Capital investigates fall in London listeners
Monday 25 November 2002
Capital Radio has called in an outside research company to investigate the disastrous drop in listeners to its flagship Capital FM station in London.
The company has been struggling to understand the latest quarterly listening data, published in October, which showed that Capital FM's market share had plummeted to just 8.8 per cent, its narrowest ever lead over its nearest rival in London, Heart 106.2, which is owned by Chrysalis. The number of listeners are the key statistic used to price advertising slots, so the figures from Rajar, the radio industry body, set off alarm bells in the City.
Capital has now commissioned Leapfrog, a qualitative and quantitative research group, to see whether a break-down of the figures shows where the problem lies. Leapfrog, based in Windsor, will look within Capital FM's core listener group of 15 to 44 year olds, to see which part of it has been switching off.
The Rajar figures showed that Capital FM had an audience of 2.6 million for the three months to mid-September, down 124,000 listeners on the previous quarter and a fall of 267,000 year-on-year. Total listening hours for the station fell by more than 20 per cent on last year. Worse, listeners to the key Chris Tarrant breakfast programme fell from 1.76 million to 1.6 million. The show is said to account for up to 15 per cent of group profits.
Some people at the company have suggested that Capital FM is losing listeners on the outskirts of London to other stations because of its focus on serving central London.
Kelsey Offord, head of strategic marketing at Capital, said the Leapfrog study was part of an annual health check the company performs on its main stations. She said it was not designed to look at an inner versus outer London split.
"This is internal research. They [Leapfrog] will interrogate the Rajar figures for clues. They will look to see if there are any differences within our key demographic," she said.
The listening statistics concerned City analysts so much that JP Morgan, for instance, cut its earnings forecast for 2003 by 16 per cent as a result.
- 3 Russian girl takes her own life after parents find pornography on her computer
- 4 Ball pool for adults opens in London
- 5 Amal Clooney gives excellent response to fashion question at European Court of Human Rights
Michelle Obama highlights harsh restrictions faced by Saudi women after meeting King Salman without wearing a headscarf
Saudi preacher who 'raped and tortured' his five -year-old daughter to death is released after paying 'blood money'
Kim Kardashian on Bruce Jenner's 'story': 'We support him no matter what, and I think when the time is right, he'll talk'
Russian girl takes her own life after parents find pornography on her computer
Ball pool for adults opens in London
9 reasons Greece's experiment with the radical left is doomed to failure
'We would evict Queen from Buckingham Palace and allocate her council house,' say Greens
Have we reached 'peak food'? Shortages loom as global production rates slow
Greece elections: Syriza and EU on collision course after election win for left-wing party
British grandmother Lindsay Sandiford faces execution by firing squad in Indonesia
Liberal Democrat minister defends comments suggesting immigration causes pub closures
iJobs Money & Business
£13000 per annum: Recruitment Genius: This Pension Specialist was established ...
£23000 - £26000 per annum + Benefits: Ashdown Group: Market Research Executive...
£25000 - £35000 per annum: Recruitment Genius: A Technical Report Writer is re...
Competitive salary & benefits!: MBDA UK Ltd: MBDA UK LTD Indirect Procurement...