DAB Digital Radio Listening Continues to Grow

The latest RAJAR numbers are out and programmers up and down the country are trying to figure out where their good news is. You can always spot a poor set of results when the stations trumpet “an increase in average hours”!

Anyway, the thing i’m keen to see is how digital, and DAB especially, has been doing. My company, Folder Media is launching a load of DAB Digital Radio multiplexes this year (through MuxCo) and the better the figures the more stations will want to make the leap to broadcast on DAB. Which is both good for us and for local listeners too. Indeed with 500,000 more DAB radios sold between January and March this year that’s lots more ears able to tune in.

And according to the latest RAJAR figures, there is a lot more DAB listening. Last quarter saw DAB taking 9.9% of all radio listening, DTV on 3.4% and Internet on 1.9%. Well, the latest figures are in and they are now:

DAB Digital Radio – 10.8%
Digital Television – 3.2%
Internet – 2.1%

This is a good showing for both the internet and DAB, showing how people are engaing with radio on many of the other platforms. The DTV figure is fairly static, it will be interesting to see if, over the next few quarters, it hovers around that point or whether it’s just a blip.

In their press release RAJAR also talks about claimed DAB ownership now standing at 27.3% of UK adults (up from 19.5% a year ago and 22.0% last quarter). That in itself is a really great story. Now whilst I think DAB’s hours increase is partly down to their being more people with radios, I think it’s also is partly due to that 27.3% gradually introducing multiple DAB radios into their homes, diminishing their analogue listening and driving their DAB consumption.

Source: RAJAR/Ipsos MORI/RSMB Q1/08.