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The Communications Market:The Communications Market:
Digital radio report chart packDigital radio report chart pack
July 2010y
Contact details:Robert Turner ([email protected])Caroline Leaver ([email protected])
Alternate contact:Steve Gettings ([email protected])
0
Basis of report publicationBasis of report publication
• The Government announced its Digital Radio Action Plan in July 2010. Ofcom was asked in the plan to publish an annual report on the availability and take-up of digital radio services. This is the therefore the first of those reports.therefore the first of those reports.
• The plan emphasises that digital radio switchover should only begin when the market is ready for such a process and that it should therefore be predominantly consumer-led. An aspirational target date of 2015 was supported by the report. But it also concluded that a decision on switchover could pp y ponly made once two criteria had been fulfilled:
– when 50% of all radio listening is via digital platforms; and• when national DAB coverage is comparable to FM, and local DAB reaches 90% of the g p ,
population and all major roads.
• This report includes data on digital radio devices’ share of radio listening. Future editions will also report on the coverage project, designed to measure current levels of FM and DAB coverage.p g p j , g g
• In this report ‘digital radio’ is used in its broadest sense to include all platforms and technologies that allow listeners to access digital radio services.
1
Figure 1 Percentage share of listening hours (di it l l ifi d)(digital, analogue, unspecified)
Radio listening share by digital and analogue listening
12.8% 17.9% 21.1% 24.6%80%
100%
Digital
Radio listening share by digital and analogue listening
21.1% 12.6% 12.7% 8.5%60%
80% DigitalUnspecifiedAnalogue
66.1% 69.5% 66.2% 67.0%
20%
40%
0%Q2 2007 Q2 2008 Q2 2009 Q2 2010
Source: RAJAR Ipsos MORI/ RSMBNote: New digital radio listening share survey begun in Q2 2007 by RAJAR Ipsos MORI/ RSMBNote: New digital radio listening share survey begun in Q2 2007 by RAJAR Ipsos MORI/ RSMB
Figure 2: Proportion of people, by age, who have ever
Digital radio listening by age group (% of total)
g p p p , y g ,listened to radio via a digital platform, Q1 2010
60%
Digital radio listening by age group (% of total)
53% 54% 57% 56% 55%
40%
53% 54% 55%46%
29%20%
0%All 15+ 15-24 25-34 35-54 55-64 65-74 75+
Source: Ofcom research, Q1 2010Source: Ofcom research, Q1 2010Base: All who listen to the radio (n=7017)Q: Whether ever use digital radio
Proportion of people, by age, who have ever listened to radio through a digital platform, Q1 2010Proportion of people, by age, who have ever listened to radio through a digital platform, Q1 2010
Figure 3: Distribution of listening to digital radio, by g g g , ysocio-economic group – ever used digital radio
Di i l di li i b i i (% f l)Digital radio listening by socio-economic group (% of total)
60%
63%55%
40%
53% 55% 48%42%20%
Source: Ofcom research, Q1 2010
0%All adults AB C1 C2 DE
Source: Ofcom research, Q1 2010Base: All who listen to the radio (n=7017)Q: Whether ever use digital radio
Figure 4: Share of digital listening, by platform and areag g g, y p
DAB Radio via DTV0 4 9%
All digitalInternet0-4.9%
5.0-9.9%
10.0-14.9%
15.0-19.9%
20.0-24.9%
25.0-29.9%
30.0+%
N/A
Source: Ofcom / RAJAR / Octagon Q1 2010
Figure 5: Digital radio’s share of radio listening, Q1 2010
Year-on-year increase (percentage points)
ours
g g g, Q
20
25+ 3.9 + 0.6+ 2.4 + 0.7 + 0.1
of a
ll ra
dio
ho
24.010
15
tform
s sh
are
o
15.1
4.0 2.9 1.90
5
ital r
adio
pla
t
All digital DAB DTV Internet Digital unspecifiedDig
Source: RAJAR (adult listeners 15+), Q1 2010
6Note: ‘Digital unspecified’ relates to listening to digital-only stations where the survey respondent has not specified the listening platform used.
Figure 6: Distribution of listener hours, by service and l /di it l l tf Q1 2010
+4pp +3pp 0pp +1pp +1ppAnnual increase
in digital listening
analogue/digital platforms, Q1 2010
24%
9%
80%
100%
Not Stated24%
4%
60%
rket
sha
re
Digital
Digital share of listening = 24%
67%
30%
13%
1%
5%
4%
1%1%
3%
20%
40%
% m
ar
Analogue
30%
7% 5%23%1%
5%1%
0%All Radio BBC Network Local / Nations
BBCNational
commercialLocal
commercial
Source: RAJAR / OCTAGON, Q1 2010
BBC commercial commercial
Figure 7: Distribution of listener hours, by service,
0 9 0 4 0 1 0 3 0 2 0 1 0 1 0 0 0 4Annual increase
in digital listening
g , y ,between analogue & digital platforms, Q1 2010
1.7%15%
18%
Not Stated
+0.9pp +0.4pp +0.1pp +0.3pp +0.2pp +0.1pp +0.1pp 0.0pp +0.4pp in digital listening
3.5%
3.3%
1.0%
0.9%9%
12%
15%
ket s
hare
Not Stated
Digital
12.0%
7.9% 6.9%
1.7%
1.6% 1.0% 0 5% 0 4%0.4%
0.9%
0.4%0.3%
0.2% 0.1%3%
6%
9%
% m
ark
Analogue
2.5% 2.4% 0.9% 0.7%0.3%
0.5% 0.4% 0.8%0%
Source: RAJAR / OCTAGON, Q1 2010
Figure 8: Most listened-to digital-only stations, Q1 2010
1600
Average weekly reach Q1 2010 (thousands) % change year on year -14% -12% -20% +2% +53% +4% +10% +7% +1% new new +32% -29% -1% +294% -27%
1200
1600
Bauer
BBC
Radio group
1,5211,313
1,165 1,097 1,078
800
BBC
AbsoluteOther
Global,807 750 685 622
486286 276 260 238 177 172
0
400Global
The
Hits
Wor
ld S
ervi
ce
sh H
its R
adio
BB
C R
adio
7
BB
C 6
Mus
ic
Pla
net R
ock
from
the
BB
C
Spo
rts E
xtra
Hea
t
Jazz
FM
Abs
olut
e 80
s
Cla
ssic
Roc
k Q
NM
E R
adio
Pan
jab
Rad
io
Chi
ll
BB
C W
Sm
as
1Xtra
f
Five
Liv
e A
Abs
olut
e P
Source: RAJAR, Q1 2010, (all listeners 4+), figures are rounded.
Figure 9: Forecast digital radio listener hours, according to the last government’s Digital Britain report
Digital % share of all radio listening (at year end)
68%80%
100%All digital platforms share of radio listening
43%50%
58%
68%
56%
60%
'Drive to Digital'
'Organic growth'
17% 20%26%
31%36%
43%
24%28%
33%38%
43%49%
20%
40%
7%12% 24%
0%
20%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Digital Britain Report, Value Partners Analysis, RAJAR
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Figure 10: Take-up of equipment capable of receiving g p q p p gdigital radio, 2010
Cable 11%90%
73% 92% 35%+3 +3 +2
Share of householdsYear-on-year increase (pp)
Dial-up 1%
Terrestrial 39%
50%
60%
70%
80%
Broadband72%
Satellite 42% 35%20%
30%
40%
50%
35%
0%
10%
%
Internet Digital TV DAB radio
11
Source: Research from: Ofcom, GfK and RAJAR Q1 2010
Figure 11: The radio set universe, frequency of listening
Sets in the market ( illi ) l
Estimated proportion d t l t kl
Estimated proportion that are digital (%)5
g , q y gand proportion that are digital
(millions) – lower bound estimate3
used at least weekly (%)4
that are digital (%)
In home radios1 70m – 80m 73% 14%-16%
Vehicle radios2 34m 92% 1%
Total 104 114m 83% 10%-11%Total 104 – 114m 83%
Source: Ofcom research on home radio ownership and vehicle figures from the Department of TransportNote 1: In home radios includes hi-fis, portable radios and alarm clock radios. Note 2: Data on the number of vehicles on UK roads as reported by the Department of Transport in December 2009Note 2: Data on the number of vehicles on UK roads, as reported by the Department of Transport in December 2009Note 3: Due to the complexity of estimating the radio set universe, we have included a range of figures based on consumer research conducted in November 2008 and GfK retail sales data for 2000-2010.Note 4: Frequency of listening figures from Ofcom consumer research May 2010, Base: 1075 UK adults (Q1) How many working (insert type of device) do you have in your household?(Q Q ) f ( f )?
12
(Q4ii to Q6i): How often do you or someone in your household listen to (type of device)? Note 5: Proportion of radios including a DAB digital radio tuner uses GfK sales data, June 2010 (11mdevices sold in 10 years).
Figure 12: Proportion of individuals claiming access to g p gDAB in the home
40%
Proportion of all individuals (%)
20%
30%
13.6%19.5%
27.3%32.1% 34.5%
10%
20%
3.9%8.1%
0%Q1 2004 Q1 2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010
13
Source: RAJAR / Ipsos MORI / RSMB Q1 2010
Figure 13: Take-up of DAB digital radio, by multiplex area
10-14.9%
g p g , y p
15.0-19.9%
20.0-24.9%
25.0-29.9%
35.0-39.9%
30.0-34.9%
40.0-44.9%
45.0-49.9%
N/A
50.0+%
14
Source: Ofcom / RAJAR / Octagon Q1 2010
Figure 14: Number of analogue and digital radio sets sold
T t l l l 11 6 illi 9 7 illi 10 4 illi 9 4 illi 9 0 illi
g g g
10.110
)
Share of sales 87.1% 12.9% 81.4% 18.6% 79.8% 20.2% 77.9% 22.1% 78.9% 21.1%
Total annual sales 11.6 million 9.7 million 10.4 million 9.4 million 9.0 million
7.9 8.3 7.3 7.1
468
10
Analogue setsDAB setses
(mill
ions
1.5 1.8 2.1 2.1 1.9
024
Y t Q1 Y t Q1 Y t Q1 Y t Q1 Y t Q1adio
set
sal
e
Source: GfK sales data, 2005-2010
Year to Q1 2006
Year to Q1 2007
Year to Q1 2008
Year to Q1 2009
Year to Q1 2010R
a
Figure 15: Average price of DAB digital radio receiversg g p g
Average price of sets (£)
£412£400
£500
£134
£238 £210
£107
£145£161
£149 £155£202
£196£150
£198 £174
£200
£300
All
In home£134 £121£99 £99 £90 £75
£85 £91£107 £149 £155
£95£80 £74
£115 £109 £89 £78 £70 £53 £56 £61£0
£100
In-home
Car audio
Portable
£0Q1 2003 Q1 2004 Q1 2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010
Source: GfK sales data 2003-2010
Figure 16: Have you heard of the term ‘DAB digital radio’?g y g
% of UK adults
Source: Ofcom research May 2010Base: 1075 UK adultsQ: Have you ever heard of the term ‘DAB digital radio’ or seen this logo before today?
Figure 17: Likelihood to purchase a DAB set Q1 2010Figure 17: Likelihood to purchase a DAB set, Q1 2010
% of those who do not currently have access to DAB at home (%)
55%
50%
60%
17%
28%30%
40%
17%
0%
10%
20%
0%Likely to buy Unlikely to buy Don't know
Source: Ofcom research, Q1 2010Base: Those who listen to the radio but have no DAB sets in the home (n=)Q: How likely is it that your household will get a DAB radio in the next 12 months?
Figure 18: Reasons for not acquiring a DAB digital
Too expensive3%
Don't know why I should
radio set, Q1 2010
Happy to use analogue radio
Can receive via DTV4%
3% should2% Can't afford it
2%
No needWould never listen 6%
Poor reception 4%
g4%
No need55%
Happy to use existing service 32%
Source: Ofcom research Q1 2010Source: Ofcom research, Q1 2010Base: Those who listen to the radio but have no DAB sets in the home (n=)Q: How likely is it that your household will get a DAB radio in the next 12 months?
Figure 19 Number of UK radio stations broadcasting on analogue (excluding communitybroadcasting on analogue (excluding community radio), July 2010
Type of station AM FM Total ypanalogue 1
Local commercial 31 203 234
UK-wide commercial 2 1 3UK wide commercial 2 1 3
BBC UK-wide networks 1 4 5
BBC local and nations 36 46 46
TOTAL 70 254 288
In total there are 288 individual analogue services as 36 BBC stations are simulcast over both AM/FM wavebands. Source: Ofcom, July 2010
g
Figure 20 Number of UK radio stations broadcasting on DAB digital radio, July 2010 g g y
Type of station Relation to analogue area Number of stations
Local commercial DAB in analogue area 84
DAB extends analogue area 22
DAB only 33
UK-wide commercial 7*
BBC UK wide networks 11BBC UK-wide networks 11
BBC local and nations 32
TOTAL 189
Note: Number of stations is ‘unique stations’, rather than brands. This includes any station with more than four hours a day of separate programming
Source: Ofcom, July 2010
than four hours a day of separate programming.
Figure 21: Number of services available on DAB, by area g , y
22
Source: Ofcom July 2010
Figure 22: Availability of DAB stations, by areag y , y
Number of stations, by area
1013
1212 12
50
60BBC network / local & nationsNational commercialLocal commercial
41
10
10 10
10
10
10
10
10 10
13
13 1212 12
12
12
1212
12
20
30
40
6
2917 18 14 13
41
1927
916
34 31
3
10 10 1010
1013
0
10
20
N th S tl d W l C t l E t E t L d N th E t N th S th W t W t Y k hiNorthern Ireland
Scotland Wales Central Southern England
East England
East Midlands
London North East North West
South West
West England
West Midlands
Yorkshire
23
Source: Ofcom, June 2010