Piccadilly Talk - Ofcom Licensing

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(D) Audience Projections Provide the following information: I) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which it is intended to measure the listenership of the service; The projected adult population of the TSA. II) Projections for listenership ratings (e.g. weekly reach, average weekly hours of listening) over the first three years of the service, with detailed demographic breakdowns as appropriate; Projections for listenership ratings. Our audience projections which support this application have been based on our extensive external research which identifies a core audience who are ‘likely’ or ‘very likely’ to listen to this service. They also take into account the complexities of this market, and the high volume of competition that currently exists. Speech based radio formats attract a loyal audience, and by the very nature of such a loyal audience, it is a slower build. This projection recognises the reality of that situation in its modest average hours forecast. TSA POP ’000’S RESEARCH RESULTS LISTENERS PER RESEARCH RESULTS AGE MANCHESTER VERY LIKELY TO LISTEN QUITE LIKELY TO LISTEN TOTAL LIKELY VERY LIKELY TO LISTEN QUITE LIKELY TO LISTEN TOTAL LIKELY 15-24 232,000 10% 40% 50% 23,200 92,800 116,000 25-34 232,000 12% 49% 61% 27,840 113,680 141,520 35-44 275,500 12% 49% 61% 33,060 134,995 168,055 45-54 217,500 20% 47% 67% 43,500 102,225 145,725 55-64 217,500 17% 42% 59% 36,975 91,350 128,325 65+ 275,000 11% 39% 50% 30,305 107,445 137,750 TOTAL 1,450,000 13% 44% 58% 194,880 642,495 83,375 000’S ASSUMED RESULT YEAR 1 ASSUMED RESULT YEAR 2 ASSUMED RESULT YEAR 3 AGE VERY LIKELY QUITE LIKELY VERY LIKELY QUITE LIKELY VERY LIKELY QUITE LIKELY % of +ve respondents assumed to listen 12.5% 4.2% 16.7% 5.6% 25.0% 8.3% 15-24 2,900 3,867 3,867 5,156 5,800 7,733 25-34 3,480 4,737 4,640 6,316 6,960 9,473 35-44 4,133 5,625 5,510 7,500 8,265 11,250 45-54 5,438 4,259 7,250 5,679 10,875 8,519 55-64 4,622 3,806 6,163 5,075 9,244 7,613 65+ 3,788 4,477 5,051 5,969 7,576 8,954 TOTAL AUDIENCE 24.360 26,771 32,480 35,694 48,720 53,541 51,131 68,175 102,261 REACH 3.5% 4.7% 7.1% ASSUMPTIONS 1 in 8 “very likely” respondents listen 1 in 6 “very likely” respondents listen 1 in 4 “very likely” respondents listen “Quite likely” response rate 1/3 of “very likely” response in each year Section 105 (A): Ability to Maintain Proposed Service 17
III) The expected impact of the proposed service on existing services, in listenership terms; Following our research we expect the proposed new service to have a significant impact on existing commercial and BBC services, with 58% of adults ‘very’ or ‘quite’ likely to listen to our proposed speech format. 8 out of 10 of the surveyed population think the station is a good idea, with over 30% stating that it is a ‘very good’ idea. Over 55% of total respondents, and over 50% of GMR and 5 Live listeners said they would listen to the radio more, with 44% of current GMR listeners saying that they would ‘listen to an existing station less’. When probed further 80% of BBC Radio Manchester listeners and 72% of Five Live listeners surveyed said they would tune into the proposed new service. In particular, the format had high appeal within the 25-64 year old demographic.62% of respondents within this group suggested they would be ‘very’ or ‘quite’ likely to listen to the new station. The over 45 demographic did not have an overwhelming conclusion about which stations in the TSA currently target them. Indeed, Smooth, BBC Manchester, Five Live and <strong>Talk</strong>Sport all recorded a lower than 20% figure when asked if each station was ‘aimed mainly at me’. This provides a target rich environment for the new service, and our demographic profile breakdown of audience projection reflects that. We also gained a great deal of insight into how we might differentiate the product to attract the highest possible audience within the target groups. This has then in turn, helped to influence our programming schedule, and create a platform of interest for us to develop our ‘flagship’ shows. Of the potential audience nearly half of the respondents preferred a style of presentation that is ‘knowledgeable but funny’, compared to just over 20% who would prefer a style that is ‘young, funny and fast’. Of the specific areas we tested, adults in all but two of the topics (showbiz and sports commentary) concluded that well over half of the population would be interested in listening to features covering these subjects on this station. In summary, 64% of respondents believed that the new format would increase choice in the commercial market and 53% in BBC choice. There was high appeal for the format and style of the proposed station, and the suggested content within it. It is clear that a new market exists, and that the proposed speech-based format, delivered in a consumer friendly way would fill it, and be a great addition to the Manchester market-place. IV) The basis on which the estimates above have been calculated, and any assumptions taken into account. The basis on which the estimates above have been calculated. We have taken the ‘very likely’ and ‘likely’ to listen respondents from our research survey and applied these to the proposed TSA, by age group, to calculate the audience potential from those groups. We then applied a weighting to take into account that not all of these respondents will actually listen. In Year 1, we suggest that one in eight of the ‘very likely’ respondents will listen, and that the response rate from the ‘likely’ respondents would be a third of the ‘very likely’ rates. In Year 2, we assume that the response from the ‘very likely’ group increases to one in six, and in Year 3 it increases to one in four. The ‘likely’ to listen group continue to listen at a third of the ‘very likely’ response rate across the second and third years. “ Any opportunity to expand listener choice in Manchester with different formats to those that already exist is a positive one. An opportunity for a magazine style format will suit the Manchester region reflecting it’s cosmopolitan lifestyle. A speech based format would also appeal to a wide range of clients who are looking for an association with news content. ” MARK ROSE, BUSINESS DIRECTOR, MINDSHARE Section 105 (A): Ability to Maintain Proposed Service 18
Page 1 and 2: AN APPLICATION FOR THE MANCHESTER R
Page 3 and 4: General Information (A) Name of App
Page 5 and 6: SECTION 105 (A) Ability to Maintain
Page 7 and 8: Michelle Surrell (Managing Director
Page 9 and 10: II) If there are firm plans to appo
Page 11 and 12: 2. Financial and Business Plan (A)
Page 13 and 14: Arrangements for the Sale of Nation
Page 15 and 16: YEAR 1 £’000 YEAR 2 £’000 YEA
Page 17: (C) Financial Projections The purp
Page 21 and 22: (C) Describe proposed arrangements
Page 23 and 24: 4. Proposed Format A blank Format i
Page 25 and 26: 5. Programming Philosophy (A) This
Page 27 and 28: What PICCADILLY TALK will not be. I
Page 29 and 30: WEEKDAYS 6-9AM BREAKFAST ON A PLATE
Page 31 and 32: PICCADILLY TALK - Schedule in Detai
Page 33 and 34: 1- 1.30PM “Feel Good Manchester
Page 35 and 36: 6-10PM “Business Daily” PICCADI
Page 37 and 38: SATURDAYS 6-9AM 9-10AM BREAKFAST ON
Page 39 and 40: 2-6AM THE CITY NEVER SLEEPS The pre
Page 41 and 42: 6-8PM 8-9PM 9-10PM 10-2AM 2-6AM ON
Page 43 and 44: 6. Evidence of Demand This section
Page 45 and 46: Identifying the Opportunity in the
Page 47 and 48: We concluded from this section of t
Page 49 and 50: Likelihood to Listen to Proposed Fo
Page 51 and 52: Establishing Views from the Adverti
Page 53 and 54: 7. Evidence of Support This section
Page 55: Declaration Applicants are required

Piccadilly Talk - Ofcom Licensing

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