The Arrow - Ofcom Licensing

Cluster
Modern
Rock 4/5
Rock ‘n’ Roll
4/5
Punk 4/5
Ska 4/5
New
Romantic
4/5
New Wave
4/5
Northern
Soul 4/5
Heavy Metal
4/5
Modern Rock 42% 74% 55% 63% 66% 49% 70%
Rock ‘n’ Roll 36% 44% 60% 59% 50% 75% 54%
Punk 35% 25% 47% 43% 44% 29% 54%
Ska 29% 37% 52% 48% 48% 46% 42%
New Romantic 25% 28% 37% 37% 36% 34% 29%
New Wave 45% 41% 64% 63% 63% 51% 59%
Northern Soul 26% 46% 31% 46% 44% 38% 36%
Heavy Metal 41% 38% 67% 47% 43% 51% 41%
This table shows that certain genres of music are compatible, while others are less so. It
appears that New Wave is liked by Ska, New Romantic and Punk fans and Northern Soul
fans also particular like Rock ‘n’ Roll. However, a station playing both Modern Rock and
Northern Soul may be too much of a clash for listeners.
Positive
Attributes of Radio
Respondents were asked to rate the importance of a number of features on radio, rating
them on a scale of ‘1’ to ‘9’ where ‘1’ means they don’t care for it much at all, and ‘9’
means they value it so much that they would consider retuning to another station based
on that quality. This allows us to assess and compare the extent to which each feature
attracts support among the potential audience.
Suitable
music is clearly judged to be the most important aspect of a radio station, 74%
rating
it between ‘7’ and ‘9’. Among all adults it is Smooth FM which leads the way as
the
station that scores highest for ‘music that suits them best’. This suits the type of station
that
Smooth FM is, which is aimed at a slightly more niche market.
These
findings also confirm that most people are not too concerned about having upto-date
music; with the core arrow target of 40-59 year olds scoring it as low as 5.5 out of
9.
Playing old favourites is important, with BBC Radio 2 scoring best for this attribute. This
suggests
that such music that has dropped off the play lists of pop-based FM ILR stations
has strong appeal. There is also evidence of demand for consistency in approach, with
respondents
expecting to hear music they enjoy at all times.
73