BBC Radio 2 is the most popular UK radio station and is owned by the BBC along with BBC1 and Radio Times. It exists as part of a vertically integrated system with these other BBC brands. Any notable products featured on BBC1 will be advertised across BBC Radio 2, BBC1, and Radio Times to create strong synergy. For example, a user may hear about a TV show on Radio 2 and then see ads for it on TV and online. Radio 2 also advertises other BBC brands through features like interviews with actors appearing on TV shows.

1. AS A
BRANDED
PRODUCT
Gareth Daniel

2. Is it linked to BBC1 or Radio Times?
BBC Radio 2 is, like BBC1 and Radio Times, owned by the British Broadcasting Company and is the most most
popular UK radio station in terms of listeners and total audience retention. As with the other radio stations
owned by the BBC, Radio 2 exists as part of a vertically integrated system including BBC1 and Radio Times.
Therefore any notable products being shown on BBC1 will be advertised through both the TV listings and Radio
2. This creates a very strong level of synergy, as a user might hear about the television show through the radio,
then look for it in the listings, then see an advert on TV, then look on BBC’s website for more information, where
they will find the BBC Radio section where the can watch podcasts that might make them want to the latest on
Radio 2. As well as this already strong connection, each of these medias also advertise each other. For example,

3. Do our target audiences match?
Radio 2’s main audience seems to be the teen to early 20’s age range, as the music and topics covered on the
station are more targeted towards or are more popular with this specific audience, therefore attracting them to
the station. This age range matches the primary target audience and is likely to be stumbled across by the
secondary target audience as they are more likely to be using a radio. Although the station serves as the perfect
place to talk about the documentary, it also serves to bridge the gap between the younger and older audiences
as it is a heavily shared platform when compared to print or television.

4. What do they advertise?
After listening to Radio2 for a couple of hours I summarised that they don’t really show adverts. Instead, I did
realise that adverts are shown when interviewing or featuring, for example, an actor. One of the features I
listened to was an interview with an actor in the new Star Wars film, John Boyega.
This allowed me to at the very least have the knowledge that they do advertise TV/ Film, as these types of
features are also likely conducted with television actors. The interview conducted had a very advertisement
heavy approach, showing an advert for the new film first, then having half the interview, then showing a different
advert, then having the last part of the interview, then finishing with yet another different advert. During the
interview a quiet backing track is used to further lure the audience with the very familiar Star Wars theme.