How do you find out how many listeners a radio station has?
The answer is RAJAR - https://www.rajar.co.uk/listening/quarterly_listening.php
RAJAR stands for Radio Joint Audience Research and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radiocentre on behalf of the commercial sector.
RAJAR measures radio station listenership on a quarterly basis, and has released it's figures for Q4 2019 today.
We have attached a handy table to show how the largest commercial stations in Northern Ireland have performed over the last 15 months.
So, what do these figures mean?
RAJAR measures for each station on the survey how many people listen to the station in an average week and how long they spend listening. This is based on the stations TSA (total survey area or transmission area).
Analysing Q4 2019, there are no huge variations to report. Downtown Country (Northern Ireland’s only dedicated DAB radio station) have seen a substantial loss of listeners in comparison to Q4 2018, however Downtown radio seems to have picked these up. And with Cool FM going from strength to strength, Bauer Media NI is still Northern Ireland's biggest commercial radio network.
U105 have seen a small loss of listeners year on year but are still dominating the 45+ market in Greater Belfast, and Q radio are up 24k listeners since Q4 2018, a great result.
Whilst these figures are important, they aren't the only thing you should consider when buying radio advertising/sponsorship. Geographic area, demographic breakdown, % population reach within that area and so on are also very important.
If you would like some advise on advertising strategy feel free to get in touch - Sarah@kennedymort.com or Fiona@kennedymort.com.