Commercial Radio closes gap
The latest RAJAR figures reveals the gap between commercial radio and the BBC is getting smaller.
National Commercial Radio takes a record 10.9% share of all UK listening this quarter, with a record 13.8 million adults tuning to one of these analogue or digital services every week.
Meanwhile, figures for Local Commercial Radio reflect the continuing popularity of the medium among the communities it serves with a strong 77% share of all local listening in the UK. Commercial Radio takes a 56.4% share of listening in the key 15 to 44 demographic — the heartland audience for the commercial sector, demanded by advertisers. This age-group is spending longer listening to commercial services: hours per listener are up from 14.8 (Q2 2006) to 15.2 every week.
This quarter also reveals another group which is passionate about Commercial Radio, with record reach and hours figures among the key advertiser target of Housewives. Among younger listeners, Commercial Radio has increased its market share of 15-24s this quarter (61.2%), as well as achieving an increase in reach among this age-group at a time when their numbers are down against All Radio.
In the UK’s most developed radio market, 68% of Londoners tune to a Commercial Radio station every week (compared with 56% for the BBC), giving our services a 51% share of all listening in the Capital.
Commenting on the RAJAR results, Andrew Harrison, Chief Executive of RadioCentre, said,
"Today’s RAJAR data points to a thriving Commercial Radio industry which, hot on the heels of last quarter’s results, has once more increased both audience and hours. Digital continues to be a significant driver and, among the all-digital hours revealed today, Commercial Radio already takes a 65% share of listening.
Digital services are changing the landscape of radio as a whole and Commercial Radio in particular. Driving the continued growth of Commercial Radio, as listeners increasingly consume their radio digitally, is the central role for RadioCentre and my colleagues and I look forward to helping our members build on this success over the long-term.”