WHEN DID I REACH THE AGE TO BE A RADIO 4 LISTENER?

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• JAY.EVANS@RELATIONSGROUP.CO.UK'S BLOG

I was heading off in the A1 home to Norfolk the other night when, for the first time, it dawned on me that I had tuned in Radio 4 (and was still on Radio 4 one hour later). I have been doing this for months, but for the first time I started to think...
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When did I become a Radio 4 listener?
The truth is…I don’t actually know! This needed more investigation. So, to start I decided to document my tuning habits daily to see what sort of radio listener I was (For reference, I am soon to turn 37 so no recent graduate!)
I start my day with a 4:30am alarm, setting off in the car at around 5:15am – so this is where my radio day pans out…

5:15am – Radio 2 – Vanessa Feltz
6:30am – Radio 2 – Moira Stewart for the news headlines
6:32am – Radio 2 – Chris Evans
7:00am – Radio 2 – Moira Stewart for news of the morning
7:30am – Radio 4 – Today Programme
8:30am – 6:00pm – Office – no control over the station
6:00pm – Radio 4 – Round up of the news and current stories
7:15pm – 9:00pm – Mark Forrest Show – BBC Local Radio

To many this may be a surprise. I am a massive music fan and 90% of my listening day is speech based. Ten years ago this would have been very different, with radio 1 and Kiss (national and regional) being the stations of choice in my car. But over recent years, I further understand why radio stations focus on certain age groups and audiences; because we all change.
Working in PR, I do have a vested interested in the news. Something my partner (my junior by over a decade) finds of great annoyance. We do fight over channels when we travel together, however we will always be tuned in to our local station as a compromise I am more than satisfied to settle for the half hour and hourly bulletins (thanks KL.FM 96.7).

The eclectic mix of stations on my radio day, is quite reflective of the strategy of the broadcasters. For instance; Radio 2 aims to appeal to an audience of over 35 years old – that’s me! Radio 4 is a news and current affairs broadcaster aimed at professionals of all ages – that’s me!

BBC Local Radio is where I am not sure I sit. BBC Local Radio’s average audience is 55 years old. Generally over 45 – I am not quite there yet. However, you may or may not know this, but the Mark Forrest Show is network broadcast from 7pm on BBC Local and Regional Radio and has a roundup of all the best stories from across the regions. So – perhaps subconsciously I am looking at the news of the day from a more localised angle?

Rajar figures have recently been released and they show some interesting shifts in listening habits – but a forever growth in audience. Whatever your listening habits, try to remember that others have much different tastes and habits.

To find out more about these habits and in depth about audience profiles on radio stations across the country, why not give me a call on 020 7158 0000 where we can have a one on one chat, or I will happily and meet your team/s to discuss this in more detail.