1.
THE NORTHAMPTON, UNITED
KINGDOM RADIO MARKET:
BASIC ANALYSIS
by
GRANT GODDARD
www.grantgoddard.co.uk
November 2005

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.
% 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.
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.
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.
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.
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