The Arrow - Ofcom Licensing

Appeal of The Arrow’s Music
In response to being played a selection of music representing The Arrow’s Adult Rock,
38% of respondents said that they would listen often. This figure rises to 56% among The
Arrow target market of 40-59 year olds. When asked whether or not that would be their
favourite station, a total of 13% of all respondents (and 20% of 40-59 year olds) claimed
that it would be, indicating a potential P1 audience. The potential P1 audience has the
following profile.
51%
49%
7%
19%
Female Male 16-24 25-34 35-44 45-54 55-64 65+
There was little attribution of the sound to any particular station. Century 105.4 received
the highest attribution of 15.9% and no other station came close to this. Altogether 44%
of adults could not attribute The Arrow clip to any current station.
Specialist Music Tastes
At the end of the research we also wanted to find out what respondents thought of
potential specialist music that we’d looked at in the focus groups. The results from this
part of the survey would help provide the content for specialist music shows and
indicate whether there was a strong enough demand for it to be played alongside the
core Arrow music.
Respondents were asked to state how often they would like to hear different types of
music on a scale from ‘1’ to ‘5’, where ‘1’ means they would not like to hear that type of
music at all and ‘5’ means that they would like to hear it a lot. The music played was
asked to be judged on the style it represents, not the individual song itself.
Modern Rock
The Kooks – She Moves In Her
Own Way
Razorlight- In The Morning
The Zutons – Valerie
Rock ‘n’ Roll
Bill Haley & The Comets: See
You Later Alligator
Buddy Holly: Oh Boy!
Chuck
Berry: Maybellene
22%
23%
18%
11%
68