Archive | March, 2016

Summer Lovin’

24 Mar

The clocks move forward this weekend, marking the start of British Summer Time. We’re all looking forward to warmer weather, but both the UK ad market and commercial radio have seen things hotting up for some time.

The UK was recently cited as the stand-out ad market in Europe, with advertising spend this year forecast to outperform the Western and Central Europe region. In addition, radio advertising spend in the UK is predicted to be up by 5%.

The latest RAJAR figures also revealed that, for the first time in 15 years, commercial radio has more listeners than the BBC.

The start of British Summer Time brings people out of their cocoons. The population starts getting out and about, engaging in more outdoor leisure pursuits, holidays and gardening activities – very often taking the radio with them wherever they go. This is an ideal opportunity for businesses to use radio to promote their products and services locally, using established radio brands such as Heart, Capital, Smooth, Radio X and the City Network.

For wider reach, there are strong national brands, such as Classic FM, talkSPORT, Absolute and Magic. In addition, there are now 18 stations broadcasting on the second national digital multiplex – many new to the national marketplace. These include talkRADIO, talkSPORT2, Share Radio, Mellow Magic, Magic Chilled, Sunrise Radio, Panjab Radio and Fun Kids. These stations are already broadcasting, but they are soon to be joined by the return of “Virgin Radio”, which launches on the 30th of March.

If you’ve got a brand that wants to be the “sound of summer”, contact us and we can help pin-point the right station selection for your campaign.

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

Advertisements

£43million spent on radio by travel sector

11 Mar

This week is English Tourism Week, the visitor economy is worth £106bn a year to England and the sector is the third largest employer supporting 2.6 million jobs.

Across the UK the Travel and Transport sector spent £43 million on radio in 2015 (source: Nielsen) – that’s a massive 24.9% increase year on year. It’s a sector that loves radio – whether it’s spot advertising, sponsorship or promotions, you’ll find transport and travel companies snapping up opportunities both locally and nationally as soon as they become available.

Radio is an amazingly powerful medium for travel clients. With the right approach to targeting, a well-written script, plus a massive range of sound effects, music and a variety of accented voices to choose from, we can use the magic of radio to transport the listener anywhere in the world.

Radio listeners’ favourite destinations often change. Right now, Egypt and Turkey are currently not seen as the safest places to visit whereas Italy and the United States are proving to be more popular destinations in 2016 (source: Travelzoo). Lonely Planet’s top suggestions for travel this year are Botswana, Kotor (Montenegro), Transylvania and… Manchester!

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