Archive | February, 2014

The Golden Rules of Radio

13 Feb

radio advertising rulesThousands of radio commercials are broadcast across the UK every single day. So how can you make sure your ads stand out from the rest?

There are 7 golden rules to remember to ensure your radio ad is the best on the station. Here are the first 3:

1:   Make the listener a great offer

Radio is a powerful direct response medium. It works best when you make the listener an offer and works even better when you make that offer available for a limited time. Do this and you’re already 60% of the way to having the best commercial in the break.

2:   Don’t sound like everybody else

Using the same ideas as everyone else with uninspiring words means that you are in danger of being forgotten the minute the ad break is up. There’s no short cut to sounding different. It takes time and investment in creativity.

3:  Don’t just leave them thinking – leave them FEELING something

There are practical benefits to a product or service but there are also emotional ones – a great radio ad should contain both. Radio is one to one and if you can use emotion to create a positive feeling about your brand, your ad will stand head and shoulders above the rest.

These are just 3 of the golden rules the talented creative team at Radio Experts use every day to ensure the ads we create are the best on the station.

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


Happy World Radio Day…

13 Feb

Today is World Radio Day.

Created by UNESCO in 2011, World Radio Day seeks raise awareness about the importance of radio, facilitate access to information through radio and enhance networking among broadcasters.

Radio is recognised across the world as a low cost medium, ideally suited to reach remote communities and vulnerable people. Radio also has a strong and specific role in emergency communication and disaster relief in 3rd world countries.

Here in Europe it’s reported that there are 4 to 5 radio receivers in every household, so it’s clear that even with a multitude of other media channels radio is still massively popular.

So now, more than ever, it’s really important to focus on what you say and how you say it, harnessing the power and influence that radio offers.

Radio Experts is experienced in working with radio stations across the world, just today we’re hard at work developing a radio campaign for broadcast in the Middle East – very appropriate for World Radio Day!

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

Radio’s winners and losers – RAJAR

6 Feb

Who’s jumping for joy and who’s got their head in their hands?

The RAJAR figures for Q4 of 2013 were released today and our Radio Experts have been pouring over the figures to give you a quick top line on the winners and losers of commercial radio.

Here are some of the key headlines:

The radio battle in the nation’s capital continues and the winner is Capital London which still has the highest number of listeners in London. Its breakfast show presented by Dave Berry and Lisa Snowdon retains its spot as London’s most popular breakfast show with 1.2 million listeners.

Capital South Wales achieved 1.3 million total hours in Q4 2013, but in its heyday – predecessor Red Dragon totalled over 3.6 million.

Key 103 in Manchester bounces back from hitting its lowest ever number of weekly listeners in the last RAJAR survey, up 44% to 570,000.

Kiss UK loses minimal listeners but gains 5% in total hours. The nation loves kiss!

Classic FM gains over 300,000 listeners – returning what it lost in the last quarter – now reaching 5.6 million in total.

TalkSport breaks 3.2 million listeners in terms of reach – making strides back towards its previous reach record.

LBC appears to have dropped in reach on both AM and FM but on the flip side has increased its average hours.

This RAJAR is showing that local radio is fighting back as we’re seeing many local stations resurgent against the bigger brand rivals.

All in all, commercial radio is in rude health reaching more and more people up from 34.4 million to 34.9 million listeners, but on average they’re listening for fewer hours.

For more insight on what this quarter’s RAJAR means for brands using radio advertising contact us.

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