Radio Clyde Glasgow and The West

Radio Clyde

Media Pack Q1 2012

WHY USE RADIO And Why Radio CLYDE?  Radio is a medium that people trust.  Radio is still one of the most effective ways of reaching a large amount of ‘in and out of market consumers’.  There is low ad avoidance with radio.  Radio Clyde is local and connects with the listener through music, talent, consumer & local knowledge.  This leads to quality audiences with a deeper consumer engagement.  Listeners find that commercials provide useful information.  Through the commercials, listeners expect to hear information re products/services that are available and relevant to Glasgow and the West Source: RAB and Radio Clyde Focus Groups

People Trust Radio Radio comes top for being trusted – or more accurately, it is the medium where people feel less distrustful about the things that are said.

36% trust Press

60% trust Radio

36 ‘I don’t really trust what they say’

Disagree Neither/DK Agree

60

33

30 29 9 PAPERS

RADIO

Radio listeners are less likely to avoid adverts

% who claim to be ad avoiders 70

68 61

60

52 50

44

40

%

30 20

16

10 0 Newspapers

Magazines

Direct Mail

TV

Radio

Radio Clyde

Listener Figures Rajar Period Ending 1st April 2012

Radio Clyde Glasgow and The West

Radio Clyde has greatest coverage of Glasgow and the West:- reaching from as far as Dunblane, Stirling Dunoon and Largs, to Irvine, Kilmarnock and East Ayrshire.

THE RADIO MARKETPLACE GLASGOW & THE WEST Weekly Reach (000s) in the Clyde TSA

Total Radio Clyde

595 517

Clyde 1

184

Clyde 2

445

*Real Radio

403

BBC Scotland

358

BBC Radio 2

313

*Capital FM West BBC Radio 1

292

* Smooth

288 202

BBC Radio 4

155

talkSport

135

BBC Five Live

163

Classic FM 96.3 Real XS(Rock) Other local Commercial

68 144 In the Clyde TSA: 381,000 Radio Clyde listeners do not listen to Real Radio

Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA, Radio Clyde consists of Clyde 1 and Clyde 2

372,000 Clyde 1 listeners do not listen to Capital FM 129,000 Clyde 2 listeners do not listen to Smooth Glasgow

Clyde TSA COMMERCIAL MARKET PLACE Weekly reach (000s)

595 517 445

313

288 184 68

000s Total Clyde

Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA, Radio Clyde consists of Clyde 1 and Clyde 2 *Stations marked do not cover the whole Clyde TSA

Clyde 1

Real Radio Capital FM West

Smooth

Clyde 2

Real XS(Rock)

Radio Clyde Gender, Social and Age Profile Gender women 44%

men 56%

264

331

Weekly Reach 000’s

SocioEconomic Group

ABC1 45%

C2DE 55%

265

330 Weekly Reach 000’s

There’s only 1 number 1 Radio Clyde Demographic Reach

ALL ADULTS 15+ ALL MEN ALL WOMEN 15 – 24 25 – 34 35 – 44 45 – 54 55 + ABC1 C2DE Main Shopper

595,000 331,000 264,000 107,000 121,000 129,000 95,000 143,000 265,000 330,000 478,000

There’s only 1 number 1 Radio Clyde 1 and 4 Week Reach (%)

48

32

All

55

38

Men

58

58

59 45

42 27 Women

36

40

15-24

25-34

40

35-44

31

45-54

38

45 31

25

21

55-64

65+

Adults

Weekly Reach (%)

4 Week Reach (%)

51

30

34

ABC1

C2DE

Clyde 1 reaching 517,000 listeners.

%

60

% profile of Clyde 1 Listener

55 50 45 40 35 30 25 20 15 10 5 Male

Female

Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA,

15-24

25-34

35-44

45-54

55-64

65+

ABC1

C2DE

Clyde 2 Reaching 184,000 listeners

60

% profile of Clyde 2 Listener

55 50 45 40 35 30 25 20 15 10 5 Male

Female

Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA,

15-24

25-34

35-44

45-54

55-64

65+

ABC1

C2DE

Radio Clyde V’s Competitors

Radio Clyde V’s Readership of Local Press in Area

595,000

Radio Clyde 517,000

Clyde 1 184,000

Clyde 2

*Readership in Clyde TSA

540,262

Daily Record 442,000

The Sun 143,474

Evening Times

114,653

The Herald Hamilton Advertiser Greenock Telegraph Paisley Daily Express

48,182 33,825 19,425

Source; ‘Rajar’ ’Period Ending 1at April 2012: Radio Clyde TSA; Press Source: TGI Jan-Dec 2011 AIR for The Sun JICREG As AT 1 st April 2012based on Area AIR Clyde TSA `

Clyde 1 Shows

George Bowie

Suzie McGuire

Weekdays 06:00 -10:00

Weekdays 06:00 -10:00

Saturday 18:00 – 21:00

Robin Galloway Weekdays 14:00 -18:00

Weekdays 10:00 -14:00

Jim Delahunt & Superscoreboard Live

Saturday 06:00 – 10:00

Weekdays 18:00 -20:00

Knoxy

Romeo Weekdays 20:00 -22:00

Late Night Gina Sunday to Thursday 2200-0100

Radio Clyde Can Make Your Budget Work Harder For You

Radio Clyde:

 is local and closer to its listener. Engages with the listener on-air, online and out and about in Glasgow and the West.  reaches more listeners than any other station in the TSA.  delivers key target groups and can identify peak listening periods for them across the week.  specific shows can be accessed, through advertising, promotions & sponsorship to build closer connection with target demographics.  As a company we can provide key insight and monitor response to campaigns through our planning systems and via surveys conducted our qualified in-house research team.