Basic analysis of the audiences for BBC radio stations in the UK, written by Grant Goddard in November 2005 for Laser Broadcasting Limited.

1. BBC: BASIC ANALYSIS OF
RADIO STATION AUDIENCE
DATA
by
GRANT GODDARD
www.grantgoddard.co.uk
November 2005

2. BBC RADIO ONE
BBC RADIO ONE: DISTRIBUTION OF HOURS LISTENED
BY AGE [indexed]
250
1999Q3
INDEX: 100 = normal distribution
2005Q3
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
BBC RADIO ONE DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
54%
40%
23%
16%
6%
4%
2005Q3
46%
37%
23%
14%
6%
4%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
28%
21%
10%
5%
2%
1%
2005Q3
24%
21%
10%
5%
2%
1%
REACH - BBC RADIO ONE
SHARE - BBC RADIO ONE
60%
30%
1999Q3
2005Q3
25%
1999Q3
2005Q3
50%
20%
40%
15%
30%
10%
20%
5%
10%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 2

3. BBC RADIO TWO
200
BBC RADIO TWO: DISTRIBUTION OF HOURS LISTENED
BY AGE [indexed]
INDEX: 100 = normal distribution
1999Q3
2005Q3
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
BBC RADIO TWO DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
7%
9%
16%
27%
32%
29%
2005Q3
12%
19%
28%
34%
35%
28%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
2%
4%
8%
16%
21%
21%
2005Q3
4%
10%
16%
21%
22%
18%
REACH - BBC RADIO TWO
40%
SHARE - BBC RADIO TWO
25%
1999Q3
35%
1999Q3
2005Q3
2005Q3
20%
30%
25%
15%
20%
10%
15%
10%
5%
5%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 3

4. BBC RADIO THREE
250
BBC RADIO THREE: DISTRIBUTION OF HOURS
LISTENED BY AGE [indexed]
INDEX 100 = normal distribution
1999Q3
200
2005Q3
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
BBC RADIO THREE DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
1%
1%
3%
5%
7%
8%
2005Q3
1%
2%
2%
5%
7%
8%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
0%
0%
1%
1%
2%
3%
2005Q3
0%
0%
0%
1%
2%
3%
REACH - BBC RADIO THREE
SHARE - BBC RADIO THREE
4%
9%
1999Q3
3%
8%
2005Q3
1999Q3
2005Q3
7%
3%
6%
2%
5%
4%
2%
3%
1%
2%
1%
1%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 4

5. BBC RADIO FOUR
200
BBC RADIO FOUR: DISTRIBUTION OF HOURS LISTENED
BY AGE [indexed]
1999Q3
INDEX 100 = normal distribution
2005Q3
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
BBC RADIO FOUR DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
5%
10%
18%
24%
26%
26%
2005Q3
6%
10%
16%
25%
30%
29%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
1%
4%
8%
14%
15%
19%
2005Q3
2%
4%
7%
13%
17%
21%
REACH - BBC RADIO FOUR
SHARE - BBC RADIO FOUR
25%
30%
1999Q3
1999Q3
2005Q3
2005Q3
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 5

6. BBC RADIO FIVE LIVE
150
BBC RADIO FIVE: DISTRIBUTION OF HOURS LISTENED
BY AGE [indexed]
1999Q3
INDEX 100 = normal distribution
2005Q3
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
BBC RADIO FIVE DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
9%
11%
16%
13%
12%
9%
2005Q3
8%
11%
15%
16%
14%
10%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
2%
3%
5%
5%
5%
4%
2005Q3
2%
4%
6%
6%
5%
4%
REACH - BBC RADIO FIVE
SHARE - BBC RADIO FIVE
7%
20%
1999Q3
1999Q3
2005Q3
6%
2005Q3
15%
5%
4%
10%
3%
2%
5%
1%
0%
0%
15-24
25-34
35- 44
45-54
55-64
65+
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 6

7. BBC LOCAL RADIO
250
BBC LOCAL RADIO: DISTRIBUTION OF HOURS
LISTENED BY AGE [indexed]
INDEX 100 = normal distribution
2000Q2
2005Q2
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
BBC LOCAL RADIO DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
9%
10%
17%
22%
31%
34%
2005Q3
9%
10%
13%
21%
27%
36%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
3%
3%
6%
11%
19%
25%
2005Q3
3%
3%
5%
9%
14%
25%
REACH - BBC LOCAL RADIO
SHARE - BBC LOCAL RADIO
30%
40%
1999Q3
1999Q3
2005Q3
35%
25%
2005Q3
30%
20%
25%
15%
20%
15%
10%
10%
5%
5%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 7

8. UK COMPOSITE – BBC RADIO
DISTRIBUTION OF HOURS LISTENED BY AGE [indexed
by population]
BBC RADIO 1
BBC RADIO 4
BBC RADIO 5
250
BBC RADIO 2
BBC RADIO 3
BBC LOCAL RADIO
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
% SHARE OF UK LISTENING
15+
BBC RADIO 1
BBC RADIO 2
BBC RADIO 3
BBC RADIO 4
BBC RADIO 5
BBC LOCAL
9%
16%
1%
12%
5%
11%
15-24
24%
4%
0%
2%
2%
3%
25-34
21%
10%
0%
4%
4%
3%
35-44
10%
16%
0%
7%
6%
5%
45-54
5%
21%
1%
13%
6%
9%
55-64
2%
22%
2%
17%
5%
14%
65+
1%
18%
3%
21%
4%
25%
TOTAL
53%
36%
42%
43%
54%
62%
71%
BBC RADIO - % SHARE OF UK LISTENING
80%
70%
BBC LOCAL
BBC RADIO 5
BBC RADIO 4
60%
50%
BBC RADIO 3
BBC RADIO 2
BBC RADIO 1
40%
30%
20%
10%
0%
15-24
25-34
35-44
45-54
55-64
65+
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk
BBC: Basic Analysis Of Radio Station Audience Data
©2005 Grant Goddard
page 8