RAJAR Q1 2012

Hi All,

Here’s my full RAJAR update for Quarter 1 2012 – if this is a little too much, check out my comments which I will be posting shortly.

Enjoy…

It’s been another good quarter for Digital Listening! This quarter saw an increase in Digital Listening with 311 million listening hours and 45% of the population tuning in to the radio via any digital platform.

RAJAR, the radio audience survey, shows that 90% of people in the UK listen to the radio every week. Commercial Radio reaches over 33 million listeners and achieves a listener share of 42.3% versus the BBC’s 55.4%. On a local level commercial radio completely dominates the BBC delivering 26.5 million listeners compared to the BBC’s 9.9 million for local and regional services.

LONDON LISTENING: In the London marketplace Capital London has held on to the number one spot in terms of reach with a 4.1% year on year increase taking them to a reach of 2,269,000 listeners. Magic 105.4 has dropped off slightly in terms of reach down to 1,963,000. However, in terms of listening share Magic has grown their hours to take top position from Capital with a share of 6.1%. Going back to the reach table, strong improvements from Kiss sees them move above Heart London to take third position. The Sony Award winning station Kiss FM delivered a year on year increase of 7.5% to achieve 1,958,000 weekly listeners – a share of 5.1% and places them at third in the share table. With 1.9 million listeners per week Heart London is in fourth place in terms of reach but poor listening hours has seen the station drop to fifth place with a share of only 4.4%. After recent strong results, LBC have had a poor quarter, seeing their reach drop to 867,000 and the share drop to 4.6%. The national station Classic FM also reports London only figures and delivered 1.1 million listeners with a share of 3.5%.

LONDON BREAKFAST: The much talked about ‘battle of the breakfast shows’ has been won by Capital London, with 1,265,000 listeners to their show from 6-10. This is the first set of results for Capital London since a change to the line-up saw Dave Berry replace Johnny Vaughan as Lisa Snowdon’s co-host on the breakfast show, so they will no doubt be very happy to retain the number one position despite a slight drop over last quarter’s results. Neil Fox’s Magic Breakfast Show (5-9am) has retained second place with 793,000. Whilst Jamie and Harriet on Heart London (6-9am) have jumped up to third position with a reach of 759,000 weekly listeners. Kiss Breakfast with Rickie, Melvin & Charlie (6-9am) this week won a Sony Gold Award for their show but unfortunately failed to grow their audience, achieving only 750,000 weekly listeners. This is still some way ahead of the fifth and sixth placed London Breakfast shows, LBC (561,000) and Absolute Radio Network London (532,000).

REGIONAL REVIEW: Briefly looking around the regions; Liverpool appears to be the place to be if you want to listen to award winning radio. At this week’s Sony Radio Academy Awards – the radio Oscars – two local stations in the city both brought home Gold Awards. Radio City won the station of the year award for a population of over one million, and the micro station Juice FM won the station of the year award for a population fewer than one million. In terms of listening figures, they also delivered some strong results. Juice posted an increase of 9,000 listeners’ quarter on quarter to now reach 204,000 (21%), with Radio City reaching 447,000 (25%). And both stations showed an increase in listening hours. Outside of Liverpool there are a couple of stations whose RAJAR results that cannot be overlooked – Channel 103 & Island FM in Jersey and Guernsey respectively. This quarter, Island reached 49% of the population and Channel an amazing 58% reach of its available population – so if you want to advertise to people in the Channel Islands radio is a great way to reach the audience.

NATIONAL STATIONS: Classic FM remains the most listened to (single) commercial radio station in the UK. Despite a positive quarter the station is down over 10% year on year, with a reach of 5.4 million adults. Keeping a focus on the national analogue stations – talkSPORT, another Sony Award winner (for Best Sports Programme) improved their reach again and now delivers over 3.2 million listeners, while Absolute Radio remained around the 1.6 million mark. The Total Absolute Radio Network, which this quarter added Absolute Radio 60s and 70s to its stable of decade stations, has improved their results quarter on quarter, and now deliver almost 3 million listeners (2,978,000).

NETWORK STATIONS: The network radio stations which have become a feature of the UK radio industry over the past couple of years have posted some good results this quarter. The largest commercial radio network in the country is Global’s Heart Network which delivers over 7.4 million listeners, closely followed by the Capital Network on 7 million listeners. Kiss UK has delivered 4.3 million, Magic UK 3.6 million, Smooth Radio UK 3.3 million, and Total Real Radio 2.5 million.

DIGITAL RADIO: Digital listening has grown to account for a 29.2% share of all radio listening, with a weekly reach of 45.1% of people listening to digital radio, either through DAB, DTV, the internet or ‘other’. The latest RAJAR figures recorded 22 million adults (44.6%) claiming to live in a household which has a DAB receiver. The number one commercial, digital only, radio station in the UK is now The Hits with over one million listeners (1,081,000). Also owned by Bauer, Smash Hits has dropped to second place with 991,000. Planet Rock increased their reach 6.2% quarter on quarter to take third position with a reach of 861,000; with Absolute Radio 80s reaching 857,000 to achieve fourth and Heat Radio delivering 716,000. This is the first set of results for the recently launched Absolute Radio 60s and Absolute Radio 70s, both stations helped the Absolute business to post their highest audience figures for almost 10 years with 60’s achieving 151,000 and 70s delivering 157,000 weekly reaching.

GROUP PERFORMANCE: The UK’s largest commercial radio group is Global Radio (19.2 million listeners), thanks in part to the strength of its three core brands Classic FM, Heart and Capital. Bauer Radio with their Place and Passion Portfolios is the second largest commercial group, with a total reach of 13.3 million. GMG Radio has delivered 5.5 million weekly reach whilst UTV Radio, owners of talkSPORT, reach 4,461,000 listeners.

TARGETED STATIONS: Premier Christian Radio, broadcasting in London on analogue and across the UK via digital (online and DAB) now achieves a reach of 153,000. And there have also been quarter on quarter increases across Kismat Radio and Buzz Asia in London, delivering 105,000 and 119,000 respectively. Sunrise Radio has seen a slight drop quarter on quarter to 457,000 weekly reach.

MOBILE LISTENING: Finally onto mobile listening – RAJAR shows that 16.9% of adults and 32.8% of 15-24’s now claim to listen to radio on their mobile phone. Nearly all the UK’s radio stations are providing smartphone apps to enhance the mobile listening experience and provide advertisers with an additional point of contact. An upcoming RAB / Other Lines Of Enquiries study into mobile radio listening is expected to show some interesting results.

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

SOURCE: RAJAR Q1 2012

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Radio Demystified

The RadioWorks Group are launching a new company into the Radio Marketplace…introducing The RadioWorks Consultancy. The company will be the central hub of understanding for Advertiser’s and Agency’s represented by the UK’s Premier Radio Advertising Specialist and will also be available to anyone interested in exploring the benefits of Radio.

The RadioWorks Consultancy provides you with access to information including…

  • Why Radio Advertising works
  • Strategy
  • Research
  • Analysis
  • Creative Led Planning
  • RadioWorks Group Overview
  • Best Practice Campaigns
  • RadioWorks Academy Training
  • Industry Developments
  • Marketplace Reports
  • Customer Service Reviews
  • New to Radio Advertising Advice
  • Future of Radio

The RadioWorks Consultancy will give access to all senior members of the RadioWorks team, including creative & production contributions from the Managing Director of Maple Street Studios, David Couch, and input from all the companies within the RadioWorks Group.

Fronted by Head of Insight, Simon Pearce, The RadioWorks Consultancy will bring further value to RadioWorks clients and help grow the Radio Industry as a whole.

RadioWorks Group Chairman, Stan Park, said “This is a great step forward for us as a company, The RadioWorks Consultancy will be of real benefit to our current customers and those looking into the possibility of using radio advertising.”

The new company also has the support of the Radio Advertising Bureau, “RadioWorks consistently encourages new advertisers to explore radio within their media mix and I’m confident that The RadioWorks Consultancy will augment that positive work with their programme of education, insight and creative thinking” noted Planning Director Mark Barber.

Simon Pearce is Head of Insight at RadioWorks and Maple Street Studios

The Radio Station Location Game

I’m glad to announce that the Radio Station Location Game is making a welcome return to the RadioWorks website!

If you think you know where commercial radio stations are based then why not give it a go. Click here, have a go, and see if you can make it on to the leaderboard!

Good luck

Si.

Si Pearce is Head of Insight at RadioWorks – The UK’s Premier Radio Advertising Specialist

RAJAR Q4 2011 – Comment

Here’s my brief comment on the latest commercial radio RAJAR figures…

It’s great to see Digital Radio listening figures up. With 40% of the population now claiming to live in a household with a DAB set and digital listening carrying a share of 29.1% things seem to be heading in the right direction for Digital Radio. Absolute Radio really are the group leading the way when it comes to listening via a Digital platform as it accounts for 71% of their total listening.

The news of increased listeners to the Capital London breakfast show will no doubt raise a few questions into Johnny Vaughan’s departure from the show. Capital London’s breakfast show is now fronted by Dave Berry, alongside Lisa Snowdon, it is going to be interesting to see how they perform with their first set of results next quarter. As a whole, Capital London have had a very good set of figures, up 15% year-on-year whilst the Capital Network is up 4.7% year-on-year, which would suggest their recent marketing activity has been well received.

talkSPORT’s investment in live sport has seen them achieve 3.2 million listeners. The quarter’s results included coverage of the Rugby World Cup and Premier League Football. talkSPORT will be hoping that continued investment in live sport, such as this summer’s Euro 2012 football tournament, will help them continue growth.

Si Pearce is the Head of Insight at RadioWorks – the UK’s Premier Radio Advertising Agency

RAJAR Q4 2011

Another Good Quarter for Digital Listening!

This Quarter saw an increase in Digital Listening with 300 million listening hours and 23.1 million people tuning into the radio via a digital platform  

RAJAR, the radio audience survey shows 46.7 million adults (15+) in the UK listen to the radio every week. Commercial Radio reaches 32.8 million listeners and achieves a listener share of 42.4% versus the BBC’s 55.5%. On a local level commercial radio completely dominates the BBC delivering 26.2 million listeners compared to the BBC’s 9.6 million for local and regional services.

In the London marketplace Capital London has held on to the number one spot with a 14.9% year on year increase taking them to a reach of 2,254,000 listeners. An improved result from Magic 105.4 sees them go above the two million mark to 2,167,000.  In terms of listening share Capital London and Magic also hold the top two positions with 5.9% and 5.7%. In terms of reach Heart 106.2 take the third position with 1.9 million listeners per week but poor listening hours has seen the drop to fifth place in terms of share with only 4.6%. Improved quarter-on-quarter results from Kiss see them jump into fourth place in terms of reach 1,874,000 and strong hours places them just behind Magic in terms of share (5.4%). LBC also had a strong quarter with reach up 15% to 967,000 and share up to 5.1%. The national station Classic FM also reports London only figures and delivered over 1.2 million listeners with a share of 3.9%.

The much talked about ‘battle of the breakfast shows’ has been won again by the now departed Johnny Vaughan and Lisa on Capital Radio London with 1.3 million listeners to their show from 6-10. Johnny left the station at the end of last year and has been replaced by former XFM and Capital weekend DJ Dave Berry. Also known for presenting shows on MTV, Berry has been presenting the Capital Breakfast show with Lisa Snowdon since the beginning of the year – the next quarter’s RAJAR results will show us how he’s performed in his first term at the helm of London’s largest Commercial Radio Breakfast show. Neil Fox’s Magic Breakfast Show (5-9am) increased its listeners to take second place with 848,000. Kiss 100’s Rickie, Melvin & Charlie (6-9am) managed to add 138,000 listeners to their previous total to take them to third most listened to breakfast show in London with 838,000 weekly listeners. Whilst Jamie and Harriet on Heart London (6-9am) dropped into fourth position with 814,000 listeners.

Briefly looking around the regions; in the Isle of Man, Manx Radio reached 69,000 adults (58% of all available adults in their TSA – Total Survey Area). The newly renamed Manchester station 106.1 Real XS (was 106.1 Rock Radio) has delivered 131,000 reach (6%) in their first set of results. In Wakefield the micro station Ridings FM delivered 44,000 listeners (15%). Broadcasting in Edinburgh, Forth 1 FM, which is a part of the new Bauer Place Portfolio, pulled in 341,000 (31%), and in Morecambe, The Bay achieved 108,000 listeners (38%).

Classic FM remains the most listened to (single) commercial radio station in the UK, despite a poor quarter, with a reach of 5.3 million adults. Keeping a focus on the national analogue stations – talkSPORT improved their reach by a further 2% quarter-on-quarter to just under 3.2 million listeners whilst Absolute Radio stayed around the 1.6 million mark. The Total Absolute Radio Network, which includes Absolute Classic Rock and the 80s, 90s, and 00s stations have remained at 2.8 million listeners and will hope to add to this with the first set of results from the recently launched Absolute Radio 60s and 70s next quarter.

The network radio stations which have become a feature of the UK radio industry over the past couple of years have posted some good results this quarter. The largest commercial radio network in the country is Global’s Heart Network which delivers 7.4 million listeners, closely followed by the Capital Network on 7 million listeners. Kiss UK has delivered 4.1 million, Magic UK 3.8 million, Smooth Radio UK 3.3 million, and Total Real Radio 2.6 million.

Digital listening has grown to account for a 29.1% share of all radio listening, with a weekly reach of 44.4% of people listening to digital radio, either through DAB, DTV, the internet or ‘other’. The latest RAJAR figures recorded 20.9 million adults (40%) claiming to live in a household which has a DAB receiver. The number one commercial, digital only, radio station in the UK is now Smash Hits with over one million listeners (1,004,000). Also owned by Bauer, The Hits takes second place with 984,000. After impressive results last quarter Absolute 80s has dropped in reach to 828,000 whilst the independently owned Planet Rock takes fourth position achieving 811,000 listeners.

The UK’s largest commercial radio group is Global Radio (19.4 million listeners), thanks in part to the strength of the Heart and Capital Network of stations. Bauer Radio is the second largest commercial group, with a 13.3 million reach. GMG Radio has seen their overall reach increase to almost 5.9 million whilst UTV Radio, owners of talkSPORT, reach 4,466,000 listeners.

Sunrise Radio, broadcasting in London on analogue and across the UK via digital (online and DAB) now achieves a reach of 490,000. But there have been year-on-year declines across Kismat Radio in London, Buzz Asia and Premier Christian Radio who delivered results of 69,000 adults; 108,000 adults and 89,000 adults respectively.

Finally onto mobile listening – RAJAR shows that 15.1% of adults and 32.2% of 15-24’s now claim to listen to radio on their mobile phone. Nearly all the UK’s radio stations are providing smartphone apps to enhance the mobile listening experience. An upcoming RAB / Other Lines Of Enquiries study into mobile radio listening is expected to show some interesting results.

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

SOURCE: RAJAR Q4 2011

Si Pearce is Head of Insight at RadioWorks – the UK’s Premier Radio Advertising Agency

Radio Advertising in a Slow Down

The latest Bellwether Survey makes pretty depressing reading for those in the advertising and media industries as the Guardian reports… “Business confidence among UK marketing execs has slumped to its lowest level in three years, as wary companies cut spending on TV, press and radio advertising in favour of price discounting and the internet.”

The top line findings from the report don’t sound great but dig a little deeper and there is a positive or two… 20% of companies increased their advertising budgets in the last three months of 2011, and, according to initial reports firms are looking to raise their 2012 budgets compared to last year.

As published in the Guardian, Nicola Mendelsohn, president of the IPA (who jointly produced the report), said… “It is encouraging that firms are still planning to increase their budgets in 2012,” said Mendelsohn. “Moreover the impact of key sporting events such as the London 2012 Games and the Euro football championships will likely lead to increased buoyancy in the marketplace with a corresponding boost in marketing expenditure.”

Where does this leave Radio?

The Radio Advertising Bureau (RAB) has carried out a number of research projects to look into how ‘Radio Ads Bite’ to marketing campaigns and this has provide us with some very positive findings:

  • Taking 10% of a TV campaigns budget and placing it on Radio can increase overall ad awareness by 15% (The Awareness Multiplier, Millward Brown)
  • Moving 50% of press ads onto the Radio can increase unaided brand recall threefold (RAEL – The benefits of synergy)
  • Moving 50% of internet ads onto the Radio can increase unaided brand recall four-fold (RAEL – The benefits of synergy)
  • When people are exposed to radio within the search process (i.e. listening online) Brand Name search increases by 350% (Word of Mouse, Uni of Lancaster)
  • Taking 10% of a media budget and placing it on Radio can boost brand browsing online by 52% (The Online Multiplier, Other lines of enquiry / Dolly Wagon)

When times are tight Radio Advertising can make budgets work harder! As the above research from the RAB shows radio can deliver in terms of Direct Response, Awareness and Brand Positioning.

Closer to home, at RadioWorks, we have seen an upward surge in advertisers looking to use radio and digital audio. Tools, such as the unsold inventory reverse auction site – Bid4Spots, and the growth of digital audio opportunities including: Spotify, We7, UK RadioPlayer, and Absolute’s InStream, have been a real draw for advertisers more cautious with their budgets.

If you’d like to find out how Radio can work for you then please feel free contact me at RadioWorks on 0207 90 70 6 70.

All the best

Si

Absolute Radio: Redefining Radio

Had a very interesting morning today thanks to Absolute Radio who invited me and a few RadioWorks colleagues along to their Redefining Radio conference at Portcullis House, just across the road from the countries seat of power. Speakers for the event included Ed Vaizey, the Minister for Culture, Communications & Creative Industries, Karla Geci from Facebook, the BBC’s Tim Davie, Rohan Oomen from Xbox Live and Absolute Radio’s Clive Dickens, James Wigley, Geoff Lloyd and Dave Gorman.

If you don’t have time to read this full post skip to my summary at the bottom 🙂

The general message from all the speakers was that of positivity – radio listening is still growing and currently reaches 91% of the UK population was a stat rolled out by at least three of the speakers. Ed Vaizey told us how neither video or technology killed the Radio star, despite many predictions of its demise. Whilst Clive Dickens reminded us of how non-traditional radio is growing and commented on the changes the internet is having on the medium.

It seems to me that the World Wide Web really is ‘wide’ and can offer plenty of opportunities for Radio Output (or should that be Audio?). Radio stations are already making good use of Facebook in terms of listener interaction and services like Spotify and the UK RadioPlayer are telling all our friends what we’re listening to.

One of radio’s strengths is the sense of community that comes from being a listener. It is this sense of community that Xbox Live has developed with its users and what Facebook thrives off of. The challenge for radio, as defined by Absolute, is ‘Broadcasting one to many (to their community) whilst advertising one to one’. The answer? Well, according to Clive Dickens and James Wigley from Absolute, the answer is in-stream advertising. Encouraging listeners to sign up to an Absolute Radio account provides the station with rich listener data while the listener benefits from additional services and less, more relevant messages. RadioWorks are currently testing the in-stream advertising with one of our clients so if you’re interested in further information please contact us.

For me the best speaker of the morning was the BBC’s Director of Audio and Music, Tim Davie. Tim echoed the message of positivity around radio and mentioned that ‘listeners relationship with radio is the strongest of any media’. For further growth in the radio sector Tim pointed us towards improved creativity and innovations via partnerships – with the UK Radio Player cited as a good example of how this has worked in recent times.

The conference was wrapped up by writer, broadcaster and general funny man Dave Gorman who made two great points…

  1. A conversation is an interaction between two people, it doesn’t matter if it’s through twitter or across the airways – engaging with your audience / your community and speaking with them is what works
  2. People don’t care how they are listening (if it’s via the web, mobile, or AM) what they care about is that they are listening at all – and enjoying it (hopefully)

If you want to hear a great conversation in action I can definitely recommend his radio show, Sunday’s from 10am on Absolute Radio

So, in summary what have I taken away from this morning’s conference?

  • Radio is currently in a very strong position and has continued to grow despite the rise of new technologies
  • Radio needs to constantly adapt in order to have continued success – embracing creativity and technological developments whilst providing more targeted advertising opportunities
  • Radio needs to remember its core strengths and not lose sight of where it’s come from. Retain the sense of community, engage with the audience and keep them entertained.

Thanks for your time.

Si

PS > More information and twitter feed from today’s conference can be found on Absolute Radio’s blog http://onegoldensquare.com/