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'The Ipswich, United Kingdom Radio Market: July 2005' by Grant Goddard

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

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


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  • 1. THE IPSWICH, UNITED KINGDOM RADIO MARKET by GRANT GODDARD www.grantgoddard.co.uk July 2005
  • 2. EXECUTIVE SUMMARY         Hours listened to BBC Radio have increased by 8% in five years [UK: 6% increase] Hours listened to BBC Radio Suffolk have increased by 45% in five years Hours listened to BBC Radio Two have increased by 36% in five years Hours listened to BBC Radio Four have increased by 26% in five years Hours listened to commercial radio have fallen by 11% in five years [UK: 7% fall] Hours listened to local/regional commercial radio have fallen by 20% in five years [UK: 13% fall] Hours listened to local FM commercial station SGR FM have fallen by 18% in five years Hours listened to local AM commercial station Classic Gold Amber have fallen by 48% in five years As a result:         BBC Radio’s share of listening has increased from 59% to 63% in five years [UK: 51% to 54%] Commercial radio’s share of listening has fallen from 41% to 36% in five years [UK: 47% to 44%] BBC Radio Suffolk’s share of listening has increased from 9% to 13% in five years BBC Radio Two’s share of listening has increased from 14% to 19% in five years BBC Radio Four’s share of listening has increased from 10% to 13% in five years Local/regional commercial radio’s share of listening has fallen from 34% to 27% in five years [UK: 39% to 34%] SGR FM’s share of listening has fallen from 15% to 12% in five years Classic Gold Amber’s share of listening has fallen from 6% to 3% in five years Hours listened to all radio have remained remarkably stable, much the same as they have done nationally. Behind this calm exterior, there are substantial changes in listening patterns taking place. Both local commercial stations, SGR FM and Classic Gold Amber, have lost significant amounts of listening during the last five years. The beneficiaries have been BBC radio stations, both the local station – BBC Radio Suffolk – and the national networks, particularly BBC Radios Two and Four. Five years ago, SGR FM was the highest rated local station. It has been usurped by BBC Radio Suffolk since 2003. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 2
  • 3. Five years ago, SGR FM was the #1 station in the market. It has since slipped to fourth place. BBC stations now take four of the top five positions in the market (in order: Radio Two, Radio Suffolk, Radio Four, SGR FM, Radio One). SGR FM is undeniably of main appeal to the under-35 audience, from which it derives 42% of its hours listened. Classic Gold Amber no longer has substantial appeal to most demographics. It derives 84% of its hours listened from over-45s, although its share of listening in all but one demographic is less than 2% (it takes an 8% share in 45-54 year olds). The growth in listening to BBC Radio Suffolk demonstrates that there is an appetite for local radio in the area. Two out of three hours listened to the radio are attributable to BBC radio stations. Only one in four hours listened to the radio is attributable to local/regional commercial radio stations. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 3
  • 4. ALL RADIO ALL RADIO: HRS LISTENED [indexed] ALL RADIO: % REACH 14000 100% 90% 12000 80% 10000 70% 60% 8000 50% 6000 40% 30% 4000 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 92% and 95%. By comparison, across the whole UK, radio has a 90% weekly reach. Hours listened have remained almost unchanged over the last five years, the same as across the UK as a whole (when indexed against population changes). Within the total population, the same steady pattern is 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% 35-44 30% 20% 15-24 10% 25-34 0% 45-54 20% 55-64 10% 65+ 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Radio’s reach is steady in all age groups, with only minor variations from year to year. In all age groups, radio’s reach is currently between 91% and 98%. There is no noticeable loss of reach in the younger age groups, a trend evident in many other local markets. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 4
  • 5. COMMERCIAL RADIO COMMERCIAL RADIO: % SHARE COMMERCIAL RADIO: % REACH 50. 0% 70% 60% 40. 0% 50% 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 Commercial radio (both local/regional and national) currently reaches 63% of the population, compared to 61% 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 41% five years ago to 36% now, and had fallen as low as 31% two years ago. This is a lower performance than the average, as commercial radio across the whole UK has a 44% share of listening, down from 47% five years ago. 6000 COMMERCIAL RADIO: HRS LISTENED [indexed] 5000 4000 3000 2000 1000 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to commercial radio have fallen by 11% over the last five years. This compares to a 7% fall in hours listened across the whole UK over the same period. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 5
  • 6. BBC RADIO BBC RADIO: % SHARE BBC RADIO: % REACH 90% 80. 0% 80% 70. 0% 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 BBC Radio (both local and national) has increased its reach from 76% to 81% 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 59% to 63% over the last five years. During the same period, across the whole UK, BBC Radio has increased its share from 51% to 54%. 9000 BBC RADIO: HRS LISTENED [indexed] 8000 7000 6000 5000 4000 3000 2000 1000 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to BBC Radio have increased by 8% over the last five years. Across the whole UK, hours listened to BBC radio have increased by 6% over the last five years. The increase in hours listened to BBC stations conceals varied performances of individual stations. Over the last five years, hours listened to BBC Radio Two have increased by 36%, hours listened to BBC Radio Four have increased by 26%, and hours listened to BBC Radio Suffolk have increased by 45%. Whereas, hours listened to BBC Radio One have fallen by 39%, hours listened to BBC Radio Three have fallen by 26%, and hours listened to BBC Radio Five Live have fallen by 36% The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 6
  • 7. LOCAL/REGIONAL COMMERCIAL RADIO LOCAL/REGIONAL COMMERCIAL RADIO: % SHARE 5000 40. 0% LOCAL/REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] 4500 4000 30. 0% 3500 3000 2500 20. 0% 2000 1500 10. 0% 1000 500 0. 0% 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The cause of commercial radio’s declining performance can be traced to the local/regional commercial radio stations in the market, whose share of radio listening has fallen from 34% to 27% 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 fallen by 20% in the last five years, most of which has been transferred to BBC radio stations. There is a slight recovery from a year ago, when hours listened had fallen by as much as 31% since 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 Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 7
  • 8. SGR FM SGR FM: % REACH SGR FM: % SHARE 20. 0% 40% 30% 10. 0% 20% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Heritage FM station SGR FM has experienced declining audiences. In the last five years, its reach has fallen only slightly from 32% to 31%, while its share of listening has fallen more notably from 15% to 12%. SGR FM: HRS LISTENED [indexed] 2500 2000 1500 1000 500 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to SGR FM have fallen by 18% over the last five years. Although the station’s reach has remained quite steady, listeners are now listening for fewer hours (average 11.3 hrs in 2000, 9.7 hrs today). The majority of these lost hours have transferred to BBC radio stations. SGR FM: % REACH BY AGE 80% SGR FM % REACH BY AGE 80% 45-54 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 15-24 25-34 10% 55-64 65+ 20% 10% 35-44 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Over the last five years, SGR FM’s reach across different age groups has remained relatively steady. It is noticeable that the station succeeds far better reaching under-45’s than it does the older age groups. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 8
  • 9. SGR FM: % SHARE BY AGE SGR FM: % SHARE BY AGE 40% 40% 15-24 45-54 55-64 25-34 35-44 30% 65+ 30% 20% 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 SGR FM’s share of listening amongst the under-45’s is shown to be quite volatile. Its current share of listening amongst 15-24’s, 25-34’s and 35-44’s is between 20% and 23%, though each group has risen and fallen over the last five years. It is evident that its share of listening amongst over-45s is considerably less than in the younger age groups, ranging from 10% (45-54 year olds) down to 1% (over-65’s). 42% of hours listened to SGR FM derive from under-35s, and 76% from under45s. These proportions have remained steady over the last five years. SGR FM: % SHARE BY SEX 20% 30% SGR FM: % SHARE BY CLASS A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 SGR FM’s share of listening amongst males has fallen from 12% to 11%, and amongst females from 18% to 14%, though both exhibit an amount of volatility. SGR FM’s share of listening amongst the C2DE demographic has fallen from 17% to 14%, while the station’s share of listening in the ABC1 demographic has fallen from 13% to 10%. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 9
  • 10. CLASSIC GOLD AMBER CLASSIC GOLD AMBER: % REACH CLASSIC GOLD AMBER: % SHARE 10. 0% 20% 5. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Heritage AM station Classic Gold Amber has also lost audience, and more substantially than co-owned station SGR FM. Weekly reach is currently 8%, down by a third from 12% five years ago. Listening share is currently 3%, down by half from 6% five years ago. CLASSIC GOLD AMBER: HRS LISTENED [indexed] 900 800 700 600 500 400 300 200 100 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to Classic Gold Amber have fallen by 48% over the last five years. Although there is some volatility in the figures, there is no doubt that the overall trend is downward. 30% CLASSIC GOLD AMBER: % REACH BY AGE 30% CLASSIC GOLD AMBER: % REACH BY AGE 15-24 45-54 25-34 55-64 35-44 65+ 20% 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Classic Gold Amber has lost reach in all age groups over the last five years. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 10
  • 11. 20% CLASSIC GOLD AMBER: % SHARE BY AGE 20% CLASSIC GOLD AMBER: % SHARE BY AGE 15-24 45-54 25-34 55-64 35-44 65+ 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Classic Gold Amber’s share of listening has fallen in all age groups. The only age group left with a share above 2% is 45-54 year olds (8% share), although even this dipped to 3% last year before recovering. Over the last five years, the station’s share of listening has fallen from 4% to 1% in 25-34 year olds, from 6% to 1% in 35-44 year olds, and from 6% to 1% in 55-64 year olds. These are substantial falls in very significant demographics. Because 45-54 year olds now represent the station’s only significant share of listening, this age group alone account for 53% of the station’s total hours listened. Over 45’s account for 84% of hours listened to Classic Gold Amber. 10% CLASSIC GOLD AMBER: % SHARE BY SEX 10% CLASSIC GOLD AMBER: % SHARE BY CLASS A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 5% 5% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The station’s share has fallen almost equally between men and women. The loss of listening amongst the C2DE demographic (from 7% to 3% share) is particularly acute. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 11
  • 12. VIBE FM The regional dance music station Vibe FM covers the entire Ipswich transmission area, but SGR FM/Classic Gold Amber have elected not to list the station separately in its RAJAR reports. Therefore, no data is available about the size or the composition of the audience for Vibe FM. Its listening is included in the “other local commercial stations” category in RAJAR data for this TSA. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 12
  • 13. BBC RADIO SUFFOLK BBC RADIO SUFFOLK: % SHARE BBC RADIO SUFFOLK: % REACH 20. 0% 30% 15. 0% 20% 10. 0% 10% 5. 0% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC Radio Suffolk has benefited from the loss of audience suffered by both SGR FM and Classic Gold Amber. Over the last five years, the station’s reach has increased from 20% to 27%, and its share has increased by nearly half from 9% to 13%. It has replaced SGR FM as the most listened to local radio station in the market. BBC RADIO SUFFOLK: HRS LISTENED [indexed] 2000 1800 1600 1400 1200 1000 800 600 400 200 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to BBC Radio Suffolk have increased by 45% over the last five years. This increase is greater than that experienced by other BBC radio stations that have similarly benefited from the losses from SGR FM and Classic Gold Amber. The station is now ranked #2 in the market, compared to #5 five years ago. This is a notable achievement for a station that is not at all 'new.' No demographic data is publicly available for BBC Radio Suffolk. The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 13
  • 14. BBC RADIO ONE BBC RADIO ONE: % REACH BBC RADIO ONE: % SHARE 30% 15.0% 20% BBC RADIO ONE: HRS LISTENED [indexed] 10.0% 1800 1600 1400 1200 1000 800 10% 5.0% 0% 0.0% 600 400 200 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 0 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO TWO BBC RADIO TWO: % REACH BBC RADIO TWO: % SHARE 50% 25.0% 40% 20.0% 30% 15.0% 20% 10.0% 10% BBC RADIO TWO: HRS LISTENED [indexed] 5.0% 3000 2500 2000 1500 1000 500 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO THREE BBC RADIO THREE: % REACH BBC RADIO THREE: % SHARE BBC RADIO THREE: HRS LISTENED [indexed] 2.0% 200 10% 180 160 140 120 1.0% 100 80 60 40 20 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO FOUR BBC RADIO FOUR: % REACH BBC RADIO FOUR: % SHARE 30% BBC RADIO FOUR: HRS LISTENED [indexed] 20.0% 2000 1800 15.0% 1600 20% 1400 1200 10.0% 1000 800 10% 600 5.0% 400 200 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 0 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO FIVE LIVE BBC RADIO FIVE: % REACH BBC RADIO FIVE LIVE: % SHARE BBC RADIO FIVE LIVE: HRS LISTENED [indexed] 20% 10.0% 700 600 500 10% 400 5.0% 300 200 100 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 page 14
  • 15. % SHARE OF LISTENING – SGR FM TSA (501,000) 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 14.0% 17.3% 15.0% 20.4% 21.2% 19.0% BBC RADIO 2 8.8% 12.6% 10.0% 15.0% 12.6% 12.8% BBC RADIO SUFFOLK 10.1% 11.6% 10.6% 14.5% 13.9% 12.7% BBC RADIO 4 14.9% 15.5% 16.4% 12.1% 11.0% 12.2% SGR FM 13.1% 10.0% 11.0% 8.1% 5.9% BBC RADIO 1 8.0% 4.3% 4.0% 3.9% 4.0% 3.9% CLASSIC FM 3.7% 6.3% 2.9% 4.8% 4.0% 2.8% CLASSIC GOLD AMBER 3.3% 4.0% 4.7% 4.7% 5.4% 4.7% BBC RADIO FIVE LIVE 2.6% 0.8% 0.7% 1.3% 1.1% 0.9% talk SPORT 1.9% 1.5% 1.3% 1.2% 1.0% 1.1% BBC RADIO 3 1.1% 1.5% 1.1% 0.4% 0.5% 1.5% VIRGIN RADIO (AM) 1.0% 0.0% 0.0% 0.0% 0.0% 0.6% BBC WORLD SERVICE 0.9% 1 ? ? ? ? ? VIBE FM ? KISS MAGIC 1XTRA FROM THE BBC THE HITS Q BBC 6 MUSIC BBC7 KERRANG! CAPITAL GOLD PRIME TIME RADIO SMASH HITS RADIO PLANET ROCK LBC HEART JAZZ/SMOOTH SUNRISE RADIO CORE MOJO RADIO 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% 0.0% 0.0% 0.0% 0.0% 0.2% 0.0% 0.0% 0.0% 0.2% 0.1% 0.0% 0.1% 0.0% 0.0% 0.1% 0.2% 0.2% 0.1% 0.1% 0.1% 0.0% 0.1% 0.1% 0.1% 0.1% 0.3% OTHER BBC LOCAL OTHER LOCAL COMM. 2 7.0% 5.0% 5.1% 12.7% 12.1% 14.2% ANY BBC ANY COMMERCIAL 58.5% 62.4% 57.6% 68.9% 66.5% 40.5% 36.3% 40.9% 30.5% 32.6% OTHER STATION 1.0% 1.2% 1.4% 0.4% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 4.1% 6.4% 5.3% 8.6% 10.5% 11.7% 0.6% 0.9% 63.0% 36.1% 0.9% Note (1) : Vibe FM is included in 'other local commercial stations' Note (2) : includes Vibe FM The Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 15
  • 16. 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.  Classic Gold Amber demographic data (age, sex and class analyses) relate to the station’s entire 1,089,000 adult Total Survey Area, rather than the 501,000 SGR FM Total Survey Area used for all other data.  The 501,000 Total Survey Area has been used for this analysis that includes Ipswich and Bury St. Edmunds, but not Colchester. No published RAJAR data is available for Ipswich alone. 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 Ipswich, United Kingdom Radio Market ©2005 Grant Goddard page 16