BBC Widens Gap To Retain Lead Over Commercial Rivals

The latest data from radio measurement body RAJAR shows the BBC increasing its lead over commercial radio broadcasters, adding to both its national and local audiences.

The BBC’s share of all listening now stands at 55.4%, marking a rise of 1.2% points year on year in the first quarter of 2006, compared with a dip of 1.2% points for all commercial radio in the same period.

In period on period analysis, the decline is less severe for commercial broadcasters, losing 0.2% points from the last quarter of 2005 to the first quarter of 2006, although all BBC exhibited a rise of 0.3% points over the same time.

The BBC also increased its overall weekly reach slightly, adding 0.08% to its total year on year, although this increase was provided solely by its regional operations, as all BBC network radio suffered a 0.78% downturn.

Local commercial radio was less fortunate in the first quarter of the year, shedding 2.52% of its weekly reach, and seeing average hours per listener dip by 1.43% year on year.

The Corporation saw a more positive picture in average hours per listener however, with an increase of 1.7% overall indicating a more loyal audience.

Share of Listening

The BBC extended its share of listening year on year in Q1, with increases across both its national and local operations. The Corporation’s commercial rivals were less successful, with only national commercial radio recording growth in share.

All local commercial suffered a 1.9% point downturn year on year, leaving the sector with a share of 32.2%, although this remains substantially greater than the audience share for the BBC’s local operations.

Overall, all commercial radio saw a 1.2% point downturn year on year, with the decline in local services buffered by a 0.3% point rise in share for all national commercial radio.

BBC radio continues to dominate the nation’s listening overall, with a share of 55.4% compared to 42.6% for all commercial stations.

The Corporation’s increase of 1.2% points year on year sees it maintain its lead over Britain’s commercial broadcasters, a lead it has held since Q3 1999.

Weekly Reach

The BBC extended its weekly reach in the three months to March, adding 0.08% year on year to its total audience, which now numbers 32.57 million.

All commercial radio performed less well however, shedding 1.79% of its weekly reach in the same period. The sector now commands a total audience of 30.42 million.

Commercial radio’s decline was due solely to the poor performance of its local services, which suffered a 2.52% dip in weekly reach year on year. Conversely, the BBC’s local services performed well in the first quarter, with BBC local radio adding 0.38% to its reach year on year, while BBC local/regional added 1.86%.

National commercial radio performed better than its local counterpart, adding 1.22% to its reach year on year. However, its audience of 13.15 million remains some way behind that of BBC network radio, with 28.39 million, despite a dip of 0.78%.

Overall, in terms of weekly reach, all Commercial now trails all BBC by just over 2 million.

Average Hours Per Listener

The BBC continued to record more average hours per listener than its commercial rivals during Q1 2006, with a 1.7% increase year on year giving the Corporation an average of 17.9 hours per week.

All commercial radio recorded an average of 14.8 hours meanwhile, following a dip of 1.33% year on year.

The decline in average hours for commercial radio was caused by a 1.43% downturn in the total for all local commercial radio, which now stands at 13.8 hours.

The BBC’s local services saw a mixed bag of results meanwhile, as average hours increased by 0.89% for its local/regional services but suffered a 0.86% slip for BBC local radio. The two sectors now command average listening hours of 11.3 and 11.5 respectively.

RAJAR: 0207 903 5350 www.rajar.co.uk