Weekly Reach Declines Across Demographic Groups

The weekly reach of all commercial stations declined by 2.4% period on period for all demographic groups, although it was up more than 1% year on year.

The BBC’s weekly reach across all demographics was also down period on period, by more than 1%, although like commercial it enjoyed a year on year increase, of just under 1%.

All BBC now has a weekly reach across all demographic groups of 32.9 million, whilst all commercial’s rests at 31.2.

The smallest period on period decline in weekly reach recorded by the commercial stations was in the 15-24 age group, which was down by 1.1%, to more than six million.

As far as the BBC was concerned, the group to record the greatest increase in weekly reach was main shoppers with children which rose by 2.1% period on period, to almost 7.1 million.

Commercial stations’ share of listening was down almost 0.5 percentage points period on period across all demographic groups, to 43.3%, whilst the BBC’s share was up around 0.2 percentage points period on period, to around 54.5%.

Commercial’s biggest increase in share was enjoyed by the ABC1 demographic, up 0.8 percentage points period on period to 38%.

The 65+ demographic saw the biggest boost in its share of listening for all BBC groups, with a period on period rise of 0.8 percentage points, although it was down by around 0.7 percentage points year on year.

Overall, commercial stations’ average hours per listener fell by over 2% period on period and 6% year on year, to14 hours per listener, although the children 4-14 group was up 12.8% period on period to 9.7 hours.

The biggest increase for the BBC was also in the children 4-14 group, which grew almost 5.3% period on period, to six hours per listener.

All BBC saw its average hours per listener fall both period on period and year on year to just under 17 hours.

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