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

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

2. EXECUTIVE SUMMARY
Highlights







Hours listened to all radio have increased by 8% in Teesside (while
remaining stable nationally) in five years
Hours listened to BBC Radio have increased by 25% in five years
Hours listened to BBC Radio Two have increased by 78% in five years
Hours listened to commercial radio have fallen by 4% in five years
Hours listened to local commercial radio have fallen by 38% in five years
Hours listened to local commercial station TFM have fallen by 49% in five
years
Hours listened to regional commercial radio have increased by 36% in
five years
As a result:






BBC Radio’s share of listening has increased from 41% to 48% in five
years
Commercial radio’s share of listening has fallen from 58% to 51% in five
years
BBC Radio Two’s share of listening has increased from 11% to 19% in five
years
Local (excluding regional) commercial radio’s share of listening has fallen
from 28% to 16% in five years
TFM’s share of listening has fallen from 17% to 8% in five years
regional commercial radio’s share of listening has increased from 20% to
25% in five years
There has been a substantial shift of radio listening, in all age groups, away
from the local heritage station TFM and towards BBC Radio Two and towards,
to a lesser extent, the regional commercial stations Century Radio and Galaxy
Radio.
As a result, listening to local commercial radio has fallen dramatically in
Teesside, to be replaced by listening to national and, to a lesser extent,
regional stations.
This has created a substantial increase in the BBC’s share of the market,
which is likely to surpass 50% in the coming year, as the decline of TFM’s
audience continues to accelerate.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 2

3. Details
All Radio
 Radio reaches 90% of the adult population in Teesside, the same as
across the UK as a whole, and this level is relatively steady
 Radio as a medium shows no sign of decline in Teesside, as hours listened
have increased by 8% over the last five years, compared to a stable
number of hours listened across the UK
 This 8% increase in radio listening is attributable to the increasing
popularity of BBC Radio
 BBC Radio’s share of listening has increased by precisely the amount that
local/regional commercial radio has lost over the last five years (BBC: 41%
to 48%; local/regional commercial radio: 48% to 41%)
BBC Radio
 BBC Radio has substantially increased its appeal in Teesside over the last
five years:
o Reach has increased dramatically from 56% to 66%
o Share has increased from 41% to 48%
o Hours listened have increased by a huge 25% (compared to a 6%
increase across the whole UK)
Commercial Radio
 Conversely, commercial radio’s appeal has contracted significantly in
Teesside over the last five years:
o Reach has fallen from 70% to 68%
o Share has fallen from 58% to 51%
o Hours listened have fallen by 4%
Local/Regional Commercial Radio
 The decline in commercial radio’s appeal is attributable to local/regional
commercial radio’s falling audience in Teesside over the last five years:
o Share has fallen from 48% to 41% (while BBC Radio’s share has
increased from 41% to 48%)
o Hours listened have fallen by 8%
TFM
 Local commercial radio’s decline is almost wholly attributable to the
massive fall in popularity of the market’s heritage ILR station TFM over the
last five years:
o Reach has fallen from 34% to 26%
o Share has fallen by more than half from 17% to 8%
o Hours listened have fallen by 49%
 This dramatic decline in hours listened is accelerating. The last year alone
saw a 21% fall in hours listened
 Five years ago, TFM was the market leader with more than a 4% lead over
the number two station. TFM has now fallen to fourth place in the Teesside
market, and has less than half the share of market leader BBC Radio Two
 TFM has lost substantial listening in all age groups over the last five years:
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 3

4. o share among 15-24 year olds has more than halved from 31% to 14%
o share among 25-34 year olds has more than halved from 26% to 12%
o share among 35-44 year olds has fallen from 16% to 9%
o share among 45-54 year olds has fallen from 10% to 6%
 TFM has lost substantial share of listening in the C2DE demographic, from
21% to 8% in the last five years
Century Radio
 Regional station Century Radio continues to make substantial headway in
the Teesside market, where it is ranked second to BBC Radio Two. Over
the last five years:
o Reach has grown from 29% to 35%
o Share has grown from 12% to 14%
o Hours listened have grown by 19%
 Century Radio has wide appeal to all ages from 15 to 64
 Century Radio appeals to both sexes
 Century Radio appeals to both ABC1 and C2DE demographics
Galaxy Radio
 Regional station Galaxy Radio is also showing strong growth, but
concentrated mostly on the 15-24 year old age group. Over the last five
years, in all age groups:
o Reach has grown from 18% to 28%
o Share has grown from 7% to 11%
o Hours listened have grown by a remarkable 64%
Local versus regional commercial radio
The substantial decline of listening to local commercial radio in the Teesside
market has been accompanied by an increase in listening to the two regional
stations, Century Radio and Galaxy Radio. Both stations broadcast from
Newcastle, which is 58 miles from Northallerton, making them little more than a
distant alternative to national radio stations.
Listener affinity has largely switched from local commercial radio to regional
commercial radio and, to a greater extent, to BBC Radio Two. Over the last
five years:
 Regional commercial radio’s share of listening is up from 20% to 25%
 Local commercial radio’s share of listening is down from 28% to 16%
 Regional commercial radio’s hours listened are up 36%
 Local commercial radio’s hours listened are down 38%
BBC Radio One
Reach down from 23% to 18% (all comparisons over last five years)
Share down from 11% to 8%
Hours listened down 23%
BBC Radio Two
Reach up from 19% to 33%
Share up from 11% to 19%
Hours listened up 78%
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 4

5. BBC Radio Three
Reach up from 2% to 3%
Share steady at 0.4%
Hours listened up 23%
BBC Radio Four
Reach down from 13% to 12%
Share down from 8% to 6%
Hours listened down 14%
BBC Radio Five
Reach up from 12% to 14%
Share up from 4% to 5%
Hours listened up 60%
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 5

6. ALL RADIO
ALL RADIO: HRS LISTENED [indexed]
ALL RADIO: % REACH
100%
18000
90%
16000
80%
14000
70%
12000
60%
10000
50%
8000
40%
6000
30%
4000
20%
2000
10%
0%
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Listening to all stations has remained steady over the last five years. Reach
has fluctuated around 90%. Hours listened have increased by 8% over the last
five years.
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%
15-24
25-34
90%
90%
80%
80%
35-44
45-54
55-64
65+
70%
70%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
The data shows that radio’s reach in the 15-24 and 25-34 year old age groups
is generally on a downward trend, while radio’s reach in all the older age
groups continues to rise. This pattern is reflected in many radio markets across
the UK, where radio is finding it increasingly difficult to maintain the interest of
young people.
By comparison, across the whole UK, radio has a 90% weekly reach. Hours
listened to radio have remained steady (when indexed against population
changes) over the last five years.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 6

7. COMMERCIAL RADIO
COMMERCIAL RADIO: % SHARE
COMMERCIAL RADIO: % REACH
80%
70. 0%
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
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Commercial radio (both local/regional and national) currently reaches 68% of
the population, compared to 70% five years ago. Commercial radio’s share of
radio listening has fallen from 58% five years ago to 51% now, although it has
recovered slightly from below 50% in 2002.
COMMERCIAL RADIO: HRS LISTENED
[indexed]
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Although hours listened to all radio have increased by 8% in the last five years,
hours listened to commercial radio have fallen by 4% over the same period.
By comparison, across the whole UK, commercial radio has a 63% weekly
reach, down from 66% five years ago. Commercial radio has a 44% share of
listening, down from 47% five years ago. Hours listened to commercial radio
have fallen by 7% (when indexed against population changes) over the last
five years.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 7

8. 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 substantially from
56% to 66% over the last five years. BBC Radio’s share of listening has
similarly increased from 41% to 48% during the same period.
BBC RADIO: HRS LISTENED [indexed]
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to BBC Radio have increased by a massive 25% over the last
five years. As the graph shows, most of that increase was achieved between
2000 and 2002 and the trend has levelled out in recent years.
This overall trend masks considerable and apposite trends with individual BBC
Radio stations. For example, hours listened to Radio Two have increased by
78% in the last five years, while hours listened to Radio One have fallen by
23%. And hours listened to Radio Five Live have increased by 60%, while
hours listened to Radio Four have fallen by 14%.
By comparison, across the whole UK, BBC radio has a 67% weekly reach, up
from 65% five years ago. BBC radio has a 54% share of listening, up from 51%
five years ago. Hours listened to BBC radio have increased by 6% (when
indexed against population changes) over the last five years.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 8

9. LOCAL/REGIONAL COMMERCIAL RADIO
60. 0%
LOCAL/REGIONAL COMMERCIAL
RADIO: % SHARE
LOCAL/REGIONAL COMMERCIAL
RADIO: HRS LISTENED [indexed]
9000
8000
50. 0%
7000
40. 0%
6000
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
Commercial radio’s loss of listening to the BBC can be attributed to
local/regional commercial radio’s declining appeal. Local/regional commercial
radio’s share of listening has fallen from 48% five years ago to 41% now.
Local/regional commercial radio’s hours listened have fallen by 8% over the
last five years. This decline is showing no signs of abating. Hours listened to
local/regional commercial radio fell by 9% in the last year alone and by 14%
over the last two years. If anything, the loss of hours transferring from
local/regional commercial radio to the BBC seems to be accelerating.
By comparison, across the whole UK (in areas with commercial radio),
local/regional commercial radio has a 53% weekly reach, down from 57% five
years ago. Local/regional commercial radio has a 34% share of listening, down
from 39% five years ago. Hours listened to local/regional commercial radio
have fallen by 13% (when indexed against population changes) over the last
five years.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 9

10. TFM
TFM: % REACH
TFM: % SHARE
20. 0%
40%
30%
10. 0%
20%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Heritage FM station TFM is the main source of the declining listenership to
local commercial radio. In the last five years, TFM’s reach has fallen from 34%
to 26%, while its share of listening has fallen by more than half from 17% to
8%.
TFM: HRS LISTENED [indexed]
3000
2500
2000
1500
1000
500
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to TFM have fallen by a massive 49% over the last five years.
TFM % REACH BY AGE
80%
TFM % REACH BY AGE
80%
15-24
70%
25-34
35-44
60%
45-54
70%
55-64
65+
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
TFM has lost reach in almost all age groups. Over the last five years, reach in
15-24 year olds has fallen from 68% to 54%, in 25-34 year olds from 48% to
36%, in 35-44 year olds from 37% to 25%, in 55-64 year olds from 20% to
10%, and in 65+ year olds from 9% to 4%.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 10

11. TFM % SHARE BY AGE
40%
TFM % SHARE BY AGE
40%
15-24
45-54
25-34
35-44
30%
55-64
65+
30%
20%
20%
10%
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
TFM’s loss of listening share has been even more dramatic. Over the last five
years, the station’s share of listening has fallen by more than half from 31% to
14% in 15-24 year olds, by more than half from 26% to 12% in 25-34 year
olds, from 16% to 9% in 35-44 year olds, from 10% to 6% in 55-64 year olds,
and from 3% to almost 0% in 65+ year olds.
TFM % SHARE BY SEX
20%
TFM % SHARE BY CLASS
30%
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
20%
10%
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
TFM’s share of listening amongst males has fallen from 15% to 8%, and
amongst females from 18% to 10%. The relative fall has been greater amongst
males. Five years ago, hours listened by males were 48% of total hours
listened to TFM. Now males only contribute 39% of hours listened.
TFM’s share of listening amongst the C2DE demographic has fallen
dramatically from 21% to 8%, while the station’s share of listening in the ABC1
demographic has fallen only slightly from 10% to 8%. Five years ago, hours
listened by the C2DE demographic contributed 78% of total hours listened to
TFM. Now, C2DE hours listened make up 59% of the total.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 11

12. MAGIC 1170
MAGIC 1170: % REACH
20%
10%
MAGIC 1170: % SHARE
10. 0%
5. 0%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Heritage AM station Magic AM has enjoyed a considerably more stable
audience than that of its co-owned sister station TFM. Weekly reach is
currently 9%, compared to 11% five years ago. Listening share is currently 5%,
the same as five years ago (though there was a slight rise in the intervening
years).
MAGIC 1170: HRS LISTENED
[indexed]
1200
1000
800
600
400
200
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to Magic 1170 are only 1% lower than five years ago, although
there has been a rise and fall in the intervening years of more than 40%.
Because Magic 1170 has a small share of listening (currently 5%), analysis of
age, sex and class data does not provide significant information.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 12

13. CENTURY RADIO
CENTURY RADIO: % REACH
CENTURY RADIO: % SHARE
15. 0%
40%
30%
10. 0%
20%
5. 0%
10%
0%
0. 0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Century Radio has increased its weekly reach from 29% five years ago to 35%
now. Most of this growth has happened in the last year. The station’s share of
listening has increased from 12% five years ago to 14% now.
CENTURY RADIO: HRS LISTENED
[indexed]
2500
2000
1500
1000
500
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to Century Radio have increased by 19% over the last five
years.
60%
CENTURY FM % REACH BY AGE
60%
CENTURY FM % REACH BY AGE
45-54
50%
50%
40%
55-64
40%
65+
30%
30%
15-24
25-34
20%
20%
35-44
10%
10%
0%
0%
2004Q2
2004Q3
2004Q4
2005Q1
2004Q2
2004Q3
2004Q4
2005Q1
Demographic data for Century FM’s audience in the Teesside area has only
been published by RAJAR for the last four quarters. However, it is clear to see
that the station has a remarkably balanced appeal amongst all age groups up
to the age of 65.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 13

14. 30%
CENTURY FM % SHARE BY AGE
30%
CENTURY FM % SHARE BY AGE
15-24
45-54
25-34
55-64
65+
35-44
20%
20%
10%
10%
0%
0%
2004Q2
2004Q3
2004Q4
2005Q1
2004Q2
2004Q3
2004Q4
2005Q1
Century FM has experienced remarkable growth in both reach and share
amongst the 45-54 age group over the last year. In this age group, reach has
increased from 28% to 43% while share has increased from 12% to 18%.
Century FM’s gain in this 45-54 age group reflects a similar loss in the same
age group of TFM’s audience over the last year.
20%
CENTURY FM % SHARE BY SEX
20%
CENTURY FM % 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
Century FM’s share of listening is well balanced between males and females,
and well balanced between the ABC1 and C2DE demographics.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 14

15. GALAXY RADIO
GALAXY RADIO: % REACH
GALAXY 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
Galaxy Radio has increased its reach from 18% five years ago to 28% now,
and has increased its shre of listening from 7% five years ago to 11% now.
GALAXY RADIO: HRS LISTENED
[indexed]
2000
1800
1600
1400
1200
1000
800
600
400
200
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Hours listened to Galaxy Radio have increased by 64% over the last five
years.
70%
GALAXY RADIO % REACH BY AGE
70%
GALAXY RADIO % 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
Demographic analysis for Galaxy Radio has had to be derived from data for its
entire TSA, not Teesside alone, as no separate data is published for Teesside.
Galaxy Radio’s reach in the 15-24 year old age group increased substantially
between 2000 and 2001 and now stands at 61%. The station’s reach in the 2534 and 35-44 year old age groups has shown less remarkable growth.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 15

16. 40%
GALAXY RADIO % SHARE BY AGE
40%
GALAXY RADIO % SHARE BY AGE
45-54
55-64
30%
65+
30%
15-24
25-34
20%
35-44
10%
20%
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2000Q1
2005Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Similarly, Galaxy Radio’s share of listening amongst 15-24 year olds has
grown from 21% five years ago to 34% now.
20%
GALAXY RADIO % SHARE BY SEX
A l l M al es 15+
20%
GALAXY RADIO % SHARE BY
CLASS
A l l Femal es 15+
A B C1
C2DE
10%
10%
0%
0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
Galaxy Radio’s share of listening amongst the C2DE demographic has shown
a substantial increase over the last year, a reflection of TFM’s substantial loss
of listening in the same part of the population over the same time period.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 16

17. LOCAL AND REGIONAL COMMERCIAL RADIO
30. 0%
LOCAL COMMERCIAL RADIO: %
SHARE
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
The shift of audience away from TFM and towards BBC Radio 2 and, to a
lesser extent, towards the regional commercial stations available in Teesside,
is demonstrated by these graphs. Local commercial radio’s share of radio
listening has fallen from 28% to 16% over the last five years, while regional
commercial radio’s share has increased from 20% to 25% over the same
period.
REGIONAL COMMERCIAL RADIO:
HRS LISTENED [indexed]
LOCAL COMMERCIAL RADIO: HRS
LISTENED [indexed]
4500
4500
4000
4000
3500
3500
3000
3000
2500
2500
2000
2000
1500
1500
1000
1000
500
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 38% during
the last five years, while hours listened to regional commercial radio have
increased by 36%.
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 17

18. BBC RADIO ONE
BBC RADIO ONE: % REACH
BBC RADIO ONE: % SHARE
30%
15.0%
20%
BBC RADIO ONE: HRS LISTENED
[indexed]
10.0%
1800
1600
1400
1200
1000
10%
0%
800
5.0%
0.0%
600
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
40%
20.0%
30%
15.0%
20%
10.0%
10%
5.0%
0%
0.0%
3500
3000
2500
2000
1500
1000
500
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
0
2000Q1
2005Q1
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%
250
200
150
100
50
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
0
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
BBC RADIO FOUR
BBC RADIO FOUR: % REACH
BBC RADIO FOUR: % SHARE
20%
BBC RADIO FOUR: HRS LISTENED
[indexed]
15.0%
1800
1600
10.0%
1400
1200
10%
1000
800
5.0%
600
400
200
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
0
2000Q1
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]
10.0%
20%
1200
1000
800
5.0%
10%
600
400
200
0%
0.0%
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
0
2000Q1
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
page 18

19. % SHARE OF LISTENING - TEESSIDE TSA (786,000)
2000Q1 2001Q1 2002Q1 2003Q1 2004Q1 2005Q1
BBC RADIO 2
11.3% 15.1% 17.3% 17.2% 15.5% 18.7%
CENTURY RADIO
12.2% 14.1% 11.2% 13.7% 13.3% 13.6%
GALAXY RADIO
7.3% 10.4% 10.6% 11.0% 10.4% 11.1%
TFM
16.6% 12.9% 11.5%
8.8%
9.7%
7.8%
BBC RADIO 1
10.5%
9.9%
7.9%
8.5%
5.9%
7.5%
BBC RADIO CLEVELAND
6.2%
7.4%
6.6%
5.9%
6.8%
6.2%
BBC RADIO 4
7.6%
5.6%
9.9%
7.7%
9.0%
6.1%
BBC RADIO FIVE LIVE
3.6%
4.2%
4.7%
3.4%
5.7%
5.3%
MAGIC 1170
5.2%
6.0%
5.8%
6.5%
6.5%
4.7%
CLASSIC FM
3.8%
2.2%
2.3%
3.9%
3.1%
3.6%
talk SPORT
1.3%
1.9%
1.6%
1.1%
1.9%
1.4%
VIRGIN RADIO
4.1%
1.2%
0.8%
1.9%
1.1%
0.9%
BBC RADIO 3
0.4%
0.8%
0.7%
0.9%
1.3%
0.4%
JAZZ/SMOOTH
MOJO RADIO
KERRANG!
BBC WORLD SERVICE
SMASH HITS RADIO
KISS
Q
XFM
BBC ASIAN NETWORK
BBC7
HEAT
THE HITS
PLANET ROCK
FIVE LIVE SPORTS EXTRA
BBC 6 MUSIC
1XTRA FROM THE BBC
CAPITAL DISNEY
PRIME TIME RADIO
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%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.1%
0.1%
0.4%
0.3%
0.2%
0.1%
0.0%
1.1%
0.1%
0.0%
0.1%
0.1%
0.1%
0.0%
0.0%
0.0%
0.0%
1.1%
0.9%
0.6%
0.5%
0.5%
0.3%
0.3%
0.2%
0.2%
0.2%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
0.1%
OTHER BBC LOCAL
OTHER LOCAL COMM.
1.6%
6.3%
2.7%
4.4%
2.4%
4.7%
2.5%
6.0%
1.7%
4.3%
2.3%
3.5%
ANY BBC
ANY COMMERCIAL
OTHER STATION
41.3% 45.6% 49.4% 46.1% 47.5% 47.8%
57.7% 53.7% 49.2% 53.3% 52.0% 51.4%
1.0%
The Teesside, United Kingdom Radio Market
©2005 Grant Goddard
0.7%
1.4%
0.6%
0.5%
0.8%
page 19

20. 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 is indexed to 2005 Quarter 1 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 Teesside, United Kingdom Radio Market
©2005 Grant Goddard
page 20