Rother FM - Ofcom Licensing

Section 105 (A): Ability to maintain proposed service
FM, and to BBC Radio Sheffield. Looking at the “likelihood to listen” responses in our
Rotherham market research and weighting “very likely” twice as highly as “likely”, the
research shows that likelihood to listen to Rother FM is 8% less positive than the similar
research carried out in Barnsley for Dearne FM.
An 8% reduction on Dearne FM’s actual RAJAR figures gives us a figure that matches our
prediction based on our experience and knowledge of the marketplace, and therefore we
have used this basis for our projected reach.
In predicting average hours, we have again looked at Dearne FM’s figures, and taken account
of the relatively high percentage of Rotherham’s population that leaves the borough to work,
thus leaving them unavailable for significant daytime listening.
16