BBC rules the radio waves, but audiences are fickle
More than 40% of radio listeners tune in to one of the bigger BBC radio stations, but presenter loyalty is increasingly fickle.
A new study by Atomik Research has revealed the major BBC radio stations still rule the waves, but their presenters are having to battle for audiences as listeners become increasingly fickle.
Well over half (57.39%) of more than 1,000 respondents said they have no loyalty when it comes to radio presenters and are likely to flick and choose. Around four in ten (42.61%) said they tune into the same show more than twice a week, highlighting the fickleness of the modern radio listener who are able to surf the radio highways with ease.
BBC Radio 1 DJ Nick Grimshaw is having to battle to regain lost listeners after almost a million dropped off since the breakfast host took over from Chris Moyles last year. Rajar audience figures revealed audience figures have dropped by 950,000 in the six months to May 2013, with The Today programme on Radio 4 and Chris Evans’ Radio 2 morning slot overtaking the show in terms of listener numbers, highlighting the changeable nature of the modern audience.
But BBC still managed to rule the radio waves, with 41.82% of listeners tuning in to one of their bigger stations (Radio 1, 2, 4, 6, Asian Network etc) and 25.25% opting to listen to a local BBC station. In the commercial realm, listeners preferred local stations over the larger broadcasters. Almost a third (29%) of respondents said they listen to a local commercial station, such as Heart, over only 19.5% who said they like to tune into larger commercials, such as Absolute, Capital or KISS.
Radio listener numbers in the third quarter of 2013 are up by approximately 1.5 million adults compared to the same period last year. Figures released by Rajar revealed 48.3 million adults or 91% of the adult (15+) UK population tuned in to their selected radio stations in the second Quarter of 2013, accounting for a massive 1.03 billion listening hours.
Other Atomik Research confirmed the popularity of radio in relation to other media channels, with a juxtaposition seemingly emerging between platforms. Although social media and online media outlets continue to get more visitor numbers, radio is still overwhelmingly voted as the place people go to hear new music and breaking news.
- Nick Grimshaw Oversees Massive Drop In Radio 1 Listeners (contactmusic.com)
- Nick Grimshaw’s Radio 1 breakfast show loses 300,000 listeners (theguardian.com)
- BBC Radio 1 aims to ‘crack smartphone generation’ by embracing video (theguardian.com)
Radio still trumps YouTube for new music
Almost two-thirds of people say they turn to radio to listen to new music, rather than YouTube, Spotify or other streaming sites.
Despite having more than one billion unique users each month, almost two-thirds of music fanatics say they still turn to the radio over YouTube to listen to new music.
A recent Atomik Research study revealed 63% of 1,282 respondents chose to tune into the radio to hear the latest releases, shunning the proliferation of new music platforms. Only 22% of respondents said they would go to YouTube to listen to new tracks and less than 10% (8.98%) said they would use Spotify or other similar streaming sites.
Interestingly, TV channels are still a popular means for keeping up-to-date with the latest releases. Almost 20% (19.26%) said they would turn to the television-arms of music stations for chart songs, although many firms are looking to develop omnipresence across several channels.
Social media platforms are becoming an increasingly popular means of sharing new music. Just over 5% of respondents said they would take to social channels to get their music fix, suggesting social isn’t the first port of call for new tunes but is becoming increasingly influential in the music mix. Facebook recently revealed that 110 million songs, albums, and radio stations have been played 40 billion times via apps integrated with the social media giant.
But despite the surge in new media platforms, it seems there’s no beating the radio waves when it comes to the latest releases. Of the 1,282 surveyed by Atomik Research, 62.77% said they would tune in to their favorite broadcast channels to hear new music, far more than social media or online streaming sites.
Research by Rajar found 48.3 million adults, or 91% of the adult (15+) UK population, tuned in to their selected radio stations in the second Quarter of 2013. This is up by approximately 1.5 million adults on the same quarter of the previous year (Q2, 2012), amounting to some 1.03 billion listening hours.
Despite speculation that new media is confronting traditional platforms such as TV and radio, it would seem the channels are actually working in juxtaposition. Radio – traditionally relied on for breaking news and airing the most current music – is still relied upon by the lion’s share of the public to do so, whereas social and online platforms are used for separate tasks.
- Boaden highlights radio’s growing threat from Spotify (musicweek.com)