Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

SECTION 105 (D): EVIDENCE OF LOCAL DEMAND OR SUPPORT
(a) Evidence of demand
This section should provide an analysis of the reasons as to why it is considered that there is a demand
for the type of service proposed, with reference to the size and nature of the proposed target audience.
If original market research has been undertaken, please provide the following information:
o A statement of the key objectives of the research
o The specific questions that the research sought to answer
o How the research was conducted
o The size and composition of the samples
o When and where the research was conducted
o A summary of the main findings from the research, showing how these demonstrate evidence of
demand for the service proposed
o Full data tables for any quantitative research undertaken (these may be submitted in
confidence)
To assess the demand for the proposed service, and its financial viability, IMD Radio has undertaken
an extensive programme of research and consultation over several years. The first piece of research
we analysed started with a broad sweep of general radio listening in the South West, and our research
has become more focussed throughout the last few years. It has culminated in IMD Radio
commissioning a very extensive piece of final research - an NOP Study of Cornwall’s young adult
listenership by Edison Research in November 2004.
In addition to the qualitative research, we have conducted a monitoring study, RAJAR analysis, focus
groups and consultation. To understand demand for advertising and sponsorship, we have conducted a
full revenue study.
The NAA study two years ago set the scene. In September 2002, NAA Research conducted a demand
study which we have used to further understand the marketplace. The sample covered Truro and
Newquay, but also included Plymouth, and covered the 15-44 year old market, in order to gain a
general overview of the shape of the South West’s radio market. The main findings were that 60% of
all listeners under 44 listened to BBC Radio One and 64% of ILR listeners also tuned to BBC Radio
One (with the greatest propensity within the under 35s), demonstrating low loyalty to existing
commercial services. BBC Radio One was more likely to be listened to for new music than the existing
heritage ILR stations. A commercial station that would provide a locally relevant service in a manner
that would draw listeners from BBC Radio One appeared to be the gap. This was just one of the
factors IMD Radio Cornwall has used to hone its proposition.
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