Four times a year the radio industry receives its health check when RAJAR, the official body in charge of measuring radio audiences in the UK delivers the quarterly listening data to radio stations up and down the country.
It’s that moment when you find out if what you are doing is proving to be a hit with your listeners. It’s a big deal, especially for commercial radio stations, as a bad set of figures can have an impact on advertising revenue.
This week we received the data for the period up to the 17th December 2017.
In this digital age, with more stations to choose from than ever before, including a couple of new stations local to North Yorkshire launching in the last 18 months, we can’t be complacent. We have worked hard to make sure we are providing the best radio station we can for the area, with the hope that people will choose us to listen to above the competition.
I am delighted to say that our figures were good. A 10% increase in the number of weekly listeners is a huge seal of approval to what we do. Now a whopping 52,500 adults tune in to Yorkshire Coast Radio each week, which is 47% of the area’s population. Incidentally, a weekly reach of 47% is the highest of any radio station in England, and an achievement we are very proud of.
There was further confirmation of our appeal with a 23% increase in the length of time spent listening. Total listening hours now stand at almost half a million hours a week, and as a result of the increase in reach and hours, our share of all radio listening rose to 19.7%
Yorkshire Coast Radio maintains its position as the number one radio station in the area, with the lead over BBC Radio 2 growing. The chart below shows radio listening in the Yorkshire Coast Radio total survey area. ‘Other Radio’ is stations that are not surveyed by RAJAR, but which respondents said they listened to.
It’s reassuring to know that the hard work of the team here is both enjoyed and appreciated by a growing number of people. We strive hard every day to provide the best local news and information, and to be entertaining and engaging and play a mix of great songs.
Our growing audience is great news for local businesses choosing to work with us. No other local radio station in the area can reach as many ears as Yorkshire Coast Radio does!