Transcript RADIO TAY – KEY FACTS

RADIO TAY
STATION INFORMATION
STATION INFORMATION
RADIO TAY – KEY FACTS
 Tay FM plays today’s biggest hits alongside classics from the 90’s
onwards and with unrivalled local news & sports coverage it is easy to
see why it is the most listened to station in Tayside & Fife with 138,000
listeners weekly.
 The core audience for Tay FM is 25 – 45 year olds.
 Tay AM’s core audience is 35-55 year olds and 75,000 people listen to
classic tracks from the 60’s right through to the biggest current chart hits
every week – that’s why we call it ‘The Greatest Hits Network’.
 Tay FM & AM have a combined weekly audience of 181,000 and listen on
average for an incredible 11.7 hours per week.
TYPICAL LISTENER
59% are working
full/part time
41% own home
with a mortgage
37% have children
in the household
aged 0-14
56%
Married or
living as
married
Source: Rajar/Ipsos RSL. 12 months ending 31st March 2013
Female bias
(57%)
Average Age
40
WEEKDAY SCHEDULE
Wake up with Webster
6am-10am
Mike Richardson on Mid-Morning
10am-2pm
The Tay FM Takeover
2pm-3pm
John Milne on Drivetime
3pm-7pm
IN:Demand with Romeo
7pm-10pm
Late Night with Gina McKie
10pm-1am
TYPICAL LISTENER
39% are retired
59% own their
own home
75% are the
main shopper
56% are
married or
living as
married
Source: Rajar/Ipsos RSL. 12 months ending 31st March 2013
Female bias
(53%)
Average Age
52
WEEKDAY SCHEDULE
Robin Galloway’s Breakfast Show
6am-10am
Ally Bally’s Mid-Morning Show
10am-2pm
The Greatest Hits
2pm-3pm
Gary Marshall’s Afternoon Show
3pm-7pm
Specialist Shows
7pm-10pm
Jim Symon
10pm-1am
THE TRANSMISSION AREA
181,000 Listeners
47% Reach
Population = 381,000
Male =183,000
Female = 198,000
Source: Rajar/Ipsos RSL. 12 months ending 31st March 20123
TOTAL TAY REACH (000’s)
15+
15-24
25-34
35-44
45-54
55+
Population (000s)
381
63
56
52
65
146
1 Week Reach (000s)
% Reach
181
47
37
59
29
52
30
58
27
42
57
39
4 week Reach (000s)
4 week Reach %
252
66
52
82
40
72
40
78
39
54
80
54
Source: RAJAR/IPSOS RSL. Period ending 31st March 2013 Base Tay FM TSA NB^Total Tay (Bauer Dundee)
TAY FM REACH (000’s)
15+
15-24
25-34
35-44
45-54
55+
Population (000s)
381
63
56
52
65
146
1 Week Reach (000s)
% Reach
138
36
34
54
26
46
29
55
22
34
28
19
4 week Reach (000s)
4 week Reach %
206
54
49
78
37
66
39
76
39
59
43
29
Source: RAJAR/IPSOS RSL. Period ending 31st March 2013
TAY AM REACH (000’s)
15+
15-24
25-34
35-44
45-54
55+
Population (000s)
381
63
56
52
65
146
1 Week Reach (000s)
% Reach
75
20
9
14
8
14
8
15
9
14
41
28
Source: RAJAR/IPSOS RSL. Period ending 31st March 2013
LISTENERSHIP – AGE
BREAKDOWN
84
Weekly Reach (000s)
59
54
50
51
Total Radio Tay
37
Tay FM
34
Tay AM
15
9
15-24
25-44
Source: Rajar/Ipsos RSL. 12 months ending 31st March 2013
45+
N.B ^ Total Radio Tay (Bauer Dundee) is made up of Tay FM and Tay AM
TOTAL TAY
1 & 4 WEEK AUDIENCE (%)
82
64
78
78
72
63
58
47
45
All
adults
Men
76
50
54
59
Women 15-24
56
52
58
42
39
38
57
25-34
35-44
45-54
55+
ABC1
C2DE
Source: RAJAR 12 months period ending 31st March 2013, Base Tay FM TSA NB: ^Total Tay (Bauer Dundee)
TOTAL RADIO TAY
181,000 Weekly Listeners
Women 55%
Men 45%
WEEKLY REACH
57000
WEEKLY REACH
37000
15-24
ABC1
75,000
C2DE
105,000
MAIN SHOPPER
29000
30000
25-34
35-44
132,000
27000
45-54
55+
Source: Rajar/Ipsos RSL. 12 months ending 31st March 2013 N.B ^Total Radio Tay (Bauer Dundee) is made up of Tay FM and Tay AM
COMPETITORS
WEEKLY REACH
Total Tay
181000
Tay FM
138000
BBC Radio 2
117000
BBC Radio Scotland
91000
BBC Radio 1
89000
Tay AM
75000
BBC Radio 4
68000
Classic FM
47000
Wave 102 FM*
29000
All other local commercial
27000
BBC Radio FIVE LIVE
21000
talkSPORT
20000
Absolute Radio National
14000
Source: Rajar/Ipsos RSL. 12 months ending 31st March 2013 N.B ^ Total Radio Tay (Bauer Dundee) is made up of Tay FM and Tay AM *Does not cover whole
PRESS COMPETITORS
WEEKLY REACH
Total Tay
181,000
Tay FM
138,000
Courier & Advertiser
96,597
Tay AM
Evening Telegraph
Perthshire (Fri)
Arbroath Herald
Perthshire (Tues)
75,000
35,092
27,093
21,044
13,774
Base: Tay FM TSA; Source: Press JICREG 01/05/13 (based on Area AIR) Radio Source: Rajar Q1 2013 NB: Total Tay (Bauer Dundee)
COMMERCIAL SHARE OF HOURS
TOTAL TAY TSA
ALL COMMERCIAL RADIO LISTENING
24.3
57.0
%
6.2
2.0
3.5
7.2
^Total Tay
Classic
TalkSPORT
Absolute
Wave 102
All other commercial
Source: Rajar/Ipsos RSL. 12 months ending 31st March 2013 N.B ^Radio Tay (Bauer Dundee) is made up of Tay FM and Tay AM
HIGH LEVELS OF AD AVOIDANCE
IN TRADITIONAL MEDIA
% of ads which are “hard avoided” by medium
37%
34%
31%
18%
Source: Clark Chapman Research
18%