Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

Total Hours 546,000 100%
Based on these estimates, we have calculated that Pirate FM will see some 14% of its total 15+ share
in Cornwall (not including Plymouth), whilst BBC Radio 1 will see a 10% loss in its share of audience.
Other listeners
In addition to the 72,947 regular listeners we expect to attract by Year 3, we expect to capture a
significant proportion of the younger transient audience which forms nearly 1.5 million visitors to
Cornwall each year. Marketing and promotions centred around local events and brand partnerships will
ensure the Itchy FM logo and frequency is highly exposed to this vast audience potential. There is
every reason to anticipate that with effective marketing many of these young adult visitors will also tune
into “Cornwall’s 105 & 107 Itchy FM” during their stay. We will use dipstick research to measure and
evaluate this additional audience penetration.
Age based programming
Our audience projections have a clear focus on young adults aged 15-34, with virtually no audience
whatsoever in older demographics. Our NOP study surveyed 15-39 adults to allow us to monitor the
edge of our format focus. This enables us to firmly concentrate our marketing and programming efforts
most effectively, winning audience over from BBC Radio 1. Such a strategy also confines the inevitable
incursion into Pirate FM’s audiences to the younger demographic, who are least targeted in their
programming output.
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