Age is just a number
I don’t know. I therefore have sympathy with the BBC who are reminded by both the BBC Trust and commercial radio competitors that Radio 1 has an average audience age of 32 while its target market is 15-29 year olds.
This average is calculated from the RAJAR survey, which collects the radio audience figures for those aged 10 or over. The figure is therefore skewed slightly, because we are not including those listeners aged below 10. Furthermore, RAJAR also tells us that 41% (5 million) of 15-29 year olds listen to Radio 1 in an average week, making it their number one station in the UK. This is twice as many as the next most listened to station in this demographic (Kiss).
And what are the most listened to stations for 40 year olds? I ask in case I now have to search out some new stations on the DAB dial. Well, the most popular station is Radio 2, perhaps not surprisingly, and followed by Radio 1 and Radio 4. OK – so I do listen to a bit of Chris Evans and the Today programme in the mornings, but I also throw in Absolute 60s’ Beatles Brunch with Geoff Lloyd and a bit of Lauren Laverne on 6 Music. So maybe it is about attitude rather than age.
Rather than getting numb about numbers, I amuse myself instead by thinking of Groucho Marx and his quip that ‘you are only as old as the woman you feel’, until I am grumpily reminded by my wife that she is 43.