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London Radio Listening Guide

London Radio Listening Guide

The Rajar data released for the period January to March’93 has revealed more favourable weekly reaches for all the London ILR stations than the first survey, which covered the period October to December ’92. The most notable improvement was for Capital FM with an increase in weekly reach of 3 percentage points to 32%. Capital Gold, Jazz, Kiss, Melody and LBC Newstalk all increased their weekly reach by 1 percentage point.

In terms of market share Capital FM continues to dominate with a 17.1% share of total listening in the London TSA. BBC Radio 1’s share in London fell by almost 2 percentage points to 10.6% and its total hours dropped by 3.9m. The survey revealed more favourable results for Radio 5, the station’s total hours almost doubled to 4.3m and its weekly reach rose from 7% to 9%.

Classic FM’s reach in London increased from 9% to 11%, 1 percentage point above its national reach.

Despite showing an increase in weekly reach many ILR stations experienced a reduction in the total hours listened. LBC Talkback suffered the largest fall, losing 1.4m hours on the first Rajar survey.

LISTENING IN THE LONDON TSA

Wk Rch(%) Wk Rch(%) Shr/Lstng(%) Shr/Lstng(%) Total Hours’000s Total Hours’000s
’92 ’93 ’92 ’93 ’92 ’93
Cptl 38 40 26.3 26.4 51583 51247
” FM 29 32 16.9 17.1 33189 33089
” AM 18 19 9.4 9.4 18394 18158
Jazz 6 7 1.4 1.4 2791 2783
Kiss 8 9 2.8 2.3 5418 4532
LBC 15 15 9.1 8.3 17955 16108
” FM 8 9 3.2 3 6211 5809
” AM 10 10 6 5.3 11744 10299
Melody 9 10 4 4.7 7845 9153
Spectrum 3 3 1.1 1 1724 1648
BBC Lc 11 11 3.7 3.1 7276 6088
BBC 1 25 25 12.5 10.6 24463 20565
BBC 2 21 20 11.6 12.5 22775 24232
BBC 3 7 7 1.7 1.7 3312 3225
BBC 4 23 24 13.3 13.6 26015 26444
BBC 5 7 9 1.2 2.2 2295 4276
Classic 9 11 3 3.1 5893 5914

Commercial radio listening in London has a younger profile than all radio listening in London, 41% of commercial listening comes from the 15-34 age group, compared to 35% for all stations in London. Of the ILR stations Kiss has the youngest audience with 60% of its total hours listened coming from the 15-24 age group. The dance station’s listening is also skewed towards men. Melody and LBC Talkback have the oldest audiences with 75% of Melody’s listening and 63% of Talkback’s listening coming from the over 55s.

PROFILES – BASED ON TOTAL HOURS LISTENED

Men 15+ Wmn 15+ ABC1 C2DE 15-24 25-34 35-44 45-54 55+
Lndn A 50 50 48 52 15 20 16 16 33
Lndn C 50 50 41 59 19 22 18 15 26
Cptl FM 49 51 42 58 31 35 21 8 5
Cptl AM 56 44 29 71 10 18 19 28 25
Jazz 70 30 56 44 14 41 18 12 16
Kiss 61 39 42 58 60 23 13 2 2
LBC FM 58 42 67 33 9 77 13 19 48
LBC AM 31 69 41 59 4 7 14 11 63
Melody 51 49 34 66 1 5 7 12 75
Spctrum 35 65 33 67 6 16 38 18 22

Source: Rajar Jan-Mar’93

Lndn A = All Stations in London

Lndn C = Commercial Stations

The London Radio market is approaching a turbulent period with the re- advertisement of all the existing ILR licences, the advertisement of 2 new AM licences and the undoubted effect that Virgin Radio will have. Of all the stations broadcasting in London Capital FM, Capital Gold and Radio 1 are likely to be most effected by the arrival of Virgin, whose target audience is the 25-44 age group.

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