Analysis of the RAJAR listening data for the fourth quarter of 2002 paints a relatively positive picture for All Commercial Radio, which saw its share of listening increase by 0.2% points period on period. All BBC recorded a slight decline in the three months ending December 2002. However, All BBC still retains a marginal lead over All Commercial.
All National Commercial Radio performed well during the fourth quarter, with a 0.4% points period on period increase in share. However, this was off-set by All Local Commercial, which suffered a slight decline in the three months ending December 2002. BBC Local Radio saw its share of listening slip by 0.2% points and Other Listening also fell.
Year on year analysis reveals an increasingly upbeat period for All Commercial Radio, which experienced a 0.9% points increase in share at the expense of All BBC, which suffered a corresponding decline. All Local Commercial saw its share rise year on year, but this came hand in hand with a dip for All National Commercial. BBC Local Radio and BBC Local/Regional both saw their share fall year on year during the fourth quarter.
Weekly reach for All Radio improved period on period during the fourth quarter. All BBC experienced a slight increase and All Commercial also saw its weekly reach rise during the same period.
All Local Commercial enjoyed a 1.4% period on period increase and BBC Local Radio enjoyed a notable rise in weekly reach. All National Commercial saw its weekly reach slip slightly, but this was over-shadowed by Other Listening, which suffered a 10.4% decline.
Year on year, All Radio saw its weekly reach improve by 0.4%, with All BBC and All Commercial both showing improvement. Things were less positive for All National Commercial, which saw its weekly reach decline by 8.2% in the three months to December. However, All Local Commercial fared significantly better, with a 2.2% year on year increase. BBC Local Radio improved its weekly reach by 0.9%.
RAJAR figures for the fourth quarter of 2002 reveal a mixed bag in terms of average hours per listener. All National Commercial saw the most significant upward movement, whilst All BBC experienced a 3.4% decline in average hours. All Local Commercial suffered a 0.7% drop, but BBC Local/Regional was the worst hit with a 6% year on year fall.
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