Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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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 27
e invaluable for our sponsorship, promotions and events revenue strategy, we have dismissed this additional audience potential in the above predictions. We have compared our Year 3 projections to published RAJAR results with other commercial radio stations which also predominantly target young adults – although there is currently no radio station which is exactly similar in size. The comparisons show that our predictions for audience growth and share are realistic. Station TSA 000’s Year 3 RAJAR Comparisons Weekly Reach 000’s Weekly Reach % Avg Hours p/lstnr Total Weekly Hours Share % Brighton's Juice 107.2 285 43 15 7.3 314 4.3 107.6 Juice (Liverpool) 1,147 123 11 8.5 1,040 4 Fire 107.6 FM 283 48 17 5.8 280 4.4 Beat 106 2,616 429 16 7.6 3,254 6.4 XFM 104.9 10,435 572 5 5.9 3,370 1.6 Galaxy 102 2,257 379 17 8.7 3,308 7.2 Galaxy 102.2 2,025 319 16 7.4 2,357 5 Galaxy 105 4,175 952 23 7.6 7,246 8.2 Galaxy 105-106 2,091 544 26 8.2 4,466 10.5 Kiss 100 FM 10,435 1,527 15 6.4 9,814 4.5 Vibe FM (Galaxy 101) 2,125 258 12 7.2 1,869 3.8 Vibe FM 1,810 312 17 7.7 2,395 5.6 Source: RAJAR Sep-04 Release Notably, Juice 107.2 in Brighton and Fire 107.6 in Bournemouth are the closest in terms of size, albeit still much smaller the Cornwall county coverage area. They show very similar performance when compared to our predictions. Itchy FM Year 3 Reach & Share Comparisons 0% Weekly Reach Impact on Existing Services It is difficult to accurately predict where audience will come from. Our estimates show that Itchy FM will find approximately 45% of its listening from Pirate FM, whilst a further 22% is likely to come from BBC Radio 1; a further 33% is likely to come from more radio listening. (We have not factored listening for other radio stations as this is slight). Our research clearly shows that a third of adults under 39 would actually increase their radio listening if a radio station such as we propose was available. This is understandable in a marketplace which currently offers little choice. We have used the quantitative data in our NOP Study and data from the latest RAJAR September 2004 release to estimate audience migration. Itchy FM predicts a 16% (year 3) share in the 15-34 marketplace, which is some 546,000 listening hours. Based on the full sample of the research (which takes into consideration adults up to 39) our projections are likely to have the following effects: 20% 10% Source of Share of Listening Listening Hours % of Total Pirate FM 246,000 45% BBC Radio 1 120,000 22% New radio listening 180,000 33% Itchy FM Brighton's Juice 107.2 Fire 107.6 FM 28
Page 2 and 3: GENERAL INFORMATION Application for
Page 4 and 5: Rolf Munding Non-Executive Chairman
Page 6 and 7: Martin Dallaghan Current directorsh
Page 8 and 9: o Christopher Weston - A serial hig
Page 10 and 11: Market Opportunity BBC Radio 1 cons
Page 12 and 13: usiness being awarded a Shell Livew
Page 14 and 15: The seasonal uplift in listener vol
Page 16 and 17: This arsenal of advertiser-aligned
Page 18 and 19: only through this genuine investmen
Page 20 and 21: Station’s link with Investor stra
Page 22 and 23: (e) FUNDING The business will be ca
Page 24 and 25: sustain small scale youth media and
Page 26 and 27: Telegraph, Nuts Magazine (IPC) and
Page 30 and 31: Total Hours 546,000 100% Based on t
Page 32 and 33: might incur to achieve such high le
Page 34 and 35: o Newquay: surf / skate, clubbing,
Page 36 and 37: We would also support all station a
Page 38 and 39: A large part of Itchy FM’s likely
Page 40 and 41: Staff structure IMD Radio Cornwall
Page 42 and 43: In addition, IMD Group’s local sa
Page 44 and 45: Director of Radio, Zenith Optimedia
Page 46 and 47: SECTION 105(B) AND (C): CATERING FO
Page 48 and 49: 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 F
Page 50 and 51: spoken word content will provide ed
Page 52 and 53: (b) Proposed format Licence Outline
Page 54 and 55: NOP Study - November 2004 Edison Me
Page 56 and 57: Interest in New Radio Station: When
Page 58 and 59: Radio listeners in Cornwall are wel
Page 60 and 61: Research Conclusions This format cl
Page 62 and 63: collated a number of the most perti
Page 64 and 65: Local meetings Summary of some of t

Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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