1.
THE COVENTRY, UNITED
KINGDOM RADIO MARKET
by
GRANT GODDARD
www.grantgoddard.co.uk
August 2005

2.
This analysis examines the Coventry radio market because no data is
available for the Warwick/Leamington Spa/Kenilworth market pertinent to the
licence advertised by Ofcom. This latter market for the new radio station will
comprise approximately 100,000 adults and falls entirely within the southwestern boundary of the larger Coventry market of 657,000 adults.
The RAJAR data for Coventry gives a good indication of the success and
appeal of different radio stations, although obviously the smaller Warwick
market is likely to have slightly different characteristics.
All figures in this report refer to the Mercia FM/Classic Gold 1359 Total Survey
Area, except where stated.
EXECUTIVE SUMMARY








Hours listened to all radio have increased by 7% in five years [UK: no
change]
Hours listened to commercial radio have increased by 14% in five years
[UK: 8% fall]
Hours listened to BBC Radio have increased by 3% in five years [UK: 7%
increase]
Hours listened to BBC Radio Two have increased by 13% in five years
Hours listened to BBC Radio Four have increased by 9% in five years
Hours listened to local/regional commercial radio have fallen by 8% in
five years [UK: 12% fall]
Hours listened to local FM commercial station Mercia FM have increased
by 7% in five years
Hours listened to local AM commercial station Classic Gold 1359 have
fallen by 53% in five years
As a result:







Commercial radio’s share of listening has increased from 40% to 42% in
five years [UK: 47% to 44%]
BBC Radio’s share of listening has fallen from 59% to 57% in five years
[UK: 51% to 54%]
BBC Radio Two’s share of listening has increased from 15% to 16% in five
years
BBC Radio WM’s share of listening has fallen from 7% to 5% in five years
Local/regional commercial radio’s share of listening has fallen from 32%
to 30% in five years [UK: 39% to 34%]
Mercia FM’s share of listening has shown little change from 14% to 13% in
five years
Classic Gold 1539’s share of listening has fallen from 5% to 2% in five
years
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 2

3.
Hours listened to all radio has increased by 7% as a result of the launch of two
new regional commercial stations that reach Coventry from Birmingham. But
these newcomers have done little more than cannibalise the existing audience
for commercial radio in Coventry. As a result, while the audiences for Saga FM
and Kerrang! have increased from zero, the audiences for Heart FM, Mercia
FM and Classic Gold 1539 have all declined.
Meanwhile, the BBC’s strength in the market has been little affected, with its
share down only slightly from 59% to 57%. Conversely, commercial radio’s
share has increased only marginally from 40% to 42%, despite the launch of
two substantial stations with significant appeal to very different age ranges.
As a result, the ranking of stations in Coventry has not changed substantially
over the five-year period. Saga FM has entered the market in tenth position
and Kerrang! has entered in twelfth position, joining the other regional station,
Heart FM, that is in eighth position.
The BBC remains the clear leader in the market, with five of the six top
stations, exactly the same as it was five years ago. Mercia FM is ranked
second in the market, just as it was five years ago. The market is led by BBC
Radio Two, although the margin between it and Mercia FM has been
increasing in recent years.
The BBC’s strength in the market means that, despite the number of local and
regional commercial radio stations available, their total share of listening has
fallen to 30%, which is below the UK average of 34% (in areas with local
commercial radio).
This is particularly unusual in such a developed radio market where there are a
total of six local/regional commercial stations (three local and three regional)
and six BBC stations (five networked and one local). Despite this intense
competition for listeners, the BBC’s share of listening in Coventry is 57%, still
higher than the UK average of 54%.
It is also interesting to note that Classic FM is the second most listened to
commercial radio station in the market, and it is currently ranked above Heart
FM.
Mercia FM has held up well against the competition from new stations in the
last five years. Its reach is unchanged from five years ago, while its share has
fallen only slightly. More remarkably, total hours listened have actually
increased by 7% over the last five years. Although it has lost share amongst
15-24 and 25-34 year olds, its share amongst both 35-44 and 45-54 year olds
has improved by half compared to five years ago.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 3

4.
ALL RADIO
ALL RADIO: HRS LISTENED [indexed]
ALL RADIO: % REACH
100%
16 0 0 0
90%
14 0 0 0
80%
12 0 0 0
70%
60%
10 0 0 0
50%
8000
40%
6000
30%
4000
20%
2000
10%
0%
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Listening to all radio has increased over the last five years. Reach has risen
from 90% in 2000 to 95% in 2004 between. By comparison, across the whole
UK, radio has a 90% weekly reach.
Hours listened have increased by 7% over the last five years, while they have
remained steady 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%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
There is no sign that radio is losing the attention of young people. In the 15-24
year old age group, radio’s weekly reach has risen from 90% to 97% over the
last five years, with some fluctuations in between. In the 25-34 year old age
group, radio’s reach has also fluctuated between 87% and 97% but seems
steady in the long term.
In the older age groups, radio’s reach is fluctuating but also appears to be
growing in the long term. Only the 65+ age group has shown no increase in
reach over the last five years.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 4

5.
COMMERCIAL RADIO
COMMERCIAL RADIO: % SHARE
COMMERCIAL RADIO: % REACH
80%
50. 0%
70%
60%
40. 0%
50%
30. 0%
40%
30%
20. 0%
20%
10. 0%
10%
0. 0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Commercial radio (both local/regional and national) currently reaches 69% of
the population, compared to 64% 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 increased from 40% five years
ago to 42% now, having reached 46% last year. This is a similar performance
to the UK average, where commercial radio has a 44% share of listening, but
is down from 47% five years ago.
COMMERCIAL RADIO: HRS LISTENED
[indexed]
8000
7000
6000
5000
4000
3000
2000
10 0 0
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to commercial radio have increased by 14% over the last five
years. This compares to an 8% fall in hours listened across the whole UK over
the same period.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 5

6.
BBC RADIO
BBC RADIO: % SHARE
BBC RADIO: % REACH
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%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
BBC Radio (both local and national) has maintained its reach at around 72%
over the last five years. By comparison, across the whole UK, BBC radio has a
67% weekly reach, up from 64% five years ago.
BBC Radio’s share of listening has fallen from 59% to 57% over the last five
years, and has dipped as low as 54%. During the same period, across the
whole UK, BBC Radio has increased its share from 51% to 54%.
BBC RADIO: HRS LISTENED [indexed]
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to BBC Radio have increased by 3% over the last five years,
having recovered from a 9% dip two years ago. Across the whole UK, hours
listened to BBC radio have increased by 7% 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 13% and hours listened to BBC Radio Four have
increased by 9%. Over the same period, hours listened to BBC WM have fallen
by 16% and hours listened to BBC Radio One have fallen by 8%.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 6

7.
LOCAL/REGIONAL COMMERCIAL RADIO
LOCAL/REGIONAL COMMERCIAL
RADIO: % SHARE
LOCAL/REGIONAL COMMERCIAL
RADIO: HRS LISTENED [indexed]
40. 0%
6000
5000
30. 0%
4000
20. 0%
3000
2000
10. 0%
1000
0. 0%
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
The local/regional commercial radio stations in the market have increased their
share in the last five years from 32% to 35%, but this figure has fallen back to
30% this year. 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 8% over
the last five years, although this is a fall back from a peak last year that had
shown an 18% increase.
By comparison, across the whole UK (in areas with commercial radio), hours
listened to local/regional commercial radio have fallen by 12% (when indexed
against population changes) over the last five years.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 7

8.
MERCIA FM
MERCIA FM: % REACH
MERCIA FM: % SHARE
20. 0%
40%
30%
10. 0%
20%
10%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Heritage FM station Mercia FM has maintained a steady audience over the last
five years. Reach is 32%, the same as five years ago, though this dipped to
30% in 2002, while share of listening is 13%, slightly down from 14% five years
ago, but up from a dip to 12% in 2004.
MERCIA FM: HRS LISTENED
[indexed]
2500
2000
1500
1000
500
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to Mercia FM have increased by 7% over the last five years.
There was a 14% dip in 2002 but the station has since recovered and
exceeded its original position.
70%
MERCIA FM: % REACH BY AGE
70%
MERCIA FM % 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%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Over the last five years, Mercia FM’s reach amongst 15-24 year olds has
varied wildly from 43% to 66%, but is currently 66%. Reach among 25-34 year
olds has fallen from 44% to 37%, and amongst 35-44 year olds has risen from
37% to 46%. The older age groups are relatively steady – some slightly up and
some slightly down.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 8

9.
MERCIA FM: % SHARE BY AGE
40%
MERCIA FM: % SHARE BY AGE
40%
45-54
15-24
55-64
25-34
35-44
30%
65+
30%
20%
20%
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Mercia FM’s share of listening is shown to be quite volatile. Amongst 15-24
year olds, share has fallen substantially from 31% to 19% over five years.
Similarly, share amongst 25-34 year olds has fallen from 18% to 11%. Share in
the mid-life years is up by half – 35-44 year olds from 14% to 21% and 45-54
year olds from 8% to 12%.
The substantial fluctuations in share make it difficult to discern long-term
trends, though younger people seem to be turning away from Mercia FM while
older people are turning towards it.
Only 31% of hours listened to Mercia FM derive from under-35s, compared to
50% five years ago. 44% of hours derive from 35-54 year olds, compared to
only 30% five years ago. This demonstrates the shifting appeal of the station
towards older age groups.
20%
MERCIA FM: % SHARE BY SEX
20%
MERCIA FM: % SHARE BY CLASS
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Mercia FM’s share of listening amongst females is substantially higher than
amongst males, and has remained steady. The station has considerably more
appeal within the C2DE demographic group, although the ABC1 group has
shown a slight upswing in the last year.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 9

10.
CLASSIC GOLD 1359
CLASSIC GOLD 1359: % REACH
20%
CLASSIC GOLD 1359: % SHARE
10. 0%
5. 0%
10%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Heritage AM station Classic Gold 1359 has lost audience over the last five
years. Weekly reach is currently 6%, down from 10%, and had dipped to 5%
last year. Listening share is currently 2%, down by more than half from 5% five
years ago.
800
CLASSIC GOLD 1359: HRS LISTENED
[indexed]
700
600
500
400
300
200
100
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to Classic Gold 1359 have fallen by a massive 53% over the
last five years.
20%
CLASSIC GOLD 1359: % REACH
BY AGE
20%
CLASSIC GOLD 1359: % REACH
BY AGE
15-24
45-54
25-34
55-64
35-44
65+
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Classic Gold 1359 has lost reach in all age groups over the last five years,
though the losses in the middle age groups are most significant. Reach in 3544 year olds has fallen by more than half from 10% to 4%; and similarly, in 4554 year olds from 18% to 8%
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 10

11.
15%
CLASSIC GOLD 1359: % SHARE BY
AGE
15%
CLASSIC GOLD 1359: % SHARE BY
AGE
15-24
45-54
25-34
55-64
35-44
65+
10%
10%
5%
5%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Classic Gold 1359’s share of listening has fallen in all age groups. In 35-44
year olds, share has fallen from 3% to 2%, while in 45-54 year olds, share has
fallen from 10% to 4%, and in 55-64 year olds from 7% to 4%.
The demographic appeal of the station has not changed. Five years ago, 3564 year olds accounted for 67% of hours listened, whereas today they account
for 65%. Listening to the station has been lost across its entire audience.
CLASSIC GOLD 1359: % SHARE BY
SEX
10%
10%
CLASSIC GOLD 1359: % SHARE BY
CLASS
A B C1
A l l M al es 15+
C2DE
A l l Femal es 15+
5%
5%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
The station’s share of listening amongst women and amongst the C2DE
demographic has fallen sharply. Share amongst females is down from 8% to
3%, whilst share amongst C2DE is down from 7% to 3%.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 11

12.
HEART FM
HEART FM: % REACH
30%
HEART FM: % SHARE
10. 0%
20%
5. 0%
10%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Heart FM, launched as a regional station from Birmingham in 1994, has lost
reach and share over the last five years, after hitting a peak in 2003. Reach is
down from 18% to 15%, though it peaked at 20% in the interim. Share is down
from 5% to 4%, though it peaked at 7% two years ago.
HEART FM: HRS LISTENED [indexed]
1200
1000
800
600
400
200
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to Heart FM have fallen by 14% over the last five years, after a
peak in 2003 when they were up 36%. Heart FM has suffered a substantial
loss of listening in the Coventry market since then. In the last two years alone,
it has lost 36% of hours listened.
50%
HEART FM: % REACH BY AGE
50%
HEART FM: % REACH BY AGE
45-54
55-64
40%
40%
30%
30%
20%
20%
15-24
10%
65+
10%
25-34
35-44
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Because demographic data is unavailable for Heart FM within the Coventry
market, this data applies to its entire regional TSA. Heart FM is successful in
reaching all age groups up to the age of 54 almost equally, a challenging task.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 12

13.
30%
HEART FM: % SHARE BY AGE
30%
HEART FM: % SHARE BY AGE
15-24
45-54
25-34
55-64
65+
35-44
20%
20%
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Similarly, Heart FM’s share of listening is almost equal amongst age groups up
to the age of 54. As with reach, the 35-44 year old age group is slightly
stronger than the others.
20%
HEART FM: % SHARE BY SEX
20%
HEART FM: % SHARE BY CLASS
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
The appeal of Heart FM is slightly more female and slightly more C2DE
demographic group.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 13

14.
SAGA FM
SAGA FM: % REACH
SAGA FM: % SHARE
5. 0%
10%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Since its launch in 2001, regional station Saga FM has achieved a 7% reach,
though is down to 6% this year, and a 4% share, though this has fallen to 2%
this year.
SAGA FM: HRS LISTENED [indexed]
600
500
400
300
200
100
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to Saga FM have fallen by 38% from a peak two years ago.
30%
SAGA FM: % REACH BY AGE
30%
SAGA FM: % REACH BY AGE
15-24
25-34
35-44
20%
20%
10%
10%
45-54
55-64
65+
0%
0%
2002Q2
2003Q2
2004Q2
2005Q2
2002Q2
2003Q2
2004Q2
2005Q2
Because demographic data is unavailable for Saga FM within the Coventry
market, this data applies to its entire regional TSA. Saga FM is clearly reaching
its target audience of 55+ with some crossover to the 45-54 year old
demographic.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 14

15.
20%
SAGA FM: % SHARE BY AGE
20%
SAGA FM: % SHARE BY AGE
15-24
45-54
25-34
55-64
35-44
65+
10%
10%
0%
0%
2002Q2
2003Q2
2004Q2
2005Q2
2002Q2
2003Q2
2004Q2
2005Q2
Similarly, Saga FM’s share of listening is highest amongst the 55+ target
audience, with some overlap to the 45-54 year old audience.
10%
SAGA FM: % SHARE BY SEX
10%
SAGA FM: % SHARE BY CLASS
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
5%
5%
0%
0%
2002Q2
2003Q2
2004Q2
2005Q2
2002Q2
2003Q2
2004Q2
2005Q2
The appeal of Heart FM is slightly more female and considerably more C2DE
demographic group.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 15

16.
KERRANG!
KERRANG!: % SHARE
KERRANG!: % REACH
2. 0%
10%
1. 0%
5%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Kerrang!, launched as a third regional station from Birmingham in 2004,
currently has a 7% reach and a 2% share in the Coventry market.
KERRANG!: HRS LISTENED [indexed]
300
250
200
150
100
50
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened have increased substantially since the station was only
available through digital reception before last year.
Because demographic data is unavailable for Kerrang! within the Coventry
market, the following data applies to its entire regional TSA. Kerrang! achieves
an 8% share of listening amongst 15-24’s and a 4% share of listening amongst
25-34’s and 35-44’s. 64% of the station’s hours listened are below the age of
35, and 90% are below the age of 45. The station’s appeal is overwhelmingly
male (72% of hours listened) and overwhelmingly C2DE demographic (60% of
hours listened).
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 16

17.
BBC RADIO WM
BBC RADIO WM: % SHARE
BBC RADIO WM: % REACH
20%
10. 0%
10%
5. 0%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
BBC Radio WM has suffered a loss of both reach and share in the Coventry
market. Reach has fallen from 16% to 11% over the last five years, while share
has fallen from 7% to 5% over the same period (although it peaked at 8% last
year)
1200
BBC RADIO WM: HRS LISTENED
[indexed]
1000
800
600
400
200
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to BBC Radio WM have fallen by 16% over the last five years.
There was a peak last year when hours had increased by 25%, making it
difficult to determine whether the long-term trend is upward or downward.
No demographic data is publicly available for BBC Radio WM.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 17

18.
FM 102 THE BEAR
Although The Bear is audible in Warwick, it is not available across the entire
Coventry TSA of Mercia FM, and any listening to the station is included in the
“other local commercial stations” data heading.
It is impossible to discern the scale of listening to the station in Warwick, but
analysis of the demographic make-up of The Bear’s audience, even within its
own Stratford TSA, gives an indication of the target audience.
60%
THE BEAR: % REACH BY AGE
60%
THE BEAR: % REACH BY AGE
15-24
25-34
50%
45-54
55-64
50%
35-44
65+
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Reach is very similar in all age groups up to the age of 55. The Bear had
demonstrated considerably more appeal to the 15-24 year old audience in
2002 and 2003, but this has declined substantially since then.
30%
THE BEAR: % SHARE BY AGE
30%
THE BEAR: % SHARE BY AGE
15-24
45-54
25-34
55-64
65+
35-44
20%
20%
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Likewise, share of listening is very similar in all age groups up to the age of 55.
There is considerable fluctuation between the different constituent
demographic groups, making it difficult to observe long-term trends.
At present, 51% of hours listened are accrued by under-44 year olds. The
station’s most consistently strong demographic is 35-44 year olds, in which it
achieves a 16% share of listening, but down from 27% five years ago.
The station’s Format describes its target audience as 25-54 year olds. This
age group attracts 57% of hours listened to the station, down from 74% five
years ago.
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 18

19.
BBC RADIO ONE
B B C R A D IO O N E: % R EA C H
B B C R A D IO O N E: % SHA R E
40%
20.0%
30%
15 . 0 %
20%
10 . 0 %
10 %
5.0%
0%
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
B B C R A D I O ON E: HR S
LI ST EN ED [ i nd exed ]
2500
2000
15 0 0
10 0 0
500
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO TWO
B B C R A D I O T W O : % R EA C H
B B C R A D I O T W O : % SHA R E
40%
20.0%
30%
15 . 0 %
20%
10 . 0 %
10 %
5.0%
0%
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 0 Q2
2 0 0 5 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
B B C R A D I O T W O : HR S
LIST EN ED [ ind exed ]
3000
2500
2000
15 0 0
10 0 0
500
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO THREE
B B C R A D IO T HR EE: % R EA C H
10 %
B B C R A D I O T HR EE: % SHA R E
2.0%
1. 0 %
0%
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
page 19

20.
B B C R A D I O T HR EE: HR S
LIST EN ED [ ind exed ]
16 0
14 0
12 0
10 0
80
60
40
20
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO FOUR
30%
B B C R A D IO F O U R : % R EA C H
B B C R A D IO F O U R : % SHA R E
15 . 0 %
20%
10 . 0 %
10 %
5.0%
0%
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
B B C R A D IO F O U R : HR S
LI ST EN ED [ i nd exed ]
2000
15 0 0
10 0 0
500
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO FIVE LIVE
B B C R A D I O F IV E: % R EA C H
20%
10 . 0 %
10 %
5.0%
0%
0.0%
2 0 0 0 Q2
10 0 0
B B C R A D I O F IV E LIV E: %
SHA R E
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
B B C R A D I O F IV E LIV E: HR S
LIST EN ED [ ind exed ]
900
800
700
600
500
400
300
200
10 0
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 20

21.
% SHARE OF LISTENING - MERCIA FM TSA (657,000)
2000Q22001Q22002Q22003Q22004Q22005Q2
14.7% 17.0% 18.6% 18.8% 15.8% 15.6%
BBC RADIO 2
13.5% 12.6% 11.9% 13.1% 11.5% 13.2%
MERCIA FM
14.9% 11.9% 13.4% 11.4% 9.8% 12.8%
BBC RADIO 1
12.5% 12.0% 10.6% 10.8% 10.0% 12.7%
BBC RADIO 4
5.6% 6.6% 6.5% 4.6% 5.9% 5.3%
BBC RADIO FIVE LIVE
6.6% 6.8% 6.0% 5.1% 7.6% 5.1%
BBC WM
4.3% 4.8% 4.7% 5.1% 4.4% 4.8%
CLASSIC FM
5.4% 6.5% 6.4% 7.3% 6.0% 4.3%
HEART
3.5% 3.8% 3.7%
?
?
KIX 961
?
0.0% 0.0% 1.9% 3.5% 3.1% 2.4%
SAGA 105.7 FM
5.3% 3.0% 4.0% 3.1% 2.2% 2.3%
CLASSIC GOLD 1359
0.0% 0.0% 0.0% 0.9% 0.3% 1.7%
KERRANG!
1.6% 1.3% 1.9% 1.4% 2.7% 1.6%
talkSPORT
1.4% 1.7% 0.9% 0.9% 0.9% 1.3%
VIRGIN RADIO (AM)
1.0% 0.8% 0.5% 0.4% 0.7% 0.8%
BBC RADIO 3
ATLANTIC 252
0.5% 0.2% 0.3% 0.0% 0.0% 0.0%
BBC7
GALAXY
BBC WORLD SER VICE
CENTURY
BBC ASIAN NETWORK
THE HITS
JAZZ/SMOOTH
CAPITAL GOLD
KISS
1XTRA FROM THE BBC
XFM
FIVE LIVE SPORTS EXTRA
BBC 6 MUSIC
one word radio
PLANET ROCK
SMASH HITS RADIO
MAGIC
Q
THE STORM
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%
0.6%
0.0%
0.7%
0.0%
0.3%
0.0%
0.2%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.2%
0.0%
0.0%
0.0%
0.1%
0.5%
0.8%
0.0%
0.6%
0.3%
0.4%
0.1%
0.4%
0.3%
0.0%
0.1%
0.0%
0.0%
0.0%
0.1%
0.2%
0.1%
0.1%
1.2%
1.1%
0.9%
0.4%
0.3%
0.3%
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%
OTHER BBC LOCAL
OTHER LOCAL COMM.
4.0%
4.2%
3.2%
5.6%
2.7%
5.3%
1.3% 2.0%
8.3% 12.0%
1.7%
7.8%
ANY BBC
ANY COMMERCIAL
OTHER STATION
59.2% 58.4% 58.3% 53.8% 53.6% 56.8%
39.7% 39.6% 41.1% 44.3% 45.5% 42.4%
1.0%
2.0%
0.6%
1.9%
0.9%
0.8%
Note (1): Kix 96 is included in “other local commercial stations” after 2002
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 21

22.
All data:
RAJAR/RSL
2000 Quarter 2
2001 Quarter 2
2002 Quarter 2
2003 Quarter 2
2004 Quarter 2
2005 Quarter 2

all “hours listened” data are indexed to 2005 Quarter 2 to account for
changes in total population size and in stations’ Total Survey Area size
from year to year.

Heart FM, Saga FM and Kerrang! demographic data (age, sex and class
analyses) relate to these stations’ entire regional Total Survey Area,
rather than the 657,000 Mercia FM Total Survey Area used for all other
data.

FM 102 The Bear data relates to its own Stratford TSA.
dark green =
dark blue outline =
dark brown =
pale blue + greeny blue =
Heart FM, Saga FM, Kerrang!
Mercia FM, Classic Gold 1359
Kix 96
FM 102 The Bear
The Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 22

23.
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 Coventry, United Kingdom Radio Market
©2005 Grant Goddard
page 23