A detailed analysis of the audiences for radio broadcasting in the Wolverhampton & Shrewsbury market in the UK, written by Grant Goddard in September 2005 for Laser Broadcasting Limited.

1. THE WOLVERHAMPTON &
SHREWSBURY, UNITED
KINGDOM RADIO MARKET
by
GRANT GODDARD
www.grantgoddard.co.uk
September 2005

2. EXECUTIVE SUMMARY
This analysis examines the Beacon FM radio market based around
Wolverhampton because no data are available for the Shrewsbury market
pertinent to the licence advertised by Ofcom. This latter market for the new
radio station will comprise approximately 100,000 adults and falls entirely
within the boundary of the larger Beacon FM market of 1,281,000 adults.
All figures in this report refer to the Beacon FM/Classic Gold WABC Total
Survey Area, except where stated.
Although local stations BRMB FM, Capital Gold, Galaxy FM and regional
stations Heart FM, Saga FM and Kerrang! are audible within the
Wolverhampton market, they are not audible within the Shrewsbury market on
analogue radio.









Reach of all radio has fallen from 88% to 84% in five years [UK: 91% to
90%]
Hours listened to all radio have fallen by 17% in five years [UK: no change]
Hours listened to commercial radio have fallen by 20% in five years [UK:
8% fall]
Hours listened to BBC Radio have fallen by 13% in five years [UK: 7%
increase]
Hours listened to local/regional commercial radio have fallen by 24% in
five years [UK: 12% fall]
Hours listened to local (not regional) commercial radio have fallen by
50% in five years
Hours listened to local FM commercial station Beacon FM have fallen by
41% in five years
Hours listened to local AM commercial station Classic Gold WABC have
fallen by 78% in five years
The only analogue stations that have shown an increase in hours listened
over the last five years are: BBC Radio Five Live (5% up) and Talksport
(14% up)
As a result:






Commercial radio’s share of listening has fallen from 51% to 49% in five
years [UK: 47% to 44%]
BBC Radio’s share of listening has increased from 47% to 50% in five
years [UK: 51% to 54%]
Local/regional commercial radio’s share of listening has fallen from 43%
to 40% in five years [UK: 39% to 34%]
Local (not regional) commercial radio’s share of listening has fallen from
31% to 18% in five years
Beacon FM’s share of listening has fallen from 12% to 9% in five years
Classic Gold WABC’s share of listening has fallen from 4% to 1% in five
years
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 2

3. This is a very unusual market because the data show that radio listening (to all
stations) is ebbing away at an alarming rate:
 Radio’s reach has already fallen to 84%, compared to the UK average of
90%;
 Hours listened to all radio have fallen by 17% in five years.
Listening to commercial radio is declining faster than listening to BBC stations:
 Commercial radio’s reach has fallen from 63% to 61% in five years;
 Commercial radio’s share has fallen from 51% to 49%;
 Hours listened to commercial radio have fallen by 20%.
Listening to local commercial radio has fallen even faster:
 Local commercial radio’s share has fallen from 31% to 18% in five years;
 Hours listened to local commercial radio have fallen by 50%.
Local commercial radio’s disastrous performance over the last five years has
been led by:
 Beacon FM (reach down from 27% to 20%, share down from 12% to 9%,
hours down by 41%);
 Classic Gold WABC (reach down from 7% to 2%, share down from 4% to
1%, hours down by 78%);
 BRMB (reach down from 14% to 8%, share down from 6% to 3%, hours
down 63%).
Over the last five years, regional stations have cannibalised some of the local
commercial stations’ listening. Surprisingly, commercial radio’s share of
listening has fallen despite:
 The launch of Saga FM in 2001;
 The launch of Kerrang! in 2004.
Even more remarkable is the fact that only two analogue stations in the market
– BBC Radio Five Live and Talksport – have increased their hours listened
over the last five years (by 5% and 14% respectively). Otherwise, all stations
have suffered losses in listening, some by huge amounts.
The net result is that those stations that have shown least losses of audience
have improved their positions in the market:
 BBC Radio Two leads the market, with share up from 12% to 14%, despite
hours down 2%;
 BBC Radio WM has improved its position, with share up from 6% to 7%,
despite hours down 8%.
Five years ago, Heart FM was the market leader and BBC Radio Two was
fourth. Now, BBC Radio Two leads the market and Heart FM is third.
Local commercial radio has simply lost its relevance to the potential audience,
as demonstrated by:
 Beacon FM was ranked (joint) second, but is now fourth;
 Classic Gold WABC was ranked eighth, but is now fifteenth;
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 3

4. 
BRMB was ranked seventh, but is now twelfth.
The key statistic that demonstrates local commercial radio’s troubles in this
market is the drop in share over five years from 31% to 18%. Not even regional
commercial radio’s increased share from 12% to 21% (driven by two new
regional stations) has been enough to prevent an overall decline in commercial
radio listening.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 4

5. ALL RADIO
ALL RADIO: HRS LISTENED [indexed]
ALL RADIO: % REACH
100%
35000
90%
30000
80%
70%
25000
60%
20000
50%
15 0 0 0
40%
30%
10 0 0 0
20%
5000
10%
0%
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Radio listening has declined substantially in this market over the last five
years. Reach has fallen from 88% in 2000 to 84% in 2004. By comparison,
across the whole UK, radio has a steady 90% weekly reach.
Hours listened have decreased by 17% over the last five years, while they
have remained steady across the UK as a whole (when indexed against
population changes).
Within the total population, the loss of interest in radio is evident across all the
different age groups:
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%
30%
15-24
20%
25-34
10%
35-44
0%
45-54
20%
55-64
10%
65+
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Over the last five years, radio’s weekly reach has fallen from 89% to 85%
amongst 15-24 year olds, from 89% to 86% amongst 25-34 year olds, from
91% to 84% amongst 45-54 year olds and from 86% to 75% amongst 65+ year
olds. Only amongst 35-44 year olds has reach remained steady at 89%.
These are substantial losses of radio listening across all age groups, indicating
an across-the-board growing disinterest in what radio has to offer.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 5

6. COMMERCIAL RADIO
COMMERCIAL RADIO: % SHARE
COMMERCIAL RADIO: % REACH
70%
60. 0%
60%
50. 0%
50%
40. 0%
40%
30. 0%
30%
20. 0%
20%
10. 0%
10%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Commercial radio (both local/regional and national) currently reaches 61% of
the population, compared to 63% five years ago. By comparison, across the
whole UK, commercial radio has a 63% weekly reach, down from 66% five
years ago.
Commercial radio’s share of radio listening has decreased from 51% five years
ago to 49% now. This is a better performance than the UK average, where
commercial radio has a 44% share of listening, down from 47% five years ago,
and is due to the higher than average number of commercial radio stations in
the market.
COMMERCIAL RADIO: HRS LISTENED
[indexed]
16 0 0 0
14 0 0 0
12 0 0 0
10 0 0 0
8000
6000
4000
2000
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to commercial radio have fallen by a substantial 20% over the
last five years. This compares to an 8% fall in hours listened across the whole
UK over the same period.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 6

7. BBC RADIO
BBC RADIO: % SHARE
BBC RADIO: % REACH
60. 0%
80%
70%
50. 0%
60%
40. 0%
50%
30. 0%
40%
30%
20. 0%
20%
10. 0%
10%
0. 0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2000Q2
2005Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
BBC Radio (both local and national) has maintained its reach at 59% over the
last five years. By comparison, across the whole UK, BBC radio has a 67%
weekly reach, up from 64% five years ago.
BBC Radio’s share of listening has risen from 47% to 50% over the last five
years. During the same period, across the whole UK, BBC Radio has
increased its share from 51% to 54%.
BBC RADIO: HRS LISTENED [indexed]
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to BBC Radio have fallen by 13% over the last five years.
Across the whole UK, hours listened to BBC radio have increased by 7% over
the last five years.
Almost all the BBC stations have suffered losses over the last five years.
Hours listened to BBC Radio Three are down 47%, BBC Radio One are down
29%, BBC Radio Four are down 13%, BBC WM are down 8%, and BBC Radio
Two are down 2%. Only BBC Radio Five Live shows a minor increase of 5%.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 7

8. LOCAL/REGIONAL COMMERCIAL RADIO
LOCAL/REGIONAL COMMERCIAL
RADIO: % SHARE
LOCAL/REGIONAL COMMERCIAL
RADIO: HRS LISTENED [indexed]
50. 0%
14000
12000
40. 0%
10000
30. 0%
8000
6000
20. 0%
4000
10. 0%
2000
0. 0%
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
The listening share of local/regional commercial radio stations in the market
has fallen in the last five years from 43% to 40%. By comparison, across the
UK (in areas with local commercial radio) local/regional commercial radio
attracts a 34% share of listening, down from 39% five years ago.
Local/regional commercial radio’s hours listened have decreased by 24% over
the last five years. By comparison, across the whole UK (in areas with
commercial radio), hours listened to local/regional commercial radio have
fallen by 12% (when indexed against population changes) over the last five
years.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 8

9. LOCAL COMMERCIAL RADIO
40. 0%
LOCAL COMMERCIAL RADIO: %
SHARE
10000
LOCAL COMMERCIAL RADIO: HRS
LISTENED [indexed]
9000
8000
30. 0%
7000
6000
20. 0%
5000
4000
3000
10. 0%
2000
1000
0. 0%
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
The listening share of local commercial radio stations in the market has fallen
dramatically in the last five years from 31% to 18%.
Local commercial radio’s hours listened have exactly halved (decreased by
50%) over the last five years.
The root cause of the market’s dwindling interest in radio is the huge loss of
listening experienced by the area’s local commercial radio stations.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 9

10. BEACON FM
BEACON FM: % REACH
30%
20%
10. 0%
10%
BEACON FM: % SHARE
15. 0%
5. 0%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Heritage FM station Beacon FM has lost substantial audience over the last five
years. Reach has fallen from 27% to 20%, while share of listening has fallen
from 12% to 9%.
BEACON FM: HRS LISTENED
[indexed]
4000
3500
3000
2500
2000
1500
1000
500
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to Beacon FM have fallen by 41% over the last five years, an
enormous loss for a heritage FM station.
BEACON FM: % REACH BY AGE
BEACON FM % REACH BY AGE
50%
50%
45-54
40%
30%
30%
20%
55-64
40%
20%
65+
15-24
10%
10%
25-34
35-44
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Over the last five years, Beacon FM’s reach has fallen in every age group –
from 46% to 34% amongst 15-24 year olds, from 33% to 23% amongst 25-34
year olds, from 28% to 23% amongst 35-44 year olds, from 25% to 21%
amongst 45-54 year olds, from 15% to 13% amongst 55-64 year olds, and
from 13% to 9% amongst 65+ year olds.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 10

11. BEACON FM: % SHARE BY AGE
BEACON FM: % SHARE BY AGE
25%
25%
45-54
55-64
20%
20%
15%
15%
10%
10%
65+
15-24
5%
25-34
5%
35-44
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Beacon FM’s share of listening has fallen just as dramatically in every age
group – from 17% to 14% in 15-24 year olds, from 20% to 17% amongst 25-34
year olds, from 13% to 11% amongst 35-44 year olds, from 10% to 8%
amongst 45-54 year olds, from 6% to 4% amongst 55-64 year olds, and from
7% to 3% amongst 65+ year olds.
Listening has fallen almost equally from all age groups. 69% of hours listened
now derive from 15-44 year olds, the same as five years ago. 49% of hours
listened now derive from 35-64 year olds, compared to 42% five years ago.
20%
BEACON FM: % SHARE BY SEX
20%
BEACON 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%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Beacon FM’s share of listening amongst females was substantially higher than
amongst males, but the difference has been narrowed over the last five years.
The station still has considerably more appeal within the C2DE demographic
group, and the loss of listening amongst the ABC1 group has been
proportionately greater over the last five years.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 11

12. CLASSIC GOLD WABC
CLASSIC GOLD WABC: % REACH
10%
CLASSIC GOLD 1359: % SHARE
5. 0%
5%
0%
0. 0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Heritage AM station Classic Gold WABC has lost even more audience than its
FM counterpart over the last five years. Weekly reach has fallen by more than
two thirds from 7% to 2%. Listening share has fallen by almost three quarters
from 4% to 1%. This is a radio station in absolute freefall.
CLASSIC GOLD WABC: HRS
LISTENED [indexed]
1400
1200
1000
800
600
400
200
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to Classic Gold WABC have fallen by a massive 78% over the
last five years.
20%
CLASSIC GOLD WABC: % REACH
BY AGE
CLASSIC GOLD WABC: % REACH
BY AGE
20%
15-24
45-54
25-34
55-64
35-44
65+
10%
10%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Classic Gold WABC has lost reach in all but one age group over the last five
years. Reach in 25-34 year olds has fallen from 3% to 2%, in 35-44 year olds
from 6% to 3%, in 45-54 year olds from 17% to 4%, in 55-64 year olds from
7%to 4%, and in 65+ year olds from 8% to 1%. Reach in 15-24 year olds has
remained unchanged at 1%.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 12

13. 15%
CLASSIC GOLD WABC: % SHARE
BY AGE
CLASSIC GOLD WABC: % SHARE
BY AGE
15%
15-24
45-54
25-34
55-64
35-44
65+
10%
10%
5%
5%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Classic Gold WABC’s share of listening has fallen in most age groups over the
last five years. In 25-34 year olds, share has fallen from 2% to 1%, in 35-44
year olds from 4% to 1%, in 45-54 year olds from 10% to 1%, and in 65+ year
olds from 5% to 1%. Reach in 15-24 year olds has remain unchanged at 0%,
and in 55-64 year olds has remained unchanged at 2%.
The remaining audience of the station is now so tiny that analysis by age
group is barely worthwhile.
CLASSIC GOLD WABC: % SHARE
BY SEX
10%
CLASSIC GOLD WABC: % SHARE
BY CLASS
10%
A B C1
A l l M al es 15+
C2DE
A l l Femal es 15+
5%
5%
0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
The station’s share of listening amongst women has fallen sharply from 5% to
1%, while share amongst the ABC1 demographic has fallen from 3% to 0%.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 13

14. BBC RADIO WM
BBC RADIO WM: % SHARE
BBC RADIO WM: % REACH
15%
10. 0%
10%
5. 0%
5%
0. 0%
0%
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2000Q2
2005Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
BBC Radio WM’s reach in the market is down slightly from 12% to 11% over
the last five years, while share has increased slightly from 6% to 7% over the
same period.
2500
BBC RADIO WM: HRS LISTENED
[indexed]
2000
1500
1000
500
0
2000Q2
2001Q2
2002Q2
2003Q2
2004Q2
2005Q2
Hours listened to BBC Radio WM have fallen by 8% over the last five years.
No demographic data are publicly available for BBC Radio WM.
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 14

15. BBC RADIO ONE
B B C R A D IO ON E: % R EA C H
B B C R A D I O ON E: HR S
LI ST EN ED [ i nd exed ]
B B C R A D IO ON E: % SHA R E
30%
15 . 0 %
4000
3500
20%
3000
10 . 0 %
2500
2000
10 %
15 0 0
5.0%
10 0 0
500
0%
0
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 0 Q2
2 0 0 5 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO TWO
B B C R A D IO T W O: % R EA C H
B B C R A D I O T W O: HR S
LIST EN ED [ i nd exed ]
B B C R A D IO T W O : % SHA R E
30%
15 . 0 %
4500
4000
20%
3500
10 . 0 %
3000
2500
2000
10 %
5.0%
15 0 0
10 0 0
500
0%
0
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 0 Q2
2 0 0 5 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO THREE
B B C R A D I O T HR EE: % R EA C H
5%
B B C R A D I O T HR EE: % SHA R E
1. 0 %
250
B B C R A D I O T HR EE: HR S
LI ST EN ED [ ind exed ]
200
15 0
10 0
50
0%
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
0
2 0 0 0 Q2
2 0 0 5 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO FOUR
20%
B B C R A D I O F OU R : % R EA C H
15 . 0 %
B B C R A D I O F OU R : % SHA R E
3500
B B C R A D IO F OU R : HR S
LI ST EN ED [ i nd exed ]
3000
15 %
10 . 0 %
2500
2000
10 %
15 0 0
5.0%
5%
10 0 0
500
0%
0.0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
BBC RADIO FIVE LIVE
B B C R A D I O F I V E LI V E: %
SHA R E
B B C R A D IO F I V E: % R EA C H
15 %
5.0%
B B C R A D I O F I V E LIV E: HR S
LI ST EN ED [ i nd exed ]
14 0 0
12 0 0
10 %
10 0 0
800
600
5%
400
200
0.0%
0%
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
0
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
2 0 0 5 Q2
2 0 0 0 Q2
2 0 0 1Q2
2 0 0 2 Q2
2 0 0 3 Q2
2 0 0 4 Q2
2 0 0 5 Q2
page 15

16. % SHARE OF LISTENING - BEACON FM TSA (1,281,000)
BBC RADIO 2
BBC RADIO 1
HEART
BEACON FM
SAGA 105.7 FM
BBC WM
BBC RADIO 4
CLASSIC FM
BBC RADIO FIVE LIVE
KERRANG!
GALAXY
THE NEW 96.4 BRMB
talkSPORT
107.7 THE WOLF
CLASSIC GOLD WABC
VIRGIN RADIO (AM)
BBC ASIAN NETWORK
CAPITAL GOLD
BBC RADIO 3
ATLANTIC 252
2000Q2 2001Q2 2002Q2 2003Q2 2004Q2 2005Q2
11.5% 12.7% 13.1% 14.1% 12.8% 13.6%
12.3% 11.1% 11.1% 10.5%
9.5% 10.6%
12.4% 11.9% 12.7% 12.0%
9.7% 10.4%
12.3% 11.3% 10.6%
9.9%
9.9%
8.8%
0.0%
0.0%
4.0%
5.3%
5.3%
7.9%
6.3%
8.0%
5.3%
8.1%
7.6%
7.0%
6.6%
9.9%
9.4%
7.0% 10.1%
6.9%
3.9%
4.6%
3.7%
3.6%
4.0%
4.7%
3.3%
4.1%
3.5%
3.6%
4.0%
4.2%
0.0%
0.0%
0.0%
0.4%
0.5%
3.1%
2.6%
1.6%
3.6%
1.9%
2.8%
3.0%
5.7%
6.1%
4.2%
4.1%
3.0%
2.5%
1.4%
1.6%
2.0%
1.8%
2.1%
2.0%
2.3%
1.4%
2.0%
1.7%
1.9%
1.8%
4.1%
2.9%
2.0%
2.7%
1.6%
1.1%
1.7%
2.0%
1.1%
1.1%
1.4%
0.8%
1.4%
1.1%
1.9%
0.4%
2.0%
0.7%
1.1%
0.7%
0.8%
0.8%
0.5%
0.5%
0.5%
0.7%
0.6%
0.7%
0.6%
0.3%
0.3%
0.2%
0.0%
0.0%
0.0%
0.0%
BBC WORLD SER VICE
KISS
THE HITS
MAGIC
1XTRA FROM THE BBC
FIVE LIVE SPORTS EXTRA
BBC 6 MUSIC
BBC7
THE ARROW
CENTURY
HEAT
MOJO RADIO
one word radio
PLANET ROCK
PRIME TIME RADIO
SMASH HITS RADIO
JAZZ/SMOOTH
CORE
SUNRISE RADIO
XFM
YARR 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%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.3%
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%
0.2%
0.1%
0.0%
0.0%
0.0%
0.0%
0.5%
0.2%
0.2%
0.1%
0.3%
0.0%
0.0%
0.1%
0.0%
0.0%
0.1%
0.1%
0.0%
0.2%
0.0%
0.1%
0.4%
0.1%
0.1%
0.1%
0.1%
0.5%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.1%
0.0%
0.0%
0.0%
0.0%
OTHER BBC LOCAL
OTHER LOCAL COMM.
5.4%
2.6%
5.1%
1.3%
5.1%
2.1%
5.1%
1.8%
5.0%
1.5%
5.3%
0.7%
47.3%
50.5%
52.6%
45.7%
49.8%
48.9%
49.9%
47.8%
52.7%
46.1%
49.7%
49.2%
2.2%
1.7%
1.3%
2.4%
1.2%
1.1%
ANY BBC
ANY COMMERCIAL
OTHER STATION
The Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 16

17. All data:
RAJAR/RSL
2000 Quarter 2
2001 Quarter 2
2002 Quarter 2
2003 Quarter 2
2004 Quarter 2
2005 Quarter 2

all “hours listened” data are indexed to 2005 Quarter 2 to account for
changes in total population size and in stations’ Total Survey Area size
from year to year.
dark green + grey blue =
royal blue outline =
pink outline =
pale blue + grey blue =
Heart FM, Saga FM, Kerrang!
Galaxy FM
BRMB FM, Capital Gold
Beacon FM, Classic Gold WABC
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 Wolverhampton & Shrewsbury, United Kingdom Radio Market
©2005 Grant Goddard
page 17