Lyca Media’s two London based radio stations Lyca Radio and Lyca Dilse have witnessed a significant drop in listeners, according to official RAJAR listening figures for Q4/16.
Lyca Radio dropped from 139,000 listeners in Q3/16 to 94,000 listeners in Q4/16. Its listening hours increased from 6.6 to 6.7 hours in this quarter. Year-on-year, Lyca Radio was down by 65,000 listeners. Sister station, Lyca Dilse was down further from 60,000 listeners in Q3/16 to 39,000 listeners in Q4/16. Its listening hours were also down from 6.3 hours to 4.4 hours this quarter. Year-on-year, Lyca Dilse was down by 49,000 listeners.
While the two Lyca stations have much more clear identities – with one specialising in music and the other speech, the figures are concerning. It seems the listeners are yet to warm to the relatively new radio brands in London. The two stations have also done many community events locally but they’re not translating to the kind of numbers the stations should be at. There is certainly some breakdown in communication in how the stations are being perceived.
Meanwhile, Sunrise Radio remained the stronger brand locally with 234,000 listeners – increasing from 215,000 listeners. Its listening hours also increased from 3.9 to 4.0. The station as a whole was also up year-on-year by 19,000 listeners.
Digital station, Panjab Radio was down slightly from 92,000 listeners in Q3/16 to 78,000 listeners in Q4/16. However, it had the highest listening hours than any other Asian radio station in the RAJAR data for this quarter. Its listening hours stood at 10.1 – up from 7.6 hours. Year-on-year, Panjab Radio was up slightly by 1,000 listeners. Panjab Radio’s RAJAR figures do not take into account audiences tuning in on AM in North London.
Surjit Singh Ghuman MBE, Managing Director, Panjab Radio said, “Panjab Radio’s listening figures remain stable. Worth noting is that we have the highest listening hours than any of our rivals. Panjab Radio is being listened longer.”
Other UK based Asian radio stations such as Radio XL in Birmingham, Sabras Radio in Leicester, Asian Sound in Manchester, Sunrise Radio in Yorkshire and other digital and community Asian radio stations do not subscribe to RAJAR.
RAJAR Watch Q4/16
RAJAR: Sunrise Radio excels; Asian Network stays top