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I don't <BR>
I think it's crackers that we think we need to rely on figures based on such a shaky premise.<BR>Face up to it - please.<BR>
There is no physical method of measuring a radio audience. <BR>
If you really need figures then the caveats should be provided alongside them.<BR>
Anything based on their assumed validity should be similarly qualified.<BR>
Otherwise, you're fooling yourself - and more importantly fooling your audience, supporters, funders and advertisers.<BR>
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Date: Thu, 10 Feb 2011 20:05:43 +0000<BR>From: lockwood@btinternet.com<BR>To: cma-l@commedia.org.uk<BR>Subject: Re: [cma-l] Audience figures for Community Radio<BR><BR>
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<TD vAlign=top>Hi<BR><BR>I love the assumptions made by statisticians.<BR><BR>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.<BR><BR>What are the rest of you doing?<BR><BR>Trevor<BR><BR>
<DIV style="TEXT-ALIGN: center"><FONT size=1>107.5 FM<BR>Chairman<BR><A href="http://www.felixstoweradio.co.uk/" rel=nofollow target=_blank>Felixstowe Radio Community Interest Company </A></FONT></DIV>
<DIV style="TEXT-ALIGN: center"><FONT size=1>Registered Number 6419058 <BR>3 Great Eastern Square, Felixstowe IP11 7DY<BR>01394 282123<BR>Director <A href="http://www.commedia.org.uk/" rel=nofollow target=_blank>Community Media Association</A><BR>Vice Chairman <A href="http://www.savo.co.uk/" rel=nofollow target=_blank>Suffolk Association of Voluntary Organisations</A><BR>Trustee Media Fish Suffolk<BR></FONT></DIV><BR><BR>--- On <B>Thu, 10/2/11, Clive Glover <I><clive.glover@btconnect.com></I></B> wrote:<BR>
<BLOCKQUOTE style="PADDING-LEFT: 5px; MARGIN-LEFT: 5px"><BR>From: Clive Glover <clive.glover@btconnect.com><BR>Subject: Re: [cma-l] Audience figures for Community Radio<BR>To: "Associated Broadcast Consultants" <info@a-bc.co.uk><BR>Cc: "CMA-L" <cma-l@commedia.org.uk><BR>Date: Thursday, 10 February, 2011, 9:19<BR><BR>
<DIV id=ecxyiv564988678>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.
<DIV><BR></DIV>
<DIV>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!</DIV>
<DIV><BR></DIV>
<DIV>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.</DIV>
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<DIV>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!</DIV>
<DIV><BR></DIV>
<DIV>Clive Glover</DIV>
<DIV><BR></DIV>
<DIV>Radio Verulam</DIV>
<DIV><BR></DIV>
<DIV>St Albans</DIV>
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<DIV>
<DIV>On 9 Feb 2011, at 22:13, Associated Broadcast Consultants wrote:</DIV><BR class=ecxyiv564988678Apple-interchange-newline>
<BLOCKQUOTE>This document says 2.2%, but you'd need to check with James the source of that figure. <A href="http://radiodns.org/wp-content/uploads/2009/03/RadioDNS-EBU_pdf.pdf" rel=nofollow target=_blank>http://radiodns.org/wp-content/uploads/2009/03/RadioDNS-EBU_pdf.pdf</A>
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<DIV>Glyn<BR><BR>
<DIV class=ecxyiv564988678gmail_quote>On 9 February 2011 14:03, Shane Carey <SPAN dir=ltr><<A href="http:///mc/compose?to=shane@eclectic-productions.co.uk" rel=nofollow target=_blank>shane@eclectic-productions.co.uk</A>></SPAN> wrote:<BR>
<BLOCKQUOTE style="PADDING-LEFT: 1ex" class=ecxyiv564988678gmail_quote>
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<P class=ecxyiv564988678MsoNormal><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Hi all, </SPAN></FONT></P>
<DIV><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt"> </SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
<P class=ecxyiv564988678MsoNormal><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">I have to make an argument for audience reach through FM, based on our online listenership. </SPAN></FONT></P>
<DIV><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt"> </SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
<P class=ecxyiv564988678MsoNormal><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">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. </SPAN></FONT></P>
<DIV><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt"> </SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
<P class=ecxyiv564988678MsoNormal><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Has anyone come across it, or heard of something similar? </SPAN></FONT></P>
<DIV><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt"> </SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
<P class=ecxyiv564988678MsoNormal><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Best, </SPAN></FONT></P>
<DIV><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt"> </SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
<P class=ecxyiv564988678MsoNormal><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt">Shane</SPAN></FONT></P>
<DIV><FONT size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; FONT-SIZE: 10pt"> </SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
<P class=ecxyiv564988678MsoNormal><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt">Shane Carey</SPAN></FONT><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt"></SPAN></FONT></P>
<P class=ecxyiv564988678MsoNormal><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt">Director</SPAN></FONT></P>
<P class=ecxyiv564988678MsoNormal><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt">Eclectic Productions</SPAN></FONT></P>
<P class=ecxyiv564988678MsoNormal><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt"><A href="http://www.eclectic-productions.co.uk/" rel=nofollow target=_blank>www.eclectic-productions.co.uk</A></SPAN></FONT></P>
<P class=ecxyiv564988678MsoNormal><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt"><A href="http://www.reprezent.org.uk/" rel=nofollow target=_blank>www.reprezent.org.uk</A></SPAN></FONT></P>
<P class=ecxyiv564988678MsoNormal><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt">020 8320 0880</SPAN></FONT></P>
<DIV><FONT size=3 face="Times New Roman"><SPAN style="FONT-SIZE: 12pt"> </SPAN></FONT><FONT color=navy size=2 face=Arial><SPAN style="FONT-FAMILY: Arial; COLOR: navy; FONT-SIZE: 10pt"></SPAN></FONT><BR class=ecxyiv564988678webkit-block-placeholder></DIV>
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