Radio On Demand is the new market for advertisers who want to hit customers with audio advertising. Adverts work just the same as radio adverts but can be up to twenty times more powerful.
For about two years now, at Radio Experts we’ve been shouting from our Kings Cross garden rooftop that when it comes to Radio, it’s the quasi national and national brands that are really driving the marketplace forward.
Smooth, Magic, Kiss, Heart, Real, Talksport, Classic,
Absolute, Total Star…..etc….you get the picture
And as of this morning, the new RAJAR results are out. The new results show good increases for more or less all of the quasi-national and national radio brands.
With a stunning performance from Talksport, bagging close to 3 million weekly listeners and sharp rises for Absolute Radio (it’s good to have you back – where have you been?) as well as really strong gains for the Smooth Network and a modest gain for Heart network.
With the new Capital Radio Network rolling out in January, there’s more to come from the age of big brand radio.
In the micro markets, Magic came out top dog in London once again with 2.149 million weekly listeners, Magic’s biggest ever result.
Global Radio’s Capital FM and Heart 106.2 swapped places in London, with Capital coming in second thus winning that little family battle.
In Manchester, Key 103 enjoyed a rise in reach, which throws the gauntlet down to Capital FM’s already challenging plan to launch their brand in Manchester in January.
Birmingham and the Midlands saw Heart West Mids and Heart East Mids go up hugely in hours, begging the question as to whether the Heart brand will be more sticky than ever before. BRMB was slightly down.
Glasgow and Edinburgh resulted in drops for market leaders Clyde 1 and Forth 1. Smooth Glasgow picked up some of their scraps and Galaxy Scotland performed well, a proud result for the brand that is about to disappear and become Capital.
In the South it was Wave 105 (Southampton, Bournemouth, Portsmouth etc) that took top honours, delivering its strongest ever result with reach now well exceeding 350,000 listeners.
There are lots of stories to unpack in this quarter’s RAJAR, watch this space. For information on any station or area and what this could mean for your radio advertising please just ask! We’re a friendly bunch.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
So you’ve got all you’re ducks in a row, thinking outside their box, trying to come up with a win-win situation to clarify the bigger picture? !
No, well why not? Okay so marketing is not the jargon led minefield that it once was, but it is still hard to successfully hit the perfect target market for your product. With so many platforms consumers have access to on a daily basis where do you start?! Banner advertising, a press promotion, television adverts, guerrilla marketing at a bus stop…….Egg Advertising on an Omelette Panel……..ok, I made that one up…….but where do you stop?
The answer is, you stop at Radio advertising. Radio has a proven track record marketing products and greatly increasing awareness of a brand. Not only that, radio marketing can greatly increase the effectiveness of all of your other marketing. Think simply of your customers browsing the internet, when the radio in the corner mentions your site name and your offering. Result – they click. Radio offers a potent mix and delivers powerful results – especially for online click through.
To talk to us about the power of marketing on radio, placing banner ads on radio station websites or using a service we’re really excited about ‘Radio Experts On Demand’ (with platforms like Spotify). Just get in touch.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk