Boost in Listeners Boosts Listening

Michael Hedges August 6, 2009

“A rising tide lifts all boats” is a favorite saying in some quarters. It’s particularly apt for the radio broadcasting sector, which feels woe be taken by the onslaught of new media. When more people are tuning in things can’t be so terrible.

And so it is, with the release (August 6) of Q2 radio audience figures for the UK from RAJAR (Radio Joint Audience Research) a significant boost in radio’s gross weekly reach to 90.1% of the UK population over 15 years, 46.3 million folks. RAJAR says it’s the highest weekly reach since 1999, when the measurement system changed. Year on year, the increase is 2.7%, also the highest in, like, forever.

Owing to the complexity of the UK radio market, not all boats, so to speak, rose with the tide of more listeners. Many, however, did get a bump up in market shares while only a few hit the rocks. The Q2 survey results are, in general, good news for UK commercial radio. Aggregate market shares for commercial radio rose to 42.7%, up from 42.4% year on year. The BBC’s aggregate market share dropped to 54.6% from 55.5% in Q2 2008. The GAP has narrowed to 11.2%. (See THE GAP historical chart here)

BBC Radio 2 remains the top rated radio channel in the national survey. But, Radio 2’s market share dropped, year on year, to 15.5% from 16% and the channels lowest market share – while always maintaining the top spot - since Q3 2006. Perhaps new controller (program director) Bob Shennan has a transition plan. Radio 4 held second place, rising slightly to 12.1% market share from 12.0% one year on. And Radio 1 kept third place with 10.3%, up from 10.0% year on year.

Sports-oriented BBC Five Live dipped slightly to 4.5% (5th place) from 4.6%. BBC Radio 3 and BBC World Service held their market shares, 1.2% and 0.7%, respectively. BBC digital channels BBC7, 6Music and 1Xtra – buried in the rankings – gained market shares. In total BBC national channels dropped aggregate market share very slightly to 45.9% from 46% one year on. BBC local channels, however, took a blast, dropping aggregated market share to 8.7% from 9.6% in Q2 2008. (See RAJAR UK National market share trends here)

Results were mixed for national commercial radio channels - including semi-nationals, quasi-nationals, pseudo-nationals and psycho-nationals. In aggregate the market share for national commercial channels dropped to 10.8% from 11.2% one year on. Of the three officially national commercial channels, Classic FM held its 3.9% market share year on year while TalkSport dropped to 1.8% from 1.9% and Absolute Radio (formerly Virgin Radio) dropped  to 1.1% from 1.4%.

Quasi-national network Heart grew to 5.9% market share, more than double since Q2 2008 before the chain added stations to the network. Galaxy Radio (“Love Music”) with six local FM stations and DAB digital radio coverage in the rest of the UK increased its national market share to 2.5% from 1.8% one year on. Real Radio, which also shuffled frequencies, rose to 2.1% from 1.5%. Digital-only semi-national channels Planet Rock, Smash Hits and Heat posted increases.

The tide for UK commercial radio rose on the local scene. Aggregate market share for local commercial stations bumped up to 31.9% from 31.2% one year on.

While the London market can appear to be its own separate country, market share increases there among local commercial radio were nothing but stunning. Former market stalwart Capitol FM jumped to its highest market share in five years, 6.1%, up from 4.6% one year on. LBC 93.7 also posted its highest market share in forever, 4.6% up from 2.7% year on year. KISS 100 was also up to 5% from 4.5%. These are not small incremental increases.

BBC channels Radio 4 and Radio 2, number 1 and 2 in the London market respectively, lost significant market shares. Radio 4 dropped to 14.2% from 15.3% year on year as Radio 2 dropped to 10.4% from 12%. BBC Radio 1 and Five Live were also off in the London survey area.

Magic 105.4 maintained third place in London with lower market share, 6.5% from 7.4%. Heart fell to 6th place with 5.1% down from 5.7% one year on. (See RAJAR London market share trends here)

The digital wave may have raised overall radio listening, though the RAJAR data is somewhat contradictory. Listening via any digital platform rose to 21.1% market share, up from 17.9% one year on but only up from 20.1% quarter to quarter. The DAB portion of digital listening rose to 13.1% from 11% one year on. Q1 2009 DAB listening drew a 12.7% market share. Increases, particularly quarter to quarter, have been tiny. Internet radio listening is but 2.2%.

The digital listening market shares for the BBC and commercial radio are roughly equal, 20.8% and 21.1%, respectively.  The margins change for DAB listening; 15.4% for BBC channels and 10.6% for commercial channels. Listening to radio via the internet dropped, quarter to quarter, for both BBC and commercial channels. Listening shares for commercial radio channels on digital platforms other than DAB – set top boxes and the internet, are higher than BBC listening shares.

Ah, one more thing; listening shares for ‘other’ are the highest in six years at 2.7%. Perhaps this is the wave.