Radio Advertising in East and Central Lancashire
Why Radio?
1. Radio offers efficient targeting
Radio targets audiences efficiently because different stations attract different listeners - Kerrang listeners are worlds apart from Classic FM listeners etc.
This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio's regional/local structure, which means that brands can focus their activity very effectively onto key market areas.
2. Radio reaches people at relevant times and places
Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key "touchpoints" - when they are on the school run, surfing the internet, before going out on Friday nights, and so on.
And now that radio can be heard on mobiles, on the internet etc, these touchpoints are becoming even more widespread.
Research shows that advertising which is relevant to a listener's other activity is over 60% more likely to be recalled.
3. Radio reaches out in an ad avoidance world
Research shows that radio, together with cinema, has the lowest level of advertising avoidance - people rarely switch stations, and are available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertising who want to reach out to new customers, or to tell existing customers something they didn't know.
4. Radio has a "multiplier effect" on other media
Radio's way of multiplying the effect of other media is a feature of multi-media research studies. The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV, and since then the finding has been re-echoed in the joint OAA/RAB study into radio & outdoor, and also the US RAEL study into radio vs print.
Radio's multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.
5. Radio creates a large "share of mind" for a brand
In the same that radio stations create chart music success, they create a sense of ubiquity for a brand. This is for two main reasons - firstly, because radio ads are on frequently, and secondly because listeners tend to spend so long listening (on average 14 hours per week).
A brand which is big in radio can create a disproportionately large share of mind for itself.
6. Radio drives response, especially online
Radio has always been a strong "call-to-action" medium, and this is even more true in a world where consumers access brands via the internet. Recent IAB/RAB joint research revealed that at any given time a fifth of internet surfers are listening to radio - so they are a click away from interacting with a brand.
7. Radio is "a friend"
Listeners use radio for emotional reasons - to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.
It is even more powerful when advertising extends through into branded content - sponsorships & promotions. When a radio station presenter talks about "our friends at Company X", the listener is hearing about a friend of a friend - this has a strong effect on bringing a brand closer.
source: RAB.co.uk
Radio Advertising in Cornwall, Plymouth and West Devon
Why Radio?
1. Radio offers efficient targeting
Radio targets audiences efficiently because different stations attract different listeners - Kerrang listeners are worlds apart from Classic FM listeners etc.
This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio's regional/local structure, which means that brands can focus their activity very effectively onto key market areas.
2. Radio reaches people at relevant times and places
Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key "touchpoints" - when they are on the school run, surfing the internet, before going out on Friday nights, and so on.
And now that radio can be heard on mobiles, on the internet etc, these touchpoints are becoming even more widespread.
Research shows that advertising which is relevant to a listener's other activity is over 60% more likely to be recalled.
3. Radio reaches out in an ad avoidance world
Research shows that radio, together with cinema, has the lowest level of advertising avoidance - people rarely switch stations, and are available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertising who want to reach out to new customers, or to tell existing customers something they didn't know.
4. Radio has a "multiplier effect" on other media
Radio's way of multiplying the effect of other media is a feature of multi-media research studies. The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV, and since then the finding has been re-echoed in the joint OAA/RAB study into radio & outdoor, and also the US RAEL study into radio vs print.
Radio's multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.
5. Radio creates a large "share of mind" for a brand
In the same that radio stations create chart music success, they create a sense of ubiquity for a brand. This is for two main reasons - firstly, because radio ads are on frequently, and secondly because listeners tend to spend so long listening (on average 14 hours per week).
A brand which is big in radio can create a disproportionately large share of mind for itself.
6. Radio drives response, especially online
Radio has always been a strong "call-to-action" medium, and this is even more true in a world where consumers access brands via the internet. Recent IAB/RAB joint research revealed that at any given time a fifth of internet surfers are listening to radio - so they are a click away from interacting with a brand.
7. Radio is "a friend"
Listeners use radio for emotional reasons - to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.
It is even more powerful when advertising extends through into branded content - sponsorships & promotions. When a radio station presenter talks about "our friends at Company X", the listener is hearing about a friend of a friend - this has a strong effect on bringing a brand closer.
source: RAB.co.uk
Radio Advertising in Cornwall, Plymouth and West Devon
Transmission Area
Pirate FM is heard across the whole of Cornwall, Plymouth and West Devon and operates via two transmitters - 102.8 (West) serving Mid and West Cornwall and 102.2 (East) serving Plymouth, West Devon and East Cornwall.
Headline Audience Figures
- Adult population 483,000 in Total Survey Area (TSA)
- Weekly reach 154,000 Adults 15+
- Weekly reach 32%
- Average listening hours 9.6 each week
- Total listening hours 1.468 Million
- Market Share 13.2%
- IN OUR TARGET 25 to 54 TARGET AUDIENCE PIRATE FM HAS THE MOST LISTENERS OF ANY STATION SERVING OUR AREA. We reach more listeners each week than any other station, national or local, BBC or commercial.
Our Audience
-
We target our programmes at 25 - 54 year olds. We reach an amazing 42% of that age demographic every week, giving us a 18.7% market share .
- We also reach 30% of all ABC1 listeners in the area weekly and 35% of all C2DE Listeners
Our Listeners
Pirate FM reaches 154,000 listeners every week a reach of 32% of all adults 15 and over.That means almost a third of all adults in our listening area tune in each week!
Over a 4 week period that increases to 227,000 or 47%.
Over 13 weeks, which is the typical length of an ad campaign that becomes 279,000 or 58%.
Pirate FM's format is designed to appeal to a broad audience and the listening figures show that this works! We are focussed on being familiar, family orientated, entertaining and getting involved in a huge number of community events right across our transmission area.
Pirate FM has a long-term, loyal audience with 1.468 million listening hours weekly, an average of 9.6 hours per listener per week.
Pirate FM is NUMBER 1 in the key 25 to 54 Demographic
Pirate FM also has more listeners in the core demographic of adults aged 25 - 54, than any other radio station in our listening area.( National or local , BBC or Commercial) Reaching 42% of this demographic each week, or 88,000. This translates in to a market share of 18.7%
For radio advertising that reaches the biggest audience there is simply no competition. In terms of reaching the maximum number of people for your money we can not be beaten.
Source for all figures quoted: RAJAR Pirate FM TSA 12 months ended June 2010
Radio Advertising in Cornwall, Plymouth and West Devon
Why use Radio for Recruitment?
High reach of your audience:
69% of UK adults 18-60 in employment listen to Commercial Radio for an average of 12.4 hours each week.
Cost-efficient advertising:
Over 300 UK radio stations provide recruitment advertisers with more choice and defined targetingresulting in less wastage.
Intrusive:
Radio can be consumed alongside other media and other day-to-day activities. You can't read a newspaper or watch TV whilst you are driving a car, but radio is the soundtrack to people's lives meaning you can communicate with potential applicants when they are most receptive to your recruitment message. 5 million adults listen to radio whilst they are at work - a key time to reach job-seekers with yourrecruitment message.
Radio is a trusted source of information:
Listeners use radio for emotional reasons and it becomes a friend and companion. Stations interact personally with each listener, encourage debate and are thought provoking. Radio also plays music people want to hear and involves them across a variety of platforms including on air, online and at station events.
Morale booster:
Radio promotes the company's image as an employer - this helps not only in terms of recruitment, but as a retention aid for current staff. Hearing their company on the radio builds a sense of pride.
Creativity:
Radio offers a greater degree of creativity; including the use of innovative concepts, creative sound effects, voice-casting and scripting.
Measureable:
The bottom-line in recruitment is always tangible response on your investment. As a recruiter you want to see how any quality applicants your campaign has driven in order to measure its effectiveness.
Low ad avoidance:
It's possible to read a whole magazine without actually reading an ad, or read your local newspaper and, if you're not looking for a job, you're unlikely to read the classified section. Radio is a low ad avoidance medium, meaning more potential applicants will hear a compelling recruitment message, helping you to reach passive jobseekers.
For further information contact Tasia Cooke on 01209 310441, click here for the RAB Radio and Recruitment information pack or check out Pirate FM's Jobspot
Radio Advertising in Cornwall, Plymouth and West Devon
Testimonials
Rowes:
RNAS Culdrose:
Duchy Hospital:
Dairyland:
Radio Advertising in Cornwall, Plymouth and West Devon
Who to Contact
We are proud to be part of UKRD Group, which owns and operates 16 stations across the UK. This provides Pirate FM with the strength and experience of a group, but the local focus and involvement of a locally based station.
| Andrea Hichens | Head of Sales | 01209310405
|
| James Neale | Sales Manager - Liskeard Head of Creative | 01579347032
|
| Kathryn Le Jeune | Regional Accounts Manager | 01209310438
|
| Jo Payton | Senior Media Consultant Truro | 01209310437
|
| please contact Becky Humber | Media Consultant Plymouth, Launceston, Holsworthy, Devon | 01579 347032
|
| Tasia Cooke | Interactive Consultant
| 01209310441 tasia.cooke@piratefm.co.uk |
| Christian Norman | Media Consultant Hayle, Penzance, Falmouth, St Ives and Land's End | 01209310454
christian.norman@piratefm.co.uk |
| Diane Hughes | Media Consultant St Blazey, St Austell and Liskeard. | 01209 310421 diane.hughes@piratefm.co.uk |
| Andrea Mercer | Media Consultant Wadebridge, Newquay, Padstow, Camelford, Bodmin and Bude | 01579347032
andrea.mercer@piratefm.co.uk |
| Gemma Bentley | Media Consultant Tavistock, Plymouth, Saltash and Looe. | 01579347032
gemma.bentley@piratefm.co.uk |
| Becky Kimber | Media Consultant Redruth, Camborne, Pool and Helston | 01209310440 becky.kimber@piratefm.co.uk |
Radio Advertising in East and Central Lancashire
Transmission Area
The Bee can be heard across East and Central Lancashire on 107 and 106.5 FM, serving the people and businesses of Blackburn, Preston, Darwen, Chorley, Hyndburn and south Ribble.
Our Audience
-
We target our programmes at 25 - 54 year olds. We reach 30% of that age demographic.
-
We also reach 26% of all ABC1 listeners in the area and 22% of all C2DE Listeners
Our Listeners
The Bee reaches reaches 24% of all adults 15 and over.
The Bee's format is designed to appeal to a broad audience - focussed on being familiar, family orientated, entertaining and getting involved in a huge number of community events right across our transmission area.
The Bee has a long-term, loyal audience with 232,300 thousand listening hours weekly, an average of 11.1 hours per listener per week.
For radio advertising that reaches the biggest audience there is simply no competition. In terms of reaching the maximum number of people for your money we can not be beaten.
Source for all figures quoted: RAJAR The Bee 12 months ended June 2011
107 FM Headline Audience Figures
- Adult population 181,000 in Total Survey Area (TSA)
- 13 week reach 43,000 Adults 15+
- Weekly reach 24%
- Average listening hours 11.1 each week
- Total listening hours of 232,300
- Market Share 8.1%
-
We target our programmes at 25 - 54 year olds. We reach 30% of that age demographic.
-
We also reach 26% of all ABC1 listeners in the area weekly and 22% of all C2DE Listeners
Radio Advertising in East and Central Lancashire
Why use Radio for Recruitment?
High reach of your audience:
69% of UK adults 18-60 in employment listen to Commercial Radio for an average of 12.4 hours each week.
Cost-efficient advertising:
Over 300 UK radio stations provide recruitment advertisers with more choice and defined targeting resulting in less wastage.
Intrusive:
Radio can be consumed alongside other media and other day-to-day activities. You can't read a newspaper or watch TV whilst you are driving a car, but radio is the soundtrack to people's lives meaning you can communicate with potential applicants when they are most receptive to your recruitment message. 5 million adults listen to radio whilst they are at work - a key time to reach job-seekers with yourrecruitment message.
Radio is a trusted source of information:
Listeners use radio for emotional reasons and it becomes a friend and companion. Stations interact personally with each listener, encourage debate and are thought provoking. Radio also plays music people want to hear and involves them across a variety of platforms including on air, online and at station events.
Morale booster:
Radio promotes the company's image as an employer - this helps not only in terms of recruitment, but as a retention aid for current staff. Hearing their company on the radio builds a sense of pride.
Creativity:
Radio offers a greater degree of creativity; including the use of innovative concepts, creative sound effects, voice-casting and scripting.
Measureable:
The bottom-line in recruitment is always tangible response on your investment. As a recruiter you want to see how any quality applicants your campaign has driven in order to measure its effectiveness.
Low ad avoidance:
It's possible to read a whole magazine without actually reading an ad, or read your local newspaper and, if you're not looking for a job, you're unlikely to read the classified section. Radio is a low ad avoidance medium, meaning more potential applicants will hear a compelling recruitment message, helping you to reach passive jobseekers.
For further information contact our sales team on 01254 350350
Radio Advertising in East and Central Lancashire
Who to Contact
We are proud to be an independent radio station strongly focused on serving the people and businesses of East and Central Lancashire.
If you wish to discuss your business in more detail with one of our sales consultants and find out more about The Bee and what we can do for your business.
Then either call 01254 350350 or email sales@thebee.co.uk and someone will get back to you.
