Moray firth radio
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MORAY FIRTH RADIO RAJAR Q1 2013
THE POWER OF RADIO High reach - Commercial radio reaches 65% of adults in Scotland each week. More Scottish adults listen to a commercial radio station than the BBC Frequency medium - listeners will hear an average size campaign at least 4 times - double the frequency of a similar campaign on TV Low cost – Low capital cost and low production costs make radio a cost effective alternative Targeted – different audiences are available at different times of the day Closeness to Consumers – Radio is seen as a trusted friend by listeners, advertisers can “borrow” this trust Intrusiveness – because radio adverts arrive on air unannounced listeners are more likely to zone in Youth focused – according to TGI, the average age of the UK adult population is 46. The average Commercial Radio listener (all listeners) is only 45 (compared to 48yrs on average for BBC – all listeners) Source: RAJAR Q1 2013; RAB; TGI
USING RADIO WITH OTHER MEDIA Radio and the Internet Almost 50% of adults listen to the radio when online each week and may be directed to a particular website on hearing an advert on the radio at the time of surfing Combining radio and online significantly enhances response 57% of the adults asked claim to have checked things on the internet after just hearing about them on the radio, with 59% claiming to use the internet to search to find more details. This isn’t just restricted to editorial mentions – 39% claimed that advertising has prompted them to search for something on the internet.
UHI School Challenge Mystery Voices MFR Awards Murray the MFR Moose
MFR Media Trust MFR Cash For Kids
MFR STATION INFORMATION Core Target Audience: 25-44 year olds. Station Format: Our personalities are as varied as the area we broadcast to and reflect our universal audience. Many have grown up with MFR.
We are involved in anything significant, and a whole lot more that goes on in the north of Scotland. From our schools challenge, Loch Ness Marathon to the Belladrum festival. We work tirelessly, with Police, NHS and our local authorities, we are at the heart of our communities in the Highlands, Moray and Aberdeenshire by providing local news, community information along with personality radio in a bright, fun, interactive style and providing a good solid platform for local businesses to buy affordable advertising that reaches 111,000 ears every week.
WEEKDAY LINE-UP
Ginno & Nicky Marr at Breakfast
6am-10am
Tich McCooey on Mid-Morning
10am-2pm
Jodie McCluskey on Drive Time
2pm-6pm
Ken Kelman evenings
6pm-10pm
Late Night with Gina McKie
10pm-1am
THE TRANSMISSION AREA
*Sony Radio Academy Station of the Year 2010 (up to 300,000)
ADULT POPULATION 235,000 MEN 116,000 WOMEN 120,000 CHILDREN (10-14) 17,000
MORAY FIRTH RADIO Draws listeners from the biggest local radio area in the UK, equivalent in size to Belgium
Covering The Highlands, Moray and Aberdeenshire
4 Week Reach 153,000 adults (65%)
Source: Rajar Q1 2013 Based on the MFR TSA
Weekly Reach – 111,000 adults (47%)
OUR AUDIENCE
15+
15-24
25-34
35-44
45-54
55+
Population (000s)
235
33
30
35
44
94
1 Week Reach (000s) % Reach Average Hours
111 47 10.7
15 46 6.7
21 70 11.1
17 49 10.1
23 52 11.4
35 37 11.9
4 week Reach (000s) 4 week Reach %
153 65
22 67
27 89
24 67
31 70
49 52
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 16th December 2013
COMPETITORS RANKING BY WEEKLY REACH MFR
111000
BBC Radio 2
94000
BBC Radio Scotland
67000
BBC Radio 1
67000
BBC Radio 4
39000
BBC Radio 5 Live
27000
Classic FM
27000
BBC Radio 3 talksport Absolute Radio
9000 5000 2000
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 31st March 2013
% REACH OF RADIO STATIONS IN MFR AREA WEEKLY REACH MFR
47
BBC Radio 2
40
BBC Radio Scotland
29
BBC Radio 1
29
BBC Radio 4
17
BBC Radio FIVE LIVE
12
Classic FM
12
BBC Radio 3 talkSPORT Absolute Radio National
4 2 1
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 31st March 2013
PRESS COMPETITORS PRESS CIRCULATION FIGURES MFR TSA MFR
111,000
Press and Journal*
23,312
Northern Scot MWE
21,642
Northern Scot
13,915
Inverness Courier Fri
12,417
Inverness Courier Tues
8,963
John O'Groats Journal
7,243
Ross-shire Journal
7,123
Caithness Courier
5,708
Bad and Strath Herald
3,913
Northern Times
3,042
Forres Gazette
2,963
West Highland Free Press
66
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 31st March 2013 Source Press: JICREG 01/05/13 (based on circulation MFR TSA)
MFR WEBSITE
50,106 page views in April
13,167 visitors to website in April source: Bauer Dashboard 2013
WHOEVER YOUR TARGET AUDIENCE…
Moray Firth Radio can reach them 111,000 adults in the area tune in every week
A four week campaign on MFR reaches 6 out of 10 adults in the area MFR reaches 58% of 25-44 year olds in the area each week 52% of 45-54 year olds tune in each week, and 70% across 4 weeks Every week, 50,000 ABC1’s tune in to MFR for total of 427 hours. 70,000 tune-in over the course of a month.
Source: RAJAR (Q1 2013) 12 months period ending 31st March 2013, Base MFR TSA
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