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

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

2. % SHARE OF LISTENING - VIKING FM TSA (1,109,000)
BBC RADIO 2
BBC RADIO HUMBERSIDE
BBC RADIO 4
BBC RADIO 1
96.9 VIKING FM
GALAXY YORKSHIRE
CLASSIC FM
BBC RADIO FIVE LIVE
MAGIC 1161 HULL
talk SPORT
VIRGIN RADIO
BBC RADIO 3
ATLANTIC 252
1999Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
11.5% 15.7% 15.1% 15.1% 16.9% 19.2% 15.2%
9.3% 13.4%
9.7% 11.5% 12.2% 13.4% 13.8%
9.2%
6.5%
9.4%
7.1%
7.8%
8.4% 10.6%
8.9%
8.0% 10.6%
7.2%
8.1%
7.4%
9.3%
18.1% 16.7% 12.9% 12.5% 10.4%
8.1%
9.0%
5.4%
6.6%
5.8%
7.8%
8.2%
7.8%
8.1%
4.6%
4.4%
4.4%
2.8%
2.9%
2.8%
4.7%
4.0%
3.9%
2.5%
3.6%
2.5%
4.0%
3.6%
4.7%
3.5%
3.3%
5.3%
4.5%
3.9%
2.7%
1.5%
1.2%
1.6%
1.4%
1.6%
1.2%
1.1%
1.1%
1.0%
1.4%
1.0%
0.8%
1.5%
0.9%
0.9%
0.6%
1.0%
0.5%
0.7%
0.5%
0.7%
1.6%
0.4%
0.4%
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%
0.0%
0.0%
0.3%
0.3%
0.3%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.2%
0.2%
0.4%
0.3%
0.4%
0.1%
0.0%
0.0%
0.1%
0.1%
0.4%
0.0%
0.1%
0.1%
0.5%
0.5%
0.4%
0.3%
0.3%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.0%
OTHER BBC LOCAL
OTHER LOCAL COMM.
4.5%
14.4%
4.7%
12.5%
3.7%
16.9%
3.6%
19.3%
3.6%
17.1%
5.0%
13.6%
2.9%
13.3%
ANY BBC
ANY COMMERCIAL
48.2%
51.3%
52.8%
46.3%
52.0%
46.7%
48.7%
50.0%
52.3%
46.7%
58.9%
40.5%
57.0%
42.2%
0.5%
0.9%
1.3%
1.3%
1.0%
0.6%
0.8%
KERRANG!
KISS
BBC WORLD SERVICE
CLASSIC GOLD
THE HITS
CAPITAL GOLD
CENTURY
HEART
FIVE LIVE SPORTS EXTRA
BBC 6 MUSIC
BBC7
PLANET ROCK
PRIME TIME RADIO
1XTRA FROM THE BBC
OTHER STATION
20.0%
SHARE OF LISTENING - VIKING FM TSA
1999Q3
2005Q3
15.0%
10.0%
5.0%
0.0%
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
page 2

3. % WEEKLY REACH - VIKING FM TSA (1,109,000)
ALL RADIO
1999Q3 2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
91%
88%
89%
88%
90%
88%
91%
BBC RADIO 2
BBC RADIO 1
96.9 VIKING FM
GALAXY YORKSHIRE
BBC RADIO HUMBERSIDE
BBC RADIO 4
BBC RADIO FIVE LIVE
CLASSIC FM
MAGIC 1161 HULL
talk SPORT
BBC RADIO 3
VIRGIN RADIO
ATLANTIC 252
20%
24%
31%
16%
19%
15%
11%
12%
10%
4%
3%
7%
7%
22%
22%
31%
19%
17%
14%
11%
11%
6%
4%
3%
4%
3%
25%
25%
27%
17%
18%
17%
10%
12%
7%
4%
3%
5%
2%
27%
21%
29%
23%
19%
13%
11%
8%
8%
5%
2%
3%
30%
22%
27%
22%
19%
16%
10%
11%
9%
4%
3%
3%
29%
18%
20%
19%
19%
17%
12%
10%
7%
4%
3%
3%
28%
21%
20%
20%
20%
17%
11%
11%
5%
4%
3%
3%
KERRANG!
KISS
BBC WORLD SERVICE
THE HITS
CAPITAL GOLD
FIVE LIVE SPORTS EXTRA
CLASSIC GOLD
BBC7
PLANET ROCK
Q
SMASH HITS RADIO
SMOOTH
BBC 6 MUSIC
1XTRA FROM THE BBC
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%
2%
3%
2%
0%
0%
0%
0%
0%
0%
0%
2%
1%
0%
0%
2%
2%
2%
1%
1%
1%
1%
1%
0%
1%
1%
0%
1%
1%
3%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
0%
0%
0%
OTHER BBC LOCAL
OTHER LOCAL COMM.
8%
25%
9%
24%
9%
30%
8%
31%
8%
28%
8%
26%
7%
26%
ANY BBC
ANY COMMERCIAL
66%
66%
63%
62%
69%
64%
64%
63%
67%
64%
67%
59%
69%
59%
3%
4%
4%
5%
4%
2%
4%
OTHER STATION
35%
WEEKLY REACH - VIKING FM TSA
1999Q3
30%
2005Q3
25%
20%
15%
10%
5%
0%
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
page 3

4. ALL RADIO
ALL RADIO: HRS LISTENED [indexed]
ALL RADIO: % REACH
100%
30000
25000
80%
20000
60%
15000
40%
10000
20%
5000
0%
0
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
ALL RADIO: % REACH BY AGE
ALL RADIO: % REACH BY AGE
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
15-24
30%
20%
25-34
20%
55-64
10%
65+
35-44
10%
45-54
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 4

5. COMMERCIAL RADIO
COMMERCIAL RADIO: % REACH
COMMERCIAL RADIO: % SHARE
60. 0%
70%
60%
50. 0%
50%
40. 0%
40%
30. 0%
30%
20. 0%
20%
10. 0%
10%
0%
0. 0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
COMMERCIAL RADIO: HRS LISTENED
[indexed]
14000
12000
10000
8000
6000
4000
2000
0
2000Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 5

6. BBC RADIO
BBC RADIO: % SHARE
BBC 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%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2000Q3
2005Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
BBC RADIO: HRS LISTENED [indexed]
16000
14000
12000
10000
8000
6000
4000
2000
0
2000Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 6

7. LOCAL/REGIONAL COMMERCIAL RADIO
50. 0%
LOCAL/REGIONAL COMMERCIAL
RADIO: % SHARE
12000
LOCAL/REGIONAL COMMERCIAL
RADIO: HRS LISTENED [indexed]
10000
40. 0%
8000
30. 0%
6000
20. 0%
4000
10. 0%
2000
0. 0%
0
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
% SHARE WITHIN VIKING FM TSA - 2000Q3
15+
TOTAL
33%
32%
24%
9%
3%
4%
2%
3%
8%
3%
6%
3%
7%
25%
10%
7%
2%
1%
0%
27%
Galaxy Yorkshire
35-44
4%
Magic 1161
25-34
17%
Viking FM
15-24
60%
44%
39%
14%
10%
8%
45-54
55-64
65+
% SHARE WITHIN VIKING FM TSA - 2005Q3
Viking FM
Magic 1161
Galaxy Yorkshire
TOTAL
70%
15+
9%
3%
8%
20%
15-24
14%
1%
23%
38%
25-34
19%
1%
12%
32%
35-44
15%
3%
8%
26%
45-54
7%
6%
5%
18%
55-64
4%
4%
2%
10%
65+
2%
1%
0%
3%
LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING
WITHIN VIKING FM TSA - 2000Q3
Galaxy Yorkshire
Magic 1161
60%
Viking FM
50%
40%
30%
20%
10%
0%
15-24
70%
25-34
35-44
45-54
55-64
65+
LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING
WITHIN VIKING FM TSA - 2005Q3
Galaxy Yorkshire
60%
Magic 1161
Viking FM
50%
40%
30%
20%
10%
0%
15-24
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
25-34
35-44
45-54
55-64
65+
page 7

8. LOCAL COMMERCIAL RADIO
LOCAL COMMERCIAL RADIO: %
SHARE
LOCAL COMMERCIAL RADIO: HRS
LISTENED [indexed]
25. 0%
5000
20. 0%
4000
15. 0%
3000
10. 0%
2000
5. 0%
1000
0
0. 0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 8

9. VIKING FM
VIKING FM: % REACH
40%
VIKING FM: % SHARE
20. 0%
30%
15. 0%
20%
10. 0%
10%
5. 0%
0%
0. 0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
VIKING FM: HRS LISTENED [indexed]
4500
4000
3500
3000
2500
2000
1500
1000
500
0
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
VIKING FM DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
60%
49%
51%
51%
39%
34%
43%
40%
43%
43%
31%
38%
41%
32%
32%
28%
32%
25%
24%
23%
30%
25%
13%
22%
13%
12%
16%
15%
9%
7%
7%
5%
6%
6%
4%
4%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
33%
22%
24%
20%
12%
14%
32%
18%
19%
19%
19%
19%
24%
17%
13%
12%
13%
15%
9%
13%
11%
9%
4%
7%
3%
7%
9%
4%
3%
4%
4%
1%
3%
2%
2%
2%
INDEX: 100 = normal distribution
200
VIKING FM: DISTRIBUTION OF HOURS LISTENED BY
AGE [indexed]
2000Q3
2005Q3
150
100
50
0
15-24
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
25-34
35-44
45-54
55-64
65+
page 9

10. REACH - VIKING FM
70%
2000Q3
60%
2005Q3
50%
40%
30%
20%
10%
0%
15-24
25-34
35-44
45-54
55-64
65+
SHARE - VIKING FM
35%
2000Q3
30%
2005Q3
25%
20%
15%
10%
5%
0%
15-24
25-34
35-44
45-54
55-64
65+
VIKING FM % REACH BY AGE
VIKING FM: % REACH BY AGE
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
45-54
55-64
65+
20%
15-24
20%
25-34
10%
35-44
0%
10%
0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
VIKING FM: % SHARE BY AGE
35%
35%
15-24
30%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
VIKING FM: % SHARE BY AGE
45-54
30%
55-64
25-34
35-44
25%
2005Q3
65+
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 10

11. VIKING FM: % SHARE BY CLASS
VIKING: % SHARE BY SEX
20%
20%
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
10%
10%
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 11

12. MAGIC 1161
MAGIC 1161: % REACH
MAGIC 1161: % SHARE
6. 0%
10%
5. 0%
4. 0%
3. 0%
5%
2. 0%
1. 0%
0%
0. 0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2000Q3
2005Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
MAGIC 1161: HRS LISTENED
[indexed]
1400
1200
1000
800
600
400
200
0
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
MAGIC 1161 DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
7%
7%
9%
8%
7%
6%
6%
6%
10%
6%
7%
3%
5%
12%
8%
14%
13%
7%
11%
11%
12%
13%
11%
8%
11%
9%
4%
8%
5%
2%
1%
5%
3%
5%
2%
2%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
2%
1%
2%
1%
4%
1%
3%
1%
9%
3%
1%
1%
8%
8%
4%
7%
7%
3%
3%
4%
8%
5%
7%
6%
6%
5%
4%
7%
3%
4%
3%
2%
4%
4%
2%
1%
300
MAGIC 1161: DISTRIBUTION OF HOURS LISTENED BY
AGE [ indexed]
INDEX: 100 = normal distribution
2000Q3
2005Q3
250
200
150
100
50
0
15-24
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
25-34
35-44
45-54
55-64
65+
page 12

13. REACH - M AGIC 1161
12%
2000Q3
10%
2005Q3
8%
6%
4%
2%
0%
15-24
25-34
35-44
45-54
55-64
65+
SHARE - M AGIC 1161
8%
2000Q3
7%
2005Q3
6%
5%
4%
3%
2%
1%
0%
15-24
20%
25-34
35-44
45-54
55-64
65+
MAGIC 1161: % REACH BY AGE
MAGIC 1161: % REACH BY AGE
20%
15-24
45-54
25-34
35-44
15%
55-64
65+
15%
10%
10%
5%
5%
0%
0%
2000Q3
10%
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
MAGIC 1161: % SHARE BY AGE
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
MAGIC 1161: % SHARE BY AGE
10%
15-24
45-54
25-34
55-64
35-44
65+
5%
5%
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 13

14. MAGIC 1161: % SHARE BY CLASS
MAGIC 1161: % SHARE BY SEX
10%
10%
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
5%
5%
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 14

15. GALAXY YORKSHIRE
GALAXY: % SHARE
GALAXY: % REACH
25%
9. 0%
8. 0%
20%
7. 0%
6. 0%
15%
5. 0%
4. 0%
10%
3. 0%
2. 0%
5%
1. 0%
0%
0. 0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
GALAXY: HRS LISTENED [indexed]
2500
2000
1500
1000
500
0
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
GALAXY DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
56%
57%
62%
54%
58%
52%
25%
31%
35%
35%
35%
34%
18%
21%
30%
29%
23%
23%
12%
13%
19%
17%
17%
17%
5%
4%
5%
7%
6%
5%
1%
1%
3%
3%
2%
2%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
2000Q3 2001Q3 2002Q3 2003Q3 2004Q3 2005Q3
27%
22%
30%
20%
27%
23%
11%
12%
14%
17%
12%
12%
8%
6%
9%
10%
9%
8%
2%
5%
6%
4%
5%
5%
1%
1%
1%
1%
1%
2%
0%
1%
1%
1%
0%
0%
INDEX 100 = normal distribution
350
GALAXY YORKSHIRE: DISTRIBUTION OF HOURS
LISTENED BY AGE [indexed]
2000Q3
300
2005Q3
250
200
150
100
50
0
15-24
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
25-34
35-44
45-54
55-64
65+
page 15

16. REACH - GALAXY
60%
2000Q3
50%
2005Q3
40%
30%
20%
10%
0%
15-24
25-34
35-44
45-54
55-64
65+
SHARE - GALAXY
30%
2000Q3
2005Q3
25%
20%
15%
10%
5%
0%
15-24
25-34
35-44
GALAXY: % REACH BY AGE
70%
45-54
55-64
65+
GALAXY: % REACH BY AGE
70%
45-54
60%
60%
50%
50%
40%
40%
30%
30%
55-64
65+
20%
20%
15-24
10%
25-34
10%
35-44
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
GALAXY: % SHARE BY AGE
40%
2000Q3
2005Q3
2001Q3
2002Q3
2003Q3
2004Q3
GALAXY: % SHARE BY AGE
40%
45-54
15-24
55-64
25-34
35-44
30%
2005Q3
65+
30%
20%
20%
10%
10%
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 16

17. GALAXY: % SHARE BY SEX
20%
20%
GALAXY: % SHARE BY CLASS
A l l M al es 15+
A B C1
A l l Femal es 15+
C2DE
10%
10%
0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
NB: demographic data for Galaxy Yorkshire refers to its entire TSA, not just the
part that falls within the Viking FM TSA.
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
page 17

18. BBC RADIO HUMBERSIDE
BBC RADIO HUMBERSIDE: % REACH
15. 0%
25%
BBC RADIO HUMBERSIDE: % SHARE
20%
10. 0%
15%
10%
5. 0%
5%
0. 0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2000Q3
2005Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
BBC RADIO HUMBERSIDE: HRS
LISTENED [indexed]
4000
3500
3000
2500
2000
1500
1000
500
0
2000Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 18

19. OTHER LOCAL COMMERCIAL STATIONS
OTHER LOCAL COMMERCIAL
STATIONS: % REACH
OTHER LOCAL COMMERCIAL
STATIONS: % SHARE
20. 0%
35%
30%
15. 0%
25%
20%
10. 0%
15%
10%
5. 0%
5%
0. 0%
0%
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
2000Q3
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
OTHER LOCAL COMMERCIAL
STATIONS: HRS LISTENED [indexed]
5000
4500
4000
3500
3000
2500
2000
1500
1000
500
0
2000Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
2001Q3
2002Q3
2003Q3
2004Q3
2005Q3
page 19

20. BBC RADIO ONE
B B C R A D IO ON E: % R EA C H
B B C R A D IO ON E: HR S
LIST EN ED [ ind exed ]
B B C R A D IO ON E: % SHA R E
15 . 0 %
30%
3000
2500
20%
10 . 0 %
10 %
5.0%
0%
0.0%
2000
15 0 0
10 0 0
500
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
0
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 0 Q3
2 0 0 5 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
BBC RADIO TWO
B B C R A D IO T W O: % R EA C H
B B C R A D IO T W O: HR S
LIST EN ED [ ind exed ]
B B C R A D IO T W O: % SHA R E
40%
25.0%
6000
20.0%
30%
5000
4000
15 . 0 %
20%
3000
10 . 0 %
2000
10 %
5.0%
10 0 0
0%
0
0.0%
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 0 Q3
2 0 0 5 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
BBC RADIO THREE
B B C R A D IO T HR EE: % R EA C H
B B C R A D IO T HR EE: HR S
LIST EN ED [ ind exed ]
B B C R A D IO T HR EE: % SHA R E
2.0%
5%
300
250
200
1. 0 %
15 0
10 0
50
0%
0
0.0%
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 0 Q3
2 0 0 5 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
BBC RADIO FOUR
B B C R A D IO F OU R : % R EA C H
20%
B B C R A D IO F OU R : % SHA R E
15 . 0 %
3000
15 %
B B C R A D I O F OU R : HR S
LI ST EN ED [ i nd exed ]
2500
10 . 0 %
2000
10 %
15 0 0
5.0%
10 0 0
5%
500
0%
0.0%
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
0
2 0 0 0 Q3
2 0 0 5 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
BBC RADIO FIVE LIVE
B B C R A D IO F IV E LIV E: %
SHA R E
B B C R A D IO F IV E: % R EA C H
15 %
5.0%
12 0 0
B B C R A D IO F IV E LIV E: HR S
LIST EN ED [ ind exed ]
10 0 0
4.0%
10 %
800
3.0%
600
2.0%
5%
400
1. 0 %
200
0.0%
0%
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
0
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
2 0 0 0 Q3
2 0 0 1Q3
2 0 0 2 Q3
2 0 0 3 Q3
2 0 0 4 Q3
2 0 0 5 Q3
page 20

21. WEEKDAY AUDIENCES BY HALF HOUR
12.0%
WEEKDAY AUDIENCE BY HALF HOUR: 1999Q3
12.0%
WEEKDAY AUDIENCE BY HALF HOUR: 2005Q3
Viking
Viking
10.0%
10.0%
Magic
Magic
8.0%
8.0%
Galaxy
6.0%
Galaxy
6.0%
Local
Commercial
Radio
4.0%
Local
Commercial
Radio
4.0%
2.0%
2.0%
0.0%
0.0%
9.0%
VIKING: WEEKDAY AUDIENCE BY HALF HOUR:
1999Q3
9.0%
15-24
8.0%
25-34
7.0%
35-44
6.0%
45-54
VIKING: WEEKDAY AUDIENCE BY HALF HOUR:
2005Q3
15-24
8.0%
25-34
7.0%
35-44
6.0%
45-54
5.0%
55-64
5.0%
55-64
4.0%
65+
4.0%
65+
3.0%
3.0%
2.0%
2.0%
1.0%
1.0%
0.0%
0.0%
5.0%
MAGIC: WEEKDAY AUDIENCE BY HALF HOUR:
1999Q3
5.0%
MAGIC: WEEKDAY AUDIENCE BY HALF HOUR:
2005Q3
4.5%
15-24
4.5%
15-24
4.0%
25-34
4.0%
25-34
3.5%
35-44
3.0%
45-54
55-64
2.5%
65+
2.0%
35-44
3.5%
45-54
3.0%
55-64
2.5%
65+
2.0%
1.5%
1.5%
1.0%
1.0%
0.5%
0.5%
0.0%
0.0%
7.0%
GALAXY: WEEKDAY AUDIENCE BY HALF HOUR:
1999Q3
15-24
6.0%
5.0%
25-34
35-44
7.0%
GALAXY: WEEKDAY AUDIENCE BY HALF HOUR:
2005Q3
15-24
6.0%
25-34
35-44
5.0%
45-54
4.0%
3.0%
2.0%
55-64
65+
45-54
4.0%
55-64
65+
3.0%
2.0%
1.0%
1.0%
0.0%
0.0%
The Hull, United Kingdom Radio Market
©2005 Grant Goddard
page 21

22. Data sources:

RAJAR/RSL
1999 Quarter 3
2000 Quarter 3
2001 Quarter 3
2002 Quarter 3
2003 Quarter 3
2004 Quarter 3
2005 Quarter 3

all “hours listened” data are indexed to 2005 Quarter 3 to account for changes in total
population size and in stations’ Total Survey Area size from year to year.
Key:
Dark blue outline
Brown dashed outline
Blue dotted area
Pale green striped area
Dark green striped area
Pale green dotted area
Pink dashed outline
Red dotted area
Viking FM
Magic AM
Galaxy Yorkshire
Minster FM, York
Lincs FM, Lincoln
Compass FM, Grimsby
Yorkshire Coast Radio, Scarborough
Yorkshire Coast Radio, Bridlington
EMAP
EMAP
Chrysalis
TLRC
Lincs FM
Lincs FM
TLRC
TLRC
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 Hull, United Kingdom Radio Market
©2005 Grant Goddard
page 22