Why is speech radio doing so well?

Justin Kings

January 2010

Who is Justin Kings?

• 12 years at Capital Radio (later GCap Media).

• News Editor, UK Radio Aid - 25 million+ listeners.

• Ass Ed, BBC London 94.9

• newsleader media consultancy – clients including BBC Radio 1 and GMG Radio

RAJAR Q3 2007

RAJAR Q3 2008

RAJAR Q3 2009

5.49 million 5.83 million 6.39 million

Four 9.27 million 9.45 million 10.22 million

LBC 586,000 647,000 907,000

Talk Sport 2.31 million 2.31 million 2.47 million

Reach figures for talk radio

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 090

100

200

300

400

500

600

700

800

900

1000

624597

637

586

642

701

594

647630

705

787

907

LBC 97.3 Reach (000s) Source : RAJAR

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 090

1

2

3

4

5

6

3.3

33.1 3.1

3.8

4.5

2.7

3.73.6

4.44.6

4.8

LBC 97.3 Share (%) Source : RAJAR

1. A clear proposition

David Lloyd, former MD, LBC 97.3 quoted by media guardian

WE ARE A PHONE-IN STATION FOR LONDON

NEWS

“Primarily, LBC is a meeting point for Londoners, a place to engage in conversation, life in the capital and create captivating new content on air.”

2. Consistency

• Big personality.• Bold.• Challenging.• Human.

3. Bold

‘LBC 97.3 – Your Official Snow Station’

3. Bold

Ken Livingstone

3. Bold

Noel Gallagher and Russell Brand

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 092100

2150

2200

2250

2300

2350

2400

2450

2500

2550

2239

2341

2372

2312

2452

2470

2384

2313

2515

24162405

2474

Talk Sport Reach (000s) Source : RAJAR

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 091.7

1.75

1.8

1.85

1.9

1.95

2

2.05

1.8

2

1.8 1.8

2

1.9 1.9 1.9

1.8 1.8 1.8

1.9

Talk Sport Share (%) Source : RAJAR

1. A Clear Proposition• Sports phone in radio• More sport focused than ever with the departure of Jon Gaunt and

James Whale

2. Consistency• Mostly sport content• Double headed not only at breakfast and drive but through the day –

setting the blokey tone.

3. Bold• Brand and Gallagher • Alan Brazil and Ian Wright• Talk Sport digital magazine

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 098.6

8.8

9

9.2

9.4

9.6

9.8

10

10.2

10.4

9.34

9.64

9.48

9.269.29

9.569.53

9.45

9.81

9.98 10

10.22

Radio 4 Reach (000s) Source : RAJAR

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 0910

10.5

11

11.5

12

12.5

13

11.1

12.2

11.2 11.2

11.8

12.2

12

11.5

12.412.5

12.1

12.4

Radio 4 Share (%) Source : RAJAR

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 095

5.2

5.4

5.6

5.8

6

6.2

6.4

6.6

5.85 5.87 5.89

5.49

6.086.02 6

5.83

5.99

6.21

6.426.39

Radio 5 Live Reach (000) Source : RAJAR

Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 093.8

4

4.2

4.4

4.6

4.8

5

4.4

4.2 4.2 4.2

4.6 4.6 4.6 4.6

4.8

4.7

4.5

4.9

Radio 5 Live Share % Source : RAJAR

So, does the model fit?

1. A Clear Proposition

Intelligent speech broadcasting – ‘Radio 4 Curious Minds’

2. Consistency

Today...Woman’s Hour...You and Yours...World at One etc...etc...

3. Bold• Today sets agenda• Humphries, Mair (and Davies)• Radio 4 comedies cross to BBC

TV.• Morrissey on Desert Island Discs!

And Five Live?

1. A Clear Proposition

News and Sport Talk

2. Consistency• Reactive• Human• Personality

3. Bold• Richard Bacon on afternoons• Christian O Connell at weekends• Visualised radio experiment• And, moving to Manchester

The big three

1. A clear proposition – what do you offer

2. Consistency – delivering on the proposition - not confusing or disappointing the listener

3. Bold – think big – sound big – stand out

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