Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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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. 53
Existing Listening Habits BBC Radio dominates the younger market: An considerable portion of current radio listening in Cornwall is going to BBC stations. 56% of respondents lists one of the three primary BBC channels (1, 2 or 4) as their favourite station. BBC Radio 1 is dominant with 42% saying they listen to the station most. Amongst 15 to 24s, BBC Radio 1 dominates even more completely: An incredible 62% of respondents in this age group list BBC Radio 1 as the station they listen to most, their P1 station. Satisfaction with radio in general is quite low, no doubt owing to the lack of options. As compared to what we see in markets around the world, far fewer Cornwall residents are “completely satisfied” with their P1 station.” BBC Radio 1 listeners have a very low level of satisfaction for the station: An exceedingly low 28% of BBC Radio 1 listeners say they are “completely satisfied” with that station. Among 15 to 39s, Radio 1 and Pirate FM own the market; being the only two stations with significant cumulative audiences: 73% and 78%, respectively, of the 15-39 year olds in Cornwall say they have listened to these stations in the week before they took the survey. Research indicates that younger listeners (those under age 35) will be significantly more receptive to this new station than those at the older end (age 35 to 39). A few examples: Market wide Station Satisfaction: When looking at listener's satisfaction with the radio station they listen to most, those aged 35 to 39 are significantly more content with their current choices than those aged 15 to 34. Among 35 to 39s, 40% are "completely" satisfied with their current favourite station. In contrast, only 30% of those 15 to 34 are "completely" satisfied. In addition, 90% of those aged 35 to 39 are either "mostly" or "completely" satisfied with the station they listen to most. So, while this new format option scores very well among younger listeners, those aged 35 to 39 are less likely to abandon their current "favourite" station when it arrives. Pirate FM ("listen to most") Satisfaction: Among those who listen to Pirate FM most, younger listeners are far less satisfied with the station than older listeners. Among those 18 to 34 who listen to Pirate most, only 29% were "completely" satisfied with the station. Among those aged 35 to 39, 45% were "completely" satisfied. In addition, twice as many 18 to 34s said they were "not very" satisfied as those aged 35 to 39 (17% to 8%). So, again listeners on the older end are less likely to switch stations because they are more content with that what they currently have on the radio. 54
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 28 and 29: Audience Projections Itchy FM predi
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 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
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Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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