A basic analysis of the audiences for radio broadcasting in the Hereford & Worcester market in the UK, written by Grant Goddard in December 2005 for Laser Broadcasting Limited.

1. THE HEREFORD & WORCESTER,
UNITED KINGDOM RADIO
MARKET: BASIC ANALYSIS
by
GRANT GODDARD
www.grantgoddard.co.uk
December 2005

2. % SHARE OF LISTENING - WYVERN FM TSA (475,000)
1999Q3
2005Q3
13.2%
10.4%
13.8%
13.8%
11.8%
6.2%
5.7%
1.7%
0.0%
6.8%
0.0%
1.4%
0.0%
0.0%
0.0%
3.4%
1.1%
16.3%
15.5%
14.2%
12.5%
9.2%
6.2%
4.8%
2.9%
2.8%
1.2%
1.1%
0.9%
0.8%
0.6%
0.2%
?
0.0%
BBC WORLD SER VICE
XFM
KISS
PLANET ROCK
PRIME TIME RADIO
CAPITAL DISNEY
SMOOTH
1XTRA FROM THE BBC
one word radio
SMASH HITS RADIO
MAGIC
BBC7
THE HITS
MOJO RADIO
Q
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%
0.8%
0.6%
0.5%
0.4%
0.4%
0.3%
0.2%
0.2%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
OTHER BBC LOCAL
OTHER LOCAL COMM.
0.8%
8.5%
0.8%
4.2%
57.7%
41.0%
62.7%
36.2%
1.3%
1.1%
BBC RADIO 2
BBC HEREFORD & WORCS.
WYVERN FM
BBC RADIO 4
BBC RADIO 1
BBC RADIO FIVE LIVE
CLASSIC FM
talk SPORT
HEART
VIRGIN RADIO (AM)
KERRANG!
BBC RADIO 3
CLASSIC GOLD
GALAXY
CAPITAL GOLD
CLASSIC GOLD 954/1530
ATLANTIC 252
ANY BBC
ANY COMMERCIAL
OTHER STATION
18.0%
SHARE OF LISTENING - WYVERN FM TSA
1999Q3
16.0%
2005Q3
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
NB – the data implies that RAJAR diarists have had trouble distinguishing
between “Classic Gold” available on DAB and “Classic Gold 954/1530”
available on AM, compounded by the fact that the latter station no longer
participates in RAJAR.
The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
page 2

3. % REACH - WYVERN FM TSA (475,000)
1999Q3
91.0%
2005Q3
88.0%
22.0%
26.0%
20.0%
27.0%
24.0%
15.0%
17.0%
0.0%
6.0%
15.0%
0.0%
5.0%
0.0%
0.0%
0.0%
9.0%
4.0%
28.0%
26.0%
26.0%
23.0%
18.0%
16.0%
15.0%
9.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
1.0%
?
0.0%
BBC WORLD SER VICE
SMOOTH
1XTRA FROM THE BBC
KISS
BBC7
MAGIC
THE HITS
XFM
one word radio
PLANET ROCK
PRIME TIME RADIO
Q
SMASH HITS 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%
3.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
1.0%
OTHER BBC LOCAL
OTHER LOCAL COMM.
2.0%
17.0%
1.0%
10.0%
ANY BBC
ANY COMMERCIAL
71.0%
61.0%
72.0%
56.0%
4.0%
4.0%
ALL RADIO
BBC RADIO 2
WYVERN FM
BBC HEREFORD & WORCS.
BBC RADIO 4
BBC RADIO 1
BBC RADIO FIVE LIVE
CLASSIC FM
HEART
talk SPORT
VIRGIN RADIO (AM)
KERRANG!
BBC RADIO 3
GALAXY
CAPITAL GOLD
CLASSIC GOLD
CLASSIC GOLD 954/1530
ATLANTIC 252
OTHER STATION
30.0%
WEEKLY REACH - WYVERN FM TSA
1999Q3
2005Q3
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
page 3

4. WYVERN FM DEMOGRAPHICS
200
WYVERN 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+
WYVERN FM DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
49%
35%
31%
28%
15%
11%
2005Q3
49%
34%
32%
24%
19%
9%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
23%
20%
16%
13%
10%
7%
2005Q3
29%
29%
23%
7%
7%
3%
SHARE - WYVERN FM
REACH - WYVERN FM
60%
35%
1999Q3
1999Q3
2005Q3
30%
2005Q3
50%
25%
40%
20%
30%
15%
20%
10%
10%
5%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
15-24
The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
25-34
35-44
45-54
55-64
65+
page 4

5. CLASSIC GOLD 954/1530 DEMOGRAPHICS
CLASSIC GOLD 954/1530: DISTRIBUTION OF HOURS
LISTENED BY AGE [indexed]
INDEX: 100 = normal distribution
350
1999Q3
300
1999Q4
250
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
CLASSIC GOLD 954/1530 DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
6%
8%
13%
18%
5%
5%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q3
2%
1%
3%
11%
1%
3%
REACH - CLASSIC GOLD 954/1530
SHARE - CLASSIC GOLD 954/1530
12%
20%
1999Q3
10%
1999Q3
18%
16%
14%
8%
12%
10%
6%
8%
4%
6%
4%
2%
2%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
15-24
25-34
35-44
45-54
55-64
65+
The latest data for Classic Gold 954/1530 is 1999, since when it has not
participated in RAJAR.
The Hereford & Worcester, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
page 5

6. MARKET COMPOSITE – LOCAL COMMERCIAL RADIO
% SHARE WITHIN WYVERN FM TSA
15+
Wyvern FM
Classic Gold
Heart FM
Kerrang!
Galaxy FM
14%
?
3%
1%
1%
19%
TOTAL
40%
15-24
29%
?
3%
4%
2%
37%
25-34
29%
?
4%
2%
1%
37%
35-44
23%
?
2%
1%
0%
27%
45-54
7%
?
6%
0%
0%
13%
55-64
7%
?
2%
0%
0%
9%
65+
3%
?
3%
0%
0%
6%
LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING
WITHIN WYVERN FM TSA
Galaxy FM
Kerrang!
Heart FM
30%
Wyvern FM
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 Hereford & Worcester, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
page 6