The Arrow - Ofcom Licensing

(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;
2,327,000
(ii) Projections for listenership ratings (e.g. weekly reach, average weekly hours of listening) over the fir st three
years of the service, with detailed demographic br eakdowns as appropriate;
Year 1 Year 2 Year 3
15+ TSA Pop’n 2,327,000 2,327,000 2,327,000
15+ Reach % 11 13 14
15+ Reach 256,000 303,000 326,000
15+ Avg Hours 6.0 7.0 8.0
15+ Total Hours 1,536,000 2,121,000 2,608,000
The Arrow is targeted specifically at those aged 40-59, with a slight male skew in its
appeal. We should expect this to be reflected in the audience profile more directly in
the second year, although initially we anticipate a slightly younger profile bearing in
mind the increased propensity for immediate trial of new media in younger age groups.
Year One Population Reach Reach % Avg Hours Hours
15+ 2,327,000 256,000 11.0 6.0 1,536,000
15-24 399,000 32,718 8.2 3.5 114,513
25-34 365,000 40,880 11.2 4.5 183,960
35-44 453,000 59,538 13.1 7.5 447,519
45-54 358,000 48,939 13.7 7.9 386,615
55-64 320,000 40,960 12.8 5.8 238,563
65-74 432,000 32,966 7.6 5.0 164,830
75+ 1,133,000 135,406 12.0 6.6 893,679
Male 1,194,000 120,594 10.1 5.3 642,321
Female 1,168,000 149,436 12.8 7.2 1,072,698
40-59 Male 2,327,000 256,000 11.0 6.0 1,536,000
(iii) The expected impact of the proposed service on existing services, in listenership terms;
As the only station specifically targeting mature adults with a male bias, we expect
listening to be attracted from a range of existing stations which currently only partially
satisfy our core market’s needs. People who love Adult Rock can only find it elsewhere
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