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'The Northampton, United Kingdom Radio Market: Basic Analysis: November 2005' by Grant Goddard

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A basic analysis of the audiences for radio broadcasting in the Northampton market in the UK, written by Grant Goddard in November 2005 for Laser Broadcasting Limited.

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'The Northampton, United Kingdom Radio Market: Basic Analysis: November 2005' by Grant Goddard

  1. 1. THE NORTHAMPTON, UNITED KINGDOM RADIO MARKET: BASIC ANALYSIS by GRANT GODDARD www.grantgoddard.co.uk November 2005
  2. 2. % SHARE OF LISTENING - NORTHANTS 96 TSA (489,000) 1999Q3 2005Q3 BBC RADIO 2 BBC RADIO 1 NORTHANTS 96 BBC RADIO NORTHAMPTON BBC RADIO 4 BBC RADIO FIVE LIVE CLASSIC FM CONNECT FM CLASSIC GOLD 1557 VIRGIN RADIO (AM) talk SPORT HEART BBC RADIO 3 ATLANTIC 252 14.7% 18.1% 16.2% 11.4% 10.4% 6.0% 3.5% 4.5% 4.2% 2.3% 1.8% 0.0% 1.1% 0.4% 21.7% 14.3% 13.7% 9.7% 9.4% 5.7% 4.9% 3.3% 3.0% 2.3% 1.1% 0.7% 0.2% 0.0% BBC WORLD SER VICE 1XTRA FROM THE BBC CAPITAL GOLD PLANET ROCK KISS BBC7 MAGIC SMOOTH KERRANG! PRIME TIME RADIO SMASH HITS RADIO THE HITS FIVE LIVE SPORTS EXTRA BBC 6 MUSIC BBC ASIAN NETWORK one word radio Q VIRGIN RADIO CLASSIC ROC 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 1.2% 0.7% 0.7% 0.6% 0.5% 0.4% 0.4% 0.3% 0.3% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% OTHER BBC LOCAL OTHER LOCAL COMM. 2.6% 2.0% 1.6% 1.1% 64.4% 34.8% 65.1% 34.0% 0.7% 0.9% ANY BBC ANY COMMERCIAL OTHER STATION 25.0% SHARE OF LISTENING - NORTHANTS 96 TSA 1999Q3 20.0% 2005Q3 15.0% 10.0% 5.0% 0.0% The Northampton, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 2
  3. 3. % REACH - NORTHANTS 96 TSA (489,000) 1999Q3 96.0% 2005Q3 91.0% 28.0% 39.0% 38.0% 24.0% 22.0% 20.0% 14.0% 10.5% 11.0% 9.0% 4.0% 0.0% 5.0% 3.0% 33.0% 30.0% 29.0% 21.0% 17.0% 15.0% 11.0% 8.0% 6.0% 6.0% 4.0% 2.0% 2.0% 0.0% KISS CAPITAL GOLD KERRANG! 1XTRA FROM THE BBC BBC7 MAGIC BBC WORLD SER VICE PLANET ROCK SMASH HITS RADIO FIVE LIVE SPORTS EXTRA BBC 6 MUSIC THE HITS one word radio Q SMOOTH BBC ASIAN NETWORK 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 4.0% 3.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% 1.0% OTHER BBC LOCAL OTHER LOCAL COMM. 4.0% 4.5% 4.0% 4.5% 82.0% 63.0% 4.0% 77.0% 54.0% 4.0% ALL RADIO BBC RADIO 2 NORTHANTS 96 BBC RADIO 1 BBC RADIO NORTHAMPTON BBC RADIO 4 BBC RADIO FIVE LIVE CLASSIC FM CONNECT FM CLASSIC GOLD 1557 VIRGIN RADIO (AM) talk SPORT HEART BBC RADIO 3 ATLANTIC 252 ANY BBC ANY COMMERCIAL OTHER STATION 45.0% WEEKLY REACH - NORTHANTS 96 TSA 40.0% 1999Q3 2005Q3 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% The Northampton, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 3
  4. 4. NORTHANTS 96 DEMOGRAPHICS 200 NORTHANTS 96: 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+ NORTHANTS 96 DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 67% 57% 40% 32% 25% 16% 2005Q3 48% 36% 40% 31% 14% 10% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 35% 23% 15% 9% 13% 8% 2005Q3 27% 18% 15% 12% 6% 8% SHARE - NORTHANTS 96 REACH - NORTHANTS 96 40% 70% 1999Q3 1999Q3 2005Q3 60% 2005Q3 35% 30% 50% 25% 40% 20% 30% 15% 20% 10% 10% 5% 0% 0% 15-24 25-34 35-44 45-54 55-64 65+ The Northampton, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard 15-24 25-34 35-44 45-54 55-64 65+ page 4
  5. 5. CLASSIC GOLD 1557 DEMOGRAPHICS 200 CLASSIC GOLD 1557: DISTRIBUTION OF HOURS LISTENED BY AGE [indexed] INDEX: 100 = normal distribution 1999Q3 2005Q3 150 100 50 0 15-24 25-34 35-44 45-54 55-64 65+ CLASSIC GOLD 1557 DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 5% 9% 15% 17% 10% 5% 2005Q3 3% 1% 5% 14% 10% 5% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 0% 3% 8% 6% 5% 2% 2005Q3 0% 1% 4% 5% 4% 4% SHARE - CLASSIC GOLD 1557 8% REACH - CLASSIC GOLD 1557 1999Q3 7% 2005Q3 20% 1999Q3 18% 2005Q3 16% 6% 14% 5% 12% 4% 10% 3% 8% 6% 2% 4% 1% 2% 0% 0% 15-24 25-34 35-44 45-54 55-64 65+ The Northampton, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard 15-24 25-34 35-44 45-54 55-64 65+ page 5
  6. 6. CONNECT FM DEMOGRAPHICS 200 CONNECT 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+ CONNECT FM DEMOGRAPHICS REACH 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 25% 41% 39% 42% 22% 14% 2005Q3 30% 22% 18% 27% 12% 8% SHARE 15-24 25-34 35-44 45-54 55-64 65+ 1999Q3 7% 18% 19% 18% 10% 6% 2005Q3 7% 10% 5% 13% 5% 7% SHARE - CONNECT FM REACH - CONNECT FM 45% 25% 1999Q3 2005Q3 20% 1999Q3 40% 2005Q3 35% 30% 15% 25% 20% 10% 15% 10% 5% 5% 0% 0% 15-24 25-34 35-44 45-54 55-64 65+ The Northampton, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard 15-24 25-34 35-44 45-54 55-64 65+ page 6
  7. 7. MARKET COMPOSITE – LOCAL COMMERCIAL RADIO DISTRIBUTION OF HOURS LISTENED BY AGE [indexed Northants 96 by population] Classic Gold Connect FM 200 150 100 50 0 15-24 25-34 35-44 45-54 55-64 65+ % SHARE WITHIN NORTHANTS 96 TSA 15+ 14% 3% 3% 20% Northants 96 Classic Gold Connect FM TOTAL 40% 15-24 27% 0% 3% 25-34 18% 1% 4% 35-44 15% 4% 2% 45-54 12% 5% 6% 55-64 6% 4% 2% 65+ 8% 4% 3% 30% 22% 21% 22% 12% 15% LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING WITHIN NORTHANTS 96 TSA Connect FM 30% Classic Gold Northants 96 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 Northampton, United Kingdom Radio Market: Basic Analysis ©2005 Grant Goddard page 7

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