Rajar Q4 2016: Digital

09 Feb 2017  |  Newsline Staff 
Rajar Q4 2016: Digital

Almost 6 in 10 adults (aged 15+) currently listen to radio via a digital platform, according to the latest Rajar results for the final quarter of 2016.

In an average week, digital listening accounts for 474 million hours - with DAB holding a 73% share of digital listening hours, digital TV 11% and online 16%.

In total, 31 million adults claim to own a DAB Radio, up 6% year on year - although the figure is down by 1 million on Q3 2016.

The most popular digital-only station is BBC 6 Music which recorded a weekly reach of 2.33 million listeners, followed by BBC Radio 4 Extra with a weekly reach of 2.18million listeners. Absolute 80s re-established its position as the most popular commercial digital-only stations with 1.53 million listeners, with Kisstory taking the second spot with a weekly reach of 1.4m listeners.

National commercial digital listening hours continue to grow increasing by 21% year-on-year to account for almost three quarters (73%) of all national commercial listening, following the launch of the second national DAB commercial network broadcasting 19 national commercial stations in March 2016.

In terms of online social interaction, 42% of 15-24 year old social media users claim to receive updates about their favourite radio station or presenter, with the figure slightly lower for the general adult population at 31%.

Drive time

Q4 2016 saw the highest-ever recorded proportion of in-car radio listening, accounting for 23.3% of all radio listening, growth supported by the increase of in-car digital radio with 87% of new cars now fitted with DAB as standard (Q4 2016 CAP/SMMT). In this quarter, in-car digital listening hours grew by 40% year-on-year to 62.3 million hours from 44.5 million hours in Q4 2015.

RAJAR Q4 2016: Digital Listening
AM/FM All Digital - DAB - DTV - Online/Apps - Digital Unspecified
Platform Shares (%)
Q4 2015 50.7 41.7 27.7 5.0 6.8 2.3
Q1 2016 55.9 44.1 30.9 5.4 7.8 n/a
Q2 2016 54.7 45.3 32.2 5.1 8.0 n/a
Q3 2016 54.5 45.5 32.3 5.2 8.0 n/a
Q4 2016 54.8 45.2 32.9 4.9 7.4 n/a
Digital Listening Weekly Reach (%)
Q4 2015 n/a 56.1 38.6 14.5 16.4 9.3
Q1 2016 n/a 56.9 42.3 14.9 18.1 n/a
Q2 2016 n/a 58.9 44.8 14.9 19.3 n/a
Q3 2016 n/a 59.0 44.8 14.7 18.7 n/a
Q4 2016 n/a 57.9 44.4 14.3 18.3 n/a
Digital Listening Total Hours (m)
Q4 2015 n/a 423.0 280.0 50.0 69.0 24.0
Q1 2016 n/a 444.0 310.0 55.0 79.0 n/a
Q2 2016 n/a 473.0 336.0 54.0 83.0 n/a
Q3 2016 n/a 472.0 336.0 53.0 83.0 n/a
Q4 2016 n/a 474.0 345.0 52.0 78.0 n/a
Source: RAJAR
Note: **As of Q1 2016 a Platform Attribution model has been applied to the data which eliminates any “unspecified”
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