The first week in February saw the release of the latest radio listening figures for quarter 4.
We have put together a brief summary of the most important points to take away from RAJAR from the last quarter:
There were listeners lost across the board in South Wales
Although Heart South Wales and Capital South Wales unfortunately lost the most number of listeners this quarter they still remain at the top in terms of weekly reach, still managing to reach 522,000 and 161,000 listeners each week respectively.
Despite what you might think, this is definitely positive news….
Especially for advertisers! The good news is that losses in listeners mean losses in premiums. We will still be able to reach huge numbers of the population each week on these stations, but now for an even more affordable cost. At least for the next quarter, advertisers will be able to maximise their budgets on these stations and enjoy a huge frequency of message which will aid generating response.
Local listening proved its worth.
Local radio stations such as The Wave, Radio Pembrokeshire, Radio Carmarthenshire and Bridge FM remained at the top in terms of percentage listening share last quarter.
Radio Pembrokeshire and The Wave had the highest percentage weekly reach of all stations in South Wales (36% and 32% respectively). Bridge FM (28%), Radio Carmarthenshire (25%) and Radio Ceredigion (21%) weren’t far behind.
Radio Pembrokeshire also recorded the highest number of hours listened; 10.6 hours on average per listener.
The Wave gained 1,000 new listeners this quarter and was the only radio station in South Wales to have increased its weekly reach.
Radio in North Wales increased in popularity and reach
Capital North West and Wales attracted an extra 19,000 listeners last quarter and Heart North Wales was close behind gaining an additional 10,000 listeners per week. Smooth Radio North West and Wales was also up by 8,000 weekly listeners.
By analysing these radio listening figures, we are able to see the most up to date trends in the market and consult on the most appropriate station for you to utilise in order to reach your target audience and achieve your campaign objectives.
If you need help in choosing the right radio stations as part of your media mix, we are here to help. Just get in touch with experts from south Wales’s award winning Media Planning and Buying Agency at [email protected].