Digital radio audience continues to grow
Digital reach shows continued growth, as 20.5 million people now tune in to digital radio each week, an increase of 2.7 million or 15.4% from Q3, 2009, and an increase of 0.4 million listeners since Q2 2010, according to the latest RAJAR figures released today.
Digital radio now reaches 44% of all listeners each week, up from 39% in Q3, 2009. Digital listening hours have increased to a new high of 262 million hours per week, up by 22.8% from 213 million hours in Q3, 2009.
Digital listening now represents almost one quarter of radio listening at 24.8%, compared to 21.1% in Q3, 2009, an increase of 17.5%. Digital listening has not shown significant growth on a quarter on quarter basis, as there have not been major developments in this quarter. Q3 figures do not include the full effect of recent content developments including the launch of Smooth UK in October, and the expansion of Absolute 90s. Further announcements about new content, cars, coverage and communications programmes should begin to see benefits from Q4 onwards.
Absolute Radio's digital listening share is up to 55.2% in Q3, up from 45.7% in Q2, showing the strong benefits of their digital strategy with the national availability of Absolute 80s, and a strong initial set of results from Absolute 90s. BBC 6 Music has sustained its audience reach, indicating that listeners who found the service are staying with it. The BBC's digital radio strategy is expected to generate further growth in digital listening next year.
Ford Ennals, Chief Executive of Digital Radio UK, said: "We've achieved a step change in digital listening growth in 2010 and we see that sustained in Q3, with 17.5% year on year growth. The Digital Radio Action Plan aims to create a further step change in digital listening in 2011, when we should begin to see the benefits of investment in coverage, content, communications and cars. Absolute Radio's success shows that compelling and distinctive digital content and strong cross promotion is a healthy digital model for the future."
Source: RAJAR / Ipsos - MORI / RSMB, period ending September 2010, all stations and groups' results are reported on their specified reporting period and TSA.
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About Digital Radio UK
Digital Radio UK works with Government, broadcasters, manufacturers, retailers, and a wide range of stakeholders to accelerate digital listening, to enable the expansion of the digital radio platform, and to ensure that industry meets the consumer-led criteria to be achieved by 2013, for a proposed radio switchover in 2015. Digital Radio UK's Board comprises representatives from the BBC, RadioCentre, Arqiva, Global Radio, Bauer Media, GMG Radio, Intellect and the Society of Motor Manufacturers and Traders.