Commercial Radio’s Weekly Reach Grows Across All Demographic Groups

The weekly reach of commercial stations grew across all demographic groups in Q4, up 1.4% period on period, whilst there was also an increase, although a marginal one, for the BBC, which recorded period on period growth of 0.47%.

The 4-14 age group saw strong growth in weekly reach for commercial stations, growing by more than 5.8% period on period, an age group that saw a dip of around 2% at the BBC.

For the BBC, Main Shoppers was the demographic group which recorded the largest increase, of over 4.3% period on period.

Commercial stations saw a decrease in share of listening in the 25-44 age group, down almost 5.9% points on the last quarter, leaving it with a share of just over 51%. In the same demographic group, the BBC enjoyed a healthy increase in listening share, up nearly 8.4% points, taking its share in that age range to more than 46.5%.

The BBC also saw an increase in share of listening in the Main Shoppers With Children Category, up nearly 8% points on Q3 2006, taking that group’s share of listening to almost 45% within this demographic.

The BBC saw a large increase in average hours per listener in the 25-44 age group, up almost 8.4% points period on period, taking its average figure to 15.5 hours, whilst there was a big drop for commercial stations in the Children 4-14 age range, of just under 13.4% points, leaving it with an average hours per listener figure of 9.7 hours.

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