The Arrow - Ofcom Licensing

This % reach index graph provides a clearer look at the dominance of commercial
radio stations for the younger audience in the Key 103 TSA.
150
140
130
120
110
100
90
80
70
60
50
40
30
20
10
0
100.7
99.7
15-34
35+
83.7
108
134.1
All Stations All BBC Radio All ILR
All radio listening for 35+ year olds is marginally below average, indexing at 99.7 and
they are 16.6% less likely to listen to local commercial radio at this time.
Looking at market share in the Manchester region we can see that commercial radio
better serves 15-34s with 65.5% share versus only 39.6% for 35+ year olds (indexing at
84.7). Key 103 and Galaxy Manchester are very much geared towards the younger
market both indexing very highly, (Key 103 at 161.1 and Galaxy Manchester at 249.2).
105.4 Century FM has a slightly broader appeal, however still doesn’t index well for 35+
year olds (83.3) versus 15-34s (145.0).
%
70
65
60
55
50
45
40
35
30
25
20
15
10
5
0
All BBC Radio
All Commercial Radio
All ILR
Current Market Share
All ILR FM
BBC Radio 2
Key 103
BBC Radio 1
Galaxy Manchester
All!Adults
15-34
35+
105.4 Century FM
BBC Radio Manchester
Smooth FM
83.4
All ILR AM
Magic 1152
53