[cma-l] Listening figures

[Darren Holmes]

Alison,

Not wishing to question the 42% listnership, but if 231 were asked, 98 
had heard of the station and 42 of that 98 had listened, then yes 42% of 
the 98 had listened.

However in reality 18% of all people asked had listened (42 out of the 
231 surveyed), not that there is anything wrong with 18% either, many 
ILR stations would give their second studio for an 18% reach!

Darren Holmes
Station Director
Penistone Community Radio Limited

> -----Original Message-----
> From: Al Garthwaite
> Sent: 03 June 2008 18:27
> 
> Subject: Re: [cma-l] Listening figures
> 
> The figures for LeedselevenFM:
> 
> 231 interviews conducted in all.
> 
> Intro blurb, then
> 
> Q1: Have you heard of LeedselevenFM?
> A1: 98 yes. 42.42% (slightly lower than I said before. Mis-recalled. Now
> checked.)
> 
> Q2: (if yes) How have you heard of it?
> A2: Majority knew of it through leaflets and posters.
> 
> Q3: (to those who had heard of it): Have you had a chance to listen to any of the programmes?
> A3: 42 of the 98 said yes. That's 42.857%.
> 
> Q4: (If yes) What did you listen to & What did you think of the programme/s?
> A4: Various answers.
> 
> Q5: Do you think it's a good idea to have a local community radio station with news, music, talk programmes...
> A5: 215 yes. Some additional comments recorded.
> 
> Interviewers were mainly, as I said, volunteers. We gave them all some
> training and guidance before they went out. They did, of course, go out and about in our local Leeds 11 area. In the city centre, or another part of Leeds, we would expect the figures to be very much lower.
> 
> We have kept copies of all the completed forms, who the interviewer was in each case, at what location, and the time and date.
> 
> As the RSL in question took place last August, unfortunately students were not available to undertake it as part of their coursework.
> 
> I am very glad that this correspondence has arisen, as it has given me lots of ideas and led me to return to the survey. I have renewed my enthusiasm for putting together the results as part of our report on the station so far, along with a qualified academic in the field from Leeds Met University, who will advise on presentation, add all necessary and appropriate comments as to the reliability and significance of the results, and advise on our best course of action in the future.
> 
> All best wishes
> 
> Al
> 
> Alison Garthwaite
> Director
> Vera Media & LeedselevenFM
> 30-38 Dock Street
> Leeds LS10 1JF
> +44(0)113 242 8646
> 
> http://www.LeedselevenFM.co.uk
> 
>> -----Original Message-----
>> From: idea [mailto:idea at mcr1.poptel.org.uk]
>> Sent: 03 June 2008 14:00
>> 
>> Subject: Re: [cma-l] Listening figures
>> 
>> Interesting stuff
>> 
>> I'm not sure what is decribed here by Alison should be considered
>> "statistically significant or quotable".
>> 
>> The figures of 47% heard of the station and 45% listened to any
>> programme are both REMARKABLE. Though a small number of established
>> commercial and BBC stations will exceed this name recognition from a
>> balanced sample e.g.  in self completion survey bundled in RAJAR radio
>> listening booklets I don't think any would get a figure for listened at
>> least once that was anywhere near this high. Especially not in an RSL
>> situation.
>> 
>> I smell leading questions here. Plus untrained interviewers. Plus a
>> pretty low response rate. I reckon it would cost about £2 per interview
>> to get 250 street interviews done properly, plus the cost of devising
>> the survey and processing the results. Worth far more than any ad hoc
>> personnel and methodology.
>> 
>> RAJAR use a deck of cards with all (most) of the stations available in
>> the particular area - usually about 60 - and if the respondents are
>> fully cooperative all cards are either picked or examined twice - they
>> certainly get the chance to look twice at every card - and respondents
>> are also asked if there are any other stations they listen to (or hear)
>> that are not included among the cards.
>> 
>> Typically a small few do mention a community station, a small few an
>> overseas station e.g. France Anterre or KOP (Kenya) or RTE or similar,
>> or a niche service e.g. BBC Arabic.
>> 
>> ALL FM gets a mention from somewhere between 1-30 and 1-45 residents in
>> its area. When I've done such assignments in Salford - only a small
>> number - I've never had a respondent mention SCR, though I know the
>> station myself, have been on it a few times and do know your DJ councillor.
>> 
>> In terms of the interviewers age, demeanour etc these youngsters
>> mentioned might well get a good response from a broad range 15-24 most
>> prized by commercial radio, whereas 45 year old women might not. Even if
>> there is some sort of light demographics applied. Skewed, skewed,
>> skewed. And very remarkable results.
>> 
>> RAJAR surveys have approximately 3000 interviews weekly across the
>> country in structured (and then weighted) samples with 200 sample
>> points, are placed door to door with proper demographic interview, and
>> they are conducted by trained ipsos MORI personnel with no leading, 10%
>> backchecks and strong supervision. About 150,000 interviews and radio
>> diaries completed a year nationally.
>> 
>> The CMA might try striking a deal with RAJAR/ipsos MORI to have a
>> generic "Community Radio" card in the deck or some other means of
>> getting on the RADAR. But although this is a not-for-profit org the
>> costs are shared by all the stations and there is likely to be a cost
>> involved in this.
>> 
>> And also danger of disappointing and not tremendously statistically
>> significant results. This is probably already an issue for the smallest
>> of the digital stations that are included. And because of the brand =
>> Leedseleven there will be recognition from the postcode i.e. false
>> positives and on the listening question probably some kindness from
>> respondents ... and/or they are self selecting local radio heads.
>> 
>> The number of downloads and hits and response to comps (if genuinely all
>> uniques) are very likely the best you've got for the moment.
>> 
>> If Steve Suttie or Councillor Jim has a budget to construct some proper
>> listener research you'll find my email address above, or if you have a
>> big budget - contact ipsos MORI Manchester office (it's in the Triangle)
>> or the RAJAR team at ipsos MORI Harrow.
>> 
>> It is too late for the 2008 round but in theory Salford Council could
>> add a question about community media to an NDC (New Deal for
>> Communities) or other Living in Salford surveys that are going on. The
>> next NDC one may be 2010. Or it could be put in what's on IN Salford or
>> the Salford Star or get cross promoted with the various festivals in the
>> city.
>> 
>> But if you want respectable data you will need respectable methods to
>> collect it. And to go from a 45% figure discovered in this way to any
>> truthful or meaningful listenership would IMO be ill-advised and not
>> credible.
>> 
>> Best wishes
>> 
>> Chris Paul