RAJAR Results Q1 2003 – National Commercial Radio Improves Reach

Analysis of the latest RAJAR listening figures for the first quarter of 2003 reveals a relatively lacklustre performance for All Commercial Radio, which saw its share of listening decline by 1% point period on period to 44.5%. Meanwhile, the corresponding increase achieved by All BBC helped its share of listening rise to 53.5% during the same period.

All National Commercial performed positively during the three months to March 2003, with its share of listening increasing by 0.3% points period on period to 7.9%. However, this was off-set by All Local Commercial, which experienced a 1.3% point decline during the first quarter of this year. Meanwhile, BBC Local Radio saw its share of listening improve by 0.6% points period on period and Other Listening remained static at 2%.

The picture remains largely unchanged in year on year analysis, with All Commercial losing out to All BBC in terms of share of listening. However, All National Commercial recorded a 0.1% points year on year increase, just behind All BBC Network Radio, which saw its share of listening improve by 0.2% points during the first quarter of 2003. The figures also show that All Local Commercial saw its share of listening fall by 1.1% points year on year to 36.6%, while BBC Local Radio improved by 0.2% points to 11.4%.

Weekly reach for All Radio increased by 0.9% period on period during the first quarter of 2003. Within this All BBC recorded a healthy 1.7% improvement and All Commercial saw its weekly reach rise by 0.5%.

The three months to March 2003 proved to be an impressive period in terms of weekly reach for All National Commercial, which experienced a significant 8.4% period on period increase. All Local Commercial saw its weekly reach remain relatively static at around 27.4 million, while BBC Local Radio improved by 4.1% during the first quarter of 2003. Other listening experienced a 2% decline in weekly reach to 2.8 million.

In year on year analysis, All Radio saw its weekly reach improve by 1% to just below 45 million, with All BBC increasing by 1.3% and All Commercial declining by 0.1%. Things were more positive for All National Commercial Radio, which saw its weekly reach rise by 1.7% in the three months to March 2003. All Local Commercial suffered a slight 0.1% year on year decline, while BBC Local Radio saw its weekly reach improve by a solid 3.3%.

The growth of Other Listening is better reflected in year on year analysis, which reveals a 4.1% increase during the first quarter of this year.

RAJAR data for the three months to March 2003 paints a mixed picture of average hours per listener. All Local Commercial saw the most significant negative movement, with a 2.7% decrease to 14.6 hours per listener. All Commercial also saw its average hours per listener fall by 1.3% year on year to 15.2 hours. All BBC experienced a 1.1% increase in average hours to 17.6 per listener, while Other Listening rose by a notable 2.6% year on year to 7.8 hours.

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