RAJAR Q4 2009: Commercial radio increases its share of listeners

Commercial radio increased its share of listeners in the last three months of 2009, according to the latest Rajars published today.

A radio
A radio

The industry posted a slight lift to 42.6% of total audience share, up from the previous quarter's performance of 42.4%, and up from 42.2% in the same quarter a year before.

But commercial radio did not dent the BBC's share quarter on quarter, with the corporation's share growing form 55% in Q3 to 55.2% in Q4. Instead, the ‘other listening' category fell back from 2.5% to 2.2%.

National commercial radio's share of overall listening fell back from 10.9% in Q3 to 10.4% in Q4, compared with 10.6% a year earlier.

This was offset by local commercial radio increasing its share to 32.2% from 31.6%, both quarter on quarter and year on year.

Andrew Harrison, chief executive of RadioCentre, the commercial radio industry body, said: "The figures are an added boost to our sector which has benefited from healthy revenues in the Q4 period, which have been maintained into Q1 2010."

The Rajars show radio listening via all digital platforms increased 14% year on year to 20.9% of all listening hours - however, this was down on Q3 2009's figure of 21.1%.

DAB's share was 10.6% compared to 9.9% in the same quarter in 2008, while internet listening's share was 1.8% compared to 1.9%.

Exactly a third of all adults now claim to own a DAB set at home, compared with 29.7% in the same period in 2009.

The number of people who have listened to radio via mobile phone continues to grow, to 13% of all adults this quarter compared to 12.3% in the same period in 2009.

The Q4 Rajar period covers the three months to 20 December. 

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