Mediatel Report- Radio: London Market

After the April – June ’90 and October- December ’90 JICRAR surveys, we looked at the picture of radio listening in London, with the launch of Jazz FM, Kiss and Melody and the changes to LBC, BBC National Radio and GLR.

The latest survey (April-June’91) ought to reflect a more settled market. Indeed it appears to be a very steady scene, with promise shown by the ‘new boys’, but little effect made on the overall share of hours.

Capital Radio’s share has declined slightly, but total hours for FM is up a little, and still superior to BBC Radio 1. The latter’s weekly reach is now back on a par with Capital FM.

LBC Newstalk shows an encouraging increase in hours and reach, but Talkback drops slightly, and the combination still trails BBC Radio 4.

Jazz and Kiss can both claim increases in total hours of over 20%, and Jazz’s weekly reach is up two points, but has still not attained the level of its very first research (9%).

Melody drops back slightly in share of hours, although its reach is up by one point. BBC Radio 2 has done quite the opposite, and BBC Radio 5 still makes an insignificant impact – although it must be noted that a portion of its programming is targetted at school children.

Prior to the launch of the new London stations, and the launch of Radio 5, the BBC had a 50% share of total hours listened in London. Collectively, ILR has performed well over the last three surveys, nudging the BBC share back to below 45% in this latest survey. It would also appear that the BBC TV promotion of GLR has had negligible effect. Its weekly reach has risen from 9% to 10% but total hours and share of hours are down. (Share based on total adult hours listened. Universe: 9.7m – Total Weekly Hours: 207m.) SHARE OF TOTAL ADULT HOURS

SHARE OF TOTAL ADULT HOURS

* – Known as Crown FM then ** – Jazz universe 7.9m. (Own research) X – Includes RTM, Choice, Spectrum and other ILR stations transmitting into London region.

LONDON RADIO LISTENING – WEEKLY REACH WEEKLY REACH %