RAJAR Q1 2013: P... P... P... Problems?

It's been a busy day for me, finding time in amongst appointments, shopping and other day to day activities to look over the RAJARs.  But this was one of the things that I was most interested in.  What would I make of the latest results.

BBC Radio Cornwall saw an increase in listenership, on both quarter by quarter and year to year.  Up 6,000 on the year, and up 23,000 on the previous quarter to 175,000.  Share also rose on the quarter, up from 16.1% to 17.5%, and even though in terms of total hours, there's over 100,000 more hours recorded this year than last, somehow, that 17.5% share this year is down from last year's 18.7%.  Can't figure that one out.

BBC Radio Devon also saw an increase in listenership, up 16,000 on the year and up 20,000 on the quarter to 245,000.  On share, we have a strange quirk, being up from 10.0% share on the last quarter, and down from 13.6% last year, to right between the two, 11.8%.  Rarely do stats come out that well.

Heart South West, in the first quarter where we can make a legitimate quarter to quarter comparison, is up from 394,000 to 408,000, an increase of 14,000.  Share however was unchanged at 9.8%.  This is in stark contrast though to the network figures, which are down.  Heart have lost 255,000 listeners in the last year, and 132,000 listeners in the last quarter.  Their share has dropped from 5.0% to 4.8%, and total hours in the last year has gone down by over 2 million, and in the last quarter by over a million.  It seems that Heart South West is gaining listeners seemingly because it is not local radio, but a quirky hybrid of local and national that is relatively new to some parts of the region, and is piqueing the interest of listeners.  But Heart as a network is not doing so well.

This is also the first quarter where we can make a legitimate quarter to quarter comparison for Radio Plymouth.  On reach, they have gained an extra 1,000 listeners, going from 37,000 to 38,000.  However, the change of breakfast presenter seems to have hurt the station quite significantly.  Total hours dropped from 271,000 to 219,000.  Share was also down, from 4.9% to 3.9%.  How did that drop occur.  Average hours per listener went down, quite sharply, from 7.3 hours per week, to 5.8 hours.  It seems that work is needed to get people listening longer, because that kind of drop in just 3 months, really hurts a station like Radio Plymouth.

Radio Exe by contrast has had a more positive quarter.  Like Radio Plymouth, their reach went up by 1,000.  But they also saw an increase in Total Hours, from 176,000 to 196,000; and an increase in share, from 4.0% to 4.6%.  They too made changes early in the year, and these changes seem to be paying off, at the moment.

Palm FM can't seem to win at the moment.  They've lost 2,000 listeners in the last quarter, down to 35,000; and their share is down from 4.7% to 4.4%.  They've been in flux for most of the past two quarters though, and it's only recently that things have settled down again, with a new breakfast show host.  Hopefully, by Q3, we will see whether these changes are paying off for Palm.

Gold Devon saw a positive quarter, going up from 36,000 listeners to 42,000, and increasing their share from 1.3& to 1.6%.  However, they have been stuck in a small range, and need to break out of it.

Pirate FM had a dire quarter in Q4 2012, and Q1 2013 doesn't look any better.  They've lost 1,000 listeners, down to 152,000.  Total Hours down from 1,418,000 to 1,371,000 and share down from 11.8% to 11.2%.  The problem is quite easily indentifiable.  Outside of breakfast, content has been cut right back to the bare bones, and they are doing mostly music and imaging.  In other words, they are trying to out-Heart Heart South West.  You don't win a battle by trying to sound exactly like your competition.  You win a battle by being different from yoour competition, different enough to highlight their weakness and portray them as your strengths. 

Overall, it seems that the three Ps, Pirate, Palm and Plymouth, need to do a lot of work to recover lost ground.  The BBC and Heart are gaining at their expense.

Q4 2012 RAJARs: 6Music steals the spotlight

Well, there is no doubt in my view about what the headline is from the latest RAJARs.  6Music is definitely a growing station.  The station reached almost 1.9 million listeners, a record breaking performance, especially when you consider it broadcasts only on digital radio.  The performance can really be put down to things, having the right presenters in the right slots, and the intelligent approach to music that 6Music uses.  Many other stations could learn a lot from 6Music and allow a few tracks on the playlists that are less familiar, but often just as good as the more familiar ones.

On the local side, the spotlight really falls on 3 stations.  Radio Exe, who reduced their TSA by over 100,000; Palm FM, and Radio Plymouth, who recieved their first official ratings in this quarter.  All of these stations and Pirate FM as well, are up against the newly formed monolith that is Heart South West, who are reporting combined numbers for the first time rather than separate numbers for Cornwall and Devon.

Heart South West reported 394,000 listeners.  The best we can tell, that is actually an increase on the quarter and a small increase on the year.  The station was listened to for 8.1 hours per listener per week, whihc is a reasonable figure.  So how do their competition measure up?

Let's start with Radio Exe, whose TSA figure is basically now the city of Exeter and not a lot more.  The reach does not look good at just 21,000 listeners, down from 25,000 the previous quarter.  However, in the smaller TSA, that now represents 11% of the TSA, rather than the 9% or so last quarter.  Average Hours per week went up rto 8.3 from 7.4, but that was not enough to stop the total hours dropping from 183k to 176k.  This does mean that in the smaller TSA, the share went up to 4% from 2.8%.  A lot of this feels like cosmetic changes really rather than anything solid. 

However, at the beginning of 2013, they made some fairly significant changes to their schedule.  Matt Young left the station, and Chris Dinnis took over a shortened drivetime from 2pm til 6pm.  Nino Ferreto, who at one time had been the breakfast presenter on Radio Exe in it's previous identity of Exeter FM, has come back and taken over the daytime slot between 10am and 2pm.  Ashley Geary's Live and Local expands and becomes a regular show every weeknight between 6pm and 8pm.  Kellow's Bootlaces and The Pow Wow, two shows about Exeter's local football and rugby teams take the 8pm slots for an hour on Mondays and Thursdays respectively, with Gary King's Totally 90s getting an airing on Fridays at 8pm.  Radio Exe is obviously making a play at being the home of local music and sport, though that seems a little strange when the saturday afternoon show, when both local teams are in action, is not particularly sport focused.  On the local music side, they are in direct competition there with local community radio station Phonic FM, which has actually been around longer than Radio Exe, by all of 3 days.  It will be interesting to see if Radio Exe's strategy actually pays off for them.  The next set of RAJARs for them will be very important, as it will be the first test of how the revised schedule is actually working for them.

For Palm FM, the problem was much simpler in understanding, stop a downward trend that had been developing over the past 18 months or so, and it looks like they might have done that.  37,000 listeners is up 3,000 on the quarter and level for the year, so it looks like some stability may have returned to Palm FM.  Or has it?  The share and hours figures don't read as well as the reach figure does.  The share has dropped to 4.7%, the lowest level since 2008, and way down from a peak of 7.2% in Q4 2010.  At only 7 hours per listener per week, the total hours figure has dropped to 261k, the lowest level since 2009 and down from the peak of 340k in Q3 2010. 

Much like Radio Exe, Palm FM has also made some changes in 2013, with John Hogarth leaving the role of Programme Controller to concentrate on Breakfast, and Jon White, formerly Radio Plymouth's Breakfast Show host, replacing Hogie as Programme Controller and also replacing Dave Gould as host of the Interactive Afternoon.  Dave Gould also seems to have left Palm FM, as Allen Fleckney has taken over Dave's old Sunday Afternoon slot.  Again, much like Radio Exe, the Q1 2013 numbers will be very interesting to watch. 

For Radio Plymouth, the problem has been not knowing how many people were listening.  Now, with their first official RAJARs, they know.  37,000 listeners, same number as Palm FM.  7.3 hours per listener per week, 271k total hours and a 4.9% share are respectable numbers and a good starting point.  However, these numbers were during Jon White's time on the Breakfast show.  Jon is now Palm FM Programme Controller, so Chris Batchelor has taken over the Breakfast show, and it will be interesting to see whether the movement in the numbers in Q1 2013 will be up or down. 

For Pirate FM, the last quarter saw a big drop in reach down to 153,000 and a very low 11.8% share, their worst performance that I can verify going back to 1999.  Total Hours dropped below 1.5 million, the worst performance since Q4 2008.  Radio Cornwall saw a small drop down to 152,000 listeners and 16.1% share, down from 154,000 and 16.3% respectively, whilst Radio Devon recovered some ground, rising to 225,000 listeners and 10% share, from 203,000 listeners and 8.9% share.  But all these stations have some serious opposition already from community radio stations, and in 2013, there will be many more launches across Cornwall and Devon, meaning that more stations will be competing for listeners attention. 

In Cornwall, there's already Radio Scilly, The Source FM and Radio St Austell Bay broadcasting on FM, with Penwith Radio, Redruth Radio, CHBN Radio and The Hub all due to launch this year.  In Devon, the competition from community radio already exists with Soundart Radio in Totnes and Phonic FM in Exeter on FM, and The Voice, already broadcasting across North Devon, Exeter and Torbay on DAB, even though the editorial area is only North Devon.  The Voice are due to add FM distribution in North Devon this year, and will be joined by Bay FM in Exmouth, Plymouth Community Radio,  Q-mmunity Radio in Crediton and Totnes FM in Totnes.  All these stations are taking small chunks of the audience now, and these chunks are getting slowly bigger, and soon there will be more chunks being taken out of the audience pie.  It will be interesting to see just how the more established stations respond.

Who's On Heart breaches broadcasting code, and listener trust

Do you remember the competition that Heart ran for about 6 months during their daytime shows between 10am and 4pm?  It caused a lot of controversy on some radio forums, and apparently, OFCOM also recieved a complaint about it.

The complaint from a listener to Heart's Devon station, now mostly merged with Heart Cornwall, formerly Atlantic FM, to form Heart South West.  There were three incidents that the complainant reported where the presenter, in this case Toby Anstis, host of the Mid Morning slot from 10am to 1pm across the whole Heart Network, did not make clear that the competition was across the whole Heart Network, not merely the station that the listener was listening to.

OFCOM found that the station had been in breach of Rule 2.15, which states that...

“Broadcasters must draw up rules for a broadcast competition or vote. These rules must be clear and appropriately made known. In particular, significant conditions that may affect a viewer's or listener's decision to participate must be stated at the time an invitation to participate is broadcast.”

 Now, it has to be said, this I think is something of a harsh decision, as I believe the top prize on the competition was around £50,000, or maybe it had gone up to £60,000, but either way, that would be enough motivation for any listener to want to call in.  Also, as OFCOM noted in the decision, only the person who got through to the studio was charged for the call, and others would not be.

But there are a couple of interesting points that are worth remembering here.

The first is the issue of listener trust.  Now this is something that some people in the broadcasting industry either don't understand, or forget about, or think that it doesn't matter.  Yet, listener trust is one of the most important commodities that any station can have, as it helps to build ratings and credibility, two of a radio station's results.  It's very easy to destory listener trust, and once that trust has gone, it's very difficult to get it back.

And Heart, in its very construction, is a station that actively avoids being upfront with listeners.  The fact that 35 stations have become 17 all under a single brand, with 17 hours a day of network programming on weekdays, and 20 hours a day on weekends, yet tries to say with a straight face that it prides itself on it's localness, just doesn't ring true.  A listener to Heart South West in Penzance, wouldn't feel that a station based in Exter and London, is very local to them.  After all, Exeter is 110 miles away, and London is 289 miles away.  Not exactly local, especially when compared to Pirate FM, that is based in Pool, near Redruth, which is only 15.7 miles away, and does locally originated programming for all except 3 hours on a Sunday afternoon

Heart's words and actions are not congruent, and as such, to me as a listener, it does not make me want to trust them as a radio station.

The second point I'd like to make is one that would annoy a lot of the fans of Heart on the various radio forums and sites, but is a very pertinent point.

Heart's parent company, Global Radio, have set themselves up as the big guns in the industry, and with their intended purchase of the entity formerly known as GMG being investigated by the Office of Fair Trading, this breach of the broadcasting code doesn't help matters for them, even if it doesn't hinder them.  And even if this breach is counted against them in that process, which is unlikely, it's not exactly a big minus.  But when you set yourself up as the biggest company in the industry, there will be people who will not like what you do, just as there will be people who do like what you do.

However, some of the reactions that I have seen from Heart's fans, or as I usually call them, the Heartophiles, have been definitely derogatory towards the complainant.  Some of the thoughts about who the complainant might be, are logical and believable.  After all, in creating Heart Devon, Global took 5 different breakfast shows, 4 different daytime shows and 5 different drivetime shows, and replaced them with 1 countywide breakfast show and 1 countywide drivetime show, with network daytimes.  They basically fired a lot of people and  it's not inconcievable that some of them might have an agenda against Heart.  However, it has to be said that a number of those who used to work for those stations that became Heart Devon, still have some very strong friendships with those who still work at Heart.

But it is worrying that the attitude is that the person invloved is somehow either a professional complainer, or someone at a rival station, that's a very damaging attitude to hold.  When you are working at a radio station, you are busy doing so much, that you don't have time to dissect the opposition's output, much as you'd might like to.  I find the whole idea of a rival station getting a complaint submitted to OFCOM to be totally ludicrous.  The other idea of a professional complainer, whilst being more plausible, considering the past actions of organisations like MediaWatch UK, also seems unlikely in this situation.  The professional complainers, such as MediaWatch UK, go after the BBC, or Channel 4, or Sky.  The groups that are anti-Global and anti-Heart, are rag-tag Facebook groups of individuals, many of whom don't even have the time to actively monitor Heart's output all day.

The idea that "normal listeners" don't complain is something that broadcasters have been trying to use for years to discredit anybody who did complain about their output.  It's a dangerous attitude to hold, and is very insulting to listeners, who are the most important people for any radio station.  If you don't value the feedback you get from your listeners, then why should they listen to your station?

All in all, this is small fry, this is a minor infraction.  In the NFL, you'd call this a 5 yard penalty.  It's nothing.  But the reaction of the Heartophiles online, is very disconcerting.  They're treating it, like they've given up a 15 yard penalty, a major infraction, and they've basically attacked the motivation of the complainer, without having any proof, or any eveidence, or even anything slightly circumstancial.  Rather than accept that Heart made a few mistakes, they throw some quite wild unprovable accusations, just so they can feel better.  Such behaviour is unjustified, unwarranted and does not help Heart from a public relations standpoint. 

It's a shame that these so called fans cannot just accept the fact that Heart go caught out on some minor infractions of the broadcasting code and let things be.  But any big company can be regarded as a target, as the BBC, ITV, Sky and NewsCorp have all found out.  And now Global are starting to realise that as the biggest commercial radio company, you are there to be shot at, and some people will take potshots at you, and some will hit the target.  The measure of a company is how you react and recover from those hits and do you make your product better as a result.