Devon Cornwall 040504 - Ofcom1 Devon and Cornwall Radio Licence Research Final Report To Ofcom 29th...
Transcript of Devon Cornwall 040504 - Ofcom1 Devon and Cornwall Radio Licence Research Final Report To Ofcom 29th...
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Devon and Cornwall Radio Licence Research
Final Report To Ofcom29th April 2004
Prepared by Mark EllisThe Knowledge Agency Ltd01926 [email protected]
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Contents
� Management summary (p3)� Objectives and methodology (p5)� What makes a good local radio station? (p11)� Satisfaction with current provision (p18)� Level of interest in a new service (p25)� Station coverage preferences (p28)
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Management Summary 1
� Overall levels of satisfaction with current services are high, and there is relatively little spontaneous criticism of the current provision� But there is high interest in the idea of a new commercial station from a
large part (54%) of the population, and especially among young people (76% of 16-24s)
� A fresh alternative to the limited choice/variety they have at present� Both surveys agreed about the most important components of a strong local
radio station� Music mix, local news and traffic/travel are key� The ideal local station would combine the functional benefits of a local
station (news you can use) with the emotional benefits of a national (stature, professionalism, entertainment value)
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Management Summary 2
� There are no clear-cut answers to the licence coverage question� In both surveys, Plymouth residents appear to prefer a regional (Cornwall
and Devon) service overall� Exeter broadly follows the same pattern
� However the quantitative sample in Cornwall appears to want a more local service
� Listeners in Cornwall favour the local option because of a stronger preference for local coverage
� Exeter and Plymouth listeners favour the regional option because it offers broader coverage/outlook
� Those most interested in a new service, and particularly youngerrespondents, were more likely to prefer a regional (Cornwall and Devon) service - even in Cornwall
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Objectives and methodology
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Project objectives
� To deliver an insight into the market context for the award of new commercial licences in South-West England
� Ultimately the research needs to inform the decision as to which of three licence options is likely to deliver maximum benefit to the local population�� One licence covering Cornwall, Plymouth, Exeter and Torbay� One licence covering Cornwall only, and another licence covering
Plymouth and Exeter/Torbay� Licences covering each of i) Cornwall, ii) Plymouth, iii) Exeter/Torbay
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Research Objectives
� To effectively inform this decision, the research needs to help us�� Understand attitudes towards existing radio services in the Devon and
Cornwall area, and perceived gaps in provision� Explore the relative appeal of different kinds of additional provision,
including more area/town specific services vs more specialist music/lifestyle formats
� Specifically we needed to quantify views on the following...� Rating of local radio stations� Importance of a range of attributes to the appeal of a local radio station� Level of interest in a new local or regional radio station� Preferred option for new radio station in terms of area covered
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A two-part research process...
Qualitative Research� Aimed at refining the quantitative
questionnaire and gaining deeper insight into drivers and attitudes to the main issues
� 4 x 90-minute focus groups, split by location and lifestage
� All groups mixed sex, current radio listeners (5+ hours per week) and non-rejectors of commercial radio
� Listeners to a mix of local and national stations, both commercial and BBC
� Groups moderated by Mark Ellis of The Knowledge Agency on 17th and 18th February 2004
Quantitative Research� The principal survey, aimed at
quantifying the main issues� 637 in-street interviews
� 322 in Cornwall� 170 in Exeter� 145 in Plymouth
� All respondents radio listeners aged 16+
� Interviews conducted by Research Works between 24th February and 10th March 2004
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Qualitative sample overview
Source: Knowledge Agency focus groups
Empty nesters (St Austell)� Mostly semi-retired� More insular attitude
- by age- by geography
� Very happy with existing (BBC) service
Older parents (Plymouth)� Local radio plays important
functional role (work and family)� Enjoy a mix of different stations� Some concern for their family�s
consumption, but put their own interests first!
Young parents (St Austell)� Geographically mobile (part of their
jobs) and outward looking� Least satisfied with current provision
(�you make do...�)
Pre-family (Plymouth)� Mix of students and young workers� Quite cosmopolitan in outlook� Media-savvy� Widest station repertoire
Feedback consistent on many issues, significant differences will be highlighted
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Quantitative sample overview
Sample by sex
46 46 50
54 54 50
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Plymouth Exeter Cornwall
Male Female
Sample by age
19 2518
30 2425
29 3236
21 18 21
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Plymouth Exeter Cornwall
16-24 25-44 45-64 65+
Source: Research Works
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What makes a good local radio station?
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The role of local radio is multi-dimensional
Source: Knowledge Agency focus groups
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There is broad consensus on what makes a good local radio station...
� Spontaneous responses in the focus groups were quite consistent...
MusicHumour/personality
(Local) newsTraffic and travel news
Respondents� blueprint for a good local station was a combination ofstrong local news, traffic and travel information and a good broad mix of music
presented in a professional, entertaining way by presenters with genuine personality
Source: Knowledge Agency focus groups
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We then quantified the importance of key attributes of local radio
� We presented a list of 13 different attributes that might characterise a good local or regional radio station, and asked respondents first to rate the importance of each, then to prioritise the most important...
Local adverts
Aimed at people of my age
Entertaining breakfast showPhone-insInvolved with the
local community
Celebrity and entertainment
news and gossip
National and international news
Presenters from the local areaMusic
Presenters with entertaining personalities
Listing of local events
Local traffic and travel
Local news and weather
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Q. How important is �. in terms of making a local Radio Station appealing?
29
33
34
51
55
55
45
48
43
35
31
34
15
11
12
7
8
5
11
8
10
6
5
5
Listing of LocalEvents
Natl/Inter News
Presenters withEnter/personalities
Local Traffic
Music
Local News/Weather
Base: ALL
Very Important Important Neither/Nor Unimportant Don't Know
The results were highly consistent with the focus groups...
Source: Research Works
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Q. How important is �. in terms of making a local Radio Station appealing?
11
13
14
18
25
25
26
27
32
32
33
50
31
52
21
21
23
24
15
20
12
20
20
21
19
7
14
8
19
12
8
4
2
7
1
Local Adverts
Celebrity/Ent News
Phone Ins
Presenters from theLocal Area
Aimed at People my Age
Ent Breakfast Show
Invol with LocalCommunity
Base: ALLVery Important Important Neither/Nor Unimportant Very Unimportant
Many of the �lesser� attributes have only marginal appeal
Source: Research Works
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Quantitative respondents prioritised local news/weather above music, though attitudes vary by age
Q. Which three characteristics are most important?
13
18
11
16
20
50
61
71
0 20 40 60 80
Involv with localActivities
Aimed at People myage
Ent Presenters
Listing of localevents
National/InternationalNews
Local Traffic/Travel
Music
Local News/Weather
Base: ALL
� Similar hierarchy to straight importance ratings, but differences between winners and losers are more pronounced (bottom 5 attributes scored less than 10%)
� No significant differences emerging by area
� But, age was influential � e.g. 16-24 and 65+ higher preference for �station� aimed at people my age, local traffic more important 25+, music key for 16-24 year olds
Source: Research Works
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Satisfaction with current provision
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Respondents listen to a broad mix of local and national stations
Q. Which of these radio stations do you listen to nowadays?
10
12
13
14
15
20
20
24
2731
0 10 20 30 40
Radio 5 Live
Classic FM
Plymouth Sound
Radio Devon
Gemini FM
Radio Cornwall
Radio 4
Pirate FM
Radio 2
Radio1
Base: (ALL)
CornwallExeter Plymouth29% 31% 36%28% 31% 22%39% 1% 19%18% 26% 16%37% 2% 4%1% 52% 5%1% 28% 23%3% 0% 51%10% 18% 10% 8% 10% 16%
Source: Research Works
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Overall level of satisfaction with current local stations is high
Q. Overall how satisfied are you with the range of local radio stations available to you?
9 10 12 6
21 2026
18
41 36
3952
29 3424 24
Total Cornwall Exeter PlymouthBase: ALL
Very Satisfied
Satisfied
Neither/Nor
Dissatisfied
Source: Research Works
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Higher levels of dissatisfaction among some sub-groups...
� Dissatisfaction levels were higher than the total for the following:� Men 10% versus 5% for Women� Men in Exeter particularly high 18%� 16-24 year olds in Cornwall higher at 18%� 20-44 year olds in Exeter higher at 20%
Source: Research Works
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Attitudes to current local services were broadly consistent across three of the four focus groups
Source: Knowledge Agency focus groups
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In the quantitative, current local stations score well on the key functional attributes of local radio
Q. How do you rate the local Radio Stations currently available in terms of � ?
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26
28
29
38
38
37
35
42
40
41
43
14
15
11
11
6
5
9
4
4
9
2
2
EntPresenters
Phone Ins
Listing ofLocal
Music
Local Traffic
Local News
Base: ALL
Very Good Good Neither/Nor Poor
� Music and (especially) entertaining presenters score less well
� Overall good ratings, though, even on these attributes
� But, highest level of dissatisfaction (9%) for these of any attributes (bar �aimed at people of my age� - 14%)
� Again, broadly consistent with qualitative findings
Source: Research Works
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No obvious perceived gaps in provision
� Many of our focus group respondents did not articulate any particular gap in provision� They just wanted more of the same, as another alternative (and
something to keep existing stations on their toes)� However, there is a latent demand for a station that...
� Offers similar functional benefits to the current music stations (i.e. useful local news and travel information, playing a community role)
� Displays a greater degree of professionalism and a broader outlook� Better presenters� Less parochial
� Offers a more appealing and less repetitive music mix
Source: Knowledge Agency focus groups
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Level of interest in a new service
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Just over half the sample claimed to be interested in a new service
Q. How interested would you be in listening to a new local or regional commercial radio station?
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37
21
15
9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total % Base: ALL
%Very UninterestedUninterestedNeither/NorInterestedVery Interested
Source: Research Works
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Level of interest in a new service varies substantially across the sample
5356543646627654575054Net interested
3439382233425437433437Interested
1917161413202217141617Very interested
DEC2ABC165+45-6425-4416-24ExeterPlymouthCornwallAll%base: all
� Around half the total sample are interested
� Younger people (and especially 16-24s) are especially likely to be interested
� More people are interested in Plymouth and Exeter than in Cornwall 38444345+
77726016-44
ExeterPlymouthCornwall%base: all
Source: Research Works
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Station coverage preferences
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In Cornwall- A Cornwall only Station- A Cornwall, Plymouth and Exeter/Torbay Station
In Exeter (quantitative only)- An Exeter/Torbay only Station- An Exeter/Torbay and Plymouth Station- An Exeter/Torbay, Plymouth and Cornwall Station
In Plymouth- A Plymouth only Station- A Plymouth and Exeter/Torbay Station- A Plymouth, Exeter/Torbay and Cornwall Station
Respondents in both surveys were presented with up to three options, depending on their location
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They recognise the trade-off between localness and scale benefits
� Respondents in the focus groups were generally quick to grasp the idea that there might be a trade-off between different benefits provided by local and regional (Cornwall and Devon) services
� There were split views on the issue of Cornwall vs Devon� The older Cornish respondents were locally focused and proud of their Cornish
identity (�They�re English, we�re Cornish�)� The other three groups were more outward looking, and didn�t seem to have a
problem with the notion of Cornwall and (South) Devon being identified as a single area (indeed some welcomed it)
� Pirate FM is already seen as broadcasting cross-border, to some extentSource: Knowledge Agency focus groups
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The focus groups showed a clear preference for a regional (Cornwall and Devon) service
Source: Knowledge Agency focus groups
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Among the larger sample, there are directional, but not clear cut, preferences...
Base: 141Base: 170Base: 322
Don�t know2%
Don�t know4%
Don�t know14%
Cornwall and Devon44%
Cornwall and Devon46%
Cornwall and Devon37%
Devon15%
Devon12%
Exeter only39%
Plymouth only37%
Cornwall only49%
ExeterPlymouthCornwall � There are no clear-cut preferences either way in any location
Source: Research Works
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Attitudes to station coverage vary within Cornwall...
12913171614Don�t know
412631385837Cornwall and Devon
476556442649Cornwall only
Interested in new station
65+45-6425-4416-24All
� Attitude varies by age
� The older someone is, the more likely they are to want a local station
� Even among those interested in a new station, the preference overall is for a local station
Source: Research Works
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However, attitudes in Plymouth and Exeter are more consistent
� Patterns relatively consistent between areas and across demographs
1
46
15
38
Int
4
44
12
40
Int
DK122634DK
Regional404944474646Regional
Devon191015131212Devon
Local413939353937Local
45+15-44All45+15-44All
ExeterPlymouth
Source: Research Works
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There are strong functional reasons for people to prefer a local station
� Importance of functional localness� Relevant local news� Relevant local traffic and travel
� Greater sense of identity with the local, rather than regional area� Particularly among older and more downmarket respondents
� However, there is no clear sense that these needs are underserved at the moment, even in Cornwall
4465Local area not well served
25202825Prefer local coverage
22281922Info more relevant
51525352A local station appeals more because...
ExeterPlymouthCornwallTotal% (base: all)
Source: Research Works
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Local attributes are particularly important to those wanting a Cornwall-only station
12122415121316Presenter personalities
32222524151320National news
59725859685561Music
2519217131718Local info/ what�s on
39454841556150Local traffic and travel
63757972638171Local news and weather
RegionalLocalRegionalLocalRegionalLocalAll
ExeterPlymouthCornwall
Source: Research Works
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Reasons for preferring a regional (Cornwall and Devon) station are more subtle and emotional
� Focus group respondents articulated a number of reasons for preferring a regional service...� Scale and substance (= more money)
� �A proper alternative to Radio 1� (Plymouth, pre-family)� Ability to attract bigger stars and better presenters
� �Why speak to 1,000 people on Plymouth Sound when you can reach 7 million on Radio 1� (Plymouth, pre-family)
� A broader outlook� �If it�s something you really want to see... Newquay�s amazing, so is
Bristol� (Plymouth, pre-family)� Better adverts (bigger audience)� Something different
� �Local radio that acts more like a national� (Plymouth, older parents)� �More of a challenge to the status quo� (St Austell, young parents)
Source: Knowledge Agency focus groups
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The quantitative highlights the broader outlook of a regional station as the biggest driver of appeal
� Anticipated professionalism is not the only (or biggest) reason for wanting a regional station
� Many people seem to be drawn to the broad idea of plural supply, and are looking for choice within the mainstream, not specialist or niche provision
7
12
28
47
All
495940A wider regional station appeals more because...
6124Different
111014Bigger/more professional
323722Broader coverage/outlook
ExeterPlymouthCornwall% (base: all)
Source: Research Works