The organisation charged with promoting and marketing digital radio in the UK has been encouraged by yesterday’s RAJAR results which produced a strong showing from DAB networks.
Listening figures for digital audio broadcasting stations were collated for the first time this quarter and the
Digital Radio Development Bureau believes that the sector is poised to go from strength to strength.
Kerrang! was the most popular of the three digital-only networks audited this time round, reporting 771,000 listeners. The rock station marginally outperformed its Emap stablemate Smash Hits, which broadcasts mainstream pop and had a weekly reach of 759,000. Both stations commanded a 0.3% share of listening. Oneword, owned by UBC Media Group, GMG and Certitech Holdings reported 50,000 digital listeners. Its schedule includes plays and serialisations of best selling books as well as comedy and reviews.
Kiss FM, the Emap-owned London analogue station also broadcasts on twenty local DAB multiplexes, as well as on Freeview and cable television. It attracted 961,000 digital listeners in the first three monthe of 2003.
DRDB chief executive Ian Dickens commented: “These figures show there is a demand for innovative, fresh radio programming across all age groups, from teenagers tuning in to Smash Hits, to young adults listening to the urban sounds of Kiss, and a more mature audience enjoying the spoken word on Oneword.”
According to RAJAR, 18.6% of the adult population ever listen to the radio via the TV, and 61% of those people tune in at least once a week. Approximately 85% of the UK population can access national commercial DAB digital radio stations and 65% can receive national BBC networks. The BBC plans to increase its coverage to 85% by the middle of 2004.
Digital radios were one of the hot products of the Christmas season and the Government has promised to hold a review to examine the impact of DAB (see Government Announces Review Of Digital Radio). By the end of 2003, the DRDB estimates that there will be 500,000 standalone digital radios in the UK and that number is set to double in 2004. The body claims that consumer awareness of DAB digital radio has already grown to 25% of the population, or 14.4 million.
“Digital radio broadcasting in the UK is still in its infancy, and mass-market DAB products have only become readily available in the last few months,” said Dickens. “These first numbers from RAJAR demonstrate clearly that people are prepared to change their listening habits when they are offered something new. We therefore look forward to the next RAJAR report when we expect to see further growth in DAB ownership and listeners.”
