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Quick radio listening figure round-up
That 6Music closure? The gift that keeps on giving for the network - it's had a year-on-year doubling of audience in this morning's RAJAR figures.
Can I just point out the Guardian's coverage of digital radio figures seems to have been written in a bit of a rush - it says 6 is up, Asian Network is up, 1Xtra and 5Live Sports Extra are down, and then that Radio 7 "bucked the corporation's digital trend" because its figures were up. Eh?
Also might have been worth mentioning alongside this:
NME Radio rose 17.7% on a year ago and was up 11.9% on the previous quarter to 253,000 listeners.... that the station was canned during the period.
What's clear from these figures is that the digital audience appears to be volatile, which you have to suspect is down to the methodology of counting rather than the actual audiences:
Smash Hits was up 16.1% on the previous quarter, although down 14.3% year on year, to 990,000 listeners.A crash in listeners you can believe. A rally in listeners you can believe. But this rushing up and down by such large amounts each quarter kind of undermines the credibility of the numbers.
In the battle between Chris Evans and Chris Moyles, Evans is winning the who can shed the most listeners race - Evans has misplaced a million in three months, Moyles just 200,000.
3 comments:
I saw one of the RAJAR booklets the other week - a piece of card where you were expected to colour in half-hour listening blocks in return for the promise of some prize draw. A 16% rise for Smash Hits probably means one more person ticking an extra box while in a rush to get down the pub.
Kelvin probably had a point.
[Talking to a 6Music-insider he noted that their audience peaks during Laverne's show as that's when the legion of graphic designers arrive at work.]
Personally I think Evans is doing a sterling job as his demographic was always going to be wildly different to Terry and his TOGs!
I said all along that the "planned closure" of 6music was just a clever marketing ploy. They could have spent millions on advertising but still not managed to double their listening figures. I bet it was all Jonathan Ross's idea. THAT'S what they paid him for..
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