RADIO BORDERS MEDIA PACK Q3 2013
RADIO BORDERS THE POWER OF RADIO •
High reach - Commercial radio reaches 67% of adults in Scotland each week with 57% of the population listening to a local commercial station. 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
Source RAJAR period ending 15th September 2013 Base: IR Scotland TSA
RADIO BORDERS THE POWER OF RADIO
•
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
RADIO BORDERS TRANSMISSION AREA
RADIO BORDERS ADVERT AVOIDANCE (%) Radio enjoys low advert avoidance compared to other media
70 60 50 40 30
68
61
20
52
10 0
Newspapers
Magazines
Direct Mail
44 TV
16 Radio
RADIO BORDERS THE PROBLEMS WITH PRESS Ageing Profile of Newspaper Readers Diminishing levels of newspaper readership High levels of advertising avoidance - around 68% of people, compared to 16% for radio Increased pressures on people’s times with busier lifestyle and the increased number of sources offering round the clock news coverage. 41% of people feel they are now spending less time with newspapers than previously
Source Radio Advertising Bureau Bauer Research Radio Borders Listener Club
RADIO BORDERS RADIO BORDERS V’S LOCAL PRESS Radio Borders
54,000
Southern Reporter
34,068
Hawick News
12,749
Berwick Advertiser
11,431
Berwickshire News
9,400
Peebleshire News
9,436
Border Telegraph
Number of listeners/readers
8,502 0
10,000
20,000
30,000
40,000
50,000
Source “RAJAR” twelve months ending 15th September 2013 Base: Radio Borders TSA Newspapers Source: JICREG 1/10/2013
60,000
RADIO BORDERS ONE AND FOUR WEEK REACH (%) 83 77
68
77
73
70 67 61
60
63
50
52
48
45
All Adults
Men
Women
15-24
25-34
57
58
35-44
45-54
63
43
45
55+
ABC1
Source RAJAR period ending 15th September 2013 Base: Radio Borders TSA
55
C2DE
RADIO BORDERS WEEKLY AUDIENCE ALL ADULTS 15+ ALL MEN ALL WOMEN 15 – 24 25 – 34 35 – 44 45 – 54 55+ ABC1 C2DE
54,000 27,000 27,000 6,000 7,000 8,000 12,000 20,000 23,000 32,000
Source RAJAR period ending 15th September 2013 Base: Radio Borders TSA
RADIO BORDERS YOU’RE IN GOOD COMPANY Here are just a few of our regular clients:
RADIO BORDERS TESTIMONIALS “… As the chair of BSPC, the Borders Solicitors' Property Centre, I have recommended the services of Radio Borders to our member firms, and the group has been advertising on local radio for the last few years. As we have member firms in every town in our area, regional coverage is important, and Radio Borders has a listening audience that is widely spread across the Region. For advertisers who are looking to build a presence in the Scottish Borders, there is no better way of reaching out and touching the lives of our 106,000 population. I am certain that an important part of our brand awareness, and our offer of an under one roof service, owes much of its success to our partnership with local radio. David Kilshaw OBE, Partner Cullen Kilshaw "The Radio Borders team offered a cost effective radio advertisement solution to assist us in
our recruitment process. The process was streamlined from initial contact to producing a bespoke commercial script on our behalf. The high level of quality applicants received are evidence enough to demonstrate how effective radio advertising has been for us" Tammy Yourston, HR Manager – Oregon Timber Frame Ltd
RADIO BORDERS WHY SPONSORSHIP OR PROMOTIONS Interest in radio sponsorships and promotions is growing fast because advertisers are looking for new ways to connect with consumers. Radio is a more trusted medium than many others, including newspapers and TV, and sponsorships and promotions allow the guest brand to harness this trust. Listeners have a strong relationship with their radio station. They describe radio as their friend, and use it to give them emotional support. They are sensitive to the relationship being undermined. For sponsorships, the way the host and guest fit is essential. Sponsorships tend to be longer-term than promotions, often achieving their effect in a somewhat subliminal way. They are increasingly becoming more sophisticated, and extending beyond on-air announcements to station events, product placement, website activity, point of sale etc. Promotions tend to be shorter-term, and depend less on exact brand fit than on building excitement and participation through entertaining radio output. Promotions need good process management and quality control, with briefs being clear but flexible enough for each station and presenter to create their own best execution of the requirement.
RADIO BORDERS EFFECTIVENESS OF S & P
Since they vary so much, there is no average figure for the effectiveness of S&P campaigns. Radio advertising is three-fifths as effective as TV advertising on average: it makes sense that S&P would beat this average by some distance, since activity is much more intensive and frequent on radio, and persuasive brand messages are allowed. Like sponsorships, promotions are becoming increasingly sophisticated, and listeners are now able to interact with the station via texting, e-mail etc.
RADIO BORDERS CREATIVE SERVICES Without commercials Commercial Radio just wouldn’t be the same! And in one way or another, the Commercial Production department is responsible for every commercial that goes out on air, whether it be for a local or national client.
The Radio Borders Creative Team have a number of years experience in writing and producing effective radio advertising but we can do more than just produce radio commercials, we also offer our clients a broad range of audio services including making: Radio commercials Sound tracks for TV commercials In-store Tannoy announcements
Answer phone messages Music and voiceovers for your website We do all of this and MORE!!! Get in touch If you would like more information, a no obligation quote or to commission an audio production you can contact the Commercial Production team by telephone on 01896 759 444
RADIO BORDERS CREATIVE SERVICES
RADIO BORDERS GET IN TOUCH
Contact us: Katy Leigh By Phone – 01896 759444 By Email –
[email protected] Online – www.radioborders.com Address: Tweedside Park, Galashiels TD1 3TD
