Archive | July, 2013

RAJAR Explained

30 Jul

Do you know what RAJAR is? More importantly, do you know why it’s so important? The next RAJAR results are due out this Thursday, so today, we’re giving you a very quick insight into Radio’s audience measurement system.

What does RAJAR stand for?
RAJAR stands for Radio Joint Audience Research and is the official body in charge of radio audience measurement for the UK covering both BBC and Commercial Radio.

How does it work?
Each week over 2,000 people are recruited by Ipsos-MORI to complete a RAJAR diary of their radio listening, either on paper or online.

Respondents complete the diary to show when they start and stop listening to a particular station. The diary also collects information on where the listening takes place. (For instance is it at home, in the car) and the platform (AM/FM, DAB or Online).

This survey is carried out all year round and at the end of every 3-month period, the numbers are aggregated to produce individual station results.

Why is it important?
All stations use the information provided by RAJAR to plan their programming and marketing. But it’s more important for Commercial stations, because RAJAR is used as the basis for selling their airtime and the bigger the audience, the more they can charge.

At Radio Experts we know RAJAR inside and out. This insight enables us to plan and buy radio campaigns intelligently, ensuring we get the best value and effectiveness for advertisers. The next RAJAR results for Quarter 2 are released this Thursday 1st August, so we’ll be pouring over the figures and keeping you informed of any significant changes.

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


Absolute Radio sold to Bauer

29 Jul

It’s been a fast start to the radio week, with the news that Absolute Radio has been sold to Bauer Radio.

Bauer will add the Absolute Radio footprint to it’s already impressive collection of brands, including Magic, Kiss and their dominant collection of metropolitan stations in the North and Scotland.

What Absolute Radio adds is a big national piece to Bauer’s jigsaw (Absolute Radio broadcasts on FM in London but on AM nationally) but the real gleaming prize for Bauer must surely be Absolute Radio’s industry leading Digital perspectives and On Demand / In Stream technologies.

Absolute Radio has long been a brilliantly conceived operation but has possibly deserved even greater scale to apply itself to. That scale is now there in the form of Bauer.

– Nationally, this ramps up the competition for Talksport and Classic FM who have been dominant in recent times.

– Strategically, this thrusts radio’s most thought-through online monetisation model, into the loving arms of the highly capable Bauer Media

If you’d like to chat about the changes at Absolute Radio and what this could mean for you and your radio advertising get in touch.

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

Starry Eyes Royal Baby Prince George

26 Jul

One of our favourite recent radio stories was Star Radio Cambridge’s pledge to rename itself for a whole week. The idea is that whatever the Royal Couple call their new baby son, will be the name that Star Radio Cambridge adopts for a week.

Now all bets are off the royal baby has been named George and Star Radio Cambridge is from today now called Prince George Radio, with the station pledging money to charity every time a presenter erroneously mentions Star Radio on air.

Its just fortunate the new baby wasn’t called Heart, Capital, Kiss or Magic –  that could have been a very interesting station re-brand!

Of course we wish the royal couple our sincere congratulations.

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

Heatwave Radio

25 Jul

If like us, you’ve been sweltering in the first official Heatwave since 2006 then you’ll know that hot weather can completely change how we feel, what we buy and what we respond to.

And one of radio’s great strengths is the ability to get on air quickly and react to the weather.

Which is why we’ve been so busy at Radio Experts over the past fortnight getting all sorts of summer based products to air.

We’ve been slapping some suntan lotion on air, turning the gas up on a Barbeque campaign and we’ve invited listeners up and down the country to a multitude of Garden Centres, staycations, ferry crossings, campsites and watering holes (always drink responsibly).

Radio is the perfect combination of CURRENT & ON MOOD. When the sun shines it puts everyone in a good mood and radio listeners are ready to spend their money on the things they need to enjoy the great outdoors.

Radio’s immediacy is impressive.
Radio’s strength has always been the very short turnaround time from briefing an ad to getting it on air. Our talented team of creative writers and producers are on hand to take your brief, develop concepts and scripts, record them and deliver them to the stations quickly and efficiently.

Yes it’s hot and with Radio Experts swiftly implementing the right radio campaign for you – you can quickly take advantage!

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

How to get Radio Success

16 Jul

Radio is a fantastic and exciting advertising medium and can be an incredibly powerful way to build a brand and generate sales for any business. But what do you need to make a radio campaign a real success?

The answer is incredibly simple – the most important thing is to develop a Targeted Proposition.
The proposition that lies behind any radio advertising campaign must be targeted to your customer. Whether it’s a subtle branding message or a full on sales offer, you need to carefully consider what would motivate the customer to take action. To be able to do this well, you really need to know what makes your customers tick. If you can find out as much about them as possible and then distil this information down into two or three key insights you’ll be able to inform both sides of the radio equation – the radio airtime proposal and the creative approach.

One company that has been doing this for years is Tesco.
Through their Clubcard loyalty scheme they gain a massive insight to the buying habits of their customers – even down to when they shop, how often and where. For smaller businesses though, getting access to information about their own customers is much harder – but there are ways to achieve it. Perhaps holding focus groups with a selection of different customers, or even doing an online survey.

Whatever amount of information you have about what makes your customers tick, you’re assured that Radio Experts will go to work on creating a highly targeted radio advertising proposition, which is finely tuned to get great results.

It’s what we do!

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

Focus on Sponsorship & Promotions…

11 Jul

Radio advertising is a fantastic medium; executed well with the right media plan and great creative work, you can achieve amazing results. But it isn’t the only way to use radio.

Sponsorship & promotions opportunities can add real value, as your brand becomes more integrated with the station itself. This means that your brand can benefit from the likeability and the kudos that the radio station already has worked hard to achieve.

All radio stations spend a great deal of time, energy and marketing money to develop a strong relationship and rapport with the listener. When your brand gets involved in sponsorship & promotions, you get direct access to those listeners almost as if you’re being introduced as a friend – which is the best type of introduction you could possibly receive.

As with all advertising opportunities, there’s a need to ensure that any sponsorship & promotions proposals are carefully planned. What’s most important is that the activity is a total match to your brand objectives and offers real value for money.

We’re currently in receipt of several discounted and excellent sponsorship & promotions deals across various station groups.

To get a full list, just get in touch!

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

Murray joins Talksport…

8 Jul

No Talksport is not turning into TalkTennis, although given yesterday’s viewing figures for Wimbledon Men’s Singles Final (won by Andy Murray) maybe they should.

Today sees news that Colin Murray from BBC Radio 5 Live has joined TalkSport and is due to be airing a daily show from 10am – 1pm every weekday.

Colin Murray’s experience in Radio is mostly on BBC Stations, his show with Edith Bowman on Radio 1 was his first big radio exposure and his later Radio 2 and BBC Radio 5 Live shows have helped him to build an army of fans.

Having honed his skills further on BBC’s Match of The Day, Murray now joins TalkSport ready to fit right in with the station’s talkative and irreverent sports chat style.

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