Radio Plymouth - Ofcom Licensing
Radio Plymouth - Ofcom Licensing
Radio Plymouth - Ofcom Licensing
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RADIO PLYMOUTH<br />
Our research shows that the proposed format of <strong>Radio</strong> <strong>Plymouth</strong> should have broad appeal, but<br />
prove particularly popular among the 35 to 54 age group.<br />
As such, the predicted weekly reach by age group is as follows:<br />
REACH 15-24 25-34 35-44 45-54 55-64 65+<br />
Pop 000’s 34.9 33.4 35.3 32.8 26.7 36.7<br />
Reach % 17.5 20.1 21.8 21.3 20.6 18.0<br />
Reach 000’s 6.1 6.7 7.7 7.0 5.5 6.6<br />
Profile % 15.4 16.9 19.4 17.7 13.9 16.7<br />
25<br />
20<br />
15<br />
%<br />
10<br />
5<br />
0<br />
15-24<br />
<strong>Radio</strong> <strong>Plymouth</strong> reach profile<br />
35-44<br />
25-34 45-54 65+<br />
55-64<br />
(iii) The expected impact of the proposed service on existing services, in<br />
listenership terms.<br />
Our second listener research study, which was conducted by Marketing in Practice in September<br />
2005, suggested that <strong>Radio</strong> <strong>Plymouth</strong> would impact primarily on 97FM <strong>Plymouth</strong> Sound, <strong>Radio</strong> 1,<br />
BBC <strong>Radio</strong> Devon and <strong>Radio</strong> 2.<br />
This study found that 44% of potential listeners to <strong>Radio</strong> <strong>Plymouth</strong> would make time to listen by<br />
tuning less to other radio stations. 14% would stop listening to an existing station altogether. The<br />
table below shows the principal services which these potential listeners currently listen to:<br />
STATION %<br />
<strong>Plymouth</strong> Sound 23.0<br />
<strong>Radio</strong> 1 17.3<br />
BBC Devon 15.4<br />
<strong>Radio</strong> 2 14.4<br />
Pirate FM 9.5<br />
<strong>Radio</strong> 4 5.7<br />
5 Live 5.1<br />
23
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