2. Radio one
• Radio one would be loyal to its BBC channels
(BBC THREE, BBC ONE, BBC FOUR, BBC TWO
etc) so it would be unlikely that, as our
documentary is channel 4 based, Radio 1
would advertise for another channel.
3. Capital FM
• At the moment Capital FM serve an audience of 7.1 million
listeners and target a core audience in the 12-20 age group
which is perfect to advertise our documentary as they directly
target our target audience.
• They cover
London, Nottinghamshire, Leicestershire, Derbyshire, Birming
ham, Yorkshire, Greater Manchester, Tyne and Wear, South
Wales, Edinburgh, Glasgow, south Coast, Digital Radio & TV.
4. BRMB
• It has now changed it’s name to FREE RADIO.
• It is only broadcast to a small audience of
Birmingham and the West Midlands, much
smaller than Capital FM’s reach.
• It only has a small audience share of 5.9%
(September 2012)
• They also target their station at an age range
of 25 – 44 year old males and females, which
is out of our target age range.
5. HEART FM
• Heart FM only reaches a small audience share
of 8.4 % (August 2011).
• Their station is only broadcast to mainly
Birmingham and the West Midlands, which
means that our advertisement wouldn’t reach
much of our needed audience.
• It is aimed primarily at people aged 25 –
44, out of our target age range.
6. Which one?
• Having looked at three very different radio
stations, we have come to the conclusion that
Capital FM is the best station to air our radio
advertisement.
• Capital FM reaches a large audience of 7.1 million
listeners in which their target audience is 12 – 20
year olds (males and females). Both Heart FM
and BRMB are aimed at 25 – 44 year old listeners,
outside of our target audience age range so these
wouldn’t be appropriate. They also reach a much
lower number of people in the UK.
