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UK Commercial Radio In Numbers: Q3 2009
Grant Goddard, Jan 2010, Pages: 80
The UK Commercial Radio In Numbers report analyses the present and historical performance of the UK commercial radio sector in terms of both revenues and audiences. The report covers analogue and digital commercial radio stations licensed by Ofcom to broadcast terrestrially within the UK.
UK commercial radio revenues are analysed on a quarterly basis for the last five years, as well as on an annual basis from 1990 to date, using both actual and price-indexed values. Revenues are disaggregated into local advertising, national advertising and branded content, accompanied by year-on-year comparisons. Advertising expenditure is analysed by product category and by brand for the final month of the quarter.
UK commercial radio audiences are analysed in the context of the overall consumer market for radio content, by weekly reach, by average hours per listener, by total hours listened and by market share from 1999 to date. Commercial radio listening is analysed by platform, by listening location and by age group, including an analysis of commercial radio's 'heartland audience' of 15-44 year olds. Additionally, the present and historical performances of radio stations serving the UK and the London markets are tabulated by market share.
The audiences of digital radio stations are analysed, as is the commercial radio sector's share of listening via digital platforms. Additional data is included that analyses consumer sales volumes of radio receiver hardware, as well as DAB radio sales volumes and penetration.
This report is published quarterly to provide the most up-to-date information available for the commercial radio sector in the UK. It offers a snapshot of the sector's audiences and revenues in an easily digestible presentation format without commentary that employs graphs and tables.
NEW REPORT DEMONSTRATES CHALLENGES FOR UK COMMERCIAL RADIO SECTOR
The commercial radio industry in the United Kingdom is undergoing structural change as a result of long-term decline in listening and advertising income. UK commercial radio revenues from national advertisers have shrunk by 40% over the last six years. Many of the country’s 300 local commercial stations are being forced to close, or to reduce their commitment to local programming, or to merge their operations into regional clusters in order to survive financially. The combination of structural changes and the cyclical downturn in the advertising market of the last two years will necessitate a transformation of the commercial radio sector into a very different industry.
“Commercial radio in the UK will have to adapt to the much more competitive marketplace in which it has to fight considerably harder for listeners’ attentions,” said independent radio analyst Grant Goddard, “or some stations might no longer survive.” Goddard predicts that, in an increasingly global marketplace where even the smallest radio operations can be heard around the world via the internet, it will be more important than ever for each radio broadcaster to offer something unique to its potential audience. That ‘unique selling point’ might be the station’s commitment to its local area, its specialist music format or interaction with its audience.
Incontrovertible evidence of the changing landscape of the radio industry in the UK is demonstrated by Grant Goddard’s 80-page presentation ‘UK Commercial Radio In Numbers: Q3 2009’ published today. Filled with the most recent industry data available for the UK radio market, the report documents the long-term changes in revenues and radio listening which are at the heart of the challenges facing the industry.
Some of the main points derived from data in the report are:
- Q3 2009 UK commercial radio revenues declined 12.5% year-on-year
- Q3 2009 revenues from national advertisers recorded their lowest quarter since 1998
- Q3 2009 commercial radio hours listened declined 1% year-on-year
- Q3 2009 commercial radio hours listened amongst 15-24 year olds declined 5% year-on-year
- Commercial radio’s overall share of listening fell to 42.4% in Q3 2009, compared to 43.1% a year earlier
- Digital-only radio stations accounted for 5.2% of listening to commercial radio in Q3 2009
- DAB radio receiver volume sales exhibited year-on-year declines for three consecutive quarters.
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