Quarter 2 Rajar figures released today show that, amongst all local commercial radio stations, audience share dropped to 38.5% from 38.8% last year, with weekly reach standing at 49%, a drop from last year’s figure of 50%. People are also listening for less amounts of time to local commercial stations: the average hours per listener in Q2 1995 was 14.3 whereas this year it was 13.7, a drop of 4.2%.
Among Emap’s stations there was little change: 96.7 City FM performed well, increasing its share of listening from 15.5% to 20.6% and its audience from 454,000 (25%) to 561,000 (31%). Red Rose Gold did not fare so well however, losing 58,000 listeners with its share of listening dropping from 13.1% to 9.6%.
GWR also produced mixed results. Broadland 102 performed badly, with share of listening decreasing to 21.1% from 35.3% and weekly reach dropping from 46% to 34%. This is a loss of 62,000 listeners. 102.7 Hereward FM produced better results: its listenership increased by 19,000 to 140,000 (40%) with share of listening increasing to 23.3% from 17.8%. KLFM however increased its share of listening by 5.2 percentage points to 25.9%, but its weekly reach dropped by 2 percentage points to 35%.
Ocean Radio showed good results as a whole, with weekly reach increasing from 42% to 48% and share of listening rising from 27.4% to 34.6%. 103.2 Power FM contributed strongly to this success, increasing its listenership by 32,000 to a weekly reach of 309,000 or 29% and showing an increase in listening share of 4.5 percentage points to 17.3%.
Both the Tay stations performed strongly: Tay FM saw its share of listening rise to 17.7% and its reach rise to 30% from 26%; Tay AM’s share of listening increased from 15% to 17.7%.
Stations new to the RAJAR survey include A1 FM, with a listenership of 15,000; Radio Maldwyn with a listenership of 14,000; Sabras Sound with 39,000 and Radio Wave 96.5 FM with 72,000.
MediaTel subscribers can access RAJAR figures by clicking here.
