Masti Radio - Ofcom Licensing

Considering the number of Asian non-listeners we found, the Rajar style weekly reach
equivalents of the percentages shown below would be about half the size of the values
expressed. Stations heard by less than 3% of Asian radio listeners in all age groups
were excluded from this table. Indeed, of the 45 station options originally listed, only 6
stations had ever been heard by more than 10% of all Asian radio listeners.
We asked Asian radio listeners to tell us what stations they had ever heard
MASTI RADIO ASIAN RESEARCH
STUDY – December 2004
Adult
Listeners 15 – 24 25 - 34 35 – 44 45+
BBC Radio 1 33.90% 38.80% 36.30% 28.40% 25.00%
BBC Radio 2 8.10% 6.70% 8.90% 10.50% 7.10%
BBC Radio 3 3.20% 2.20% 3.40% 3.20% 4.80%
BBC Radio 4 4.40% 2.20% 5.50% 7.40% 3.60%
BBC Radio Five Live/Sports Extra 8.10% 5.10% 11.00% 5.30% 13.10%
BBC Asian Network (digital) 25.60% 24.20% 24.00% 26.30% 31.00%
BBC World Service 2.20% 1.10% 0.70% 2.10% 7.10%
1XTRA (digital) 2.40% 5.60% - - 2.40%
BBC GMR 2.80% 0.60% 3.40% 2.10% 7.10%
Any other BBC Local Station 1.60% - 4.80% 1.10% -
Key 103 37.50% 47.20% 38.40% 26.30% 27.40%
Magic 1152 5.40% 6.20% 6.80% 4.20% 2.40%
Capital Gold 3.00% 2.20% 2.70% 4.20% 3.60%
105.4 Century FM 6.20% 6.20% 8.90% 5.30% 2.40%
100.4 Smooth FM 4.60% 2.20% 7.50% 4.20% 4.80%
Asian Sound Radio 85.90% 82.60% 85.60% 86.30% 92.90%
Galaxy 102 43.50% 62.90% 37.00% 32.60% 25.00%
96.2 The Revolution 10.30% 9.60% 13.70% 7.40% 9.50%
107.4 Tower FM 4.40% 5.60% 4.10% 4.20% 2.40%
Classic FM 2.60% 1.10% 2.10% 5.30% 3.60%
Talk SPORT 4.00% 2.20% 4.80% 5.30% 4.80%
Virgin Radio 4.60% 5.10% 4.80% 3.20% 4.80%
Sunrise Radio Yorkshire (103.2 FM
Bradford area) 8.50% 9.60% 6.80% 8.40% 9.50%
Sunrise Radio (London and digital) 8.70% 7.90% 11.60% 6.30% 8.30%
Yarr Radio (digital) 5.00% 7.90% 3.40% 2.10% 4.80%
Masti Radio (Internet only) 3.60% 6.20% 3.40% 1.10% 1.20%
Kiss (digital) 8.50% 15.70% 6.80% 3.20% 2.40%
The Hits (digital) 2.60% 5.60% 1.40% 1.10% -
Smash Hits Radio (digital) 6.30% 10.70% 4.80% 3.20% 3.60%
Any other digital radio station 2.00% 1.10% 0.70% 3.20% 4.80%
Weekly Audiences
When Asian radio listeners were asked what stations they listened to regularly and had
heard during the past week the field narrowed still further. Stations with a weekly
audience of less than 2% of Asian radio listeners have been excluded from the table
below for clarity, though we’d like to point out that Masti Radio was already attracting 1%
of all Asian listeners by the time this survey was carried out (December 2004), despite
only launching on 1 st November 2004 and only being available in the Manchester area
via the Internet and ‘overspill’ DAB reception. (In our latest survey it has 2%).
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