[cma-l] Audience Figures for Community Radio

Fri Feb 11 08:56:17 GMT 2011

I don't 
I think it's crackers that we think we need to rely on figures based on such a shaky premise.
Face up to it - please.
There is no physical method of measuring a radio audience. 
If you really need figures then the caveats should be provided alongside them.
Anything based on their assumed validity should be similarly qualified.
Otherwise, you're fooling yourself - and more importantly fooling your audience, supporters, funders and advertisers.

Date: Thu, 10 Feb 2011 20:05:43 +0000
From: lockwood at btinternet.com
To: cma-l at commedia.org.uk
Subject: Re: [cma-l] Audience figures for Community Radio

Hi

I love the assumptions made by statisticians.

Can I assume the 2.98% Internet listeners being representative - as we had 200,000 unique Internet listeners last month. It's good to know that we have about half of the estimated total audience.

What are the rest of you doing?

Trevor

107.5 FM
Chairman
Felixstowe Radio Community Interest Company 
Registered Number 6419058 
3 Great Eastern Square, Felixstowe IP11 7DY
01394 282123
Director Community Media Association
Vice Chairman Suffolk Association of Voluntary Organisations
Trustee Media Fish Suffolk

--- On Thu, 10/2/11, Clive Glover <clive.glover at btconnect.com> wrote:

From: Clive Glover <clive.glover at btconnect.com>
Subject: Re: [cma-l] Audience figures for Community Radio
To: "Associated Broadcast Consultants" <info at a-bc.co.uk>
Cc: "CMA-L" <cma-l at commedia.org.uk>
Date: Thursday, 10 February, 2011, 9:19

This shows the percentages of total digital listening hours by platform, including Internet, DAB and via digital television (FreeView/Sky/FreeSat) as quoted by RAJAR. 

I don't think you can extrapolate these figures to suggest that because x thousand hours were spent listening to your Internet service then your total audience on FM is Internet hours divide by 2.2 and times 100!

You might get away with something based on the RAJAR figure that 67% of listening is on FM so you could imply that any other listening is on your other platform, ie Internet but I suspect 33% would be a high proportion of the audience for a localised CR service.

When faced with questions about our audience we provide a realistic (we hope) estimate and stress the quality of a CR audience rather than the numbers!

Clive Glover

Radio Verulam

St Albans

On 9 Feb 2011, at 22:13, Associated Broadcast Consultants wrote:
This document says 2.2%, but you'd need to check with James the source of that figure.  http://radiodns.org/wp-content/uploads/2009/03/RadioDNS-EBU_pdf.pdf

Glyn

On 9 February 2011 14:03, Shane Carey <shane at eclectic-productions.co.uk> wrote:

Hi all, 

I have to make an argument for audience reach through FM, based on our online listenership. 

Somebody referred to a study done by Rajar, in which they estimated Web listens equate to 2.9% of total analogue listenership. While this does seem an incredible claim, it would be useful to be able to reference such a report – particularly if conducted by Rajar. 

Has anyone come across it, or heard of something similar? 

Best, 

Shane

Shane Carey
Director
Eclectic Productions
www.eclectic-productions.co.uk
www.reprezent.org.uk
020 8320 0880

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