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Niche music radio stations score high in Roar survey. (Marketing).

Music Week

| March 02, 2002 | Hemsley, Steve | COPYRIGHT 2002 UBM Information Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Music radio is second only to TV at retaining the loyalty of the influential 15- to 24-year-old demographic, according to new research published by five media groups.

The latest Roar panel-based survey -- which was commissioned by Guardian Newspapers, Channel 4, Emap Advertising, Carlton Screen Advertising and media buying agency OMD -- reveals that regional radio and specialist stations such as Xfm and Galaxy generally have a high percentage of committed listeners.

According to the study, between 65% and 95% of respondents said they were hardcore consumers of their favourite radio station, only slightly lower on

average than TV channels. The figure for magazines and newspapers was around the 50% mark, falling as low as 30%.

The study also revealed that 19% of those questioned view radio as the medium they prefer for escapism, ahead of ...

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