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London Radio Listening – Oct-Dec 91

London Radio Listening – Oct-Dec 91

The London radio market is beginning to to settle now after a hectic two year period which saw the launch of Choice, Jazz, Kiss, Melody, RTM and Spectrum; refinements to LBC’s services ; and fundamental changes to BBC Radio nationally and in London.

Latest JICRAR data (Oct-Dec 91) shows that total hours listened in London are up over the April-June survey but virtually static year on year. However, commercial radio’s share of the market continues to increase – now nearly 58% as against 52% in 1990 and 42% in 1988. Total Hours Listened in London (Adults)

Survey Period Hours Index
Apr-Jun 90 202324 100
Oct-Dec 90 210820 104
Apr-Jun 91 206800 102
Oct-Dec 91 210483 104

Non-BBC Share of Hours in London

1977 31%
1982 37%
1986 36%
1988 42%
1990 WIV 54%
1991 WIV 58%

Looking at the individual stations, Capital’s total share of hours has decreased by just 1.2% over the last 18 months (despite the extra competition). With Jazz, Kiss and Melody accounting for over 11% of hours, it is clear that the real losers are the BBC stations, particularly Radios 1 and 2, and, to a lesser extent, LBC whose reach has held steady but whose share of hours has now slipped below 9%.

Of course the picture is clouded slightly by Other’s 10% share. This includes overlap from the M25 stations and listening to the incrementals (Choice,RTM and Spectrum). These last three stations appear to make little difference to the overall calculations for London. Each has a share of hours of just 0.8% within its own survey area.

SHARE OF HOURS IN LONDON (Adults)

Survey Apr- Oct- Apr- Oct-
Jun-90 Dec-90 Jun-91 Dec-91
Total Hours 202324 210820 206800 210483
Capital Tot 27.5 25.1 24.6 26.3
Capital FM 17.4 15.1 15.5 15.1
Capital Gold 10.1 10.1 9.1 11.2
LBC Total 9.7 9 10.3 8.9
LBC Newstalk 4.3 3.5 4.9 4.8
LBC Talkback 5.4 5.5 5.4 4.1
Jazz FM 3.0* 1 1.3 1.2
Kiss FM n/a 2.7 3.4 4.3
Melody n/a 5.2 4.8 6.4

* Own research (Universe 7.9m) SHARE OF TOTAL ADULT HOURS

Survey Apr- Oct- Apr- Oct-
Jun-90 Dec-90 Jun-91 Dec-91
Total Hours 202324 210820 206800 210483
BBC Radio 1 14 13.2 12.9 12.1
BBC Radio 2 17.6 13.3 13.8 11.4
BBC Radio 3 2.6 1.8 1.9 2.3
BBC Radio 4 11.2 13.3 12 12.3
BBC Radio 5 n/a 0.7 0.8 1.1
BBC Local 3 3.6 3.2 3.1
Other (x) 14.3 11 10.8 10.6

x – Includes RTM, Choice, Spectrum and other IR stations transmitting into London region.

WEEKLY REACH (%)

Survey Apr- Oct- Apr- Oct-
Jun-90 Dec-90 Jun-91 Dec-91
Capital Total 43 40 40 42
Capital FM 34 31 31 32
Capital Gold 21 21 22 24
LBC Total 18 18 18 19
LBC Newstalk 11 10 12 13
LBC Talkback 10 11 10 11
Jazz FM 9 5 7 6
Kiss FM n/a 9 10 11
Melody n/a 11 12 14
BBC Radio 1 33 29 31 29
BBC Radio 2 29 24 23 22
BBC Radio 3 9 8 8 9
BBC Radio 4 22 25 24 26
BBC Radio 5 n/a 7 6 8
BBC Local 9 9 10 10

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