Tag Archives: Radio ADvertising Agency

Radio sees 13.6% growth

2 Sep

The latest data from the RAB (Radio Advertising Bureau) has revealed that commercial radio delivered significant growth in Q2 2014 with total revenues increasing 13.6% year on year. It’s the best Q2 revenue performance since 2007.

This is a significant increase in radio spend and it’s an upward trend that we’ve also been seeing at Radio Experts.

All this means that radio is in rude health. So as we head towards Q3, traditionally the busiest quarter of the year, we’re expecting to see further increases in radio spend amongst a range of business categories.

Entertainment, leisure, retail, travel and automotive are just some of the sectors we would expect to see booking campaigns over the next 3 months in the run up to Christmas.

The advice from Radio Experts is to start planning now, as availability for radio inventory during the next quarter can often become limited.

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


XFM Returns to Scotland

24 Mar

After a six year hiatus the XFM brand returns to Scotland on April the 7th.

The XFM brand is renowned for pioneering new music and XFM Scotland will be no exception, continue the station’s history of supporting new and upcoming talent.  Acts championed by XFM include, Biffy Clyro, The View and Snow Patrol.

The presenter line-up includes Jo Good, John Kennedy and Blur drummer Dave Rowntree.

XFM managing editor, Chris Baughen, said: “Coming back to Scotland after nearly six years away is huge for us.  We’re really excited to be returning to our loyal listeners across the country.  We’ll continue to support emerging Scottish bands, as well as XFM favourites from across indie, alternative and rock music.”

XFM’s return to Scotland is just part of the many changes taking place currently amongst the UK’s well known radio brands.

You can listen on 96.3FM in Paisley and on DAB across central Scotland.

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

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. tim.cowland@radioexperts.co.uk. @timcradioexpert

DAB Radio as standard for Volkswagen in 2013…

21 May

It would seem that 2013 may indeed be the year for in car DAB radio, with Volkswagen having recently announced that all of its 2013 models with have a DAB fitted as standard within their car’s entertainment systems.

With more and more boosted DAB signal in the UK  – will this be the year of DABs rise to glory? Or will the arrival of in car apps and internet connected car media centres put paid to the in car DAB revolution before it rolls off the forecourt?

It is clear that whoever can successfully corner the in car entertainment market will have an opportunity to access the unique way in which in car audio has that intimate and solus conversation with the driver. Its a great place to be – but whose going to be there with the driver?

For more information on in car listening and the brands and methods that succeed best in this advertising environment – contact us at Radio Experts for a chat.

Radio’s passport to a bright future…

8 May

Today sees the announcement that talkSPORT is to launch sports stations in key Asian markets such as Jakarta, Singapore, Malaysia and Thailand.

Its all part of a growing trend to realise the brand equity and content distribution potential of Radio Brands as a whole.

Sports and Football clearly have an international appeal – but Talksport’s move is not the first such move nor is it at all likely to be the last.

As radio and audio moves away from the geographic limitations of pure analogue delivery methods – the online distribution channels open up a great big world of audience. Why not listen to Heart in Houston, Smooth in Sydney, Absolute in Antamanarivo, Magic in Maputo and Oak FM in Ougadougou (alright I’ll stop).

Recently we’ve also had Smooth FM simulcasting with Australia as well as the rise and rise of totally non-geographically limited services such as Spotify, Rdio and many others.

My prediction is that as we look at content which is globalising, so too we will see business metrics which measure ROI in ever globalising terms. Why not be happy with CPLs in Indonesia and Guangzhou every bit as much as CPLs in New York and London?

Consumer power is moving East, content is globalising and the full force of radio brand equity will reward those who have invested in it most.

Not since MTV in 1981 has the broadcast industry reached such a tipping point.

Let’s see which British Radio brands forge the furthest ahead the fastest…..and congrats to Talksport for raising their flag so early…

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

Born Free

26 Mar

March 26th, a day that will live long in Midlands commercial radio history.

Tonight from 7pm, Free Radio takes over as the named on air brand for what was BRMB, Mercia, Wyvern and Beacon. And whilst there may be some soggy bran flakes tomorrow morning as listeners adjust to the changes, we’re confident that by tomorrow afternoon it’ll be fist pumping dance-your-toast-off tea time as Free Radio energises the Midlands marketplace.

Just like Signal 107, Free Radio is an exciting move that takes radio brands wider and further – pushing the content over the geography, the entertainment over the locality.

For our bank of gorgeous advertisers it is exactly these kind of changes that work so well. Changes that define audience, simplify coverage and empower greater numbers will always be welcome. Free Radio – welcome to the party.

Born Free – A new Midlands Radio Superpower starts gasping the Oxygen and grasping the airwaves tonight from 7pm.

To listen to last few hours of BRMB and the first few hours of Free Radio tune in here on Radio Player… http://brmb.orionplayer.co.uk/

Good luck Free Radio!

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