Piccadilly Talk - Ofcom Licensing

PROJECT PHASE
(type)
Establishing views
of advertising
community
(Qualitative &
quantitative)
A) OBJECTIVE B) SPECIFIC
QUESTIONS
Seek the views of
advertising market
of current radio
stations and
proposed format
Establish appeal of
using the proposed
station as an
advertising
medium.
Investigate how
advertising
community feels
the station will
impact on current
radio stations on
offer in the area.
CONDUCTED BY C) METHODOLOGY D) SIZE AND
COMPOSITION OF
SAMPLE
Emap Advertising &
Key 103
Advertising Staff
Informal interviews
& short
questionnaires
8 informal
interviews with
Heads of Radio and
29 questionnaires
with local
advertisers
E) WHEN AND
WHERE RESEARCH
WAS CONDUCTED
August 2006,
Manchester &
London
F) A summary of the main findings from the research, showing how these demonstrate
evidence of demand for the service proposed;
Executive Summary
PICCADILLY TALK has exceptionally strong and broad appeal among the population in the proposed TSA.
Almost 6 in 10 of adults interviewed said they would be very or quite likely to tune in, of which 14% said they would
be very likely to listen.
The format holds particular appeal to 25-64s.
24% of BBC Radio Manchester and 23% of Five Live listeners said they would be very likely to tune in to
PICCADILLY TALK.
Our qualitative research reinforces this finding with those respondents already accepting talk based radio or stations
with stronger talk elements, being predisposed to the proposed new station
Respondents were particularly drawn to the idea of presenters with strong personalities, the mix of serious and
humorous and “speaks its mind” attitude of the station.
The qualitative research indicated the main market for this station is likely to be women 30-55 and men 40-55,
re-enforced by quantitative findings which showed a slightly wider age band (25yrs-64yrs) finding the format
appealing.
Our quantitative research revealed that people over the age of 45 did not feel there was any station clearly aimed
at them, unlike under 45s who felt there were clearly two stations “for them” – Galaxy and Key 103.
During both the qualitative and quantitative stages of research we investigated what was the most appropriate and
interesting editorial content for the station. Local information was vital be-it local news - economic issues or headlines
from the area to leisure information like What’s On.
PICCADILLY TALK will increase radio listening in the area with 56% of potential listeners saying that they would
increase their overall hours listening to the radio to incorporate the station into their repertoire.
Our extensive research programme has provided us with convincing evidence of the appeal of PICCADILLY TALK and how
it will boost the commercial radio market in the Manchester area. The results have been used to refine and develop our
programme schedule ensuring we will deliver to the people of Manchester and surrounding area precisely what they want
from their new radio station.
Section 105 (D): Evidence of Local Demand or Support 43