Friday, October 27, 2006

The passionate niche publics

TalkSPORT has achieved its highest audience figures in 18 months, allaying fears that speech radio is struggling across the board.

The nationwide talk station, which benefited from a boost in listening last quarter thanks to the World Cup, has managed to keep listeners tuned in after the final match — putting on an extra 176,000 listeners (8.4%) year on year.

Side by side isChannel 4's first foray into radio which has got off to a slow start, with the digital talk station OneWord losing 20 per cent of its listeners.

Figures released today by Rajar show Oneword's audience has fallen from 129,000 to 104,000 in the last 12 months.

Community, focused, passion filled audiences count - sound like social media to me.