RAJAR Results Q1 2004: National Commercial Still Rising

The latest RAJAR listening figures for the first quarter of 2004 reveal a positive period for All Commercial radio, which saw its share of listening inch up by 0.2% points period on period to 45.5%. However, there was less than impressive news for All BBC, which saw its share of listening eroded by 0.3% points to further below the 53% mark, despite possessing more of the all-important analogue bandwidth.

All National Commercial also performed well in the three months to March, with its share of listening climbing by 0.3% points period on period to just below the 10% mark. However, All Local Commercial proved less fortunate with a slight 0.1% points decline during the first quarter. BBC Local radio also saw its share of listening dip slightly and BBC Local/Regional experienced a 0.2% points increase during the same period to just over 11%.

Once again the picture remains largely unchanged in broader year on year analysis, with All Commercial radio experiencing a notable 1% points increase in its share of listening and All BBC dipping by 0.9% points in the same three month period. However, All National Commercial enjoyed a healthy 2% points year on year increase in its share of listening, thanks largely to the proliferation of a number of new digital radio stations. Meanwhile, All Local Commercial suffered a slight 1% points decline in the first quarter of this year and BBC Local Radio dipped by 0.8% points during the same period. Other Listening remained virtually static at just under 2%.

Period on period analysis of weekly reach reveals that All Radio remained static at just below the 44 million mark. Within this, All Commercial enjoyed a notable 0.3% increase to 31.6 million and All BBC welcomed a more impressive 1.1% uplift to just over 33 million weekly listeners.

The first quarter of 2004 brought more good news to All National Commercial, which saw its weekly reach grow by a further 2% year on year to just over 13 million. All Local Commercial also managed a slight 0.3% increase during the same period to just over 26 million.

Meanwhile, BBC Local radio saw its weekly reach rise by 4.4% year on year to more than 8 million and BBC Local/Regional enjoyed a solid 3.7% increase during the same period to around 10.6 million. Other Listening continued to inch-up with its weekly reach climbing by 5.4% to rest at just over 2.5 million.

The picture changes quite dramatically in year on year analysis with All Radio seeing its weekly reach dip by 1.9% in the first quarter of 2004. All Commercial suffered a 1.5% decline during the same period, but this was overshadowed by a sharper 2.7% downturn for All BBC.

The continued emergence of new digital radio stations on the Freeview platform continued to boost All National Commercial, which saw its weekly reach climb by an impressive 15.4% year on year. However, this was not replicated by All Local Commercial, which suffered a 4.1% slump during the same period.

Meanwhile, BBC Local radio dipped by 6.1% in year on year analysis and BBC Local/Regional saw its weekly reach slump by 4.3% in the three months to March. However, Other Listening suffered a more significant 8.8% decline during the same period.

Average hours per listener continued to rise virtually across the board in the first quarter of 2004, with All Radio experiencing a solid 1.2% year on year increase to just under 25 hours. Within this, All Commercial enjoyed a healthy 2.6% rise to 15.6 hours and All BBC improved by a nominal 0.6% to 17.7 hours.

The increasing number of stations on offer helped All National Commercial to see a notable 7.8% year on year increase to 8.3 average hours per listener, whilst All Local Commercial rose by a slightly less impressive 0.7%. However, things were less positive for BBC Local radio, which dipped by 1.7% during the same period to 11.4 average hours per listener. Other Listening suffered a 1.3% year on year decline to 7.7 hours.

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