Six major independent local radio groups have joined forces to set up a marketing bureau with the aim of promoting the medium and increasing its 2% share of advertising revenue.
Metro, Capital, Clyde, Crown, Midlands and Transworld are to fund an organisation modelled on the US’s Radio Advertising Bureau. It will target national advertisiers who do not currently use radio and innitiate schemes to market and sell the medium.
The new bureau will effectively replace the Radio Marketing Bureau which was set up in 1982. The RMB has been downscaled over the past 10 years and now only exists as a marketing extension of the AIRC. Looking at the individual stations, Capital’s total share of hours has decreased by just 1.2% over the last 18 months (despite the extra competition). With Jazz, Kiss and Melody accounting for over 11% of hours, it is clear that the real losers are the BBC stations, particularly Radios 1 and 2, and, to a lesser extent, LBC whose reach has held steady but whose share of hours has now slipped below 9%.
Of course the picture is clouded slightly by Other’s 10% share. This includes overlap from the M25 stations and listening to the incrementals (Choice,RTM and Spectrum). These last three stations appear to make little difference to the overall calculations for London. Each has a share of hours of just 0.8% within its own survey area. LONDON RADIO LISTENING (OCT-DEC 91)
SHARE OF HOURS IN LONDON (Adults)
Survey
Apr-
Oct-
Apr-
Oct-
Jun-90
Dec-90
Jun-91
Dec-91
Total Hours
202324
210820
206800
210483
Capital Tot
27.5
25.1
24.6
26.3
Capital FM
17.4
15.1
15.5
15.1
Capital Gold
10.1
10.1
9.1
11.2
LBC Total
9.7
9
10.3
8.9
LBC Newstalk
4.3
3.5
4.9
4.8
LBC Talkback
5.4
5.5
5.4
4.1
Jazz FM
3.0*
1
1.3
1.2
Kiss FM
n/a
2.7
3.4
4.3
Melody
n/a
5.2
4.8
6.4
* Own research (Universe 7.9m)
SHARE OF TOTAL ADULT HOURS
Survey
Apr-
Oct-
Apr-
Oct-
Jun-90
Dec-90
Jun-91
Dec-91
Total Hours
202324
210820
206800
210483
BBC Radio 1
14
13.2
12.9
12.1
BBC Radio 2
17.6
13.3
13.8
11.4
BBC Radio 3
2.6
1.8
1.9
2.3
BBC Radio 4
11.2
13.3
12
12.3
BBC Radio 5
n/a
0.7
0.8
1.1
BBC Local
3
3.6
3.2
3.1
Other (x)
14.3
11
10.8
10.6
x – Includes RTM, Choice, Spectrum and other IR stations transmitting into London region.
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