Listeners Spending Less Time With BBC And Commercial Radio

The BBC overall increased its share of listening by a marginal 0.1% points compared to last quarter, despite a year on year dip of 0.7% points, according to today’s Q4 RAJAR figures.

Weekly reach for the Corporation’s stations was up marginally, by almost 0.5% period on period, a dip of almost 0.5% year on year. However, listeners are spending less time will the BBC’s stations overall, at 17.5 hours this quarter compared to 17.7 in Q3.

All commercial had a 0.4% point boost year on year in terms of its share of listening, despite a period on period dip of the same amount. Its weekly reach was up almost 1.5% year on year and period on period, whilst the hours listeners spend with all commercial stations was down – around 2.7% period on period or 0.7% year on year at 14.6 hours.

All local commercial’s share was up, whilst BBC local/regional’s had also risen from Q3 2006, but dropped year on year. All local commercial had bolstered its weekly reach year on year and period on period, despite a decline in the hours that consumers stay with the stations. BBC local/regional radio shed hours per listener year on year, but remained static since last quarter.

Share of Listening

All BBC network radio suffered a period on period decline in share of listening, down 0.5% points from Q3, despite remaining static year on year. All BBC network radio stations now command a 44% share of listening.

All BBC stations hold a 54.4% share, up slightly period on period, but down 0.7% compared to the same time last year. All commercial radio’s share is up year on year (by just under 0.5% points), despite a period on period fall of the same amount. All commercial’s share now sits at around 43%.

All local commercial managed to up its share of listening, by 0.1% points year on year and 0.2% points period on period. BBC local/regional radio had increased by 0.6% points since last quarter but saw a slump in its share of listening year on year by 0.7% points. BBC local/regional takes over 10% share of listening, whilst all local commercial has 32.8%.

Weekly Reach

All BBC stations experienced a climb in weekly reach of almost 0.5% period on period, but suffered a year on year decline of the same figure. The stations in the group now reach more than 32.8 million people each week, compared to all commercial’s 31.3 million, a rise of almost 1.5% year on year and period on period, narrowing the gap between the BBC’s and commercial’s reach.

All local commercial’s reach had also grown, by just under 3% compared to Q3 2006 and compared to Q4 2005. BBC local/regional radio’s weekly reach year on year fell over 1.5%, despite a 5.5% boost period on period.

Average Hours Per Listener

The most significant decline in hours per listener was seen by all local commercial stations, which dipped 3.6% period on period and almost 3% year on year. Listeners are now spending 13.4 hours with all local commercial stations, compared to 13.9 in Q3 2006.

BBC local/regional radio remained static period on period at 10.7 hours, despite a year on year slide of over 5%. All BBC stations dipped more than 1.1% year on year and period on period, with listeners now sticking with the Corporation’s stations for 17.5 hours on average.

All commercial stations experienced a decline in hours per listener, a drop of almost 3% from last quarter and just under 0.7% year on year. Consumers are now remaining with all commercial stations for an average of 14.6 hours each.

RAJAR: 020 7292 9040 www.rajar.co.uk