Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

NOP Study – November 2004
Edison Media Research was commissioned by Itchy FM to carry out an independent study of young
adults aged 15 to 39 years in Cornwall. The key objectives were to understand the listening habits,
tastes and interests, music preferences and to obtain evidence of demand for a new radio station which
targets a young adult population aged 15-34; we actually sampled up to age 39 to fully understand the
older edge of the market. Specifically, the study sought to provide answers to the following questions:
• What radio stations are currently listened to by this demographic?
• Which station is favourite and why?
• What are specific listening habits, preferences and are there any trends?
• What makes a good radio station in terms of style, content and theme?
• What are the satisfaction levels and reasons for listening to existing radio?
• Are existing radio stations fully serving this demographic?
• To what extent will listeners try a new radio station, such as we are proposing?
• How will this new radio station affect existing radio listening?
• How do respondents feel about the music ranges we sampled?
• How are we extending choice – where else can you get this music?
• Can we find out main attitudes to music and media consumption?
• How much interest is there in live music, events and station activities?
• What music and brand opportunities exist for a new radio station for young adults?
400 Respondents were interviewed using computer assisted telephone interviewing administered by
NOP World in London. Each survey averaged 22 minutes in length. A postcode-specific random digit
dialling methodology was used to ensure a representative sample. All interviewing was subject to
rigorous monitoring: in accordance with ESOMAR guidelines, 12.5% of all interviews were monitored by
a supervisor. The survey included music sampling. Fieldwork was conducted between the 18th and
24th November 2004. The full tables of this research accompany this application in the confidential
appendix.
Summary of Main Findings of NOP Research Study
Based upon our extensive survey of the Cornwall radio market among 15-39 year-olds, there is a clear
market gap for a new, local, youth-targeted radio service for the county. The young people in this
market are mostly listening to BBC Radio 1 and not exhibiting significant satisfaction with their current
options.
We specifically tested a new radio station that features Dance, Indie, Rock, and more mainstream hit
music that is not being played by local stations. There is very broad interest in such a radio station;
nearly two-thirds of those surveyed responded positively to our description of a new service. In
particular, males and BBC Radio 1 listeners would be most attracted to such a new service.
The research clearly shows that by adding a new radio station that plays music that can’t be heard on
existing local commercial radio and which has a strong local commitment with relevant lifestyle
information and a presence in the community, will clearly increase total listening to radio in Cornwall
and will create stronger satisfaction with the medium in general.
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