Basic analysis of audience data for commercial radio stations owned by The Wireless Group plc in the UK, written by Grant Goddard in May 2005.

1. THE WIRELESS GROUP PLC:
BASIC ANALYSIS OF RADIO
STATION AUDIENCE DATA
by
GRANT GODDARD
www.grantgoddard.co.uk
May 2005
The Wireless Group plc: Basic Analysis Of Radio Station Audience Data
page 1
©2005 Grant Goddard

2. TALKSPORT
% S H A R E O F LIS T E N IN G
5
30
H R S LIS T E N E D % B Y A G E
90
80
25
70
60
20
50
15
40
30
10
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
HR S LIST EN ED % B Y SEX / C LS
15-24
25- 34
35-44
45- 54
55-64
male
65+
female
ABC1
C2DE
WIRELESS GROUP LOCAL RADIO
15
% S H A R E O F LIS T E N IN G
25
H R S LIS T E N E D % B Y A G E
70
HR S LI ST EN ED % B Y SEX / C LS
60
20
50
10
15
40
10
30
5
20
5
10
0
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25- 34
35-44
45- 54
55-64
male
65+
female
ABC1
C2DE
IMAGINE FM – STOCKPORT
% S H A R E O F LIS T E N IN G
5
60
H R S LIS T E N E D % B Y A G E
80
HR S LI ST EN ED % B Y SEX / C LS
70
50
60
40
50
40
30
30
20
20
10
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25-34
35- 44
45-54
55- 64
male
65+
f emale
ABC1
C2DE
PEAK 107 FM – CHESTERFIELD
% S H A R E O F LIS T E N IN G
20
30
H R S LIS T E N E D % B Y A G E
70
HR S LIST EN ED % B Y SEX / C LS
60
25
15
50
20
40
15
10
30
10
20
5
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25-34
35- 44
45- 54
55-64
The Wireless Group plc: Basis Analysis Of Radio Station Audience Data
©2005 Grant Goddard
65+
male
female
ABC1
C2DE
page 2

3. THE PULSE – BRADFORD
% S H A R E O F LIS T E N IN G
20
25
HRS LISTENED % BY AGE
HR S LIST EN ED % B Y SEX / C LS
70
60
20
15
50
15
40
10
30
10
20
5
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25-34
35- 44
45- 54
55- 64
male
65+
f emale
ABC1
C2DE
PULSE CLASSIC GOLD – BRADFORD
% S H A R E O F LIS T E N IN G
5
35
HRS LISTENED % BY AGE
30
60
25
50
20
40
15
30
10
20
5
0
HR S LI ST EN ED % B Y SEX / C LS
70
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25-34
35-44
45- 54
55- 64
male
65+
f emale
ABC1
C2DE
Q96 – PAISLEY
5
% SHARE OF LISTENING
50
HRS LISTENED % BY AGE
70
45
HR S LI ST EN ED % B Y SEX / C LS
60
40
35
50
30
40
25
30
20
15
20
10
10
5
0
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25-34
35-44
45-54
55-64
male
65+
f emale
ABC1
C2DE
SIGNAL ONE – STOKE
25
% SHARE OF LISTENING
30
HRS LISTENED % BY AGE
80
70
25
20
HR S LIST EN ED % B Y SEX / C LS
60
20
50
15
40
15
10
30
10
20
5
5
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
10
0
15- 24
25- 34
35- 44
45- 54
55- 64
The Wireless Group plc: Basis Analysis Of Radio Station Audience Data
©2005 Grant Goddard
65+
male
female
ABC1
C2DE
page 3

4. SIGNAL TWO – STOKE
% SHARE OF LISTENING
5
35
H R S LIS T E N E D % B Y A G E
60
30
HR S LI ST EN ED % B Y SEX / C LS
50
25
40
20
30
15
20
10
10
5
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
0
15-24
25- 34
35-44
45-54
55- 64
male
65+
f emale
ABC1
C2DE
TOWER 107.4 FM – BOLTON
% S H A R E O F LIS T E N IN G
15
30
H R S LIS T E N E D % B Y A G E
80
HR S LIST EN ED % B Y SEX / C LS
70
25
60
20
10
50
40
15
30
10
5
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25-34
35- 44
45- 54
55-64
male
65+
f emale
ABC1
C2DE
THE WAVE 96.4 FM – SWANSEA
% S H A R E O F LIS T E N IN G
20
35
HRS LISTENED % BY AGE
60
30
15
HR S LIST EN ED % B Y SEX / C LS
50
25
40
20
30
10
15
20
10
5
10
5
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
0
15-24
25-34
35- 44
45- 54
55- 64
male
65+
f emale
ABC1
C2DE
SWANSEA SOUND 1170 AM – SWANSEA
% S H A R E O F LIS T E N IN G
15
30
H R S LIS T E N E D % B Y A G E
70
60
25
50
20
10
HR S LIST EN ED % B Y SEX / C LS
40
15
30
5
10
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25- 34
35-44
45- 54
55-64
The Wireless Group plc: Basis Analysis Of Radio Station Audience Data
©2005 Grant Goddard
65+
male
female
ABC1
C2DE
page 4

5. VALLEYS RADIO – EBBW VALE
% S H A R E O F LIS T E N IN G
15
30
H R S LIS T E N E D % B Y A G E
HR S LI ST EN ED % B Y SEX / C LS
80
70
25
60
10
20
50
40
15
30
10
5
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25-34
35- 44
45-54
55- 64
male
65+
f emale
ABC1
C2DE
RADIO WAVE 96.5 FM – BLACKPOOL
% S H A R E O F LIS T E N IN G
25
30
H R S LIS T E N E D % B Y A G E
60
25
20
HR S LI ST EN ED % B Y SEX / C LS
70
50
20
15
40
15
30
10
10
5
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25-34
35- 44
45-54
55- 64
male
65+
female
ABC1
C2DE
WAVE 102 FM – DUNDEE
% S H A R E O F LIS T E N IN G
15
45
H R S LIS T E N E D % B Y A G E
70
40
HR S LI ST EN ED % B Y SEX / C LS
60
35
50
30
10
25
40
20
30
15
5
20
10
10
5
0
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25- 34
35- 44
45-54
55-64
male
65+
f emale
ABC1
C2DE
WIRE 107.2 FM – WARRINGTON
% S H A R E O F LIS T E N IN G
15
30
HRS LISTENED % BY AGE
80
HR S LIST EN ED % B Y SEX / C LS
70
25
60
10
20
50
15
40
30
10
5
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25-34
35-44
45- 54
55- 64
The Wireless Group plc: Basis Analysis Of Radio Station Audience Data
©2005 Grant Goddard
65+
male
f emale
ABC1
C2DE
page 5

6. WISH 102.4 FM – WIGAN
15
% SHARE OF LISTENING
30
HRS LISTENED % BY AGE
70
60
25
50
20
10
HR S LI ST EN ED % B Y SEX / C LS
40
15
30
5
10
20
5
0
10
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15- 24
25- 34
35-44
45-54
55-64
male
65+
f emale
ABC1
C2DE
THE WOLF 107.7 FM - WOLVERHAMPTON
10
% SHARE OF LISTENING
25
HRS LISTENED % BY AGE
70
HR S LI ST EN ED % B Y SEX / C LS
60
20
50
15
40
5
30
10
20
5
10
0
0
0
2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
15-24
25-34
35-44
45-54
55-64
65+
male
f emale
ABC1
C2DE
source: RAJAR/Ipsos Media
NB: Analysis of hours listened by age, sex and class has been indexed by the
population within each TSA, in order to be able to view valid comparisons between
local radio markets with different population characteristics.
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 Wireless Group plc: Basis Analysis Of Radio Station Audience Data
©2005 Grant Goddard
page 6