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</o:shapelayout></xml><![endif]--></head><body lang=EN-GB link=blue vlink=purple><div class=WordSection1><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Quite frankly there’s no point in consuming electricity and using up valuable spectrum if you have no idea how many people are listening! <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>One of the best things we have done is commission audience research both quantitative and qualitative. We don’t like to go head to head with commercial stations, but when they start quoting RAJAR figures this really gets frustrating. <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Here’s some RAJAR facts;<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>1)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>According to RAJAR their research is statistically inaccurate for stations with a low TSA – below 300,000 - due to the amount of diaries used.<o:p></o:p></span></p><p class=MsoListParagraph><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>2)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>We were quoted by RAJAR near £10,000 per annum the results would not be available for 1 year – your own research could be done in weeks.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>3)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Stations choose the postcodes for their survey – hence are able to influence their figures.<o:p></o:p></span></p><p class=MsoListParagraph><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>4)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Stations can modify their TSA, hence affect share in a particular market.<o:p></o:p></span></p><p class=MsoListParagraph><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>5)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>In my experience very few stations have matching TSA, MCA and published reach in their media pack – An example is of a local youth station claiming more 55+ at PM drive so they could win clients off a local Heart station. <o:p></o:p></span></p><p class=MsoListParagraph><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>6)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>I have filled in a RAJAR diary and I can tell you that unsurprisingly myself and my family weren’t able to recall every 5 minutes of every day which station we listen to – remember every 5 minutes counts as 15 minutes listening!<o:p></o:p></span></p><p class=MsoListParagraph><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoListParagraph style='text-indent:-18.0pt;mso-list:l0 level1 lfo1'><![if !supportLists]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><span style='mso-list:Ignore'>7)<span style='font:7.0pt "Times New Roman"'> </span></span></span><![endif]><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Stations on DAB and FM often don’t have the same coverage hence their RAJARs can be misleading. <o:p></o:p></span></p><p class=MsoListParagraph><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>The bottom line is get your survey’s done, use them to publicise your successes and don’t believe everything commercial radio stations say. <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Alan<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Alan Coote<o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Managing Director <o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>The Bay Radio<o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Office 01202 580200<o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Studio 01202 571028<o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Mobile 07801 518858<o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Email <a href="mailto:alan.coote@thebayradio.com">alan.coote@thebayradio.com</a><o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Web <a href="http://www.thebayradio.com/">www.thebayradio.com</a><o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>The Bay Radio, 25B Elliott Road, Bournemouth, BH11 8LQ<o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> <o:p></o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span lang=EN-US style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><img border=0 width=100 height=103 id="Picture_x0020_0" src="cid:image001.gif@01CBCA17.4ED3E800" alt="Description: The-Bay-logo-small.gif"></span><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><div><div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0cm 0cm 0cm'><p class=MsoNormal><b><span lang=EN-US style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span lang=EN-US style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> cma-l-bounces@mailman.commedia.org.uk [mailto:cma-l-bounces@mailman.commedia.org.uk] <b>On Behalf Of </b>Simon<br><b>Sent:</b> 11 February 2011 9:52 AM<br><b>To:</b> 'Trevor Lockwood'; 'CMA-L'<br><b>Subject:</b> Re: [cma-l] Audience figures for Community Radio<o:p></o:p></span></p></div></div><p class=MsoNormal><o:p> </o:p></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Trevor<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>That must cost you a small fortune in PPL and streaming fees!<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>In the past, Ive asked Canstream for some streaming data for the sector, best, worst, average etc without identifying the stations concerned so that we can do some bench marking. Unfortunately its not been possible. I hope that changes as the comparisons would be useful, anonymous or not.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Simon<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><div style='border:none;border-top:solid #B5C4DF 1.0pt;padding:3.0pt 0cm 0cm 0cm'><p class=MsoNormal><b><span lang=EN-US style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span lang=EN-US style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> cma-l-bounces@mailman.commedia.org.uk [mailto:cma-l-bounces@mailman.commedia.org.uk] <b>On Behalf Of </b>Trevor Lockwood<br><b>Sent:</b> 10 February 2011 20:06<br><b>To:</b> CMA-L<br><b>Subject:</b> Re: [cma-l] Audience figures for Community Radio<o:p></o:p></span></p></div><p class=MsoNormal><o:p> </o:p></p><table class=MsoNormalTable border=0 cellspacing=0 cellpadding=0><tr><td valign=top style='padding:0cm 0cm 0cm 0cm'><p class=MsoNormal style='margin-bottom:12.0pt'>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<o:p></o:p></p><p class=MsoNormal align=center style='text-align:center'><span style='font-size:7.5pt'>107.5 FM<br>Chairman<br><a href="http://www.felixstoweradio.co.uk" target="_blank">Felixstowe Radio Community Interest Company </a></span><o:p></o:p></p><p class=MsoNormal align=center style='text-align:center'><span style='font-size:7.5pt'>Registered Number 6419058 <br>3 Great Eastern Square, Felixstowe IP11 7DY<br>01394 282123<br>Director <a href="http://www.commedia.org.uk/" target="_blank">Community Media Association</a><br>Vice Chairman <a href="http://www.savo.co.uk" target="_blank">Suffolk Association of Voluntary Organisations</a><br>Trustee Media Fish Suffolk</span><o:p></o:p></p><p class=MsoNormal><br><br>--- On <b>Thu, 10/2/11, Clive Glover <i><<a href="mailto:clive.glover@btconnect.com">clive.glover@btconnect.com</a>></i></b> wrote:<o:p></o:p></p><p class=MsoNormal style='margin-bottom:12.0pt'><br>From: Clive Glover <<a href="mailto:clive.glover@btconnect.com">clive.glover@btconnect.com</a>><br>Subject: Re: [cma-l] Audience figures for Community Radio<br>To: "Associated Broadcast Consultants" <<a href="mailto:info@a-bc.co.uk">info@a-bc.co.uk</a>><br>Cc: "CMA-L" <<a href="mailto:cma-l@commedia.org.uk">cma-l@commedia.org.uk</a>><br>Date: Thursday, 10 February, 2011, 9:19<o:p></o:p></p><div id=yiv564988678><p class=MsoNormal>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. <o:p></o:p></p><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal>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!<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal>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.<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal>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!<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal>Clive Glover<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal>Radio Verulam<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal>St Albans<o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><div><div><p class=MsoNormal>On 9 Feb 2011, at 22:13, Associated Broadcast Consultants wrote:<o:p></o:p></p></div><p class=MsoNormal style='margin-bottom:12.0pt'><o:p> </o:p></p><p class=MsoNormal>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" target="_blank">http://radiodns.org/wp-content/uploads/2009/03/RadioDNS-EBU_pdf.pdf</a><o:p></o:p></p><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal style='margin-bottom:12.0pt'>Glyn<o:p></o:p></p><div><p class=MsoNormal>On 9 February 2011 14:03, Shane Carey <<a href="/mc/compose?to=shane@eclectic-productions.co.uk" target="_blank">shane@eclectic-productions.co.uk</a>> wrote:<o:p></o:p></p><div><div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Hi all, </span><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'> </span><span lang=EN-US><o:p></o:p></span></p></div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'>I have to make an argument for audience reach through FM, based on our online listenership. </span><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'> </span><span lang=EN-US><o:p></o:p></span></p></div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'>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><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'> </span><span lang=EN-US><o:p></o:p></span></p></div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Has anyone come across it, or heard of something similar? </span><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'> </span><span lang=EN-US><o:p></o:p></span></p></div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Best, </span><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'> </span><span lang=EN-US><o:p></o:p></span></p></div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'>Shane</span><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif"'> </span><span lang=EN-US><o:p></o:p></span></p></div><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif";color:navy'>Shane Carey</span><span lang=EN-US><o:p></o:p></span></p><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif";color:navy'>Director</span><span lang=EN-US><o:p></o:p></span></p><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif";color:navy'>Eclectic Productions</span><span lang=EN-US><o:p></o:p></span></p><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif";color:navy'><a href="http://www.eclectic-productions.co.uk/" target="_blank">www.eclectic-productions.co.uk</a></span><span lang=EN-US><o:p></o:p></span></p><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif";color:navy'><a href="http://www.reprezent.org.uk/" target="_blank">www.reprezent.org.uk</a></span><span lang=EN-US><o:p></o:p></span></p><p class=yiv564988678msonormal><span lang=EN-US style='font-size:10.0pt;font-family:"Arial","sans-serif";color:navy'>020 8320 0880</span><span lang=EN-US><o:p></o:p></span></p><div><p class=MsoNormal><span lang=EN-US> <o:p></o:p></span></p></div><div><p class=MsoNormal><span lang=EN-US> <o:p></o:p></span></p></div></div></div><p class=MsoNormal><br>_______________________________________________<br><br>Reply - 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