Archive | October, 2009

Radio Advertising Results

29 Oct

Every Quarter the radio station listenership results come in and the PR machines whir into action turning defeats into victories and victories into slaughters! There are lots of ways to cut through the results but looking at the actual reach of listeners per week per station is often the best barometer of all. So here’s the independent scoop from us:


London wakes up this morning with a sad Heart (106.2FM). The Global Group station which bled great chunks of radio audience reach last quarter failed to make a meaningful comeback and only limped back into second place due to Capital FM’s mixed bag of results and its loss of reach. Considering that Global own both radio stations, it’s a challenging set of results for them as they tinker with the engine again. Capital FM did take the lead in London though for market share (meaning they get more hours of listening than anyone else) but the drop in audience will be a disappointment to them.

Magic is still London’s top radio station for reach, its been undefeated for years now and it still hits more than 2 million listeners every week. But Bauer’s glee at Magic’s continued dominance will be tempered slightly by disappointment that Kiss 100’s great leap of last quarter fell away quite dramatically.

Elsewhere in London, Absolute Radio’s pedal is still to hit the metal, LBC stayed impressively strong with close to a million listeners, Smooth, Gold and XFM retained similar results to last time and a big success story was Choice FM who keep on creeping up (how many times have we said that!) and Choice is now close to 600,000 weekly listeners in London

Nationally, more woe for Global as Classic FM dumped around 4% reach (that’s a lot when you have 5.7 million listeners a week). But Talksport enjoyed a modest but pleasant gain as its niche format performed well considering there was no football for half of the survey period.

In Birmingham, an interesting story is developing. On face value, Orion’s  flagship station, BRMB, took a  loss in audience reach. However, the listening hours are coming back more and more strongly so we’re expecting great things in the future as the programming is starting to work and the seeds of recovery are planted.

There are more stories aplenty across this great radio nation, for the lowdown on any area or station that interests you, please contact us on the details below.


Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk

How does a radio advertising strategy fit your marketing plan?

27 Oct

One of the great strengths of radio advertising is that it communicates on a more cerebral and less blatant level. One of the downsides of that is that people don’t always realise they are consuming product as a reaction to a radio commercial or series of radio commercials.

That’s why radio advertising is still the only media that sometimes tell customers that their best advertising strategy might be to STOP RADIO ADVERTISING.

At Radio Experts, we call it the ‘turn on then turn off’ technique. It’s simple and it gives you the best insight you can get on how your radio advertising and radio production can work for you.

It works in this simple way.

Because the true strength of radio advertising often shows up as increased response to other marketing (like your online dynamics, television advertising, yellow pages directories, press commercials etc) – so if you turn your radio advertising off, you see how much the response drops away from your website spikes, tv advertising, press ads etc.

In this competitive media economy, radio advertising can take you the extra mile to true profit making ROI. It’s just that sometimes you have to switch off to switch on.