Following our third broadcast in November 2006, Thornbury FM carried out an evaluation of our broadcast quality, listening figures and publicity, in order to plan for future activities. We conducted street and postal questionnaires, and used information gathered from our website, and e-mails and phone calls received.
It would be reasonable to claim that 45-55% of people listened at least once. According to our sample, of those who listened, approximately 27 per cent listened regularly, i.e. weekly or daily. This is consistent with May 2006 and may be an improvement. Generally, those who commented, even if they did not listen, were supportive and complimentary about Thornbury FM.
Early morning and early-mid evening were the most popular times of day to listen. Early morning and lunchtime are times which spans age ranges. Early evening is fairly popular. Younger people were more likely to listen early morning or in the evening. Our core listener may be between 35-60, and more likely to be female. Of course, the result may reflect the sample we collected.
Two explanations dominated for not listening to Thornbury FM. They were that people simply do not listen to radio, or listen to other stations. 42% of those surveyed said they would or probably would listen to Thornbury FM if it were on all year round. That could suggest that some people have radio routines which they are reluctant to break (many respondents listen regularly to other stations) temporarily, but might more permanently.
Awareness of Thornbury FM is growing. 84% of those surveyed had heard of Thornbury FM. The most effective means of communication seems to be word of mouth. Many people cited family members being on the station, being advertisers, and hearing through some of our partner organisations. That underlines the need for us to continue reaching out to people as widely as possible.
Respondents were asked to nominate programmes which they enjoyed, or did not enjoy; to make suggestions for future content; and to offer general comments. Overall, respondents offered many more positive comments than negative, and cited many more things they enjoyed rather than did not enjoy.
A wide variety of programmes and genres were enjoyed by listeners. Many of the comments simply suggested we maintain our current mix of programmes. We cannot please all the people all the time, but we are pleasing many of the people much of the time. Comments such as “[I enjoyed] all of it”; “[I] liked it all”; “I think it’s brill”; and “I think it's a great thing for such a small town” support that conclusion. Where changes should be made, our local focus should be even stronger; we are already aware that the community focus needs to be stronger.
People remain supportive of Thornbury FM. We did receive comments of the type: “I very much appreciate the very hard work and efforts to establish Thornbury FM”. We must continue the hard work, avoid complacency, and maintain quality and innovation.
See our survey results from May 2006