'The Hull, United Kingdom Radio Market: December 2005' by Grant Goddard

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

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'The Hull, United Kingdom Radio Market: December 2005' by Grant Goddard

  1. 1. THE HULL, UNITED KINGDOM RADIO MARKET by GRANT GODDARD www.grantgoddard.co.uk December 2005
  2. 2. % SHARE OF LISTENING - VIKING FM TSA (1,109,000) BBC RADIO 2 BBC RADIO HUMBERSIDE BBC RADIO 4 BBC RADIO 1 96.9 VIKING FM GALAXY YORKSHIRE CLASSIC FM BBC RADIO FIVE LIVE MAGIC 1161 HULL talk SPORT VIRGIN RADIO BBC RADIO 3 ATLANTIC 252 1999Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 11.5% 15.7% 15.1% 15.1% 16.9% 19.2% 15.2% 9.3% 13.4% 9.7% 11.5% 12.2% 13.4% 13.8% 9.2% 6.5% 9.4% 7.1% 7.8% 8.4% 10.6% 8.9% 8.0% 10.6% 7.2% 8.1% 7.4% 9.3% 18.1% 16.7% 12.9% 12.5% 10.4% 8.1% 9.0% 5.4% 6.6% 5.8% 7.8% 8.2% 7.8% 8.1% 4.6% 4.4% 4.4% 2.8% 2.9% 2.8% 4.7% 4.0% 3.9% 2.5% 3.6% 2.5% 4.0% 3.6% 4.7% 3.5% 3.3% 5.3% 4.5% 3.9% 2.7% 1.5% 1.2% 1.6% 1.4% 1.6% 1.2% 1.1% 1.1% 1.0% 1.4% 1.0% 0.8% 1.5% 0.9% 0.9% 0.6% 1.0% 0.5% 0.7% 0.5% 0.7% 1.6% 0.4% 0.4% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.3% 0.3% 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.2% 0.2% 0.4% 0.3% 0.4% 0.1% 0.0% 0.0% 0.1% 0.1% 0.4% 0.0% 0.1% 0.1% 0.5% 0.5% 0.4% 0.3% 0.3% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% OTHER BBC LOCAL OTHER LOCAL COMM. 4.5% 14.4% 4.7% 12.5% 3.7% 16.9% 3.6% 19.3% 3.6% 17.1% 5.0% 13.6% 2.9% 13.3% ANY BBC ANY COMMERCIAL 48.2% 51.3% 52.8% 46.3% 52.0% 46.7% 48.7% 50.0% 52.3% 46.7% 58.9% 40.5% 57.0% 42.2% 0.5% 0.9% 1.3% 1.3% 1.0% 0.6% 0.8% KERRANG! KISS BBC WORLD SERVICE CLASSIC GOLD THE HITS CAPITAL GOLD CENTURY HEART FIVE LIVE SPORTS EXTRA BBC 6 MUSIC BBC7 PLANET ROCK PRIME TIME RADIO 1XTRA FROM THE BBC OTHER STATION 20.0% SHARE OF LISTENING - VIKING FM TSA 1999Q3 2005Q3 15.0% 10.0% 5.0% 0.0% The Hull, United Kingdom Radio Market ©2005 Grant Goddard page 2
  3. 3. % WEEKLY REACH - VIKING FM TSA (1,109,000) ALL RADIO 1999Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 91% 88% 89% 88% 90% 88% 91% BBC RADIO 2 BBC RADIO 1 96.9 VIKING FM GALAXY YORKSHIRE BBC RADIO HUMBERSIDE BBC RADIO 4 BBC RADIO FIVE LIVE CLASSIC FM MAGIC 1161 HULL talk SPORT BBC RADIO 3 VIRGIN RADIO ATLANTIC 252 20% 24% 31% 16% 19% 15% 11% 12% 10% 4% 3% 7% 7% 22% 22% 31% 19% 17% 14% 11% 11% 6% 4% 3% 4% 3% 25% 25% 27% 17% 18% 17% 10% 12% 7% 4% 3% 5% 2% 27% 21% 29% 23% 19% 13% 11% 8% 8% 5% 2% 3% 30% 22% 27% 22% 19% 16% 10% 11% 9% 4% 3% 3% 29% 18% 20% 19% 19% 17% 12% 10% 7% 4% 3% 3% 28% 21% 20% 20% 20% 17% 11% 11% 5% 4% 3% 3% KERRANG! KISS BBC WORLD SERVICE THE HITS CAPITAL GOLD FIVE LIVE SPORTS EXTRA CLASSIC GOLD BBC7 PLANET ROCK Q SMASH HITS RADIO SMOOTH BBC 6 MUSIC 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% 2% 3% 2% 0% 0% 0% 0% 0% 0% 0% 2% 1% 0% 0% 2% 2% 2% 1% 1% 1% 1% 1% 0% 1% 1% 0% 1% 1% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% OTHER BBC LOCAL OTHER LOCAL COMM. 8% 25% 9% 24% 9% 30% 8% 31% 8% 28% 8% 26% 7% 26% ANY BBC ANY COMMERCIAL 66% 66% 63% 62% 69% 64% 64% 63% 67% 64% 67% 59% 69% 59% 3% 4% 4% 5% 4% 2% 4% OTHER STATION 35% WEEKLY REACH - VIKING FM TSA 1999Q3 30% 2005Q3 25% 20% 15% 10% 5% 0% The Hull, United Kingdom Radio Market ©2005 Grant Goddard page 3
  4. 4. ALL RADIO ALL RADIO: HRS LISTENED [indexed] ALL RADIO: % REACH 100% 30000 25000 80% 20000 60% 15000 40% 10000 20% 5000 0% 0 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 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% 15-24 30% 20% 25-34 20% 55-64 10% 65+ 35-44 10% 45-54 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 4
  5. 5. COMMERCIAL RADIO COMMERCIAL RADIO: % REACH COMMERCIAL RADIO: % SHARE 60. 0% 70% 60% 50. 0% 50% 40. 0% 40% 30. 0% 30% 20. 0% 20% 10. 0% 10% 0% 0. 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 COMMERCIAL RADIO: HRS LISTENED [indexed] 14000 12000 10000 8000 6000 4000 2000 0 2000Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 5
  6. 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% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2000Q3 2005Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 BBC RADIO: HRS LISTENED [indexed] 16000 14000 12000 10000 8000 6000 4000 2000 0 2000Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 6
  7. 7. LOCAL/REGIONAL COMMERCIAL RADIO 50. 0% LOCAL/REGIONAL COMMERCIAL RADIO: % SHARE 12000 LOCAL/REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] 10000 40. 0% 8000 30. 0% 6000 20. 0% 4000 10. 0% 2000 0. 0% 0 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 % SHARE WITHIN VIKING FM TSA - 2000Q3 15+ TOTAL 33% 32% 24% 9% 3% 4% 2% 3% 8% 3% 6% 3% 7% 25% 10% 7% 2% 1% 0% 27% Galaxy Yorkshire 35-44 4% Magic 1161 25-34 17% Viking FM 15-24 60% 44% 39% 14% 10% 8% 45-54 55-64 65+ % SHARE WITHIN VIKING FM TSA - 2005Q3 Viking FM Magic 1161 Galaxy Yorkshire TOTAL 70% 15+ 9% 3% 8% 20% 15-24 14% 1% 23% 38% 25-34 19% 1% 12% 32% 35-44 15% 3% 8% 26% 45-54 7% 6% 5% 18% 55-64 4% 4% 2% 10% 65+ 2% 1% 0% 3% LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING WITHIN VIKING FM TSA - 2000Q3 Galaxy Yorkshire Magic 1161 60% Viking FM 50% 40% 30% 20% 10% 0% 15-24 70% 25-34 35-44 45-54 55-64 65+ LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING WITHIN VIKING FM TSA - 2005Q3 Galaxy Yorkshire 60% Magic 1161 Viking FM 50% 40% 30% 20% 10% 0% 15-24 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 25-34 35-44 45-54 55-64 65+ page 7
  8. 8. LOCAL COMMERCIAL RADIO LOCAL COMMERCIAL RADIO: % SHARE LOCAL COMMERCIAL RADIO: HRS LISTENED [indexed] 25. 0% 5000 20. 0% 4000 15. 0% 3000 10. 0% 2000 5. 0% 1000 0 0. 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 8
  9. 9. VIKING FM VIKING FM: % REACH 40% VIKING FM: % SHARE 20. 0% 30% 15. 0% 20% 10. 0% 10% 5. 0% 0% 0. 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 VIKING FM: HRS LISTENED [indexed] 4500 4000 3500 3000 2500 2000 1500 1000 500 0 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 VIKING FM DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 60% 49% 51% 51% 39% 34% 43% 40% 43% 43% 31% 38% 41% 32% 32% 28% 32% 25% 24% 23% 30% 25% 13% 22% 13% 12% 16% 15% 9% 7% 7% 5% 6% 6% 4% 4% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 33% 22% 24% 20% 12% 14% 32% 18% 19% 19% 19% 19% 24% 17% 13% 12% 13% 15% 9% 13% 11% 9% 4% 7% 3% 7% 9% 4% 3% 4% 4% 1% 3% 2% 2% 2% INDEX: 100 = normal distribution 200 VIKING FM: DISTRIBUTION OF HOURS LISTENED BY AGE [indexed] 2000Q3 2005Q3 150 100 50 0 15-24 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 25-34 35-44 45-54 55-64 65+ page 9
  10. 10. REACH - VIKING FM 70% 2000Q3 60% 2005Q3 50% 40% 30% 20% 10% 0% 15-24 25-34 35-44 45-54 55-64 65+ SHARE - VIKING FM 35% 2000Q3 30% 2005Q3 25% 20% 15% 10% 5% 0% 15-24 25-34 35-44 45-54 55-64 65+ VIKING FM % REACH BY AGE VIKING FM: % REACH BY AGE 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 45-54 55-64 65+ 20% 15-24 20% 25-34 10% 35-44 0% 10% 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 VIKING FM: % SHARE BY AGE 35% 35% 15-24 30% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 VIKING FM: % SHARE BY AGE 45-54 30% 55-64 25-34 35-44 25% 2005Q3 65+ 25% 20% 20% 15% 15% 10% 10% 5% 5% 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 10
  11. 11. VIKING FM: % SHARE BY CLASS VIKING: % SHARE BY SEX 20% 20% A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 10% 10% 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 11
  12. 12. MAGIC 1161 MAGIC 1161: % REACH MAGIC 1161: % SHARE 6. 0% 10% 5. 0% 4. 0% 3. 0% 5% 2. 0% 1. 0% 0% 0. 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2000Q3 2005Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 MAGIC 1161: HRS LISTENED [indexed] 1400 1200 1000 800 600 400 200 0 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 MAGIC 1161 DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 7% 7% 9% 8% 7% 6% 6% 6% 10% 6% 7% 3% 5% 12% 8% 14% 13% 7% 11% 11% 12% 13% 11% 8% 11% 9% 4% 8% 5% 2% 1% 5% 3% 5% 2% 2% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2% 1% 2% 1% 4% 1% 3% 1% 9% 3% 1% 1% 8% 8% 4% 7% 7% 3% 3% 4% 8% 5% 7% 6% 6% 5% 4% 7% 3% 4% 3% 2% 4% 4% 2% 1% 300 MAGIC 1161: DISTRIBUTION OF HOURS LISTENED BY AGE [ indexed] INDEX: 100 = normal distribution 2000Q3 2005Q3 250 200 150 100 50 0 15-24 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 25-34 35-44 45-54 55-64 65+ page 12
  13. 13. REACH - M AGIC 1161 12% 2000Q3 10% 2005Q3 8% 6% 4% 2% 0% 15-24 25-34 35-44 45-54 55-64 65+ SHARE - M AGIC 1161 8% 2000Q3 7% 2005Q3 6% 5% 4% 3% 2% 1% 0% 15-24 20% 25-34 35-44 45-54 55-64 65+ MAGIC 1161: % REACH BY AGE MAGIC 1161: % REACH BY AGE 20% 15-24 45-54 25-34 35-44 15% 55-64 65+ 15% 10% 10% 5% 5% 0% 0% 2000Q3 10% 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 MAGIC 1161: % SHARE BY AGE 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 MAGIC 1161: % SHARE BY AGE 10% 15-24 45-54 25-34 55-64 35-44 65+ 5% 5% 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 13
  14. 14. MAGIC 1161: % SHARE BY CLASS MAGIC 1161: % SHARE BY SEX 10% 10% A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 5% 5% 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 14
  15. 15. GALAXY YORKSHIRE GALAXY: % SHARE GALAXY: % REACH 25% 9. 0% 8. 0% 20% 7. 0% 6. 0% 15% 5. 0% 4. 0% 10% 3. 0% 2. 0% 5% 1. 0% 0% 0. 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 GALAXY: HRS LISTENED [indexed] 2500 2000 1500 1000 500 0 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 GALAXY DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 56% 57% 62% 54% 58% 52% 25% 31% 35% 35% 35% 34% 18% 21% 30% 29% 23% 23% 12% 13% 19% 17% 17% 17% 5% 4% 5% 7% 6% 5% 1% 1% 3% 3% 2% 2% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 27% 22% 30% 20% 27% 23% 11% 12% 14% 17% 12% 12% 8% 6% 9% 10% 9% 8% 2% 5% 6% 4% 5% 5% 1% 1% 1% 1% 1% 2% 0% 1% 1% 1% 0% 0% INDEX 100 = normal distribution 350 GALAXY YORKSHIRE: DISTRIBUTION OF HOURS LISTENED BY AGE [indexed] 2000Q3 300 2005Q3 250 200 150 100 50 0 15-24 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 25-34 35-44 45-54 55-64 65+ page 15
  16. 16. REACH - GALAXY 60% 2000Q3 50% 2005Q3 40% 30% 20% 10% 0% 15-24 25-34 35-44 45-54 55-64 65+ SHARE - GALAXY 30% 2000Q3 2005Q3 25% 20% 15% 10% 5% 0% 15-24 25-34 35-44 GALAXY: % REACH BY AGE 70% 45-54 55-64 65+ GALAXY: % REACH BY AGE 70% 45-54 60% 60% 50% 50% 40% 40% 30% 30% 55-64 65+ 20% 20% 15-24 10% 25-34 10% 35-44 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 GALAXY: % SHARE BY AGE 40% 2000Q3 2005Q3 2001Q3 2002Q3 2003Q3 2004Q3 GALAXY: % SHARE BY AGE 40% 45-54 15-24 55-64 25-34 35-44 30% 2005Q3 65+ 30% 20% 20% 10% 10% 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 16
  17. 17. GALAXY: % SHARE BY SEX 20% 20% GALAXY: % SHARE BY CLASS A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 10% 10% 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 NB: demographic data for Galaxy Yorkshire refers to its entire TSA, not just the part that falls within the Viking FM TSA. The Hull, United Kingdom Radio Market ©2005 Grant Goddard page 17
  18. 18. BBC RADIO HUMBERSIDE BBC RADIO HUMBERSIDE: % REACH 15. 0% 25% BBC RADIO HUMBERSIDE: % SHARE 20% 10. 0% 15% 10% 5. 0% 5% 0. 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2000Q3 2005Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 BBC RADIO HUMBERSIDE: HRS LISTENED [indexed] 4000 3500 3000 2500 2000 1500 1000 500 0 2000Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 18
  19. 19. OTHER LOCAL COMMERCIAL STATIONS OTHER LOCAL COMMERCIAL STATIONS: % REACH OTHER LOCAL COMMERCIAL STATIONS: % SHARE 20. 0% 35% 30% 15. 0% 25% 20% 10. 0% 15% 10% 5. 0% 5% 0. 0% 0% 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 OTHER LOCAL COMMERCIAL STATIONS: HRS LISTENED [indexed] 5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0 2000Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3 page 19
  20. 20. BBC RADIO ONE B B C R A D IO ON E: % R EA C H B B C R A D IO ON E: HR S LIST EN ED [ ind exed ] B B C R A D IO ON E: % SHA R E 15 . 0 % 30% 3000 2500 20% 10 . 0 % 10 % 5.0% 0% 0.0% 2000 15 0 0 10 0 0 500 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 0 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 0 Q3 2 0 0 5 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 BBC RADIO TWO B B C R A D IO T W O: % R EA C H B B C R A D IO T W O: HR S LIST EN ED [ ind exed ] B B C R A D IO T W O: % SHA R E 40% 25.0% 6000 20.0% 30% 5000 4000 15 . 0 % 20% 3000 10 . 0 % 2000 10 % 5.0% 10 0 0 0% 0 0.0% 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 0 Q3 2 0 0 5 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 BBC RADIO THREE B B C R A D IO T HR EE: % R EA C H B B C R A D IO T HR EE: HR S LIST EN ED [ ind exed ] B B C R A D IO T HR EE: % SHA R E 2.0% 5% 300 250 200 1. 0 % 15 0 10 0 50 0% 0 0.0% 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 0 Q3 2 0 0 5 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 BBC RADIO FOUR B B C R A D IO F OU R : % R EA C H 20% B B C R A D IO F OU R : % SHA R E 15 . 0 % 3000 15 % B B C R A D I O F OU R : HR S LI ST EN ED [ i nd exed ] 2500 10 . 0 % 2000 10 % 15 0 0 5.0% 10 0 0 5% 500 0% 0.0% 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 0 2 0 0 0 Q3 2 0 0 5 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 BBC RADIO FIVE LIVE B B C R A D IO F IV E LIV E: % SHA R E B B C R A D IO F IV E: % R EA C H 15 % 5.0% 12 0 0 B B C R A D IO F IV E LIV E: HR S LIST EN ED [ ind exed ] 10 0 0 4.0% 10 % 800 3.0% 600 2.0% 5% 400 1. 0 % 200 0.0% 0% 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 The Hull, United Kingdom Radio Market ©2005 Grant Goddard 0 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 2 0 0 0 Q3 2 0 0 1Q3 2 0 0 2 Q3 2 0 0 3 Q3 2 0 0 4 Q3 2 0 0 5 Q3 page 20
  21. 21. WEEKDAY AUDIENCES BY HALF HOUR 12.0% WEEKDAY AUDIENCE BY HALF HOUR: 1999Q3 12.0% WEEKDAY AUDIENCE BY HALF HOUR: 2005Q3 Viking Viking 10.0% 10.0% Magic Magic 8.0% 8.0% Galaxy 6.0% Galaxy 6.0% Local Commercial Radio 4.0% Local Commercial Radio 4.0% 2.0% 2.0% 0.0% 0.0% 9.0% VIKING: WEEKDAY AUDIENCE BY HALF HOUR: 1999Q3 9.0% 15-24 8.0% 25-34 7.0% 35-44 6.0% 45-54 VIKING: WEEKDAY AUDIENCE BY HALF HOUR: 2005Q3 15-24 8.0% 25-34 7.0% 35-44 6.0% 45-54 5.0% 55-64 5.0% 55-64 4.0% 65+ 4.0% 65+ 3.0% 3.0% 2.0% 2.0% 1.0% 1.0% 0.0% 0.0% 5.0% MAGIC: WEEKDAY AUDIENCE BY HALF HOUR: 1999Q3 5.0% MAGIC: WEEKDAY AUDIENCE BY HALF HOUR: 2005Q3 4.5% 15-24 4.5% 15-24 4.0% 25-34 4.0% 25-34 3.5% 35-44 3.0% 45-54 55-64 2.5% 65+ 2.0% 35-44 3.5% 45-54 3.0% 55-64 2.5% 65+ 2.0% 1.5% 1.5% 1.0% 1.0% 0.5% 0.5% 0.0% 0.0% 7.0% GALAXY: WEEKDAY AUDIENCE BY HALF HOUR: 1999Q3 15-24 6.0% 5.0% 25-34 35-44 7.0% GALAXY: WEEKDAY AUDIENCE BY HALF HOUR: 2005Q3 15-24 6.0% 25-34 35-44 5.0% 45-54 4.0% 3.0% 2.0% 55-64 65+ 45-54 4.0% 55-64 65+ 3.0% 2.0% 1.0% 1.0% 0.0% 0.0% The Hull, United Kingdom Radio Market ©2005 Grant Goddard page 21
  22. 22. Data sources:  RAJAR/RSL 1999 Quarter 3 2000 Quarter 3 2001 Quarter 3 2002 Quarter 3 2003 Quarter 3 2004 Quarter 3 2005 Quarter 3  all “hours listened” data are indexed to 2005 Quarter 3 to account for changes in total population size and in stations’ Total Survey Area size from year to year. Key: Dark blue outline Brown dashed outline Blue dotted area Pale green striped area Dark green striped area Pale green dotted area Pink dashed outline Red dotted area Viking FM Magic AM Galaxy Yorkshire Minster FM, York Lincs FM, Lincoln Compass FM, Grimsby Yorkshire Coast Radio, Scarborough Yorkshire Coast Radio, Bridlington EMAP EMAP Chrysalis TLRC Lincs FM Lincs FM TLRC TLRC 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 Hull, United Kingdom Radio Market ©2005 Grant Goddard page 22

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