radio live-kicking
TRANSCRIPT
Live & KickingHow Britain’s love of radio plays a crucial role for brands
90% listen every week for 21 hours
Source: RAJAR Q3 2013
Facebook Twitter LinkedIn
178
2 1
Source: Deloitte @ MGEITF, August 2012
Time spent with social mediaTime spent with media (millions of hours/month, UK)
Facebook Twitter LinkedIn Radio TV178 2 1
4149
6399
Source: Deloitte @ MGEITF, August 2012 & RAJAR Q4 12
Time spent with broadcast media dwarfs social mediaTime spent with media (millions of hours/month, UK)
Digital Television
Podcasts
YouTube
Email Marketi
ngSMS
Social Netwo
rks
Digital Televis
ionDigital platforms make radio even more accessible
You need a balanced scorecard
Brand building
Activation
Long term
Short term
Source: ‘The Long and the Short of It’ – IPA Databank
The 60:40 rule has not changed
Source: ‘The Long and the Short of It’ – IPA Databank
The value of radio
Brand building
Activation
Long term
Short term
Broad effect on all performance measures
Narrower response effects
Source: ‘The Long and the Short of It’ – IPA Databank
Source: IPA Touchpoints 2012 Adults
Brand building requires broad reach & involvement
Best practice radio planningRadio revenue returns improve with higher weekly reach
12% 15% 19% 25% 30% 35% 40%1.7
1.9
2.1
2.3
2.5
2.7
2.9
3.1
% Av weekly Coverage
Radi
o %
Upl
ifts
Source: Radio ROI DatasetBase: Meta-regression Analysis, Radio Sales Uplifts, 131 cases
Radio returns improvewith higher weekly reach
Source: ‘Media and the mood of the nation’ RAB/Sparkler/Goldsmith’s University
Radio generates the highest increase in Happiness & Energy
Duringsilence
During radioeditorial
Ads preceded byradio editorial
Radio’s unique emotional engagement continues into the ad break
Source: ‘Media and the mood of the nation’ EEG test RAB/Sparkler/Goldsmith’s University
Evidence of radio’s brand effect
+83%+52%+40%
Awareness
Brand Relevance
Brand Consideration
TV & radio deliver highest revenue ROIAv
erag
e RO
I
Source: RAB’s The Radio Multiplier Study
TV Radio Press Online Outdoor
£8.70£7.70
£5.80£4.90
£2.00
Brand buildingActivation
Long term
Short term
Broad effect on all performance measures
Source: ‘The Long and the Short of It’ – IPA Databank
Narrower response effects
The value of radio
Evidence of radio’s activation effect
+9%sales
+52%brand
browsing
Radio stimulates mass reaction
£750,000
In summary Radio retains significant scale and influence
Balance between brand building and activation is crucial
Radio has a significant role to play in both…
…but is currently under-invested in by advertisers and agencies