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'The Teesside, United Kingdom Radio Market: June 2005' by Grant Goddard

A detailed analysis of the audiences for radio broadcasting in the Teesside market in the UK, written by Grant Goddard in June 2005 for Laser Broadcasting Limited.

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'The Teesside, United Kingdom Radio Market: June 2005' by Grant Goddard

  1. 1. THE TEESSIDE, UNITED KINGDOM RADIO MARKET by GRANT GODDARD www.grantgoddard.co.uk June 2005
  2. 2. EXECUTIVE SUMMARY Highlights        Hours listened to all radio have increased by 8% in Teesside (while remaining stable nationally) in five years Hours listened to BBC Radio have increased by 25% in five years Hours listened to BBC Radio Two have increased by 78% in five years Hours listened to commercial radio have fallen by 4% in five years Hours listened to local commercial radio have fallen by 38% in five years Hours listened to local commercial station TFM have fallen by 49% in five years Hours listened to regional commercial radio have increased by 36% in five years As a result:       BBC Radio’s share of listening has increased from 41% to 48% in five years Commercial radio’s share of listening has fallen from 58% to 51% in five years BBC Radio Two’s share of listening has increased from 11% to 19% in five years Local (excluding regional) commercial radio’s share of listening has fallen from 28% to 16% in five years TFM’s share of listening has fallen from 17% to 8% in five years regional commercial radio’s share of listening has increased from 20% to 25% in five years There has been a substantial shift of radio listening, in all age groups, away from the local heritage station TFM and towards BBC Radio Two and towards, to a lesser extent, the regional commercial stations Century Radio and Galaxy Radio. As a result, listening to local commercial radio has fallen dramatically in Teesside, to be replaced by listening to national and, to a lesser extent, regional stations. This has created a substantial increase in the BBC’s share of the market, which is likely to surpass 50% in the coming year, as the decline of TFM’s audience continues to accelerate. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 2
  3. 3. Details All Radio  Radio reaches 90% of the adult population in Teesside, the same as across the UK as a whole, and this level is relatively steady  Radio as a medium shows no sign of decline in Teesside, as hours listened have increased by 8% over the last five years, compared to a stable number of hours listened across the UK  This 8% increase in radio listening is attributable to the increasing popularity of BBC Radio  BBC Radio’s share of listening has increased by precisely the amount that local/regional commercial radio has lost over the last five years (BBC: 41% to 48%; local/regional commercial radio: 48% to 41%) BBC Radio  BBC Radio has substantially increased its appeal in Teesside over the last five years: o Reach has increased dramatically from 56% to 66% o Share has increased from 41% to 48% o Hours listened have increased by a huge 25% (compared to a 6% increase across the whole UK) Commercial Radio  Conversely, commercial radio’s appeal has contracted significantly in Teesside over the last five years: o Reach has fallen from 70% to 68% o Share has fallen from 58% to 51% o Hours listened have fallen by 4% Local/Regional Commercial Radio  The decline in commercial radio’s appeal is attributable to local/regional commercial radio’s falling audience in Teesside over the last five years: o Share has fallen from 48% to 41% (while BBC Radio’s share has increased from 41% to 48%) o Hours listened have fallen by 8% TFM  Local commercial radio’s decline is almost wholly attributable to the massive fall in popularity of the market’s heritage ILR station TFM over the last five years: o Reach has fallen from 34% to 26% o Share has fallen by more than half from 17% to 8% o Hours listened have fallen by 49%  This dramatic decline in hours listened is accelerating. The last year alone saw a 21% fall in hours listened  Five years ago, TFM was the market leader with more than a 4% lead over the number two station. TFM has now fallen to fourth place in the Teesside market, and has less than half the share of market leader BBC Radio Two  TFM has lost substantial listening in all age groups over the last five years: The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 3
  4. 4. o share among 15-24 year olds has more than halved from 31% to 14% o share among 25-34 year olds has more than halved from 26% to 12% o share among 35-44 year olds has fallen from 16% to 9% o share among 45-54 year olds has fallen from 10% to 6%  TFM has lost substantial share of listening in the C2DE demographic, from 21% to 8% in the last five years Century Radio  Regional station Century Radio continues to make substantial headway in the Teesside market, where it is ranked second to BBC Radio Two. Over the last five years: o Reach has grown from 29% to 35% o Share has grown from 12% to 14% o Hours listened have grown by 19%  Century Radio has wide appeal to all ages from 15 to 64  Century Radio appeals to both sexes  Century Radio appeals to both ABC1 and C2DE demographics Galaxy Radio  Regional station Galaxy Radio is also showing strong growth, but concentrated mostly on the 15-24 year old age group. Over the last five years, in all age groups: o Reach has grown from 18% to 28% o Share has grown from 7% to 11% o Hours listened have grown by a remarkable 64% Local versus regional commercial radio The substantial decline of listening to local commercial radio in the Teesside market has been accompanied by an increase in listening to the two regional stations, Century Radio and Galaxy Radio. Both stations broadcast from Newcastle, which is 58 miles from Northallerton, making them little more than a distant alternative to national radio stations. Listener affinity has largely switched from local commercial radio to regional commercial radio and, to a greater extent, to BBC Radio Two. Over the last five years:  Regional commercial radio’s share of listening is up from 20% to 25%  Local commercial radio’s share of listening is down from 28% to 16%  Regional commercial radio’s hours listened are up 36%  Local commercial radio’s hours listened are down 38% BBC Radio One Reach down from 23% to 18% (all comparisons over last five years) Share down from 11% to 8% Hours listened down 23% BBC Radio Two Reach up from 19% to 33% Share up from 11% to 19% Hours listened up 78% The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 4
  5. 5. BBC Radio Three Reach up from 2% to 3% Share steady at 0.4% Hours listened up 23% BBC Radio Four Reach down from 13% to 12% Share down from 8% to 6% Hours listened down 14% BBC Radio Five Reach up from 12% to 14% Share up from 4% to 5% Hours listened up 60% The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 5
  6. 6. ALL RADIO ALL RADIO: HRS LISTENED [indexed] ALL RADIO: % REACH 100% 18000 90% 16000 80% 14000 70% 12000 60% 10000 50% 8000 40% 6000 30% 4000 20% 2000 10% 0% 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Listening to all stations has remained steady over the last five years. Reach has fluctuated around 90%. Hours listened have increased by 8% over the last five years. Within the total population, changes are evident in the success of radio at reaching different age groups: ALL RADIO % REACH BY AGE ALL RADIO % REACH BY AGE 100% 100% 15-24 25-34 90% 90% 80% 80% 35-44 45-54 55-64 65+ 70% 70% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The data shows that radio’s reach in the 15-24 and 25-34 year old age groups is generally on a downward trend, while radio’s reach in all the older age groups continues to rise. This pattern is reflected in many radio markets across the UK, where radio is finding it increasingly difficult to maintain the interest of young people. By comparison, across the whole UK, radio has a 90% weekly reach. Hours listened to radio have remained steady (when indexed against population changes) over the last five years. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 6
  7. 7. COMMERCIAL RADIO COMMERCIAL RADIO: % SHARE COMMERCIAL RADIO: % REACH 80% 70. 0% 70% 60. 0% 60% 50. 0% 50% 40. 0% 40% 30. 0% 30% 20. 0% 20% 10. 0% 10% 0. 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Commercial radio (both local/regional and national) currently reaches 68% of the population, compared to 70% five years ago. Commercial radio’s share of radio listening has fallen from 58% five years ago to 51% now, although it has recovered slightly from below 50% in 2002. COMMERCIAL RADIO: HRS LISTENED [indexed] 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Although hours listened to all radio have increased by 8% in the last five years, hours listened to commercial radio have fallen by 4% over the same period. By comparison, across the whole UK, commercial radio has a 63% weekly reach, down from 66% five years ago. Commercial radio has a 44% share of listening, down from 47% five years ago. Hours listened to commercial radio have fallen by 7% (when indexed against population changes) over the last five years. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 7
  8. 8. BBC RADIO BBC RADIO: % SHARE BBC RADIO: % REACH 60. 0% 70% 60% 50. 0% 50% 40. 0% 40% 30. 0% 30% 20. 0% 20% 10. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC Radio (both local and national) has increased its reach substantially from 56% to 66% over the last five years. BBC Radio’s share of listening has similarly increased from 41% to 48% during the same period. BBC RADIO: HRS LISTENED [indexed] 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to BBC Radio have increased by a massive 25% over the last five years. As the graph shows, most of that increase was achieved between 2000 and 2002 and the trend has levelled out in recent years. This overall trend masks considerable and apposite trends with individual BBC Radio stations. For example, hours listened to Radio Two have increased by 78% in the last five years, while hours listened to Radio One have fallen by 23%. And hours listened to Radio Five Live have increased by 60%, while hours listened to Radio Four have fallen by 14%. By comparison, across the whole UK, BBC radio has a 67% weekly reach, up from 65% five years ago. BBC radio has a 54% share of listening, up from 51% five years ago. Hours listened to BBC radio have increased by 6% (when indexed against population changes) over the last five years. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 8
  9. 9. LOCAL/REGIONAL COMMERCIAL RADIO 60. 0% LOCAL/REGIONAL COMMERCIAL RADIO: % SHARE LOCAL/REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] 9000 8000 50. 0% 7000 40. 0% 6000 5000 30. 0% 4000 3000 20. 0% 2000 10. 0% 1000 0. 0% 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Commercial radio’s loss of listening to the BBC can be attributed to local/regional commercial radio’s declining appeal. Local/regional commercial radio’s share of listening has fallen from 48% five years ago to 41% now. Local/regional commercial radio’s hours listened have fallen by 8% over the last five years. This decline is showing no signs of abating. Hours listened to local/regional commercial radio fell by 9% in the last year alone and by 14% over the last two years. If anything, the loss of hours transferring from local/regional commercial radio to the BBC seems to be accelerating. By comparison, across the whole UK (in areas with commercial radio), local/regional commercial radio has a 53% weekly reach, down from 57% five years ago. Local/regional commercial radio has a 34% share of listening, down from 39% five years ago. Hours listened to local/regional commercial radio have fallen by 13% (when indexed against population changes) over the last five years. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 9
  10. 10. TFM TFM: % REACH TFM: % SHARE 20. 0% 40% 30% 10. 0% 20% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Heritage FM station TFM is the main source of the declining listenership to local commercial radio. In the last five years, TFM’s reach has fallen from 34% to 26%, while its share of listening has fallen by more than half from 17% to 8%. TFM: HRS LISTENED [indexed] 3000 2500 2000 1500 1000 500 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to TFM have fallen by a massive 49% over the last five years. TFM % REACH BY AGE 80% TFM % REACH BY AGE 80% 15-24 70% 25-34 35-44 60% 45-54 70% 55-64 65+ 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 TFM has lost reach in almost all age groups. Over the last five years, reach in 15-24 year olds has fallen from 68% to 54%, in 25-34 year olds from 48% to 36%, in 35-44 year olds from 37% to 25%, in 55-64 year olds from 20% to 10%, and in 65+ year olds from 9% to 4%. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 10
  11. 11. TFM % SHARE BY AGE 40% TFM % SHARE BY AGE 40% 15-24 45-54 25-34 35-44 30% 55-64 65+ 30% 20% 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 TFM’s loss of listening share has been even more dramatic. Over the last five years, the station’s share of listening has fallen by more than half from 31% to 14% in 15-24 year olds, by more than half from 26% to 12% in 25-34 year olds, from 16% to 9% in 35-44 year olds, from 10% to 6% in 55-64 year olds, and from 3% to almost 0% in 65+ year olds. TFM % SHARE BY SEX 20% TFM % SHARE BY CLASS 30% A l l M al es 15+ A B C1 A l l Femal es 15+ C2DE 20% 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 TFM’s share of listening amongst males has fallen from 15% to 8%, and amongst females from 18% to 10%. The relative fall has been greater amongst males. Five years ago, hours listened by males were 48% of total hours listened to TFM. Now males only contribute 39% of hours listened. TFM’s share of listening amongst the C2DE demographic has fallen dramatically from 21% to 8%, while the station’s share of listening in the ABC1 demographic has fallen only slightly from 10% to 8%. Five years ago, hours listened by the C2DE demographic contributed 78% of total hours listened to TFM. Now, C2DE hours listened make up 59% of the total. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 11
  12. 12. MAGIC 1170 MAGIC 1170: % REACH 20% 10% MAGIC 1170: % SHARE 10. 0% 5. 0% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Heritage AM station Magic AM has enjoyed a considerably more stable audience than that of its co-owned sister station TFM. Weekly reach is currently 9%, compared to 11% five years ago. Listening share is currently 5%, the same as five years ago (though there was a slight rise in the intervening years). MAGIC 1170: HRS LISTENED [indexed] 1200 1000 800 600 400 200 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to Magic 1170 are only 1% lower than five years ago, although there has been a rise and fall in the intervening years of more than 40%. Because Magic 1170 has a small share of listening (currently 5%), analysis of age, sex and class data does not provide significant information. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 12
  13. 13. CENTURY RADIO CENTURY RADIO: % REACH CENTURY RADIO: % SHARE 15. 0% 40% 30% 10. 0% 20% 5. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Century Radio has increased its weekly reach from 29% five years ago to 35% now. Most of this growth has happened in the last year. The station’s share of listening has increased from 12% five years ago to 14% now. CENTURY RADIO: HRS LISTENED [indexed] 2500 2000 1500 1000 500 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to Century Radio have increased by 19% over the last five years. 60% CENTURY FM % REACH BY AGE 60% CENTURY FM % REACH BY AGE 45-54 50% 50% 40% 55-64 40% 65+ 30% 30% 15-24 25-34 20% 20% 35-44 10% 10% 0% 0% 2004Q2 2004Q3 2004Q4 2005Q1 2004Q2 2004Q3 2004Q4 2005Q1 Demographic data for Century FM’s audience in the Teesside area has only been published by RAJAR for the last four quarters. However, it is clear to see that the station has a remarkably balanced appeal amongst all age groups up to the age of 65. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 13
  14. 14. 30% CENTURY FM % SHARE BY AGE 30% CENTURY FM % SHARE BY AGE 15-24 45-54 25-34 55-64 65+ 35-44 20% 20% 10% 10% 0% 0% 2004Q2 2004Q3 2004Q4 2005Q1 2004Q2 2004Q3 2004Q4 2005Q1 Century FM has experienced remarkable growth in both reach and share amongst the 45-54 age group over the last year. In this age group, reach has increased from 28% to 43% while share has increased from 12% to 18%. Century FM’s gain in this 45-54 age group reflects a similar loss in the same age group of TFM’s audience over the last year. 20% CENTURY FM % SHARE BY SEX 20% CENTURY 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% 2002Q1 2003Q1 2004Q1 2005Q1 2002Q1 2003Q1 2004Q1 2005Q1 Century FM’s share of listening is well balanced between males and females, and well balanced between the ABC1 and C2DE demographics. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 14
  15. 15. GALAXY RADIO GALAXY RADIO: % REACH GALAXY RADIO: % SHARE 15. 0% 30% 10. 0% 20% 5. 0% 10% 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Galaxy Radio has increased its reach from 18% five years ago to 28% now, and has increased its shre of listening from 7% five years ago to 11% now. GALAXY RADIO: HRS LISTENED [indexed] 2000 1800 1600 1400 1200 1000 800 600 400 200 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Hours listened to Galaxy Radio have increased by 64% over the last five years. 70% GALAXY RADIO % REACH BY AGE 70% GALAXY RADIO % REACH BY AGE 45-54 60% 60% 50% 50% 40% 40% 30% 30% 55-64 65+ 20% 20% 15-24 25-34 10% 10% 35-44 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Demographic analysis for Galaxy Radio has had to be derived from data for its entire TSA, not Teesside alone, as no separate data is published for Teesside. Galaxy Radio’s reach in the 15-24 year old age group increased substantially between 2000 and 2001 and now stands at 61%. The station’s reach in the 2534 and 35-44 year old age groups has shown less remarkable growth. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 15
  16. 16. 40% GALAXY RADIO % SHARE BY AGE 40% GALAXY RADIO % SHARE BY AGE 45-54 55-64 30% 65+ 30% 15-24 25-34 20% 35-44 10% 20% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Similarly, Galaxy Radio’s share of listening amongst 15-24 year olds has grown from 21% five years ago to 34% now. 20% GALAXY RADIO % SHARE BY SEX A l l M al es 15+ 20% GALAXY RADIO % SHARE BY CLASS A l l Femal es 15+ A B C1 C2DE 10% 10% 0% 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Galaxy Radio’s share of listening amongst the C2DE demographic has shown a substantial increase over the last year, a reflection of TFM’s substantial loss of listening in the same part of the population over the same time period. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 16
  17. 17. LOCAL AND REGIONAL COMMERCIAL RADIO 30. 0% LOCAL COMMERCIAL RADIO: % SHARE 30. 0% 20. 0% 20. 0% 10. 0% REGIONAL COMMERCIAL RADIO: % SHARE 10. 0% 0. 0% 0. 0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 The shift of audience away from TFM and towards BBC Radio 2 and, to a lesser extent, towards the regional commercial stations available in Teesside, is demonstrated by these graphs. Local commercial radio’s share of radio listening has fallen from 28% to 16% over the last five years, while regional commercial radio’s share has increased from 20% to 25% over the same period. REGIONAL COMMERCIAL RADIO: HRS LISTENED [indexed] LOCAL COMMERCIAL RADIO: HRS LISTENED [indexed] 4500 4500 4000 4000 3500 3500 3000 3000 2500 2500 2000 2000 1500 1500 1000 1000 500 500 0 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 Similarly, hours listened to local commercial radio have fallen by 38% during the last five years, while hours listened to regional commercial radio have increased by 36%. The Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 17
  18. 18. BBC RADIO ONE BBC RADIO ONE: % REACH BBC RADIO ONE: % SHARE 30% 15.0% 20% BBC RADIO ONE: HRS LISTENED [indexed] 10.0% 1800 1600 1400 1200 1000 10% 0% 800 5.0% 0.0% 600 400 200 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO TWO BBC RADIO TWO: % REACH BBC RADIO TWO: HRS LISTENED [indexed] BBC RADIO TWO: % SHARE 40% 20.0% 30% 15.0% 20% 10.0% 10% 5.0% 0% 0.0% 3500 3000 2500 2000 1500 1000 500 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 0 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO THREE BBC RADIO THREE: % REACH BBC RADIO THREE: % SHARE 10% BBC RADIO THREE: HRS LISTENED [indexed] 5.0% 250 200 150 100 50 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO FOUR BBC RADIO FOUR: % REACH BBC RADIO FOUR: % SHARE 20% BBC RADIO FOUR: HRS LISTENED [indexed] 15.0% 1800 1600 10.0% 1400 1200 10% 1000 800 5.0% 600 400 200 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2000Q1 2005Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO FIVE LIVE BBC RADIO FIVE LIVE: % SHARE BBC RADIO FIVE LIVE: % REACH BBC RADIO FIVE LIVE: HRS LISTENED [indexed] 10.0% 20% 1200 1000 800 5.0% 10% 600 400 200 0% 0.0% 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 0 2000Q1 The Teesside, United Kingdom Radio Market ©2005 Grant Goddard 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 page 18
  19. 19. % SHARE OF LISTENING - TEESSIDE TSA (786,000) 2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1 BBC RADIO 2 11.3% 15.1% 17.3% 17.2% 15.5% 18.7% CENTURY RADIO 12.2% 14.1% 11.2% 13.7% 13.3% 13.6% GALAXY RADIO 7.3% 10.4% 10.6% 11.0% 10.4% 11.1% TFM 16.6% 12.9% 11.5% 8.8% 9.7% 7.8% BBC RADIO 1 10.5% 9.9% 7.9% 8.5% 5.9% 7.5% BBC RADIO CLEVELAND 6.2% 7.4% 6.6% 5.9% 6.8% 6.2% BBC RADIO 4 7.6% 5.6% 9.9% 7.7% 9.0% 6.1% BBC RADIO FIVE LIVE 3.6% 4.2% 4.7% 3.4% 5.7% 5.3% MAGIC 1170 5.2% 6.0% 5.8% 6.5% 6.5% 4.7% CLASSIC FM 3.8% 2.2% 2.3% 3.9% 3.1% 3.6% talk SPORT 1.3% 1.9% 1.6% 1.1% 1.9% 1.4% VIRGIN RADIO 4.1% 1.2% 0.8% 1.9% 1.1% 0.9% BBC RADIO 3 0.4% 0.8% 0.7% 0.9% 1.3% 0.4% JAZZ/SMOOTH MOJO RADIO KERRANG! BBC WORLD SERVICE SMASH HITS RADIO KISS Q XFM BBC ASIAN NETWORK BBC7 HEAT THE HITS PLANET ROCK FIVE LIVE SPORTS EXTRA BBC 6 MUSIC 1XTRA FROM THE BBC CAPITAL DISNEY PRIME TIME 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% 0.1% 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% 0.1% 0.1% 0.4% 0.3% 0.2% 0.1% 0.0% 1.1% 0.1% 0.0% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 1.1% 0.9% 0.6% 0.5% 0.5% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% OTHER BBC LOCAL OTHER LOCAL COMM. 1.6% 6.3% 2.7% 4.4% 2.4% 4.7% 2.5% 6.0% 1.7% 4.3% 2.3% 3.5% ANY BBC ANY COMMERCIAL OTHER STATION 41.3% 45.6% 49.4% 46.1% 47.5% 47.8% 57.7% 53.7% 49.2% 53.3% 52.0% 51.4% 1.0% The Teesside, United Kingdom Radio Market ©2005 Grant Goddard 0.7% 1.4% 0.6% 0.5% 0.8% page 19
  20. 20. All data: RAJAR/RSL 2000 Quarter 1 2001 Quarter 1 2002 Quarter 1 2003 Quarter 1 2004 Quarter 1 2005 Quarter 1  all “hours listened” data is indexed to 2005 Quarter 1 for changes in total population size and stations’ Total Survey Area size from year to year 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 Teesside, United Kingdom Radio Market ©2005 Grant Goddard page 20

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