Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

Audience Projections
Itchy FM predicts a total of 51,000 weekly listening hours in its first year, rising to 73,000 by the third
year of operation, which is a market share of 3% rising to 5% from years 1 to 3 respectively. Amongst
its target audience of under-35s, this represents a 16% market share by the third year.
Audience Projections Table Demographic Year 1 Year 2 Year 3
TSA Target 15-34 106,841 106,841 106,841
Weekly Reach 000's 49,085 59,604 70,122
Weekly Reach % 46% 56% 66%
Weekly Total Hours 314,245 441,102 546,256
Weekly Average Hours 6.4 7.4 7.8
Market Share 9% 13% 16%
TSA All Adults 15+ 412,912 412,912 412,912
Weekly Reach 000's 51,063 62,005 72,947
Weekly Reach % 12% 15% 18%
Weekly Total Hours 320,078 449,435 556,575
Weekly Average Hours 6.27 7.25 7.6
Market Share 3% 4% 5%
In determining our projections, we have looked to our research and additional data from published
audience figures, our monitoring study and a comparison against existing comparable UK commercial
radio stations.
Our research clearly shows that we can expect a
strong interest from launch. The November 2004
NOP Study shows that 57% of respondents stated
they would strongly like to listen to the type of music
radio station we propose, of which a quarter
predicted it would be their favourite station. A quarter
of all respondents in the sample said they would
listen only a little, leaving just 14% saying they would
rarely listen. Combined, this suggests that over 80%
of all adults under 39 would listen to Itchy FM, with
two thirds listening a lot.
There is strong evidence that Itchy FM can deliver its third year weekly reach projections of 66%
amongst 15-34 adults. They are deliberately cautious. In calculating weekly listening hours and share,
however, we have taken into account the existing commitment of existing listening from other radio,
mainly being BBC Radio 1 and Pirate FM which dominate the younger adult marketplace.
Whilst 57% of all respondents currently listen to BBC Radio 1 the most, only 3% of this audience said
they were “completely satisfied”, as opposed to a more loyal Pirate FM listener trend, of which only
11% said they were likely to make a new station their favourite.
The research shows Itchy FM will quickly attract listeners and further shows evidence of converting
these to loyal listeners. Our music-led, locally oriented output will offer a compelling alternative to
national output from BBC Radio One and also a choice for Pirate FM’s younger audience who currently
listen to a local service which is predominantly targeting an older audience.
Our RAJAR research will not track the transient holiday visitors which make up 1.45 million 15-34 year
olds per annum, according to County Council and Tourism data. We have made budgetary provision to
carry out supplemental brand recall / dipstick research to identify listening to Itchy FM. Whilst this will
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