If I was an analogue radio operator, these figures would scare me. Digital-only stations’ numbers are going up and digital listening is a growing percentage of heritage stations’ audience – in London often 25% to 40%.
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Digital has emerged as the star of today’s RAJAR results with almost 4 million more people tuning in via DAB than this time last year – a really promising step in the right direction for switch-over.
James Cridland, managing director of Media UK and a radio futurologist, says the latest digital listening figures are a welcome, gradual, improvement: but anyone expecting the internet or DAB to replace FM listening any time soon might have egg on their face…
RAJAR figures for Q4 2010 saw stand-out performances from a number of commercial radio stations, including talkSPORT and Kiss 100 FM.
BBC Radio 2 still has the highest number of national listeners following a rise this quarter (after two periods of suffering a drop in reach).
Digital radio put in a strong performance once again this quarter, posting substantial increases in weekly reach, listening hours and DAB set ownership.
Magic 105.4 held on to the top spot in London following a positive YoY increase in weekly reach (although it did see its reach fall 4.6% QoQ).
Overall, national breakfast shows enjoyed a boost in listeners between October and December. BBC Radio 2’s Chris Evans show has retained Terry Wogan’s crown as the most popular way to wake up in the morning, with a weekly reach of 8.7 million listeners.
Commercial listening suffered a slight drop in Q4, with local commercial seeing a dip in figures. However, national commercial stations made a gain – up QoQ and YoY.
Less than a week before MediaTel’s much-anticipated 2011 Year Ahead event, industry body chiefs from Thinkbox, the RAB and Postar give their views and predictions for the year ahead…