[cma-l] Audience Figures for Community Radio

Fri Feb 11 10:20:24 GMT 2011

cant hold back any more on this...

I know that the would be clients/partners always ask for audience figures
that's such a small part of our value and we have to educate them about
that...

Zane Ibrahim's line - 'Dont be popular, be necessary' is more complex than
it sounds.  Our real value lies in our potential to be at the heart of a
community and that's about, yes, having an audience, but also being central
to their lives, as a trusted, loved even, source of information etc.  Sure,
our competitors might have a bigger audience but are they trusted and valued
like we are?  That is priceless to any partner.

So how can we capture that?  Of course anecdote and testimonial is useful
and possibly inspiring but we need a rigorous and cheap method that can
prove it... and 'Prove It' just happens to be the name of a project we'll be
launching soon to do just that... [I used to write links for radio you
know...]

'stay tuned'

bests,

Phil

On 11 February 2011 08:56, Ian Hickling <transplanfm at hotmail.com> wrote:

>
> 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
> <http://www.felixstoweradio.co.uk/>
> Registered Number 6419058
> 3 Great Eastern Square, Felixstowe IP11 7DY
> 01394 282123
> Director Community Media Association <http://www.commedia.org.uk/>
> Vice Chairman Suffolk Association of Voluntary Organisations<http://www.savo.co.uk/>
> 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<http:///mc/compose?to=shane@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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