-70, or alternatively email Simon@RadioWorks.co.uk

Sunrise Radio, which broadcasts in London on analogue and across the UK via digital (online and DAB) has shown a year on year increase of 1.9% and now achieves a reach of 371,000. Panjab Radio delivered 128,000 listeners nationally, while Buzz Asia and Premier Christian Radio (both in London) delivered 113,000 adults and 164,000 adults respectively.

Finally, listening to the radio via a mobile phone should also be mentioned as 13.3% of adults and almost 31% of 15-24s claim to listen in this way. Many radio stations are now providing smartphone apps to enhance the mobile listening experience, and a recent RAJAR study has found that 20% of all Smartphone owners have a radio app. While podcasts are also proving very popular – Absolute Radio alone had 3.4 million podcasts downloaded in December 2010.

That’s it from me for now. If you have any questions on RAJAR or if you would like any further information please feel free to contact your RadioWorks representative or alternatively email Simon@RadioWorks.co.uk

Paul Kennedy, Research Director at RAJAR, has written a quick guide explaining the measurement tool on the BBC Radio blog, available by clicking here.