'The Swansea, United Kingdom Radio Market: June 2005' by Grant Goddard

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A detailed analysis of the audiences for radio broadcasting in the Swansea market in the UK, written by Grant Goddard in June 2005 for Laser Broadcasting Limited.

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'The Swansea, United Kingdom Radio Market: June 2005' by Grant Goddard

  1. 1. THE SWANSEA, UNITED KINGDOM RADIO MARKET by GRANT GODDARD www.grantgoddard.co.uk July 2005
  2. 2. EXECUTIVE SUMMARY Highlights         Hours listened to all radio have increased by 26% in Swansea (while remaining stable nationally) over the last five years Hours listened to BBC Radio have increased by 31% in five years [UK: 6% increase] Hours listened to BBC Radio Wales have increased by 78% in five years Hours listened to BBC Radio Four have increased by 73% in five years Hours listened to commercial radio have increased by 18% in five years [UK: 7% fall] Hours listened to local (excluding regional) commercial radio have fallen by 10% in five years Hours listened to local commercial station The Wave have fallen by 37% in five years Hours listened to regional commercial radio have grown since Real Radio launched in 2000 As a result:        BBC Radio’s share of listening has increased from 52% to 54% in five years [UK: 51% to 54%] Commercial radio’s share of listening has fallen from 47% to 44% in five years [UK: 47% to 44%] BBC Radio Wales’ share of listening has increased from 9% to 12% in five years BBC Radio Four’s share of listening has increased from 8% to 10% in five years Local (excluding regional) commercial radio’s share of listening has fallen from 33% to 23% in five years The Wave’s share of listening has fallen from 19% to 10% in five years regional commercial radio’s share of listening has grown to 12% since Real Radio launched in 2000 Hours listened to all radio have increased substantially, driven by the launch of Real Radio in 1990 and by the increasing popularity of BBC Radio Wales and BBC Radio Four. As a result, listening to local commercial station The Wave has fallen dramatically, particularly in the 25-44 demographic. Some of this audience has transferred to Real Radio, some to BBC Radio Wales, and some even to BBC Radio One (whose hours listened are up 20%). The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 2
  3. 3. The launch of Real Radio has been insufficient to stem the declining appeal of commercial radio as a whole, reflecting the similar pattern that exists across the UK. Real Radio’s appeal extends equally across the 25-54 demographic, and even considerably into the 15-24 demographic. Its output appeals to the C2DE demographic twice as much as to the ABC1 demographic. Although less significant, BBC Radio Cymru is increasing its hours listened over the long run. Unlike other areas of the UK, BBC Radio Two has shown little growth in the last five years, but the station is ranked #1 in the market. BBC stations take four of the top five positions in the market (in order: Radio 2, Radio Wales, Real Radio, Radio One, Radio Four). Five years ago, the BBC took three of the top five positions (in order: The Wave, Radio Two, Radio One, Swansea Sound, Radio Wales). Even two years ago, The Wave continued to be ranked #1 in the market. Now it ranks #6. The addition of a new commercial station in 2000 – Real Radio – has increased listening to commercial radio, but relatively less than the increase in BBC radio listening. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 3
  4. 4. Details All Radio  Radio reaches 89% of the adult population in Swansea [UK: 90%]  Radio as a medium shows no sign of decline in Swansea, as hours listened have increased by 26% over the last five years [UK: no change]  This 26% increase in radio listening is attributable to the increasing popularity of BBC Radio and new commercial station Real Radio  Radio is having more success reaching all the older demographics above age 45 BBC Radio  BBC Radio has substantially increased its appeal in Swansea over the last five years: o Reach has increased from 59% to 65% o Share has increased from 52% to 54% o Hours listened have increased by a huge 31% [UK: 6% increase] Commercial Radio  Commercial radio’s appeal has not grown significantly in Swansea over the last five years: o Reach has increased from 59% to 62% o Share has fallen from 47% to 44% o Hours listened have increased by 18% [UK: 7% decrease] 96.4 FM The Wave  Commercial radio’s declining share is wholly attributable to the massive fall in popularity of the market’s heritage ILR station The Wave over the last five years: o Reach has fallen from 30% to 24% o Share has fallen by almost half from 19% to 10% o Hours listened have fallen by 37%  This dramatic decline in hours listened is accelerating. The last year alone saw a 17% fall in hours listened  Two years ago, The Wave was still the market leader. It has since fallen to sixth place in the Swansea market, and has less than three-quarters of the share of market leader BBC Radio Two  The Wave has lost substantial listening in almost all age groups over the last five years: o share among 15-24 year olds has fallen from 37% to 24% o share among 25-34 year olds has more than halved from 35% to 16% o share among 35-44 year olds has fallen by more than two-thirds from 30% to 9%  The Wave has lost substantial share of listening in the C2DE demographic, from 22% to 11% in the last five years The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 4
  5. 5. Real Radio  New regional station Real Radio continues to make substantial headway in the Swansea market, where it is ranked third to BBC Radio Two and BBC Radio Wales. Over the last five years: o Reach has grown to 23% o Share has grown to 12%  Real Radio has almost equal appeal within all age groups from 25 to 54  Real Radio appeals to both sexes  Real Radio appeals predominantly to the C2DE demographic BBC Radio Wales  The BBC station is also showing strong growth and, in the last five years: o Reach has grown from 17% to 22% o Share has grown from 9% to 12% o Hours listened have grown by a remarkable 78% o The station is ranked #2 in the market, compared to #5 five years ago Local versus regional commercial radio The substantial decline of listening to local commercial radio in the Swansea market has been accompanied by an increase in listening to the new regional station Real Radio. Listener affinity has switched from local commercial radio to regional commercial radio and, to a greater extent, to BBC Radio. Over the last five years:  Regional commercial radio’s share of listening is up from 0% to 12%  Local commercial radio’s share of listening is down from 33% to 23%  Local commercial radio’s hours listened are down 10% BBC Radio One Reach steady at 22% (all comparisons over last five years) Share down from 12% to 11% Hours listened up 20% BBC Radio Two Reach up from 21% to 25% Share down from 18% to 14% Hours listened down 6% BBC Radio Three Reach steady at 2% Share down from 0.5% to 0.3% Hours listened down 16% BBC Radio Four Reach steady at 12% Share up from 8% to 10% Hours listened up 73% The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 5
  6. 6. BBC Radio Five Reach down from 9% to 6% Share down from 3% to 2% Hours listened down 23% The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 6
  7. 7. ALL RADIO ALL RADIO: HRS LISTENED [indexed] ALL RADIO: % REACH 100% 12000 90% 80% 10000 70% 8000 60% 50% 6000 40% 4000 30% 20% 2000 10% 0 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Listening to all stations has remained steady over the last five years. Reach has fluctuated between 82% and 89%. By comparison, across the whole UK, radio has a 90% weekly reach. Hours listened have increased by a substantial 26% over the last five years whereas, across the UK, hours listened to radio have remained steady (when indexed against population changes). Within the total population, changes are evident in the success of radio at reaching different age groups: ALL RADIO % REACH BY AGE ALL RADIO % REACH BY AGE 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 35-44 45-54 15-24 10% 25-34 0% 55-64 10% 65+ 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 While radio’s reach in the 15-24, 25-34 and 35-44 year old age groups has been very steady, notable increases are evident in all the older age groups. Over the last five years, reach has increased from 81% to 87% in 45-54 year olds, from 80% to 87% in 55-64 year olds, and from 72% to 90% in 65+ year olds. These are remarkable increases in age groups that are not so easy to market new radio services to. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 7
  8. 8. COMMERCIAL RADIO COMMERCIAL RADIO: % SHARE COMMERCIAL RADIO: % REACH 70% 60. 0% 60% 50. 0% 50% 40. 0% 40% 30. 0% 30% 20. 0% 20% 10. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Commercial radio (both local/regional and national) currently reaches 62% of the population, compared to 59% five years ago. By comparison, across the whole UK, commercial radio has a 63% weekly reach, down from 66% five years ago. Commercial radio’s share of radio listening has fallen from 47% five years ago to 44% now. By coincidence, across the UK, commercial radio also has a 44% share of listening, down from 47% five years ago. COMMERCIAL RADIO: HRS LISTENED [indexed] 6000 5000 4000 3000 2000 1000 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to commercial radio have increased by 18% over the last five years. This compares to a 7% fall in hours listened across the whole UK over the same period. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 8
  9. 9. BBC RADIO BBC RADIO: % SHARE BBC RADIO: % REACH 60. 0% 70% 60% 50. 0% 50% 40. 0% 40% 30. 0% 30% 20. 0% 20% 10. 0% 10% 0. 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC Radio (both local and national) has increased its reach considerably from 59% to 65% over the last five years. By comparison, across the whole UK, BBC radio has a 67% weekly reach, up from 65% five years ago. BBC Radio’s share of listening has increased from 52% to 54% over the last five years. During the same period, across the whole UK, BBC Radio has similarly increased its share from 51% to 54%. BBC RADIO: HRS LISTENED [indexed] 7000 6000 5000 4000 3000 2000 1000 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to BBC Radio have increased by a massive 31% over the last five years. This trend shows no sign of abating since the increase in the last year alone has been 12%. Across the whole UK, hours listened to BBC radio have increased by 6% over the last five years. The substantial increase in hours listened to BBC stations conceals varied performances of individual stations. Over the last five years, hours listened to BBC Radio Wales have increased by 78% and to BBC Radio Cymru by 132%. Hours listened to BBC Radio One have increased by 20% and to BBC Radio Four have increased by 73%, while hours listened to BBC Radio Five Live have fallen by 23% and to BBC Radio Three have fallen by 16%. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 9
  10. 10. LOCAL/REGIONAL COMMERCIAL RADIO 50. 0% LOCAL/REGIONAL COMMERCIAL RADIO: % SHARE 7000 LOCAL/REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] 6000 40. 0% 5000 30. 0% 4000 3000 20. 0% 2000 10. 0% 1000 0. 0% 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Despite the BBC’s substantial growth in popularity, local/regional commercial radio has also managed to increase its share of radio listening from 33% to 35% over the last five years. By comparison, across the UK (in areas with local commercial radio) local/regional commercial radio attracts a 34% share of listening, down from 39% five years ago. Local/regional commercial radio’s hours listened have increased by 35% in the last five years, almost entirely due to the launch of regional station Real Radio in Wales in 2000. By comparison, across the whole UK (in areas with commercial radio), hours listened to local/regional commercial radio have fallen by 13% (when indexed against population changes) over the last five years. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 10
  11. 11. 96.4 FM THE WAVE 96.4 THE WAVE: % REACH 96.4 THE WAVE: % SHARE 30. 0% 40% 30% 20. 0% 20% 10. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Heritage FM station The Wave (formerly Swansea Sound with a simulcast AM/FM service until 1995) has experienced declining audiences. In the last five years, its reach has fallen from 30% to 24%, while its share of listening has almost halved from 19% to 10%. 96.4 THE WAVE: HRS LISTENED [indexed] 2500 2000 1500 1000 500 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to The Wave have fallen by a massive 37% over the last five years. 70% 96.4 THE WAVE % REACH BY AGE 70% 96.4 THE WAVE % REACH BY AGE 45-54 60% 60% 50% 50% 40% 40% 30% 30% 55-64 65+ 20% 20% 15-24 25-34 10% 10% 35-44 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Over the last five years, The Wave has lost reach in almost all age groups, and most notably in the 25-34 and 35-44 demographics. Reach in 15-24 year olds fell from 58% five years ago to 45% last year, but has since recovered. Reach in 25-34 year olds has fallen from 45% to 35%, in 35-44 year olds from 41% to 27%, in 45-54 year olds from 26% to 24%, and in 55-64 year olds from 13% to 9%. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 11
  12. 12. 96.4 THE WAVE % SHARE BY AGE 50% 50% 96.4 THE WAVE % SHARE BY AGE 15-24 45-54 25-34 40% 35-44 55-64 40% 30% 30% 20% 20% 10% 65+ 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The Wave’s loss of listening share has been substantial, particularly in the 1544 age groups. Over the last five years, the station’s share of listening has fallen from 37% to 24% in 15-24 year olds, by more than half from 35% to 16% in 25-34 year olds, and from 30% to 9% in 35-44 year olds. This last figure represents a loss of more than two-thirds of its share of 35-44 year old listening, a huge decline. 30% 96.4 THE WAVE % SHARE BY SEX A l l M al es 15+ 30% 96.4 THE WAVE % SHARE BY CLASS A B C1 A l l Femal es 15+ C2DE 20% 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The Wave’s share of listening amongst males has fallen from 16% to 10%, and amongst females from 24% to 10%. The relative fall has been much greater amongst females. The Wave’s share of listening amongst the C2DE demographic has fallen by half from 22% to 11%, while the station’s share of listening in the ABC1 demographic has fallen slightly less from 16% to 9%. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 12
  13. 13. SWANSEA SOUND 1170 MW SWANSEA SOUND: % REACH SWANSEA SOUND: % SHARE 15. 0% 30% 20% 10. 0% 10% 5. 0% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Heritage AM station Swansea Sound has lost audience too, but not as substantially as co-owned sister station The Wave. Weekly reach is currently 16%, compared to 21% five years ago. Listening share is currently 9%, compared to 11% five years ago, though it dipped to 7% a year ago. 1200 SWANSEA SOUND: HRS LISTENED [indexed] 1000 800 600 400 200 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to Swansea Sound are only 3% lower than five years ago, although there has been a fall and rise in the intervening years of more than 30%. Because Swansea Sound has a small share of listening (currently 9%), analysis of age, sex and class data does not provide significant information. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 13
  14. 14. REAL RADIO REAL RADIO: % REACH REAL RADIO: % SHARE 15. 0% 30% 10. 0% 20% 5. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Real Radio has grown its audience steadily since its 2000 launch. It already has a 23% reach and a 12% share, though the latter is slightly down from 14% a year ago. REAL RADIO: HRS LISTENED [indexed] 1600 1400 1200 1000 800 600 400 200 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to Real Radio are also growing, though have fallen 9% from one year ago. 50% REAL RADIO % REACH BY AGE 50% REAL RADIO % REACH BY AGE 15-24 45-54 25-34 40% 35-44 55-64 40% 30% 30% 20% 20% 10% 65+ 10% 0% 0% 2002Q1 2003Q1 2004Q1 2005Q1 2002Q1 2003Q1 2004Q1 2005Q1 Real Radio has already shown itself to be very successful in reaching a wide range of different aged listeners. Its reach is 30% in 15-24 year olds, 35% in 25-34 year olds, 32% in 35-44 year olds, and 29% in 45-54 year olds. Its audience is broadly 15 to 54 and is shown to be steady across all these ages. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 14
  15. 15. 30% REAL RADIO % SHARE BY AGE 30% REAL RADIO % SHARE BY AGE 15-24 45-54 25-34 55-64 65+ 35-44 20% 20% 10% 10% 0% 0% 2002Q1 2003Q1 2004Q1 2005Q1 2002Q1 2003Q1 2004Q1 2005Q1 Real Radio’s share of listening amongst all age groups from 25 to 54 is very similar. It achieves a share of 18% in 25-34 year olds, 19% in 35-44 year olds and 18% in 45-54 year olds. Only in 15-24 year olds is the share lower at 7%, though in this demographic it reached 15% two years ago. 20% REAL RADIO % SHARE BY SEX 20% REAL RADIO % SHARE BY CLASS A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 10% 10% 0% 0% 2002Q1 2003Q1 2004Q1 2005Q1 2002Q1 2003Q1 2004Q1 2005Q1 Real Radio’s share of listening is higher in males (14%) than females (10%), though last year it was equal in both sexes. Real Radio demonstrates a definite skew towards listening by the C2DE demographic (16% share) compared to the ABC1 demographic (8%) and the difference shows signs of widening. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 15
  16. 16. LOCAL AND REGIONAL COMMERCIAL RADIO 40. 0% LOCAL COMMERCIAL RADIO: % SHARE 40. 0% 30. 0% 30. 0% 20. 0% 20. 0% 10. 0% REGIONAL COMMERCIAL RADIO: % SHARE 10. 0% 0. 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Since the opening of regional station Real Radio in 2000, there has been a drift of listening away from local commercial stations The Wave and Swansea Sound, and towards Real Radio. Local commercial radio’s share has fallen from 33% five years ago to 23% today, while regional commercial radio’s share has grown from 0% to 12% on the back of a single regional station. (NB: The slight increase in share of local commercial radio in 2001 is solely due to Real Radio, which had not been included in the RAJAR survey but was included in the residual “other local commercial stations” category.) 4000 LOCAL COMMERCIAL RADIO: HRS LISTENED [indexed] 4000 3500 3500 3000 3000 2500 2500 2000 2000 1500 1500 1000 1000 500 REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] 500 0 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Similarly, hours listened to local commercial radio have fallen by 10% during the last five years. Hours listened to regional commercial radio have increased to half the hours listened to local commercial radio. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 16
  17. 17. BBC RADIO WALES BBC RADIO WALES: % REACH 15. 0% 30% BBC RADIO WALES: % SHARE 10. 0% 20% 5. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC Radio Wales’ reach has increased significantly over the last five years from 17% to 22%. The station’s share of listening has increased considerably from 9% to 12%. BBC RADIO WALES: HRS LISTENED [indexed] 1600 1400 1200 1000 800 600 400 200 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to BBC Radio Wales have increased by a massive 78% over the last five years. The station is now ranked #2 in the market, compared to #5 five years ago. This is a remarkable achievement for a station that is not “new”. No demographic data is publicly available for BBC Radio Wales. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 17
  18. 18. BBC RADIO CYMRU BBC RADIO CYMRU: % REACH BBC RADIO CYMRU: % SHARE 5. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC Radio Cymru’s reach is relatively low but falls between 4% and 5% normally (although it spiked at 8% two years ago). The station’s share of listening fluctuates similarly and currently stands at 4%, compared to 2% five years ago. BBC RADIO CYMRU: HRS LISTENED [indexed] 450 400 350 300 250 200 150 100 50 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to BBC Radio Cymru have grown by a huge 132% over the last five years, although some of this may be due to reporting fluctuations because of the low level of reach the station achieves. It is difficult to conclude whether the data shows a rapidly growing station, or whether it is merely statistical variation because of the station’s small audience. The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 18
  19. 19. BBC RADIO ONE BBC RADIO ONE: % REACH BBC RADIO ONE: % SHARE 30% 15.0% 20% BBC RADIO ONE: HRS LISTENED [indexed] 10.0% 1400 1200 1000 800 10% 0% 600 5.0% 0.0% 400 200 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO TWO BBC RADIO TWO: % REACH BBC RADIO TWO: HRS LISTENED [indexed] BBC RADIO TWO: % SHARE 30% 20.0% 2500 15.0% 2000 20% 1500 10.0% 1000 10% 5.0% 500 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO THREE BBC RADIO THREE: % REACH BBC RADIO THREE: % SHARE 10% BBC RADIO THREE: HRS LISTENED [indexed] 5.0% 90 80 70 60 50 40 30 20 10 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 0 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO FOUR BBC RADIO FOUR: % REACH BBC RADIO FOUR: HRS LISTENED [indexed] BBC RADIO FOUR: % SHARE 20% 15.0% 1400 1200 10.0% 1000 10% 800 600 5.0% 400 200 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 0 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO FIVE LIVE BBC RADIO FIVE LIVE: % SHARE BBC RADIO FIVE LIVE: % REACH BBC RADIO FIVE LIVE: HRS LISTENED [indexed] 5.0% 10% 350 300 250 200 150 100 50 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 The Swansea, United Kingdom Radio Market ©2005 Grant Goddard 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 page 19
  20. 20. % SHARE OF LISTENING - 96.4 THE WAVE TSA (501,000) 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 18.4% 15.2% 17.3% 14.7% 17.9% 13.7% BBC RADIO 2 8.7% 9.2% 10.4% 14.1% 13.0% 12.2% BBC RADIO WALES 0.0% 0.0% 6.7% 8.4% 13.9% 11.7% REAL RADIO (WALES) 11.5% 11.6% 10.2% 10.5% 9.3% 10.9% BBC RADIO 1 7.6% 9.3% 7.4% 7.6% 6.8% 10.4% BBC RADIO 4 19.4% 17.0% 18.0% 15.0% 12.8% 96.4FM THE WAVE 9.8% 11.4% 10.5% 10.0% 8.6% 6.7% SWANSEA SOUND 1170 MW 9.3% 2.0% 2.3% 2.2% 3.0% 1.6% BBC RADIO CYMRU 3.8% 5.1% 4.2% 6.5% 5.4% 3.4% CLASSIC FM 3.8% 3.0% 2.8% 2.0% 1.9% 1.9% BBC RADIO FIVE LIVE 1.8% 2.4% 1.9% 1.9% 1.8% 1.3% talkSPORT 1.4% 4.5% 2.7% 1.9% 2.4% 1.4% VIRGIN RADIO (AM) 0.4% 0.5% 0.5% 0.8% 0.8% 0.5% BBC RADIO 3 0.3% 2.0% 2.0% 1.7% 0.0% 0.0% ATLANTIC 252 0.0% SMASH HITS RADIO BBC WORLD SERVICE KISS MAGIC CAPITAL GOLD KERRANG! THE HITS PLANET ROCK GALAXY HEART JAZZ/SMOOTH BBC 6 MUSIC BBC7 HEAT Q PRIME TIME RADIO VIRGIN RADIO GROOVE 1XTRA FROM THE BBC 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.3% 0.5% 0.4% 0.2% 0.2% 0.4% 0.3% 0.1% 0.3% 0.1% 0.1% 0.0% 0.1% 0.0% 0.1% 0.0% 0.0% 0.2% 0.6% 0.5% 0.5% 0.5% 0.3% 0.3% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% OTHER BBC LOCAL OTHER LOCAL COMM. 0.2% 1.8% 0.3% 6.8% 0.3% 1.1% 0.1% 1.9% 0.5% 4.9% 0.0% 4.3% ANY BBC ANY COMMERCIAL OTHER STATION 51.9% 51.2% 50.5% 53.2% 52.3% 54.0% 46.6% 45.1% 47.8% 44.3% 47.0% 43.8% 1.5% The Swansea, United Kingdom Radio Market ©2005 Grant Goddard 3.8% 1.8% 2.5% 0.7% 2.3% page 20
  21. 21. All data: RAJAR/RSL 2000 Quarter 1 2001 Quarter 1 2002 Quarter 1 2003 Quarter 1 2004 Quarter 1 2005 Quarter 1  all “hours listened” data are indexed to 2005 Quarter 1 to account for changes in total population size and stations’ Total Survey Area size from year to year 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 The Swansea, United Kingdom Radio Market ©2005 Grant Goddard page 21

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