Abstract:

This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two types of research were involved - audience measurement and audience ratings of programmes and presenters. Helped by research Capital has developed its programming and presentation and has grown from a low of 5% share of listening three months after going on air to a current share of over 25% - making Capital the largest station in the London area, against the entrenched competition of the BBC.