Radio

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Radio - PeterMcPartlin, Today FM

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Radio

  1. 1. RADIO: WAVING NOT DROWNINGPeter McPartlin,chief executive, Today FMNovember 22nd, 2012
  2. 2. # 1: Radio – the mass medium• Over 80% of all audiences tuning in daily• 4.25 hours on average per day• Largest share of media time each day• Live radio still accounts for 90% of all listening
  3. 3. # 2: Radio – the targeted medium• 36 national, regional & local stations• 7 digital, 20 community & 2 special-interest stations• Targeting by time, by age, by place, by listener interest
  4. 4. # 3: Radio – the personal medium• Generally a private, personal experience• Different shows, presenters, their pace, music content, set the rhythm & mood of the day• Relationships are formed, loyalty is established, trust is given
  5. 5. # 4: Radio – the emotional medium Rational• The unique ability to touch people• People say they listen for news, information, music, etc., but in Emotional most cases they listen for emotional reasons• A powerful way to build core values of closeness, warmth & familiarity for brands
  6. 6. # 5: Radio – the social medium• That human desire to socialise & stay in touch• Stimulating conversations• Heightening emotions• Impacting on mood• Driving search, web traffic & social platform comment
  7. 7. # 6: Radio – the agenda-setting medium• Radio is a real-time medium – it’s about the ‘now’• Imparting the latest ‘news & information’• Providing commentary & understanding• Creating opportunity for instant feedback & interaction
  8. 8. # 7: Radio – the stealth medium• Woven into people’s daily lives• Accompanies the audience while they’re engaged in primary activities• Almost subliminal in its effect• All the more powerful for being half-conscious
  9. 9. # 8: Radio – the retail medium• Radio audiences are highest from breakfast through to mid afternoon - the primary retail part of the day• Usually the last medium actively consumed by grocery shoppers, in large numbers, before they go shopping
  10. 10. # 9: Radio – the versatile medium Web On- Mobile street• Keeping pace with the rise of new platforms Social• Being where ever the audience is• Providing new access points for listeners & routes to market for advertisers On-air
  11. 11. # 10: Radio – the effective medium• Radio ads can make an impact on just a single hearing• They can communicate detailed messages• Used as effectively for ‘softer’ brand values as for hard facts• Works extremely effectively with online, social, mobile & direct mail campaigns
  12. 12. You can close your eyesbut not your ears
  13. 13. Thanks for listening

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