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• There is a very large propensity to listen to a new station for Torbay when Definitely,<br />
Very Likely and Fairly Likely are combined.<br />
• This propensity to try a new station is relatively consistent across all ages and both<br />
males and females, with younger listeners slightly more enthusiastic than older<br />
listeners to trial the station.<br />
The slight skew in female propensity to listen is not as marked as the current skew in listening<br />
habits attracted by the two most popular stations BBC Radio Devon (across the board) and<br />
Gemini <strong>FM</strong> (amongst 15-34s and 55+s). We also noted (p.105B 9) the marked male skew of<br />
listening to BBC Radio’s 1, 2 & 5 within <strong>Palm</strong> <strong>FM</strong>’s key intended demographic which is further<br />
highlighted in our RAJAR Analysis (submitted as an Appendix) and tabled in our Application<br />
(p.105C 17).<br />
7. Please define the term “mid-aged” in relation to the music preferences of the<br />
potential audience (p.105B 4) and provide a breakdown of the responses for all<br />
respondents, including the ‘mid-aged’ group.<br />
The term “mid-aged” was based on the RAJAR 35-54 demographic and our detailed workings<br />
are provided below:<br />
MUSIC BLOCK A (60s) 533 77 78 81 92 77 126 173<br />
ALL 15-24 25-34 35-44 45-54 55-64 65+ 35-54<br />
APPEALS MOST 28.7% 5.2% 12.8% 16.0% 30.4% 44.2% 50.8% 23.7%<br />
APPEALS SECOND 8.4% 5.2% 9.0% 7.4% 10.9% 11.7% 7.1% 9.2%<br />
COMBO 37.1% 10.4% 21.8% 23.5% 41.3% 55.8% 57.9% 32.9%<br />
MUSIC BLOCK B (70s) 533 77 78 81 92 77 126 173<br />
ALL 15-24 25-34 35-44 45-54 55-64 65+ 35-54<br />
APPEALS MOST 11.8% 2.6% 7.7% 9.9% 21.7% 14.3% 13.5% 16.2%<br />
APPEALS SECOND 17.1% 1.3% 6.4% 9.9% 15.2% 35.1% 29.4% 12.7%<br />
COMBO 28.9% 3.9% 14.1% 19.8% 37.0% 49.4% 42.9% 28.9%<br />
MUSIC BLOCK C (80s) 533 77 78 81 92 77 126 173<br />
ALL 15-24 25-34 35-44 45-54 55-64 65+ 35-54<br />
APPEALS MOST 11.1% 9.1% 14.1% 18.5% 14.1% 13.0% 3.2% 16.2%<br />
APPEALS SECOND 13.1% 5.2% 14.1% 8.6% 18.5% 19.5% 11.9% 13.9%<br />
COMBO 24.2% 14.3% 28.2% 27.2% 32.6% 32.5% 15.1% 30.1%<br />
MUSIC BLOCK D (90s) 533 77 78 81 92 77 126 173<br />
ALL 15-24 25-34 35-44 45-54 55-64 65+ 35-54<br />
APPEALS MOST 6.2% 10.4% 9.0% 8.6% 6.5% 2.6% 3.2% 7.5%<br />
APPEALS SECOND 9.9% 5.2% 15.4% 17.3% 15.2% 1.3% 6.3% 16.2%<br />
COMBO 16.1% 15.6% 24.4% 25.9% 21.7% 3.9% 9.5% 23.7%<br />
MUSIC BLOCK E (00s) 533 77 78 81 92 77 126 173<br />
ALL 15-24 25-34 35-44 45-54 55-64 65+ 35-54<br />
APPEALS MOST 12.9% 29.9% 24.4% 14.8% 9.8% 3.9% 2.4% 12.1%
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