community radio who is listening
DESCRIPTION
Presentation from Communicate EventTRANSCRIPT
BRITAIN LOVES RADIO!
Community Radio – Who is listening?
BRITAIN LOVES RADIO!
HISTORIC BEAUTIES
2012 RAJAR QTR 1 STATS • On average 90% of the population tuned into radio each week.
• Share of all radio listening to digital is up 10% to 29.2% Y on Y.
• 45% of the population has tuned in via any Digital platform.
• 22.1 million adults have access to a DAB receiver up 12% year on year.
• For the first time there has been more than 200 million hours recorded for DAB
listening.
• Internet Listening reaches an all-time high with the population listening 42 million hours
per week.
• 17 % of adults listen to radio via their mobile phone - up 24% year on year.
90% LISTEN EACH WEEK
Passive Vs Active
Source: RAJAR Q3 2011
ALL DEVICES - DIGITAL LISTENING UP!
30%
Technological Vs Choice
Source: RAJAR Q3 2011
45% TUNED IN VIA A DIGITAL PLATFORM
Technological Vs Choice
Source: RAJAR Q3 2011
WHO IS STILL LISTENING?
Technological Vs Content http://www.youtube.com/watch?v=HNufODX8vfI
RADIO DOMINATES AUDIO ENTERTAINMENT
Source: BBC Share of Ear Study, Apr 09 and Apr 10: Share of Audio
RADIO IS SECOND BIGGEST MEDIUM
Source: Touchpoints 3 Base: All adults 15+
DIGITAL PLATFORM MAKES RADIO EASILY ACCESSIBLE
Source: RAJAR Q3 2011
COMMON PLATFORMS
vAnalogue RadioDAB Digital Radio
Digital Television
InternetRadio
MORE THAN JUST RADIO
Station
Websites
Podcasts
Social Networks
YouTubeEmail Marketing
Radioplayer
SMS
Mobile Apps
Crossing Boundaries www.ujimaradio.com
WHO IS STILL LISTENING?
Technological Vs Community
CONSIDERING RADIO FOR YOUR BRAND
THINGS TO CONSIDER
vDecide why you are running your campaign. Is it for a specific
sales promotion, product launch, or for general name awareness?
vit’s good to highlight your business’ unique selling point. This USP
could be the ‘headline’ for your commercial - the attention grabber -
and along with a unique piece of creative will help you stand out from
your competition.
CONSIDERING RADIO FOR YOUR BRAND
REASONS TO CHOOSE COMMUNITY RADIO
vRadio can bring your advertising to life, give your company an identity, and reinforce your brand.
vUsing radio you can communicate to your potential customers at
anytime of day or night.
vAdvertising works by repetition – increased exposure to a message will reinforce it - and radio is one of the most cost-effective means of creating frequent, focused communications.
YOUR BRAND INTEGRATION
Ads vs Sponsorship:
vProgrammes
vTravel & Traffic
vDrive time
vCompetitions
vGiveaways
vEvents
Adverts Vs Sponsorship
STEPS TO GROWTH VIA RADIO
1. Decide on why you want to advertise.
2. Contact Radio Station
3. Produce Advert
4. Commence Campaign
5. Monitor
6. End / Evaluation
BRITAIN LOVES RADIO!
Community Radio – Who is listening?