Media: RAJAR shows rise in radio listening

The number of hours spent listening to the radio in the UK passed the one billion mark for the first time in the last quarter of 1999, according to the latest RAJAR figures.

The number of hours spent listening to the radio in the UK passed

the one billion mark for the first time in the last quarter of 1999,

according to the latest RAJAR figures.



Radio now reaches 89 per cent of the population, compared to 85 per cent

in the last quarter of 1998. The BBC has increased its share from 56 to

65 per cent, while commercial radio had a 64 per cent share at the end

of 1999, compared to 60 per cent at the end of 1998.



Although RAJAR changed its research methodology at the beginning of last

year, the overall trend is towards more radio listening and a

particularly strong performance by the BBC stations.



Commercial radio continues to have a hold on younger audiences

attracting 76 per cent of 15- to 44-year-olds each week, and 70 per cent

of children aged four to 14. Virgin Radio, in particular, increased its

share of the younger market, with a ten per cent increase of listeners

aged 25 to 34, compared to the previous quarter.



Radio Advertising Bureau managing director Justin Sampson pointed to

increased radio listening among internet users as a possible factor in

the growing popularity of radio.



’Thirteen per cent of all radio listening takes place on weekday

evenings,’ he said.



According to a report by Continental Research among internet users,

radio listening is up by 11 per cent, and TV and video viewing down by

25 and 21 per cent respectively.



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