RAJAR Q3/2016

I’ve spent most of today in Denmark, working with the programming team planning Radio Days Europe (early bird tickets available now!), so I haven’t been able to do a deep dive into RAJAR, so here’s a quick look at the toplines.

London

It remains a ridiculously close commercial market share battle in London. LBC leads healthily with 5.1%, then Heart and Kiss are tied at 4.4%, Capital at 4.3% and Magic at 4.1%. All so close.

Global

Capital continues to grow its network reach with the brand now reaching 8.7m people and generating 50m hours. The addition of the old Juice to the network doesn’t harm that headline figure, as the Liverpool station has delivered marginally higher numbers now it’s branded as Capital.

Over at the Heart network it’s pretty stable Y on Y and Q on Q, though this quarter they’re publishing data for Heart Xtra (the nationally delivered fill-in-the-gaps version) which has a reach of 663k

Radio X is still struggling to make a mark in London. The people who like it, love it! Its average hours in this incarnation are strong – around 6 – but its reach has dropped back again – to 378k – when it used to do c500k as XFM. Across the UK, however, it’s had its best network figure for a long time with 1.2m reach and delivering over 9m hours.

Capital Xtra has been consolidating in London with reach fairly stable at 599k and across the UK, again, delivering record figures with 1.3m tuning in and generating over 6m hours.

Digital

Digital figures on the whole are good. 45.5% of all radio hours are now digital (that’s DAB, internet or through the telly) with DAB continuing to make up the bulk – 71%. It’s also DAB’s biggest ever quarter with 24.23m people listening on the platform each week.

Bauer

Kiss has taken a bit of a hit with London and the Network down year on year and quarter on quarter. Its sister station, Kisstory, though continues to grow from strength to strength and is now the biggest commercial digital station, racking up 1.6m listeners and 8.9m hours.

Magic’s been recovering after a few poor books in both London and across the country, whilst its new stations are doing good business. Magic Chilled is generating 240k reach, up a touch on its first book whilst Mellow Magic is up from 380k to 423k.

The main Absolute Radio has been steadily building its reach and now hits 2.6m – the highest since the 2008 re-brand, aided by a good performance from 105.8 in London and 105.2 in the West Midlands (where reach is up from 199k to 241k). 80s continues to drop back, still probably feeling the pinch from it’s move from D1 to D2. Overall the Absolute Network is delivering record reach for Bauer.

A tough book for the Wireless Group which sees talkSPORT and talkSPORT2 drop around 12% in reach (whilst hours hold up). This pops talkSPORT under 3m reach the first time in a while. TS2 sees a small drop from 284k to 250k.

A shame for the new Virgin Radio which sees a reach drop from 409k to 344k for its second book, whilst its stable mate, talkRADIO grows reach from 224k to 303k. talkRADIO also grows its average hours too, resulting in a solid hours bump from 839k to 1.3m.

It’s probably not wise to read too much into the ups and downs of national stations with a sub 400k audience, especially those reporting quarterly, as the sampling is resulting in quite a bit of volatility at the moment.

Nation Broadcasting

But, it’s not just the big boys that are playing digitally. Nation Broadcasting has three new digital projects on the go – Thames Radio (which has yet to report), Chris Country which from a standing start hits 35k passionate listeners in London (who are listening for 8.5 hours each) and digital-only Dragon Radio in Wales (which this book doesn’t entirely cover) starting off with a small 11k reach. Early days for all of these stations, but it will be interesting to see if they can build consistent growth over the coming books. They’re the first smaller radio group to launch new digital-only’s, but right behind them are UKRD with stations like Encore and their Oldies spin-offs and Lincs FM with things like Suffolk First.

Nation’s original analogue stations have had their best book this year (with a 16% Q on Q reach bump) and their hours back over 2m.

Over at the Beeb, Radio 1 is up Q on Q, heading back towards 10m (this quarter – 9.87m) and is back over 60m hours (62m) for the first time this year. R2 continues to have ALL OF THE LISTENERS with a slight drop in reach and hours but still delivering a stonking 15.1m people every week. Radio 3 does what it always does – bobs over and under 2m reach (this one’s an under). Radio 4 consolidates a good Brexit quarter, with its reach remaining over 11m and sister station 4 Extra is back to a reach over 2million. 6Music has its highest ever reach at 2.3m

Fun Kids

It was the first RAJAR for our children’s radio station Fun Kids this quarter. We’ve always held off being part of RAJAR as it doesn’t measure our actual audience – kids under 10! But, as we’re now national it made sense to experiment a bit and see what data it can give us and whether we can use it to support the business. So, we decided to just measure the London bit and see what drops out.

So, today’s figure shows that 10+ in London we’re at 58,000 a week (with the 15+ bit at 24,000). It’s at the lower end of what we expected, but looking at the data a bit more closely I expect that 10+ figure to probably bounce around between 50k and 100k in the capital over the next few quarters.

As a business we also use TGI Youth to measure the important bit – the children tuning in. It has a nice, large, robust kids sample, that shows we reach 291k kids (aged 7 to 19) across the UK each week.

It’s been an interesting first book, we’ll see what the trend’s like, but in the meantime there’s still a little way to go before we’re challenging Capital for the top spot.

More to read:
Adam Bowie, Paul Easton and John Rosborough