The document discusses statistics from RAJAR Q1 2012 that show radio listening in Britain remains very popular, with 90% of the population tuning in each week. Digital radio listening continues to grow, with 45% of the population now tuning in via a digital platform. Community radio aims to understand who is still listening to radio and how technological changes are impacting listening choices and habits.

1. BRITAIN LOVES RADIO!
Community Radio – Who is listening?

2. HISTORIC BEAUTIES
BRITAIN LOVES RADIO!

3. 2012 RAJAR QTR 1 STATS
• On average 90% of the population tuned into radio each week.
• Share of all radio listening to digital is up 10% to 29.2% Y on Y.
• 45% of the population has tuned in via any Digital platform.
• 22.1 million adults have access to a DAB receiver up 12% year on year.
• For the first time there has been more than 200 million hours recorded for DAB
listening.
• Internet Listening reaches an all-time high with the population listening 42 million hours
per week.
• 17 % of adults listen to radio via their mobile phone - up 24% year on year.

4. 90% LISTEN EACH WEEK
Passive Vs Active
Source: RAJAR Q3 2011

5. ALL DEVICES - DIGITAL
LISTENING UP!
30%
Technological Vs Choice
Source: RAJAR Q3 2011

6. 45% TUNED IN VIA A DIGITAL
PLATFORM
Technological Vs Choice
Source: RAJAR Q3 2011

7. WHO IS STILL LISTENING?
Technological Vs Content
http://www.youtube.com/watch?v=HNufODX8vfI

8. RADIO DOMINATES AUDIO
ENTERTAINMENT
Source: BBC Share of Ear Study, Apr 09 and Apr 10: Share of Audio

9. RADIO IS SECOND BIGGEST
MEDIUM
Source: Touchpoints 3
Base: All adults 15+

10. DIGITAL PLATFORM MAKES
RADIO EASILY ACCESSIBLE
Source: RAJAR Q3 2011

11. COMMON PLATFORMS
Digital
Television
DAB Digital Internet
Radio
vAnalogue Radio Radio

12. MORE THAN JUST RADIO
Radioplayer
Podcasts
Station Social
Networks
Mobile
Apps Websites
SMS Email YouTube
Marketing
Crossing Boundaries www.ujimaradio.com

13. WHO IS STILL LISTENING?
Technological Vs Community

14. CONSIDERING RADIO FOR
YOUR BRAND
THINGS TO CONSIDER
vDecide why you are running your campaign. Is it for a specific
sales promotion, product launch, or for general name awareness?
vit’s good to highlight your business’ unique selling point. This USP
could be the ‘headline’ for your commercial - the attention grabber -
and along with a unique piece of creative will help you stand out from
your competition.

15. CONSIDERING RADIO FOR
YOUR BRAND
REASONS TO CHOOSE COMMUNITY RADIO
vRadio can bring your advertising to life, give your company an identity,
and reinforce your brand.
vUsing radio you can communicate to your potential customers at
anytime of day or night.
vAdvertising works by repetition – increased exposure to a message will
reinforce it - and radio is one of the most cost-effective means of creating
frequent, focused communications.

16. YOUR BRAND INTEGRATION
Ads vs Sponsorship:
vProgrammes
vTravel & Traffic
vDrive time
vCompetitions
vGiveaways
vEvents
Adverts Vs Sponsorship

17. STEPS TO GROWTH VIA RADIO
1. Decide on why you want to advertise.
2. Contact Radio Station
3. Produce Advert
4. Commence Campaign
5. Monitor
6. End / Evaluation

18. BRITAIN LOVES RADIO!
Community Radio – Who is listening?