A detailed analysis of the audiences for radio broadcasting in the Swansea market in the UK, written by Grant Goddard in June 2005 for Laser Broadcasting Limited.

1. THE SWANSEA, UNITED
KINGDOM RADIO MARKET
by
GRANT GODDARD
www.grantgoddard.co.uk
July 2005

2. EXECUTIVE SUMMARY
Highlights








Hours listened to all radio have increased by 26% in Swansea (while
remaining stable nationally) over the last five years
Hours listened to BBC Radio have increased by 31% in five years [UK: 6%
increase]
Hours listened to BBC Radio Wales have increased by 78% in five years
Hours listened to BBC Radio Four have increased by 73% in five years
Hours listened to commercial radio have increased by 18% in five years
[UK: 7% fall]
Hours listened to local (excluding regional) commercial radio have fallen
by 10% in five years
Hours listened to local commercial station The Wave have fallen by 37% in
five years
Hours listened to regional commercial radio have grown since Real
Radio launched in 2000
As a result:







BBC Radio’s share of listening has increased from 52% to 54% in five
years [UK: 51% to 54%]
Commercial radio’s share of listening has fallen from 47% to 44% in five
years [UK: 47% to 44%]
BBC Radio Wales’ share of listening has increased from 9% to 12% in five
years
BBC Radio Four’s share of listening has increased from 8% to 10% in five
years
Local (excluding regional) commercial radio’s share of listening has fallen
from 33% to 23% in five years
The Wave’s share of listening has fallen from 19% to 10% in five years
regional commercial radio’s share of listening has grown to 12% since
Real Radio launched in 2000
Hours listened to all radio have increased substantially, driven by the launch of
Real Radio in 1990 and by the increasing popularity of BBC Radio Wales and
BBC Radio Four.
As a result, listening to local commercial station The Wave has fallen
dramatically, particularly in the 25-44 demographic. Some of this audience has
transferred to Real Radio, some to BBC Radio Wales, and some even to BBC
Radio One (whose hours listened are up 20%).
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 2

3. The launch of Real Radio has been insufficient to stem the declining appeal of
commercial radio as a whole, reflecting the similar pattern that exists across
the UK.
Real Radio’s appeal extends equally across the 25-54 demographic, and even
considerably into the 15-24 demographic. Its output appeals to the C2DE
demographic twice as much as to the ABC1 demographic.
Although less significant, BBC Radio Cymru is increasing its hours listened
over the long run.
Unlike other areas of the UK, BBC Radio Two has shown little growth in the
last five years, but the station is ranked #1 in the market.
BBC stations take four of the top five positions in the market (in order: Radio 2,
Radio Wales, Real Radio, Radio One, Radio Four). Five years ago, the BBC
took three of the top five positions (in order: The Wave, Radio Two, Radio
One, Swansea Sound, Radio Wales).
Even two years ago, The Wave continued to be ranked #1 in the market. Now
it ranks #6.
The addition of a new commercial station in 2000 – Real Radio – has
increased listening to commercial radio, but relatively less than the increase in
BBC radio listening.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 3

4. Details
All Radio
 Radio reaches 89% of the adult population in Swansea [UK: 90%]
 Radio as a medium shows no sign of decline in Swansea, as hours listened
have increased by 26% over the last five years [UK: no change]
 This 26% increase in radio listening is attributable to the increasing
popularity of BBC Radio and new commercial station Real Radio
 Radio is having more success reaching all the older demographics above
age 45
BBC Radio
 BBC Radio has substantially increased its appeal in Swansea over the last
five years:
o Reach has increased from 59% to 65%
o Share has increased from 52% to 54%
o Hours listened have increased by a huge 31% [UK: 6% increase]
Commercial Radio
 Commercial radio’s appeal has not grown significantly in Swansea over the
last five years:
o Reach has increased from 59% to 62%
o Share has fallen from 47% to 44%
o Hours listened have increased by 18% [UK: 7% decrease]
96.4 FM The Wave
 Commercial radio’s declining share is wholly attributable to the massive fall
in popularity of the market’s heritage ILR station The Wave over the last
five years:
o Reach has fallen from 30% to 24%
o Share has fallen by almost half from 19% to 10%
o Hours listened have fallen by 37%
 This dramatic decline in hours listened is accelerating. The last year alone
saw a 17% fall in hours listened
 Two years ago, The Wave was still the market leader. It has since fallen to
sixth place in the Swansea market, and has less than three-quarters of the
share of market leader BBC Radio Two
 The Wave has lost substantial listening in almost all age groups over the
last five years:
o share among 15-24 year olds has fallen from 37% to 24%
o share among 25-34 year olds has more than halved from 35% to 16%
o share among 35-44 year olds has fallen by more than two-thirds from
30% to 9%
 The Wave has lost substantial share of listening in the C2DE demographic,
from 22% to 11% in the last five years
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 4

5. Real Radio
 New regional station Real Radio continues to make substantial headway in
the Swansea market, where it is ranked third to BBC Radio Two and BBC
Radio Wales. Over the last five years:
o Reach has grown to 23%
o Share has grown to 12%
 Real Radio has almost equal appeal within all age groups from 25 to 54
 Real Radio appeals to both sexes
 Real Radio appeals predominantly to the C2DE demographic
BBC Radio Wales
 The BBC station is also showing strong growth and, in the last five years:
o Reach has grown from 17% to 22%
o Share has grown from 9% to 12%
o Hours listened have grown by a remarkable 78%
o The station is ranked #2 in the market, compared to #5 five years ago
Local versus regional commercial radio
The substantial decline of listening to local commercial radio in the Swansea
market has been accompanied by an increase in listening to the new regional
station Real Radio. Listener affinity has switched from local commercial radio
to regional commercial radio and, to a greater extent, to BBC Radio. Over the
last five years:
 Regional commercial radio’s share of listening is up from 0% to 12%
 Local commercial radio’s share of listening is down from 33% to 23%
 Local commercial radio’s hours listened are down 10%
BBC Radio One
Reach steady at 22% (all comparisons over last five years)
Share down from 12% to 11%
Hours listened up 20%
BBC Radio Two
Reach up from 21% to 25%
Share down from 18% to 14%
Hours listened down 6%
BBC Radio Three
Reach steady at 2%
Share down from 0.5% to 0.3%
Hours listened down 16%
BBC Radio Four
Reach steady at 12%
Share up from 8% to 10%
Hours listened up 73%
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 5

6. BBC Radio Five
Reach down from 9% to 6%
Share down from 3% to 2%
Hours listened down 23%
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 6

7. ALL RADIO
ALL RADIO: HRS LISTENED [indexed]
ALL RADIO: % REACH
100%
12000
90%
80%
10000
70%
8000
60%
50%
6000
40%
4000
30%
20%
2000
10%
0
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Listening to all stations has remained steady over the last five years. Reach
has fluctuated between 82% and 89%. By comparison, across the whole UK,
radio has a 90% weekly reach.
Hours listened have increased by a substantial 26% over the last five years
whereas, across the UK, hours listened to radio have remained steady (when
indexed against population changes).
Within the total population, changes are evident in the success of radio at
reaching different age groups:
ALL RADIO % REACH BY AGE
ALL RADIO % REACH BY AGE
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
35-44
45-54
15-24
10%
25-34
0%
55-64
10%
65+
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
While radio’s reach in the 15-24, 25-34 and 35-44 year old age groups has
been very steady, notable increases are evident in all the older age groups.
Over the last five years, reach has increased from 81% to 87% in 45-54 year
olds, from 80% to 87% in 55-64 year olds, and from 72% to 90% in 65+ year
olds. These are remarkable increases in age groups that are not so easy to
market new radio services to.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 7

8. COMMERCIAL RADIO
COMMERCIAL RADIO: % SHARE
COMMERCIAL RADIO: % REACH
70%
60. 0%
60%
50. 0%
50%
40. 0%
40%
30. 0%
30%
20. 0%
20%
10. 0%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Commercial radio (both local/regional and national) currently reaches 62% of
the population, compared to 59% five years ago. By comparison, across the
whole UK, commercial radio has a 63% weekly reach, down from 66% five
years ago.
Commercial radio’s share of radio listening has fallen from 47% five years ago
to 44% now. By coincidence, across the UK, commercial radio also has a 44%
share of listening, down from 47% five years ago.
COMMERCIAL RADIO: HRS LISTENED
[indexed]
6000
5000
4000
3000
2000
1000
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to commercial radio have increased by 18% over the last five
years. This compares to a 7% fall in hours listened across the whole UK over
the same period.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 8

9. BBC RADIO
BBC RADIO: % SHARE
BBC RADIO: % REACH
60. 0%
70%
60%
50. 0%
50%
40. 0%
40%
30. 0%
30%
20. 0%
20%
10. 0%
10%
0. 0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC Radio (both local and national) has increased its reach considerably from
59% to 65% over the last five years. By comparison, across the whole UK,
BBC radio has a 67% weekly reach, up from 65% five years ago.
BBC Radio’s share of listening has increased from 52% to 54% over the last
five years. During the same period, across the whole UK, BBC Radio has
similarly increased its share from 51% to 54%.
BBC RADIO: HRS LISTENED [indexed]
7000
6000
5000
4000
3000
2000
1000
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to BBC Radio have increased by a massive 31% over the last
five years. This trend shows no sign of abating since the increase in the last
year alone has been 12%. Across the whole UK, hours listened to BBC radio
have increased by 6% over the last five years.
The substantial increase in hours listened to BBC stations conceals varied
performances of individual stations. Over the last five years, hours listened to
BBC Radio Wales have increased by 78% and to BBC Radio Cymru by 132%.
Hours listened to BBC Radio One have increased by 20% and to BBC Radio
Four have increased by 73%, while hours listened to BBC Radio Five Live
have fallen by 23% and to BBC Radio Three have fallen by 16%.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 9

10. LOCAL/REGIONAL COMMERCIAL RADIO
50. 0%
LOCAL/REGIONAL COMMERCIAL
RADIO: % SHARE
7000
LOCAL/REGIONAL COMMERCIAL
RADIO: HRS LISTENED [indexed]
6000
40. 0%
5000
30. 0%
4000
3000
20. 0%
2000
10. 0%
1000
0. 0%
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Despite the BBC’s substantial growth in popularity, local/regional commercial
radio has also managed to increase its share of radio listening from 33% to
35% over the last five years. By comparison, across the UK (in areas with local
commercial radio) local/regional commercial radio attracts a 34% share of
listening, down from 39% five years ago.
Local/regional commercial radio’s hours listened have increased by 35% in the
last five years, almost entirely due to the launch of regional station Real Radio
in Wales in 2000.
By comparison, across the whole UK (in areas with commercial radio), hours
listened to local/regional commercial radio have fallen by 13% (when indexed
against population changes) over the last five years.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 10

11. 96.4 FM THE WAVE
96.4 THE WAVE: % REACH
96.4 THE WAVE: % SHARE
30. 0%
40%
30%
20. 0%
20%
10. 0%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Heritage FM station The Wave (formerly Swansea Sound with a simulcast
AM/FM service until 1995) has experienced declining audiences. In the last
five years, its reach has fallen from 30% to 24%, while its share of listening has
almost halved from 19% to 10%.
96.4 THE WAVE: HRS LISTENED
[indexed]
2500
2000
1500
1000
500
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to The Wave have fallen by a massive 37% over the last five
years.
70%
96.4 THE WAVE % REACH BY AGE
70%
96.4 THE WAVE % REACH BY AGE
45-54
60%
60%
50%
50%
40%
40%
30%
30%
55-64
65+
20%
20%
15-24
25-34
10%
10%
35-44
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Over the last five years, The Wave has lost reach in almost all age groups, and
most notably in the 25-34 and 35-44 demographics. Reach in 15-24 year olds
fell from 58% five years ago to 45% last year, but has since recovered. Reach
in 25-34 year olds has fallen from 45% to 35%, in 35-44 year olds from 41% to
27%, in 45-54 year olds from 26% to 24%, and in 55-64 year olds from 13% to
9%.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 11

12. 96.4 THE WAVE % SHARE BY AGE
50%
50%
96.4 THE WAVE % SHARE BY AGE
15-24
45-54
25-34
40%
35-44
55-64
40%
30%
30%
20%
20%
10%
65+
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
The Wave’s loss of listening share has been substantial, particularly in the 1544 age groups. Over the last five years, the station’s share of listening has
fallen from 37% to 24% in 15-24 year olds, by more than half from 35% to 16%
in 25-34 year olds, and from 30% to 9% in 35-44 year olds. This last figure
represents a loss of more than two-thirds of its share of 35-44 year old
listening, a huge decline.
30%
96.4 THE WAVE % SHARE BY SEX
A l l M al es 15+
30%
96.4 THE WAVE % SHARE BY
CLASS
A B C1
A l l Femal es 15+
C2DE
20%
20%
10%
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
The Wave’s share of listening amongst males has fallen from 16% to 10%, and
amongst females from 24% to 10%. The relative fall has been much greater
amongst females.
The Wave’s share of listening amongst the C2DE demographic has fallen by
half from 22% to 11%, while the station’s share of listening in the ABC1
demographic has fallen slightly less from 16% to 9%.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 12

13. SWANSEA SOUND 1170 MW
SWANSEA SOUND: % REACH
SWANSEA SOUND: % SHARE
15. 0%
30%
20%
10. 0%
10%
5. 0%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Heritage AM station Swansea Sound has lost audience too, but not as
substantially as co-owned sister station The Wave. Weekly reach is currently
16%, compared to 21% five years ago. Listening share is currently 9%,
compared to 11% five years ago, though it dipped to 7% a year ago.
1200
SWANSEA SOUND: HRS LISTENED
[indexed]
1000
800
600
400
200
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to Swansea Sound are only 3% lower than five years ago,
although there has been a fall and rise in the intervening years of more than
30%.
Because Swansea Sound has a small share of listening (currently 9%),
analysis of age, sex and class data does not provide significant information.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 13

14. REAL RADIO
REAL RADIO: % REACH
REAL RADIO: % SHARE
15. 0%
30%
10. 0%
20%
5. 0%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Real Radio has grown its audience steadily since its 2000 launch. It already
has a 23% reach and a 12% share, though the latter is slightly down from 14%
a year ago.
REAL RADIO: HRS LISTENED
[indexed]
1600
1400
1200
1000
800
600
400
200
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to Real Radio are also growing, though have fallen 9% from
one year ago.
50%
REAL RADIO % REACH BY AGE
50%
REAL RADIO % REACH BY AGE
15-24
45-54
25-34
40%
35-44
55-64
40%
30%
30%
20%
20%
10%
65+
10%
0%
0%
2002Q1
2003Q1
2004Q1
2005Q1
2002Q1
2003Q1
2004Q1
2005Q1
Real Radio has already shown itself to be very successful in reaching a wide
range of different aged listeners. Its reach is 30% in 15-24 year olds, 35% in
25-34 year olds, 32% in 35-44 year olds, and 29% in 45-54 year olds. Its
audience is broadly 15 to 54 and is shown to be steady across all these ages.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 14

15. 30%
REAL RADIO % SHARE BY AGE
30%
REAL RADIO % SHARE BY AGE
15-24
45-54
25-34
55-64
65+
35-44
20%
20%
10%
10%
0%
0%
2002Q1
2003Q1
2004Q1
2005Q1
2002Q1
2003Q1
2004Q1
2005Q1
Real Radio’s share of listening amongst all age groups from 25 to 54 is very
similar. It achieves a share of 18% in 25-34 year olds, 19% in 35-44 year olds
and 18% in 45-54 year olds. Only in 15-24 year olds is the share lower at 7%,
though in this demographic it reached 15% two years ago.
20%
REAL RADIO % SHARE BY SEX
20%
REAL RADIO % SHARE BY CLASS
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
10%
10%
0%
0%
2002Q1
2003Q1
2004Q1
2005Q1
2002Q1
2003Q1
2004Q1
2005Q1
Real Radio’s share of listening is higher in males (14%) than females (10%),
though last year it was equal in both sexes.
Real Radio demonstrates a definite skew towards listening by the C2DE
demographic (16% share) compared to the ABC1 demographic (8%) and the
difference shows signs of widening.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 15

16. LOCAL AND REGIONAL COMMERCIAL RADIO
40. 0%
LOCAL COMMERCIAL RADIO: %
SHARE
40. 0%
30. 0%
30. 0%
20. 0%
20. 0%
10. 0%
REGIONAL COMMERCIAL RADIO: %
SHARE
10. 0%
0. 0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Since the opening of regional station Real Radio in 2000, there has been a
drift of listening away from local commercial stations The Wave and Swansea
Sound, and towards Real Radio. Local commercial radio’s share has fallen
from 33% five years ago to 23% today, while regional commercial radio’s share
has grown from 0% to 12% on the back of a single regional station. (NB: The
slight increase in share of local commercial radio in 2001 is solely due to Real
Radio, which had not been included in the RAJAR survey but was included in
the residual “other local commercial stations” category.)
4000
LOCAL COMMERCIAL RADIO: HRS
LISTENED [indexed]
4000
3500
3500
3000
3000
2500
2500
2000
2000
1500
1500
1000
1000
500
REGIONAL COMMERCIAL RADIO:
HRS LISTENED [indexed]
500
0
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Similarly, hours listened to local commercial radio have fallen by 10% during
the last five years. Hours listened to regional commercial radio have increased
to half the hours listened to local commercial radio.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 16

17. BBC RADIO WALES
BBC RADIO WALES: % REACH
15. 0%
30%
BBC RADIO WALES: % SHARE
10. 0%
20%
5. 0%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC Radio Wales’ reach has increased significantly over the last five years
from 17% to 22%. The station’s share of listening has increased considerably
from 9% to 12%.
BBC RADIO WALES: HRS LISTENED
[indexed]
1600
1400
1200
1000
800
600
400
200
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to BBC Radio Wales have increased by a massive 78% over
the last five years. The station is now ranked #2 in the market, compared to #5
five years ago. This is a remarkable achievement for a station that is not “new”.
No demographic data is publicly available for BBC Radio Wales.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 17

18. BBC RADIO CYMRU
BBC RADIO CYMRU: % REACH
BBC RADIO CYMRU: % SHARE
5. 0%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC Radio Cymru’s reach is relatively low but falls between 4% and 5%
normally (although it spiked at 8% two years ago). The station’s share of
listening fluctuates similarly and currently stands at 4%, compared to 2% five
years ago.
BBC RADIO CYMRU: HRS LISTENED
[indexed]
450
400
350
300
250
200
150
100
50
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to BBC Radio Cymru have grown by a huge 132% over the last
five years, although some of this may be due to reporting fluctuations because
of the low level of reach the station achieves.
It is difficult to conclude whether the data shows a rapidly growing station, or
whether it is merely statistical variation because of the station’s small
audience.
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 18

19. BBC RADIO ONE
BBC RADIO ONE: % REACH
BBC RADIO ONE: % SHARE
30%
15.0%
20%
BBC RADIO ONE: HRS LISTENED
[indexed]
10.0%
1400
1200
1000
800
10%
0%
600
5.0%
0.0%
400
200
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC RADIO TWO
BBC RADIO TWO: % REACH
BBC RADIO TWO: HRS LISTENED
[indexed]
BBC RADIO TWO: % SHARE
30%
20.0%
2500
15.0%
2000
20%
1500
10.0%
1000
10%
5.0%
500
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC RADIO THREE
BBC RADIO THREE: % REACH
BBC RADIO THREE: % SHARE
10%
BBC RADIO THREE: HRS LISTENED
[indexed]
5.0%
90
80
70
60
50
40
30
20
10
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
0
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC RADIO FOUR
BBC RADIO FOUR: % REACH
BBC RADIO FOUR: HRS LISTENED
[indexed]
BBC RADIO FOUR: % SHARE
20%
15.0%
1400
1200
10.0%
1000
10%
800
600
5.0%
400
200
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
0
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC RADIO FIVE LIVE
BBC RADIO FIVE LIVE: % SHARE
BBC RADIO FIVE LIVE: % REACH
BBC RADIO FIVE LIVE: HRS
LISTENED [indexed]
5.0%
10%
350
300
250
200
150
100
50
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
0
2000Q1
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
page 19

20. % SHARE OF LISTENING - 96.4 THE WAVE TSA (501,000)
2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
18.4% 15.2% 17.3% 14.7% 17.9% 13.7%
BBC RADIO 2
8.7%
9.2% 10.4% 14.1% 13.0% 12.2%
BBC RADIO WALES
0.0%
0.0%
6.7%
8.4% 13.9% 11.7%
REAL RADIO (WALES)
11.5% 11.6% 10.2% 10.5%
9.3% 10.9%
BBC RADIO 1
7.6%
9.3%
7.4%
7.6%
6.8% 10.4%
BBC RADIO 4
19.4% 17.0% 18.0% 15.0% 12.8%
96.4FM THE WAVE
9.8%
11.4% 10.5% 10.0%
8.6%
6.7%
SWANSEA SOUND 1170 MW
9.3%
2.0%
2.3%
2.2%
3.0%
1.6%
BBC RADIO CYMRU
3.8%
5.1%
4.2%
6.5%
5.4%
3.4%
CLASSIC FM
3.8%
3.0%
2.8%
2.0%
1.9%
1.9%
BBC RADIO FIVE LIVE
1.8%
2.4%
1.9%
1.9%
1.8%
1.3%
talkSPORT
1.4%
4.5%
2.7%
1.9%
2.4%
1.4%
VIRGIN RADIO (AM)
0.4%
0.5%
0.5%
0.8%
0.8%
0.5%
BBC RADIO 3
0.3%
2.0%
2.0%
1.7%
0.0%
0.0%
ATLANTIC 252
0.0%
SMASH HITS RADIO
BBC WORLD SERVICE
KISS
MAGIC
CAPITAL GOLD
KERRANG!
THE HITS
PLANET ROCK
GALAXY
HEART
JAZZ/SMOOTH
BBC 6 MUSIC
BBC7
HEAT
Q
PRIME TIME RADIO
VIRGIN RADIO GROOVE
1XTRA FROM THE BBC
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.1%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.3%
0.5%
0.4%
0.2%
0.2%
0.4%
0.3%
0.1%
0.3%
0.1%
0.1%
0.0%
0.1%
0.0%
0.1%
0.0%
0.0%
0.2%
0.6%
0.5%
0.5%
0.5%
0.3%
0.3%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.0%
OTHER BBC LOCAL
OTHER LOCAL COMM.
0.2%
1.8%
0.3%
6.8%
0.3%
1.1%
0.1%
1.9%
0.5%
4.9%
0.0%
4.3%
ANY BBC
ANY COMMERCIAL
OTHER STATION
51.9% 51.2% 50.5% 53.2% 52.3% 54.0%
46.6% 45.1% 47.8% 44.3% 47.0% 43.8%
1.5%
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
3.8%
1.8%
2.5%
0.7%
2.3%
page 20

21. All data:
RAJAR/RSL
2000 Quarter 1
2001 Quarter 1
2002 Quarter 1
2003 Quarter 1
2004 Quarter 1
2005 Quarter 1

all “hours listened” data are indexed to 2005 Quarter 1 to account for
changes in total population size and stations’ Total Survey Area size from
year to year
Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk
The Swansea, United Kingdom Radio Market
©2005 Grant Goddard
page 21