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.

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