radio
DESCRIPTION
Radio - PeterMcPartlin, Today FMTRANSCRIPT
RADIO: WAVING NOT DROWNING
Peter McPartlin, chief executive, Today FMNovember 22nd, 2012
# 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
# 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
# 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
# 4: Radio – the emotional medium
• The unique ability to touch people
• People say they listen for news, information, music, etc., but in most cases they listen for emotional reasons
• A powerful way to build core values of closeness, warmth & familiarity for brands
Emotional
Rational
# 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
# 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
# 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
# 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
• Keeping pace with the rise of new platforms
• Being where ever the audience is
• Providing new access points for listeners & routes to market for advertisers
Social
On-air
Web
MobileOn-street
# 9: Radio – the versatile medium
# 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
You can close your eyes but not your ears
Thanks for listening