Commercial Radio Builds Four Week Reach Of 75%

Commercial radio builds an adult reach of 75% over a four week period according to the new extended reach model for radio listening. The model, funded by both the BBC and Commercial Radio, uses the latest RAJAR data and allows advertisers to estimate weekly reach for up to 13 weeks.

The model shows that over four weeks commercial radio reaches 86% of 15-24 year olds and 84% of 15-44 year olds. It is demographically-sensitive to reflect people’s differing listening behaviour and station-sensitive to take account of levels of audience loyalty. The model is updated quarterly with each new set of RAJAR data.

The new model replaces RSGB’s 1983 Multiple Week Build Study. Justin Sampson, the RAB’s strategic planner, commented; “The model that has been created is much more complex and reliable than anything that has gone before…… The new model builds on what everyone recognises as the Gold Standard of media research in RAJAR.”

RAB: 071 636 5858

CENTRAL SCOTLAND RADIO BECOMES SCOT FM

Central Scotland Radio, the station awarded the licence for Central Scotland in December last year has announced that the name of the new station will be Scot FM.

Scot FM, which is backed by Grampian and Border Television, is to start broadcasting in September this year. The name highlights the station’s Scottish emphasis; “It’s the definitive name for the definitive Scottish radio station” said Tom Hunter, managing director of Central Scotland Radio.

Mike McLintock 0224 646464 ext 321

CAPITAL RADIO TO HOST RAB CONFERENCE

Capital Radio is to host the first out of nine radio conferences mounted by the Radio Advertising Bureau, on March 29th to be held at the Spencer Gallery at the Natural History Museum.

The RAB will give presentations already seen at the Radio 93 Conference. Other presentations will be held at major cities throughout the UK.

RAB 071 636 5858