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'The Wolverhampton & Shrewsbury, United Kingdom Radio Market: September 2005' by Grant Goddard

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A detailed analysis of the audiences for radio broadcasting in the Wolverhampton & Shrewsbury market in the UK, written by Grant Goddard in September 2005 for Laser Broadcasting Limited.

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'The Wolverhampton & Shrewsbury, United Kingdom Radio Market: September 2005' by Grant Goddard

  1. 1. THE WOLVERHAMPTON & SHREWSBURY, UNITED KINGDOM RADIO MARKET by GRANT GODDARD www.grantgoddard.co.uk September 2005
  2. 2. EXECUTIVE SUMMARY This analysis examines the Beacon FM radio market based around Wolverhampton because no data are available for the Shrewsbury market pertinent to the licence advertised by Ofcom. This latter market for the new radio station will comprise approximately 100,000 adults and falls entirely within the boundary of the larger Beacon FM market of 1,281,000 adults. All figures in this report refer to the Beacon FM/Classic Gold WABC Total Survey Area, except where stated. Although local stations BRMB FM, Capital Gold, Galaxy FM and regional stations Heart FM, Saga FM and Kerrang! are audible within the Wolverhampton market, they are not audible within the Shrewsbury market on analogue radio.          Reach of all radio has fallen from 88% to 84% in five years [UK: 91% to 90%] Hours listened to all radio have fallen by 17% in five years [UK: no change] Hours listened to commercial radio have fallen by 20% in five years [UK: 8% fall] Hours listened to BBC Radio have fallen by 13% in five years [UK: 7% increase] Hours listened to local/regional commercial radio have fallen by 24% in five years [UK: 12% fall] Hours listened to local (not regional) commercial radio have fallen by 50% in five years Hours listened to local FM commercial station Beacon FM have fallen by 41% in five years Hours listened to local AM commercial station Classic Gold WABC have fallen by 78% in five years The only analogue stations that have shown an increase in hours listened over the last five years are: BBC Radio Five Live (5% up) and Talksport (14% up) As a result:       Commercial radio’s share of listening has fallen from 51% to 49% in five years [UK: 47% to 44%] BBC Radio’s share of listening has increased from 47% to 50% in five years [UK: 51% to 54%] Local/regional commercial radio’s share of listening has fallen from 43% to 40% in five years [UK: 39% to 34%] Local (not regional) commercial radio’s share of listening has fallen from 31% to 18% in five years Beacon FM’s share of listening has fallen from 12% to 9% in five years Classic Gold WABC’s share of listening has fallen from 4% to 1% in five years The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 2
  3. 3. This is a very unusual market because the data show that radio listening (to all stations) is ebbing away at an alarming rate:  Radio’s reach has already fallen to 84%, compared to the UK average of 90%;  Hours listened to all radio have fallen by 17% in five years. Listening to commercial radio is declining faster than listening to BBC stations:  Commercial radio’s reach has fallen from 63% to 61% in five years;  Commercial radio’s share has fallen from 51% to 49%;  Hours listened to commercial radio have fallen by 20%. Listening to local commercial radio has fallen even faster:  Local commercial radio’s share has fallen from 31% to 18% in five years;  Hours listened to local commercial radio have fallen by 50%. Local commercial radio’s disastrous performance over the last five years has been led by:  Beacon FM (reach down from 27% to 20%, share down from 12% to 9%, hours down by 41%);  Classic Gold WABC (reach down from 7% to 2%, share down from 4% to 1%, hours down by 78%);  BRMB (reach down from 14% to 8%, share down from 6% to 3%, hours down 63%). Over the last five years, regional stations have cannibalised some of the local commercial stations’ listening. Surprisingly, commercial radio’s share of listening has fallen despite:  The launch of Saga FM in 2001;  The launch of Kerrang! in 2004. Even more remarkable is the fact that only two analogue stations in the market – BBC Radio Five Live and Talksport – have increased their hours listened over the last five years (by 5% and 14% respectively). Otherwise, all stations have suffered losses in listening, some by huge amounts. The net result is that those stations that have shown least losses of audience have improved their positions in the market:  BBC Radio Two leads the market, with share up from 12% to 14%, despite hours down 2%;  BBC Radio WM has improved its position, with share up from 6% to 7%, despite hours down 8%. Five years ago, Heart FM was the market leader and BBC Radio Two was fourth. Now, BBC Radio Two leads the market and Heart FM is third. Local commercial radio has simply lost its relevance to the potential audience, as demonstrated by:  Beacon FM was ranked (joint) second, but is now fourth;  Classic Gold WABC was ranked eighth, but is now fifteenth; The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 3
  4. 4.  BRMB was ranked seventh, but is now twelfth. The key statistic that demonstrates local commercial radio’s troubles in this market is the drop in share over five years from 31% to 18%. Not even regional commercial radio’s increased share from 12% to 21% (driven by two new regional stations) has been enough to prevent an overall decline in commercial radio listening. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 4
  5. 5. ALL RADIO ALL RADIO: HRS LISTENED [indexed] ALL RADIO: % REACH 100% 35000 90% 30000 80% 70% 25000 60% 20000 50% 15 0 0 0 40% 30% 10 0 0 0 20% 5000 10% 0% 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Radio listening has declined substantially in this market over the last five years. Reach has fallen from 88% in 2000 to 84% in 2004. By comparison, across the whole UK, radio has a steady 90% weekly reach. Hours listened have decreased by 17% over the last five years, while they have remained steady across the UK as a whole (when indexed against population changes). Within the total population, the loss of interest in radio is evident across all the 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% 30% 15-24 20% 25-34 10% 35-44 0% 45-54 20% 55-64 10% 65+ 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Over the last five years, radio’s weekly reach has fallen from 89% to 85% amongst 15-24 year olds, from 89% to 86% amongst 25-34 year olds, from 91% to 84% amongst 45-54 year olds and from 86% to 75% amongst 65+ year olds. Only amongst 35-44 year olds has reach remained steady at 89%. These are substantial losses of radio listening across all age groups, indicating an across-the-board growing disinterest in what radio has to offer. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 5
  6. 6. COMMERCIAL RADIO COMMERCIAL RADIO: % SHARE COMMERCIAL RADIO: % REACH 70% 60. 0% 60% 50. 0% 50% 40. 0% 40% 30. 0% 30% 20. 0% 20% 10. 0% 10% 0% 0. 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Commercial radio (both local/regional and national) currently reaches 61% of the population, compared to 63% 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 decreased from 51% five years ago to 49% now. This is a better performance than the UK average, where commercial radio has a 44% share of listening, down from 47% five years ago, and is due to the higher than average number of commercial radio stations in the market. COMMERCIAL RADIO: HRS LISTENED [indexed] 16 0 0 0 14 0 0 0 12 0 0 0 10 0 0 0 8000 6000 4000 2000 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Hours listened to commercial radio have fallen by a substantial 20% over the last five years. This compares to an 8% fall in hours listened across the whole UK over the same period. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 6
  7. 7. BBC RADIO BBC RADIO: % SHARE BBC RADIO: % REACH 60. 0% 80% 70% 50. 0% 60% 40. 0% 50% 30. 0% 40% 30% 20. 0% 20% 10. 0% 10% 0. 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2000Q2 2005Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 BBC Radio (both local and national) has maintained its reach at 59% over the last five years. By comparison, across the whole UK, BBC radio has a 67% weekly reach, up from 64% five years ago. BBC Radio’s share of listening has risen from 47% to 50% over the last five years. During the same period, across the whole UK, BBC Radio has increased its share from 51% to 54%. BBC RADIO: HRS LISTENED [indexed] 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Hours listened to BBC Radio have fallen by 13% over the last five years. Across the whole UK, hours listened to BBC radio have increased by 7% over the last five years. Almost all the BBC stations have suffered losses over the last five years. Hours listened to BBC Radio Three are down 47%, BBC Radio One are down 29%, BBC Radio Four are down 13%, BBC WM are down 8%, and BBC Radio Two are down 2%. Only BBC Radio Five Live shows a minor increase of 5%. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 7
  8. 8. LOCAL/REGIONAL COMMERCIAL RADIO LOCAL/REGIONAL COMMERCIAL RADIO: % SHARE LOCAL/REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] 50. 0% 14000 12000 40. 0% 10000 30. 0% 8000 6000 20. 0% 4000 10. 0% 2000 0. 0% 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 The listening share of local/regional commercial radio stations in the market has fallen in the last five years from 43% to 40%. 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 decreased by 24% over the last five years. By comparison, across the whole UK (in areas with commercial radio), hours listened to local/regional commercial radio have fallen by 12% (when indexed against population changes) over the last five years. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 8
  9. 9. LOCAL COMMERCIAL RADIO 40. 0% LOCAL COMMERCIAL RADIO: % SHARE 10000 LOCAL COMMERCIAL RADIO: HRS LISTENED [indexed] 9000 8000 30. 0% 7000 6000 20. 0% 5000 4000 3000 10. 0% 2000 1000 0. 0% 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 The listening share of local commercial radio stations in the market has fallen dramatically in the last five years from 31% to 18%. Local commercial radio’s hours listened have exactly halved (decreased by 50%) over the last five years. The root cause of the market’s dwindling interest in radio is the huge loss of listening experienced by the area’s local commercial radio stations. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 9
  10. 10. BEACON FM BEACON FM: % REACH 30% 20% 10. 0% 10% BEACON FM: % SHARE 15. 0% 5. 0% 0% 0. 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Heritage FM station Beacon FM has lost substantial audience over the last five years. Reach has fallen from 27% to 20%, while share of listening has fallen from 12% to 9%. BEACON FM: HRS LISTENED [indexed] 4000 3500 3000 2500 2000 1500 1000 500 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Hours listened to Beacon FM have fallen by 41% over the last five years, an enormous loss for a heritage FM station. BEACON FM: % REACH BY AGE BEACON FM % REACH BY AGE 50% 50% 45-54 40% 30% 30% 20% 55-64 40% 20% 65+ 15-24 10% 10% 25-34 35-44 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Over the last five years, Beacon FM’s reach has fallen in every age group – from 46% to 34% amongst 15-24 year olds, from 33% to 23% amongst 25-34 year olds, from 28% to 23% amongst 35-44 year olds, from 25% to 21% amongst 45-54 year olds, from 15% to 13% amongst 55-64 year olds, and from 13% to 9% amongst 65+ year olds. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 10
  11. 11. BEACON FM: % SHARE BY AGE BEACON FM: % SHARE BY AGE 25% 25% 45-54 55-64 20% 20% 15% 15% 10% 10% 65+ 15-24 5% 25-34 5% 35-44 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Beacon FM’s share of listening has fallen just as dramatically in every age group – from 17% to 14% in 15-24 year olds, from 20% to 17% amongst 25-34 year olds, from 13% to 11% amongst 35-44 year olds, from 10% to 8% amongst 45-54 year olds, from 6% to 4% amongst 55-64 year olds, and from 7% to 3% amongst 65+ year olds. Listening has fallen almost equally from all age groups. 69% of hours listened now derive from 15-44 year olds, the same as five years ago. 49% of hours listened now derive from 35-64 year olds, compared to 42% five years ago. 20% BEACON FM: % SHARE BY SEX 20% BEACON FM: % SHARE BY CLASS A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 10% 10% 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Beacon FM’s share of listening amongst females was substantially higher than amongst males, but the difference has been narrowed over the last five years. The station still has considerably more appeal within the C2DE demographic group, and the loss of listening amongst the ABC1 group has been proportionately greater over the last five years. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 11
  12. 12. CLASSIC GOLD WABC CLASSIC GOLD WABC: % REACH 10% CLASSIC GOLD 1359: % SHARE 5. 0% 5% 0% 0. 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Heritage AM station Classic Gold WABC has lost even more audience than its FM counterpart over the last five years. Weekly reach has fallen by more than two thirds from 7% to 2%. Listening share has fallen by almost three quarters from 4% to 1%. This is a radio station in absolute freefall. CLASSIC GOLD WABC: HRS LISTENED [indexed] 1400 1200 1000 800 600 400 200 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Hours listened to Classic Gold WABC have fallen by a massive 78% over the last five years. 20% CLASSIC GOLD WABC: % REACH BY AGE CLASSIC GOLD WABC: % REACH BY AGE 20% 15-24 45-54 25-34 55-64 35-44 65+ 10% 10% 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Classic Gold WABC has lost reach in all but one age group over the last five years. Reach in 25-34 year olds has fallen from 3% to 2%, in 35-44 year olds from 6% to 3%, in 45-54 year olds from 17% to 4%, in 55-64 year olds from 7%to 4%, and in 65+ year olds from 8% to 1%. Reach in 15-24 year olds has remained unchanged at 1%. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 12
  13. 13. 15% CLASSIC GOLD WABC: % SHARE BY AGE CLASSIC GOLD WABC: % SHARE BY AGE 15% 15-24 45-54 25-34 55-64 35-44 65+ 10% 10% 5% 5% 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Classic Gold WABC’s share of listening has fallen in most age groups over the last five years. In 25-34 year olds, share has fallen from 2% to 1%, in 35-44 year olds from 4% to 1%, in 45-54 year olds from 10% to 1%, and in 65+ year olds from 5% to 1%. Reach in 15-24 year olds has remain unchanged at 0%, and in 55-64 year olds has remained unchanged at 2%. The remaining audience of the station is now so tiny that analysis by age group is barely worthwhile. CLASSIC GOLD WABC: % SHARE BY SEX 10% CLASSIC GOLD WABC: % SHARE BY CLASS 10% A B C1 A l l M al es 15+ C2DE A l l Femal es 15+ 5% 5% 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 The station’s share of listening amongst women has fallen sharply from 5% to 1%, while share amongst the ABC1 demographic has fallen from 3% to 0%. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 13
  14. 14. BBC RADIO WM BBC RADIO WM: % SHARE BBC RADIO WM: % REACH 15% 10. 0% 10% 5. 0% 5% 0. 0% 0% 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2000Q2 2005Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 BBC Radio WM’s reach in the market is down slightly from 12% to 11% over the last five years, while share has increased slightly from 6% to 7% over the same period. 2500 BBC RADIO WM: HRS LISTENED [indexed] 2000 1500 1000 500 0 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 Hours listened to BBC Radio WM have fallen by 8% over the last five years. No demographic data are publicly available for BBC Radio WM. The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 14
  15. 15. BBC RADIO ONE B B C R A D IO ON E: % R EA C H B B C R A D I O ON E: HR S LI ST EN ED [ i nd exed ] B B C R A D IO ON E: % SHA R E 30% 15 . 0 % 4000 3500 20% 3000 10 . 0 % 2500 2000 10 % 15 0 0 5.0% 10 0 0 500 0% 0 0.0% 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 0 Q2 2 0 0 5 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 BBC RADIO TWO B B C R A D IO T W O: % R EA C H B B C R A D I O T W O: HR S LIST EN ED [ i nd exed ] B B C R A D IO T W O : % SHA R E 30% 15 . 0 % 4500 4000 20% 3500 10 . 0 % 3000 2500 2000 10 % 5.0% 15 0 0 10 0 0 500 0% 0 0.0% 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 0 Q2 2 0 0 5 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 BBC RADIO THREE B B C R A D I O T HR EE: % R EA C H 5% B B C R A D I O T HR EE: % SHA R E 1. 0 % 250 B B C R A D I O T HR EE: HR S LI ST EN ED [ ind exed ] 200 15 0 10 0 50 0% 0.0% 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 0 2 0 0 0 Q2 2 0 0 5 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 BBC RADIO FOUR 20% B B C R A D I O F OU R : % R EA C H 15 . 0 % B B C R A D I O F OU R : % SHA R E 3500 B B C R A D IO F OU R : HR S LI ST EN ED [ i nd exed ] 3000 15 % 10 . 0 % 2500 2000 10 % 15 0 0 5.0% 5% 10 0 0 500 0% 0.0% 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 0 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 BBC RADIO FIVE LIVE B B C R A D I O F I V E LI V E: % SHA R E B B C R A D IO F I V E: % R EA C H 15 % 5.0% B B C R A D I O F I V E LIV E: HR S LI ST EN ED [ i nd exed ] 14 0 0 12 0 0 10 % 10 0 0 800 600 5% 400 200 0.0% 0% 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 0 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard 2 0 0 5 Q2 2 0 0 0 Q2 2 0 0 1Q2 2 0 0 2 Q2 2 0 0 3 Q2 2 0 0 4 Q2 2 0 0 5 Q2 page 15
  16. 16. % SHARE OF LISTENING - BEACON FM TSA (1,281,000) BBC RADIO 2 BBC RADIO 1 HEART BEACON FM SAGA 105.7 FM BBC WM BBC RADIO 4 CLASSIC FM BBC RADIO FIVE LIVE KERRANG! GALAXY THE NEW 96.4 BRMB talkSPORT 107.7 THE WOLF CLASSIC GOLD WABC VIRGIN RADIO (AM) BBC ASIAN NETWORK CAPITAL GOLD BBC RADIO 3 ATLANTIC 252 2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2 11.5% 12.7% 13.1% 14.1% 12.8% 13.6% 12.3% 11.1% 11.1% 10.5% 9.5% 10.6% 12.4% 11.9% 12.7% 12.0% 9.7% 10.4% 12.3% 11.3% 10.6% 9.9% 9.9% 8.8% 0.0% 0.0% 4.0% 5.3% 5.3% 7.9% 6.3% 8.0% 5.3% 8.1% 7.6% 7.0% 6.6% 9.9% 9.4% 7.0% 10.1% 6.9% 3.9% 4.6% 3.7% 3.6% 4.0% 4.7% 3.3% 4.1% 3.5% 3.6% 4.0% 4.2% 0.0% 0.0% 0.0% 0.4% 0.5% 3.1% 2.6% 1.6% 3.6% 1.9% 2.8% 3.0% 5.7% 6.1% 4.2% 4.1% 3.0% 2.5% 1.4% 1.6% 2.0% 1.8% 2.1% 2.0% 2.3% 1.4% 2.0% 1.7% 1.9% 1.8% 4.1% 2.9% 2.0% 2.7% 1.6% 1.1% 1.7% 2.0% 1.1% 1.1% 1.4% 0.8% 1.4% 1.1% 1.9% 0.4% 2.0% 0.7% 1.1% 0.7% 0.8% 0.8% 0.5% 0.5% 0.5% 0.7% 0.6% 0.7% 0.6% 0.3% 0.3% 0.2% 0.0% 0.0% 0.0% 0.0% BBC WORLD SER VICE KISS THE HITS MAGIC 1XTRA FROM THE BBC FIVE LIVE SPORTS EXTRA BBC 6 MUSIC BBC7 THE ARROW CENTURY HEAT MOJO RADIO one word radio PLANET ROCK PRIME TIME RADIO SMASH HITS RADIO JAZZ/SMOOTH CORE SUNRISE RADIO XFM YARR 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% 0.3% 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% 0.2% 0.1% 0.0% 0.0% 0.0% 0.0% 0.5% 0.2% 0.2% 0.1% 0.3% 0.0% 0.0% 0.1% 0.0% 0.0% 0.1% 0.1% 0.0% 0.2% 0.0% 0.1% 0.4% 0.1% 0.1% 0.1% 0.1% 0.5% 0.3% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% OTHER BBC LOCAL OTHER LOCAL COMM. 5.4% 2.6% 5.1% 1.3% 5.1% 2.1% 5.1% 1.8% 5.0% 1.5% 5.3% 0.7% 47.3% 50.5% 52.6% 45.7% 49.8% 48.9% 49.9% 47.8% 52.7% 46.1% 49.7% 49.2% 2.2% 1.7% 1.3% 2.4% 1.2% 1.1% ANY BBC ANY COMMERCIAL OTHER STATION The Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 16
  17. 17. All data: RAJAR/RSL 2000 Quarter 2 2001 Quarter 2 2002 Quarter 2 2003 Quarter 2 2004 Quarter 2 2005 Quarter 2  all “hours listened” data are indexed to 2005 Quarter 2 to account for changes in total population size and in stations’ Total Survey Area size from year to year. dark green + grey blue = royal blue outline = pink outline = pale blue + grey blue = Heart FM, Saga FM, Kerrang! Galaxy FM BRMB FM, Capital Gold Beacon FM, Classic Gold WABC 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 Wolverhampton & Shrewsbury, United Kingdom Radio Market ©2005 Grant Goddard page 17

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