Commercial radio as a whole will be pleased with the year on year performance, despite the slip back in share vs the BBC this quarter. Within this set of figures though, there are some clear winners.
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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%.
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.
A little later than expected Rupert Murdoch personally launched News Corp’s $30 million iPad investment yesterday, The Daily – “an entirely new category of delivery and consumption… the most immersive and unique experience available”.
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.