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

1. THE HULL, UNITED KINGDOM
RADIO MARKET: BASIC
ANALYSIS
by
GRANT GODDARD
www.grantgoddard.co.uk
November 2005

2. % SHARE OF LISTENING - VIKING FM TSA (1,248,000)
1999Q2
13.0%
9.6%
8.8%
16.5%
9.7%
5.3%
4.5%
5.0%
5.0%
1.7%
1.5%
0.8%
1.0%
2005Q2
19.3%
10.3%
9.8%
8.4%
8.0%
6.3%
4.1%
4.0%
3.3%
1.3%
0.8%
0.8%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.6%
0.3%
0.3%
0.2%
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.
3.7%
12.8%
4.1%
14.9%
ANY BBC
ANY COMMERCIAL
50.7%
48.3%
56.2%
42.1%
1.0%
1.7%
BBC RADIO 2
BBC RADIO HUMBERSIDE
BBC RADIO 4
96.9 VIKING FM
BBC RADIO 1
GALAXY YORKSHIRE
CLASSIC FM
MAGIC 1161 (HULL)
BBC RADIO FIVE LIVE
talk SPORT
VIRGIN RADIO (AM)
BBC RADIO 3
ATLANTIC 252
KISS
BBC WORLD SER VICE
KERRANG!
CENTURY
BBC 6 MUSIC
THE HITS
PLANET ROCK
Q
PRIME TIME RADIO
SMASH HITS RADIO
CAPITAL GOLD
CLASSIC GOLD
HEART
FIVE LIVE SPORTS EXTRA
BBC7
OTHER STATION
20.0%
SHARE OF LISTENING - VIKING FM TSA
1999Q2
2005Q2
15.0%
10.0%
5.0%
0.0%
The Hull, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
page 2

3. % WEEKLY REACH - VIKING FM TSA (1,248,000)
1999Q2
92%
2005Q2
91%
BBC RADIO 2
96.9 VIKING FM
BBC RADIO 1
BBC RADIO 4
GALAXY YORKSHIRE
BBC RADIO HUMBERSIDE
BBC RADIO FIVE LIVE
CLASSIC FM
MAGIC 1161 (HULL)
talk SPORT
BBC RADIO 3
VIRGIN RADIO (AM)
ATLANTIC 252
22%
32%
24%
16%
14%
20%
12%
11%
9%
5%
4%
7%
5%
32%
21%
20%
18%
18%
18%
13%
12%
7%
5%
4%
2%
0%
KISS
KERRANG!
BBC WORLD SER VICE
THE HITS
SMASH HITS RADIO
FIVE LIVE SPORTS EXTRA
BBC 6 MUSIC
BBC7
PLANET ROCK
Q
CENTURY
CLASSIC GOLD
HEART
JAZZ/ SMOOTH
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
3%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
OTHER BBC LOCAL
OTHER LOCAL COMM.
8%
25%
9%
28%
ANY BBC
ANY COMMERCIAL
67%
68%
68%
60%
3%
4%
ALL RADIO
OTHER STATION
35%
WEEKLY REACH - VIKING FM TSA
1999Q2
30%
2005Q2
25%
20%
15%
10%
5%
0%
The Hull, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
page 3

4. VIKING FM DEMOGRAPHICS
250
VIKING FM: DISTRIBUTION OF HOURS LISTENED BY
AGE [indexed]
1999Q2
INDEX: 100 = normal distribution
2005Q2
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
VIKING FM DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q2
55%
46%
37%
25%
20%
12%
2005Q2
39%
37%
27%
20%
5%
4%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q2
30%
26%
22%
15%
9%
3%
2005Q2
9%
19%
14%
9%
3%
1%
SHARE - VIKING FM
REACH - VIKING FM
60%
35%
1999Q2
2005Q2
30%
25%
1999Q2
50%
2005Q2
40%
20%
30%
15%
20%
10%
10%
5%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
The Hull, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 4

5. MAGIC 1161 DEMOGRAPHICS
250
MAGIC 1161: DISTRIBUTION OF HOURS LISTENED BY
AGE [indexed]
INDEX: 100 = normal distribution
1999Q2
2005Q2
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
MAGIC 1161 DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q2
14%
11%
14%
14%
5%
5%
2005Q2
9%
5%
9%
12%
5%
3%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q2
3%
4%
8%
10%
4%
4%
2005Q2
4%
2%
4%
7%
6%
1%
SHARE - M AGIC 1161
REACH - M AGIC 1161
16%
12%
1999Q2
14%
1999Q2
2005Q2
10%
2005Q2
12%
8%
10%
8%
6%
6%
4%
4%
2%
2%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
The Hull, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 5

6. GALAXY FM DEMOGRAPHICS
350
GALAXY YORKSHIRE: DISTRIBUTION OF HOURS
LISTENED BY AGE [indexed]
1999Q2
INDEX 100 = normal distribution
300
2005Q2
250
200
150
100
50
0
15-24
25-34
35-44
45-54
55-64
65+
GALAXY YORKSHIRE DEMOGRAPHICS
REACH
15-24
25-34
35-44
45-54
55-64
65+
1999Q2
46%
24%
14%
8%
5%
1%
2005Q2
52%
33%
21%
15%
4%
2%
SHARE
15-24
25-34
35-44
45-54
55-64
65+
1999Q2
22%
10%
4%
2%
1%
0%
2005Q2
21%
12%
8%
4%
1%
0%
SHARE - GALAXY YORSHIRE
REACH - GALAXY YORKSHIRE
60%
25%
1999Q2
2005Q2
1999Q2
50%
2005Q2
20%
40%
15%
30%
10%
20%
5%
10%
0%
0%
15-24
25-34
35-44
45-54
55-64
65+
The Hull, United Kingdom Radio Market: Basic Analysis
©2005 Grant Goddard
15-24
25-34
35-44
45-54
55-64
65+
page 6

7. MARKET COMPOSITE – LOCAL COMMERCIAL RADIO
DISTRIBUTION OF HOURS LISTENED BY AGE [indexed
by population]
MARKET GAP
300
Viking FM
M agic
Galaxy
200
100
0
15-24
25-34
35-44
45-54
55-64
65+
% SHARE WITHIN VIKING FM TSA
Viking FM
Magic 1161
Galaxy Yorkshire
TOTAL
40%
15+
8%
4%
6%
19%
15-24
9%
4%
18%
25-34
19%
2%
10%
35-44
14%
4%
7%
45-54
9%
7%
4%
55-64
3%
6%
1%
65+
1%
1%
0%
31%
31%
25%
19%
10%
3%
LOCAL COMMERCIAL RADIO - % SHARE OF LISTENING
WITHIN VIKING FM TSA
Galaxy Yorkshire
Magic 1161
30%
Viking FM
20%
10%
0%
15-24
25-34
35-44
45-54
55-64
65+
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: Basic Analysis
©2005 Grant Goddard
page 7