Radio remains a popular advertising medium because people listen in many situations, like driving or showering. Commercial radio stations target specific demographics - Heart appeals to ages 25-44, Capital targets 18-34, and Classic FM targets ages 30+. Local radio stations could advertise a local short film screening. The filmmakers' short film would be a good fit for local stations like Nova Radio or Bristol University Radio that reach the target audience of students and those interested in short films.

1. Radio And Radio Stations

2. Radio as a medium
• The audience dropped for radio when having a TV became more
common.
• Since the internet has been around and become more widespread
the audience has risen again.
• It is good for advertising because people can listen to a radio in
more situations than watch a TV, film or read a magazine. For
example when walking along, driving, in the shower and whilst
browsing round shops.
• Studies show that people are much less likely to skip the adverts on
the radio than in any other media type.
• You can also catch people at the right time to convince them to
watch a film, such as on the way home from work for the weekend
(deciding what to do tomorrow) and in the shower (deciding what
to do that day).
• A local station can advertise a local screening.

3. BBC Radio Stations
• These stations do not have adverts, but the
local stations (such as BBC Somerset) can talk
about local film makers or screenings.
• Each of these stations are specifically targeted
to a different type of audience.
• We need to find a commercial station that our
target audience listen to.

4. BBC Radio Stations

5. The different listening viewers for each
BBC Station

6. The different listening viewers for each
BBC Station

7. BBC Radio Typical Audience Members
Here you can see how the
different stations appeal to
different people and you
can see how popular they
are on the previous slides.

8. BBC Radio Typical Audience Members

9. Commercial Radio Stations
• There are 3 national commercial stations
broadcasting on FM or AM throughout the UK
as well as via DAB, DTV and online.
• •Classic FM - classical music
• •Absolute Radio - rock and pop music
• •talkSPORT - live sport and debate

10. Commercial Radio in London
• •Heart 106.2
• •Capital 95.8
• •LBC 97.3
• •Magic 105.4

11. Global Radio
• Global Radio owns the number 1, 2 and 3 commercial
radio brands in the UK, with Heart, the Capital network
and Classic FM respectively.
•Heart
•Galaxy
•Gold
•Xfm
• Capital
• LBC
• Classic FM

12. Bauer Media
• Own many local stations including wave 105 and
kerrang! Bauer Media is part of the Bauer Media
Group (Europe’s largest privately owned
publishing Group). The Group is a worldwide
media empire offering over 300 magazines in 15
countries, as well as online, TV and radio stations.
• Kiss
• Magic

13. Guardian Media Group
“GMG Radio is one of Britain's leading radio businesses encompassing the
Real Radio, Smooth Radio and Rock Radio brands.
The group has 13 stations across London, Wales, Scotland, Yorkshire, East and
West Midlands and the North East and North West of England providing GMG
Radio with the largest regional footprint in the UK.
The company is owned by the Guardian Media Group, which houses a
number of well known media brands.”
•Real Radio
•Rock Radio
•Smooth Radio

14. Typical Audience Members for the
most popular commercial Radio
Stations
• Heart – heart say that “Heart's core audience are
aged between 25-44. Heart listeners have a spark
about them; despite juggling their various roles
as wives, husbands, parents and professionals,
they still make time for themselves and are
determined to squeeze the most out of life. They
are very social people who enjoy shopping, going
out and spending time with their friends and
family”.

15. Typical Audience Members for the
most popular commercial Radio
Stations
• The Capital network – ‘Capital is a radio network
of nine independent Local Radio Stations in the
United Kingdom which are owned and operated
by Global Radio, launching on 3 January 2011’.
• ‘The stations serve a potential audience of 6.7
million listeners and target a core audience in the
18-34 age group’.

16. Typical Audience Members for the
most popular commercial Radio
Stations
• Classic FM – they say “Classic FM’s core audience is 30+.
• It attracts the largest up market audience in commercial radio: 69%
of its audience are ABC1.
• Classic FM’s fresh approach to music encourages new audiences to
experience and enjoy the brand. Listeners are community focused
and lifestyle conscious. They are aged between 35 - 54 (the station
is also growing younger audiences for classical music: listening
hours amongst 15-44s are up 16% quarter on quarter) and are at a
stage in their lives where they have time to indulge themselves.
• Its reach should not be underestimated: three programmes on
Classic FM have weekly audiences that are bigger than BBC Radio
3’s in its entirety”.

17. Our Short Film
• It could be advertised on a local station such as a local
Heart station or Midwest (Yeovil) as they may
appreciate that it was made locally.
• Nova Radio – another local station that broadcasts to
the Weston & Somerset Coast area. “Nova promises
'More of the songs you love' throughout the day. We
are an 'Adult Contemprary' radio station targeting 25-
54 year olds - but all are welcome! Our music mix is
based on a fantastic mix of current songs and the
biggest hits of the last 4 decades that have stood the
test of time.”

18. Our Short Film
• Bristol University Radio Station (BURST) may
play our trailer because students and teachers
make up a large proportion the audience for
Short Films.
• Brief Encounters is also held in Bristol.
• To get your trailer onto any radio station you
have to contact them and agree a contract.