Archive | February, 2012

Mr Blue Sky: Barack Obama on Spotify

10 Feb

Barack Obama has created a 2012 campaign playlist on Spotify, including, according to information on Spotify some of his favourite tracks.

The playlist which was released yesterday in America already has a large number of followers, with an eclectic mix of music ranging from Mr Blue Sky by ELO to We Used to Wait by Arcade Fire to Roll with the Changes by REO Speedwagon. See the playlist here (if you have Spotify).

Could Spotify’s release in America now really gather a strong foothold with acclaim from the President’s Office…

This shows not only the power of Spotify but its social reach due to direct integration with Facebook . With playlists such as Harry Redknapp for England Captain? flying round twitter today.

For advice on how Spotify could form part of your audio advertising or how it can geographically support a radio advertising campaign get in touch here


Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert


RAJAR Results prove strong for National radio, Capital Radio still on top…

3 Feb

Coffee in one hand RAJAR data release in the other, we have been pouring over yesterdays Q4 2011 RAJAR results with great interest.

At this time of the year all eyes turn to London’s listenership, which this quarter leaves Globals Capital FM London sitting proud, with Johnny Vaughan having helped to create Capitals successful breakfast show. Will his departure from the station have an effect on the next RAJAR? Hot on the heels of Capital is Magic with a rise of 8.7% in listeners.

What has been most prevalent in this quarters RAJAR is the strength of the national brands stations such as Talksport seeing a large boost from coverage of the Rugby world cup, which can only be strengthened further in the coming year by their coverage of Euro 2012. Other national stations followed this trend with Kiss and Smooth putting in strong performances and JazzFM showing an impressive 14.3% increase year on year.

DAB radio put in another increase quarter on quarter and is showing a 19.4% share of the radio market. Over 2012 and into 2013 the rise of internet integrated TVs in the home and the continued exponential growth of devices such as Apple’s Ipad will help to further boost digital radio listening. As stations follow in the footsteps of groups like Absolute whose digital integration through many apps and now, their high quality audio streaming seem to be going from strength to strength.

For further diagnoses of the radio industry and how this quarter’s RAJAR figures will affect your radio advertising drop us and email or give us a call.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert

Radio Advertising – Be memorable for the right reasons

1 Feb

OK…..everyone remembers the poor guy that misses the crucial penalty in the shoot out. Chris Waddle, Stuart Pearce, Gareth Southgate, David Batty…..oh the list goes on.
Everyone remembers missed penalties,

And in the same way, everyone remembers bad adverts.

But you don’t hear Chris Waddle crowing about how wonderful it is that he missed his penalty!!

So why do some advertisers seem to be proud of producing intentionally annoying and bad adverts??

Memorable Doesn’t equal Annoying

There’s a lot to be said for radio advertising scripts and adverts that are distinctive and catchy. But being annoying is like taking your brand and lighting a match to it.

With brilliant radio advertising creative – you can be memorable and catchy and charming and gorgeous and attractive……without annoying anyone (apart from your competitors)

Memorable catchy Sung Jingles are making a comeback – the RAB themselves have been using this approach within their sophisticated ‘Britain Loves Radio’ campaign

Sonic Identities – have been little understood for decades but are now becoming an everyday currency in our work and daily conversations with new generation Marketing professionals.

Consistent Ad Characters can generate rapport for your brand – not just notability through annoyance

Then there’s Strap Lines that can charm, Offers that can stand out, Humour that can make us giggle hours later, Famous Music that takes us back, Imaginative creative that just blows us away.

There are so many ways to make radio advertising great.

Which is why at Radio Experts we build all of our client’s radio creative campaigns from the ground upwards. Understand the brief, understand the target, understand the brand. Place the ball on the spot and smack it into the top corner.

Anything else is just annoying.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert