Rajar Q3 2010: Digital listening growth flattens
Digital radio failed to break the 25% share of listening barrier its growth to date suggested it would surpass this quarter, according to the latest Rajar figures.
Between the second and third quarters of 2010, digital radio platforms' share of listening increased by just 0.2 percentage points from 24.6% to 24.8%.
Analogue's share (comprising AM and FM) increased from 67% to 67.6%.
Unspecified listening - listening which could not be linked to a particular platform - reduced from 8.5% to 7.6%.
DAB's share of listening fell from 15.8% to 15.3% and the internet fell from 2.9% to 2.8%.
DTV's share rose from 4.1% to 4.4%, while digital unspecified rose from 1.8% to 2.2%.
Digital Radio UK attributed the unimpressive growth to the lack of major developments in this quarter, pointing out that Q3 figures do not include the full effect of recent content developments including the launch of Smooth UK in October, and the expansion of Absolute 90s.
It said further announcements about new content, developments around DAB in cars, coverage and communications programmes should begin to see benefits from Q4 onwards.
Ford Ennals, chief executive of Digital Radio UK, said: "We’ve achieved a step change in digital listening growth in 2010 and we see that sustained in Q3, with 17.5% year-on-year growth.
"The Digital Radio Action Plan aims to create a further step change in digital listening in 2011, when we should begin to see the benefits of investment in coverage, content, communications and cars. Absolute Radio’s success shows that compelling and distinctive digital content and strong cross promotion is a healthy digital model for the future."
This article was first published on mediaweek.co.uk
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