Radio stations with the most social network listeners

“When did they add social to RAJAR”, I semi-screamed at Dave on Friday afternoon. “Er last quarter I think”.

I was creating a demographic group when I’d noticed that Dave had added a whole social section to Octagon CrossTab (the excellent software from Hallett Arendt that I use to do RAJAR things). The nuts and bolts of RAJAR are, of course, radio listening – but it also asks lots of other questions from the newspaper people read to how much TV they watch. Octagon CrossTab allows me to create demographic groups which are usually things like ‘people aged 20 to 39’ or ‘Guardian readers’ but now I could create demos based on people’s use of social media.

It allows me too look at social networks including Facebook, Twitter, LinkedIn, Pinterest, Google+, MySpace, Instagram, Tumblr, Flickr and Vine and sort use by listeners from ‘never’ through to ‘several times a day’.

So, I thought it might be interesting to have a look at stations with the most active Twitter and Facebook users in Q2/2014.

This doesn’t look at active users of a station’s Facebook/Twitter account, but the listeners who state they use the social networks AND listen to each of the stations. Why bother with this when you can look at the follower/like numbers? Well, I think this is more interesting it shows the radio stations that have really engaged social media users. If your station is high up the list then by concentrating on your social output you could actually start to have a meaningful effect on reach and hours.

Now, I can cut this a number of ways. Firstly we’re going to look at Heavy Twitter use and sort it by the total number of people per station who state they use it ‘a few times a week’ or ‘several times a day/daily’. In other words a list of the stations with the highest Heavy Twitter users. For this I’ve stripped out corporate groupings but left in networks.

Heavy Twitter Users (‘000)

BBC Radio 1

2,831

BBC Radio 2

1,872

Capital Network

1,725

Heart Network

1,368

BBC Radio 4

1,187

Kiss UK

1,136

BBC Radio 5 live

1,088

talkSPORT

801

BBC 6 Music 

562

Capital London

547

Now I’m going to look at Heavy Twitter use as a percentage of reach. So this shows the percentage of a radio station’s reach that are Heavy Twitter users.

% Heavy Twitter Use

Kisstory

36.0%

1Xtra

31.9%

Kiss Fresh

31.6%

BBC 6 Music

29.7%

Capital XTRA (London)

29.5%

XFM London

29.0%

107.6 Juice FM

27.5%

City Talk 105.9

27.4%

Capital South Wales

27.3%

Kiss West

27.2%

 

Up next is good old Facebook. Again, I’ve removed corporate groupings and ranked by the number of listeners who use Facebook ‘a few times a week’ or ‘several times a day/daily’.

% Heavy Facebook Users (‘000)

BBC Radio 1

7,219

BBC Radio 2

6,739

Heart Network

5,164

Capital Network

4,736

BBC Radio 4

3,320

Kiss UK

3,114

BBC Radio 5 live

2,404

Smooth Radio Network

2,003

Magic UK

1,951

Classic FM

1,779

 

And then by percentage of total reach…

% Heavy Facebook Users

XFM Manchester

73.9%

96.3 Radio Aire

71.8%

Kiss Fresh

71.7%

Kisstory

71.4%

Key 103

71.2%

Kiss East

71.2%

Kerrang!

70.7%

Capital South Wales

70.6%

Heat

70.2%

The Hits

70.0%

 

The North West clearly loves a bit of FB!

I think this may be the first of a few posts looking at social. But if you want to investigate it yourself, and your station is an Octagon CrossTab customer – just add a bespoke demo in the ‘Demographics Editor’ and then you can use it in any column, row or layer in any type of analysis.