Broadcasters On Holiday Lose

Michael Hedges October 26, 2012 Follow on Twitter

Prudent market analysis looks for patterns of audience behavior. The digital revolution has change that but not in every expected way. The digital audience, growing steadily, seems to have its own track. And it changes. Program basics, though, still rule the markets.

Summer quarter UK radio listening results, released by Radio Joint Audience Research (RAJAR) this week, show how the market even in the most listless of months operates on relatively minor dynamics. Listening levels June through September tend lower than the rest of the year as habits change and broadcasters lighten programming and promotion. This pattern, one of several, is normal for the summer months. Perhaps the London Summer Olympics pushed a few radio listeners to their TV sets.

But UK radio listening levels nationally have fallen, now, in each of the last four quarterly surveys, down 1.1% year on year. In Q2 listening levels dropped 1.8% one year on. Analogue (AM/MW) listening dropped to 61.8% from 64.9% while listening on any digital platform rose to 31.3% from 28.2%. Rates of change – analogue lower, digital higher – have slowed measurably over the last year.

BBC channels took a slight advantage over commercial radio in analogue listening, 62.1% and 61.8%, respectively in share by platform, reversing the pattern. Among all digital platforms BBC channels continue to lead commercial broadcasters, mostly from DAB listeners. Commercial broadcasters hold a significant advantage TV set-top box (DTT) listeners and to a lesser extent among internet radio listeners. Aggregate audience share of DAB listening rose to 20.4% from 18% year on year while DTT listening is virtually unchanged at 4.8% and internet/smartphone listening rose to 4.2% from 3.7%.

National audience shares for all BBC channels, normally lower in spring and summer, were slightly lower, 54.2% from 54.5% one year on. National channels aggregate audience shares were unchanged at 46.1%, BBC local stations down to 8.1% from 8.3%. Commercial radio audience shares in the national survey were also unchanged at 43.3% as broadcasters swapped local audience, down to 30.6% from 31.8%, for national networks, up to 12.8% from 11.5% one year on. The BBC – commercial radio ‘gap’ is 10.9%, lowest in five years.

The BBC’s main radio channels rolled and tumbled in the national survey. Perpetually top ranked Radio 2 dropped slightly, 15.6% audience share from 15.9% one year on. Radio 4 held second slot and rose to 12.5% from 12.0%; not a record but as big as it’s been in a long while. It was pop music channel Radio 1 that suffered most, dropping to 8.1% audience share from 9.1%. Radio 1 last had a lower audience share in 2004 just before DJ Chris Moyles took over the morning breakfast show. Moyles last broadcast as Radio 1’s morning mouth was September 14th.

Sports-oriented BBC Five Live posted a slight increase year on year, to 4.4% from 4.1%, though hardly a major Olympic bump. Further down the list, arts channel Radio 3 rose to 1.3% audience share from 1.1% year on year, alternative music and digital-only channel 6Music rose mightily to 1.3% from 0.9%. “I'm thrilled that, despite there being so much competition for people's time and attention, three of our digital stations have hit record highs,” said the BBC’s Director of Audio and Music (read: radio) Tim Davie in a statement. Mr. Davie was appointed director of commercial BBC Worldwide (October 19) as part of new BBC Director General George Entwistle’s reorganization plan.  

Recently consolidated Heart and Capital commercial radio networks were lower, Magic and Kiss were higher. True national channel Classic FM rose to 3.5% audience share from 3.2% year on year. TalkSport showed no change at 1.9%; so much for that Olympic buzz for radio.

In the London survey there was more rolling and tumbling among both BBC radio and commercial stations. BBC Radio 4, perennially top ranked in London, pitched up to 15.8% from 15.3% and Radio 1, contrary to the national survey, rose to 5.8% from 5.1% one year on. It was Radio 2 that took the serious hit; dropping to 9.2% audience share from 12.0% one year on.

Bauer Media’s London franchises Magic and Kiss, investing heavily in summer event marketing, significantly changes the ranking of commercial stations. Magic 105.4 rose to 7.3% audience share (3rd place) from 5.6%. Dance station Kiss 100 FM posted its best audience share in forever, 5.8% (4th place, tie with BBC Radio 1) from 4.0% one year on. The biggest loser was Global Radio’s Heart 106.2, down to 4.4% (8th place) from 5.8%.

See also in ftmKnowledge

Europe’s Radio – Northern Europe

Northern Europe’s radio has a very digital sound. And change is in the air. Economic challenges abound for both public and commercial broadcasters. The ftm Knowledge file reports on Denmark, Estonia, Finland, Iceland, Ireland, Latvia, Lithuania, Norway, Sweden and the UK. 101 pages PDF includes Resources (February 2011)

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Digital Radio - Possibilities and Probabilities

Digital radio has many platforms. From broadcast platforms to internet radio and rapidly emerging smartphone platforms, listeners and broadcasters have choices galore and decisions to make. Some regulators have made up their minds, others not, some hedging their bets. This ftm Knowledge file details the possibilities for digital broadcasting and the probabilities for success. Includes Resources 149 pages PDF (August 2012)

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