RAJAR Q4/2010. What have we learned?

RAJAR is never about individual quarters, it’s all about the trend. Successful stations are built on a strong base (something Dick Stone wrote about yesterday) but then thrive on being consistent. Listeners abhor change (whether it’s good for them or not) and changes in music, presenters or a myriad of other things rarely goes down well. Consistency (whilst often dull for commentators) is generally the key to long-term success. Many of the successes listed below have come from stations concentrating on being consistent (whilst good!) for a long period of time.

Okay, some things….

*LBC and Classic FM are now bigger stations in London (hours wise) than Capital or Heart
*Magic 105.4 is still #1 commercial station and doing a storming job
*The real #1 though, in London, is still Radio 4, with nearly 2.5x the share!
*Moyles is up (but sadly for him, so is Evans!)
*The old Galaxy network was still growing (will the Capital re-brand help or hinder?)
*Jack FM in Bristol grows again (will Celador dare to turn it into The Coast?)
*Disappointing figures for the main Absolute Radio
*Five Live’s enjoying much success with reach now over 7million
*1Xtra’s been overshadowed by its sister station 6Music, but another increase means it’s audience has grown by over 50% year on year.
*talkSPORT now have over 3m listeners – driven by consistency over the last 18 months!

And how are we doing on digital, I think it’s encouraging….

*15% of all radio listeners don’t ever listen through ‘analogue’ means
*40% of all radio listeners tune in using ‘digital radio’ sometime every week
*25% of all UK radio listening is using ‘digital radio’

During any week:

*8.8% of the UK tunes in to radio through the Internet
*13.6% of the UK tunes in to radio through Digital Television
*24.4% of the UK tunes in to radio through a DAB Digital Radio

When you look at the 25% of all radio listening that’s carried out through ‘digital radio’:

*DAB accounts for 63% (165m hours)
*DTV accounts for 17% (45m hours)
*Internet listening accounts for 12% (32m hours)

(8% is unsure how they listen, and hey, why should they!)

To put some of these figures into context, just the DAB listening portion now has similar reach and hours to that of BBC Radio 2.

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