Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

'The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis: December 2005' by Grant Goddard

197 views

Published on

A basic analysis of the audiences for radio broadcasting in the Hereford & Worcester market in the UK, written by Grant Goddard in December 2005 for Laser Broadcasting Limited.

  • Be the first to comment

  • Be the first to like this

'The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis: December 2005' by Grant Goddard

  1. 1. THE HEREFORD & WORCESTER, UNITED KINGDOM RADIO MARKET: BASIC ANALYSIS by GRANT GODDARD www.grantgoddard.co.uk December 2005
  2. 2. % SHARE OF LISTENING - WYVERN FM TSA (475,000) 1999Q3 2005Q3 13.2% 10.4% 13.8% 13.8% 11.8% 6.2% 5.7% 1.7% 0.0% 6.8% 0.0% 1.4% 0.0% 0.0% 0.0% 3.4% 1.1% 16.3% 15.5% 14.2% 12.5% 9.2% 6.2% 4.8% 2.9% 2.8% 1.2% 1.1% 0.9% 0.8% 0.6% 0.2% ? 0.0% BBC WORLD SER VICE XFM KISS PLANET ROCK PRIME TIME RADIO CAPITAL DISNEY SMOOTH 1XTRA FROM THE BBC one word radio SMASH HITS RADIO MAGIC BBC7 THE HITS MOJO RADIO Q 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.8% 0.6% 0.5% 0.4% 0.4% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% OTHER BBC LOCAL OTHER LOCAL COMM. 0.8% 8.5% 0.8% 4.2% 57.7% 41.0% 62.7% 36.2% 1.3% 1.1% BBC RADIO 2 BBC HEREFORD & WORCS. WYVERN FM BBC RADIO 4 BBC RADIO 1 BBC RADIO FIVE LIVE CLASSIC FM talk SPORT HEART VIRGIN RADIO (AM) KERRANG! BBC RADIO 3 CLASSIC GOLD GALAXY CAPITAL GOLD CLASSIC GOLD 954/1530 ATLANTIC 252 ANY BBC ANY COMMERCIAL OTHER STATION 18.0% SHARE OF LISTENING - WYVERN FM TSA 1999Q3 16.0% 2005Q3 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% NB – the data implies that RAJAR diarists have had trouble distinguishing between “Classic Gold” available on DAB and “Classic Gold 954/1530” available on AM, compounded by the fact that the latter station no longer participates in RAJAR. The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 2
  3. 3. % REACH - WYVERN FM TSA (475,000) 1999Q3 91.0% 2005Q3 88.0% 22.0% 26.0% 20.0% 27.0% 24.0% 15.0% 17.0% 0.0% 6.0% 15.0% 0.0% 5.0% 0.0% 0.0% 0.0% 9.0% 4.0% 28.0% 26.0% 26.0% 23.0% 18.0% 16.0% 15.0% 9.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 1.0% ? 0.0% BBC WORLD SER VICE SMOOTH 1XTRA FROM THE BBC KISS BBC7 MAGIC THE HITS XFM one word radio PLANET ROCK PRIME TIME RADIO Q SMASH HITS 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% 3.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% OTHER BBC LOCAL OTHER LOCAL COMM. 2.0% 17.0% 1.0% 10.0% ANY BBC ANY COMMERCIAL 71.0% 61.0% 72.0% 56.0% 4.0% 4.0% ALL RADIO BBC RADIO 2 WYVERN FM BBC HEREFORD & WORCS. BBC RADIO 4 BBC RADIO 1 BBC RADIO FIVE LIVE CLASSIC FM HEART talk SPORT VIRGIN RADIO (AM) KERRANG! BBC RADIO 3 GALAXY CAPITAL GOLD CLASSIC GOLD CLASSIC GOLD 954/1530 ATLANTIC 252 OTHER STATION 30.0% WEEKLY REACH - WYVERN FM TSA 1999Q3 2005Q3 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 3
  4. 4. WYVERN FM DEMOGRAPHICS 200 WYVERN FM: 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+ WYVERN FM DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 49% 35% 31% 28% 15% 11% 2005Q3 49% 34% 32% 24% 19% 9% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 23% 20% 16% 13% 10% 7% 2005Q3 29% 29% 23% 7% 7% 3% SHARE - WYVERN FM REACH - WYVERN FM 60% 35% 1999Q3 1999Q3 2005Q3 30% 2005Q3 50% 25% 40% 20% 30% 15% 20% 10% 10% 5% 0% 0% 15-24 25-34 35-44 45-54 55-64 65+ 15-24 The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard 25-34 35-44 45-54 55-64 65+ page 4
  5. 5. CLASSIC GOLD 954/1530 DEMOGRAPHICS CLASSIC GOLD 954/1530: DISTRIBUTION OF HOURS LISTENED BY AGE [indexed] INDEX: 100 = normal distribution 350 1999Q3 300 1999Q4 250 200 150 100 50 0 15-24 25-34 35-44 45-54 55-64 65+ CLASSIC GOLD 954/1530 DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 6% 8% 13% 18% 5% 5% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 2% 1% 3% 11% 1% 3% REACH - CLASSIC GOLD 954/1530 SHARE - CLASSIC GOLD 954/1530 12% 20% 1999Q3 10% 1999Q3 18% 16% 14% 8% 12% 10% 6% 8% 4% 6% 4% 2% 2% 0% 0% 15-24 25-34 35-44 45-54 55-64 65+ 15-24 25-34 35-44 45-54 55-64 65+ The latest data for Classic Gold 954/1530 is 1999, since when it has not participated in RAJAR. The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 5
  6. 6. MARKET COMPOSITE – LOCAL COMMERCIAL RADIO % SHARE WITHIN WYVERN FM TSA 15+ Wyvern FM Classic Gold Heart FM Kerrang! Galaxy FM 14% ? 3% 1% 1% 19% TOTAL 40% 15-24 29% ? 3% 4% 2% 37% 25-34 29% ? 4% 2% 1% 37% 35-44 23% ? 2% 1% 0% 27% 45-54 7% ? 6% 0% 0% 13% 55-64 7% ? 2% 0% 0% 9% 65+ 3% ? 3% 0% 0% 6% LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING WITHIN WYVERN FM TSA Galaxy FM Kerrang! Heart FM 30% Wyvern FM 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 The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 6

×