radio live-kicking

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