smoothfm : 1 year in

Staff Writer

A year ago when dmg launched smoothfm, Group Marketing Director Tony Thomas (pictured) said "There is an enormous amount of appeal for this format (and it will be) on a 6% share or better in 12 months".

A year in, whilst smooth aren't quite at the 6% that Tony predicted, they are extremely close.

In this weeks survey, smooth 95.3 registered 5.3%, and smooth 91.5 registered 5.7%. Come survey 4, Tony's prediction may well come true.

On survey day, dmg's Group PD Paul Jackson said: "The overall highlight is year on year we've seen growth of 61% and for both stations 35+ women, our cume has increased 197,000 and 3.5 share points. That’s 116% up in the core demo across the year. Whichever way we carve the smooth numbers they are very impressive and it’s been a fantastic start."

As for Radio Today readers, how did your predictions go? A year ago we asked you to tell us what you thought smooth would rate in a year (10+).

Depending on how you look at it, you're either a pessimistic or a conservative bunch, with most of you having them firmly south of the 5% figure. However, 9% of Radio Today readers were spot on on the 5-6% range.

  Ratings Forecast Votes
  less than 3% 31.6%
  3-4% 25.4%
  4-5% 10.2%
  5-6% 9.0%
  6-7% 11.9%
  over 7% 11.9%


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