How Radio 3 and Classic FM perform in RAJAR Q3 2018

For those that don’t know, RAJAR is the way in which radio listening is measured and reported on. Data is released on a quarterly basis.

There’s a lot of analysis about it by people who are very good at what they do. I can’t claim to provide forensic analysis in this post – instead I’ve pointed to those industry commentators.

But I thought it might be interesting to hone in on Classic FM’s and Radio 3’s performance, how each broadcaster has referred to their station’s performance, and reflect on my own listening experience in comparison.

What the BBC says

The BBC leads on 5 Live Sports Extra and 6 Music as their strong performing brands. Radio 3’s audience is below 6 Music’s

BBC Radio 3’s audience was 1.93 million (from 1.91m last quarter and 1.96m last year) and its share was 1.2% (1.1% last quarter and 1.1% last year).

BBC Media Centre, Thursday 25 October 2018

They’re also emphasising ‘BBC Podcasts’ which I think I’m right in saying includes any radio content which can be downloaded for post-broadcast catch-up (rather than only specifically produced podcasts). That hints at the direction of travel (flagged in a previous post of mine about BBC Sounds).

What Global Radio says

Global loves big figures. It’s not a bad figure either. It looks good. It sounds solid. And there’s a nice implicit comparison with the kind of figures we hear a lot about in relation to television. So, even though’s no useful comparison for the average punter, it’s a figure that reinforces Classic’s ongoing success. 

What the commentators say 

I read Adam Bowie’s post and Matt Deegan’s blog. Respected industry chaps who regularly post about radio and stuff. 

Adam Bowie

Radio 3 got its Proms bump with reach up 1.4% to 1.9m (down 1.5% on the year). Hours were well up this quarter – up 10.3% on the quarter and up 13.7% on the year. I hate to disappoint Radio 3 listeners, but the jump looks a little too good to me, so expect some “correction” next quarter.

Adam Bowie, Thursday 25 October 2018

Matt Deegan

Matt has an interesting breakdown on London listeners during the summer months. The gap between Classic and Radio 3 is stark. The proximity of Classic to other commercial brands is impressive. In Manchester Radio 3 doesn’t feature on the list at all. 

In his overview, Matt highlights a perspective on digital listening I hadn’t appreciated before now about the rise in popularity of smart speakers (eg Amazon Echo) amongst users listening journeys. That reminds of the point I was flagging post-CMIC2018 about how broadcasters and record companies are now competing as distribution platforms.

From a classical music perspective, making the core content more easily findable/retrievable to fans or connoisseurs like me presents itself as a priority; any editorial context put around that content or related storytelling needs a strong recognisable and searchable brand name.

Matt’s post also flags the limitations of the RAJARs accounting method – recall – and how its challenged by specific metrics obtainable from streams and downloads in comparison. Makes the BBC’s emphasis on podcasts appear like an attempt to lead the industry towards a more useful method of measuring success. Maybe. 

My thoughts and listening experience

I’m hardly representative – but its interesting to reflect on my own listening experience against these figures. 

My radio listening has dropped considerably in the past 8 months. I rarely switch on in the mornings. I often get annoyed when I’m listening to speech.

A caveat applies here I think: I still wonder whether there’s a hangover present from being a BBC-staffer recognising things I don’t especially like and opting for near-wholesale avoidance as a self-preservation strategy in a new freelance and brand-agnostic life. 

Of those things I do listen to – World at One, PM (despite Eddie Mair’s departure), The Archers, Any Questions, and more 5 Live than Radio 3.

Over the summer I listened to the BBC Proms on-demand more than I did live. My listening has dramatically dropped off post-Proms. I suspect this is more to do with discovering the appeal of unmediated classical music recordings and live streams, me gaining in confidence exploring the subject on my own, and reconnecting with the joy of self-discovery. 

Importantly, I’ve moved away from Radio 3 since I’ve noticed a change in on-air presentation style. This isn’t me falling into the bracket of people who decry the dumbing down of the airwaves by the way. Rather in my case,  I’m not warming to some styles of delivery. Some of the newer voices indirectly (and probably unwittingly) present more of themselves rather than mediating, facilitating or contextualising in the way I used to seek Radio 3 out for a few years ago. 

The stats and the commentary remind me that Classic and Radio 3 aren’t competing as they’re appealing to different audiences with different content.

It also makes me think that Radio 3 is reasonably robust meaning it has a surprising amount of editorial freedom to tweak schedules and introduce change compared to a few years ago.

The data also serves to remind me that the world I choose to write about really isn’t that big at all. 

Comments

comments