Radio SolutionsWin, Keep and Grow your

customer base

Media Central

Katharine WolinskaNeil MacDermott

Why use Radio?

Radio Market

3.6 Million adults

listen every week

(93% of All Adults)

4 Sales Houses,

36 Radio Stations

244 Minutes Per

Day

82% Listen Every

Day

Radio Share Of Media

Spend is 11%

JNLR Sales House Report – 2019-4

During the first few weeks of COVID-19, Irish people turned to radio…

Reach

+32%

**CGL Group Radio Listenership Update 06.02.20

Based on all digital listening across Communicorp Media stations

13th -19th April vs Average Week in Feb ‘20 (During GE2020)

Radio Listenership Update06.02.2020

Time spent

listening

+54%

Smart Speaker

Listening

+54%

App users

+24%

Radio Listenership Update

Listening habits have

changed ….

• Smart Speakers are now

the No.2 device for

digital listening, over

mobile

Based on all digital listening across Communicorp Stations 27th May –

31st May v’s Avg Week in Feb’20 (During GE2020)

(JNLR Sales House Report 02.04.2020)

Multiple Touchpoints

Spots Just the Tip of The Iceberg

Multiple Touchpoints

Solutions competitive landscape –Radio/ TV / Press also across online & social

Outdoor

Radio Press Including

Online

Online

TV

Radio is THE

most trusted

medium across

Europe*

Trust 79%of people in

Ireland trust

radio**T

RU

ST

• Reuters digital news report

• ** IPSOS MRBI JNLR Poll

Great campaigns

need trust

between

all parties…

TrustClient

Station

AudienceT

RU

ST

Personality – Stations & People

One stop shop for Cadbury

Traditional Radio

Spots

Digital Audio

Spots

The ChallengeMore than just sponsor stings

• Activate the “Glass & A Half” brand proposition

• Make it Irish & relevant

• Get people involved & engaged at an individual

& local level

Everyone Has Moments Where

Their Innate Generous Instinct

Comes To Life

But Sometimes These Moments

Happen So Quickly That They Go

Unnoticed Or Unremarked

Highlight these

moments &

inspire a little

more Cadbury

goodness

Insights

Cadbury needed a voice

to amplify every good

deed done...

Bringing Soundtown to life...

Awareness Recruitment Reward

€10,000 Cash Prize

Bringing Soundtown to life...

Alison starts her

search!

Activated through

sponsorship

stings, on-air

promos & social

Bringing Soundtown to life...

• Reward – Monthly winner

announced on-air & on social

• Alison visiting 10 winning

towns across Ireland in 2019

and presenting their plaque

• Bespoke Social Video &

Amplification

Bringing Soundtown to life...

True collaboration…

“It was really difficult to choose one overall Cadbury Soundtown Winner.

Each of the monthly winners showcased the best of their town and the

beauty of the place they call ‘home’. You could sense huge pride in each

one of them and it’s great to see that community spirit is alive and well in

Ireland today.

But there can be only one winner and the judges felt that the winning

Soundtown demonstrated the true meaning of ‘community spirit’: rallying

around to support your neighbours in times of hardship. As one of the

locals put it “it just shows what can be done when people are working

together, not pulling against each other”. The people of this town not only

rebuilt a house, they rebuilt a home.”

Our Cadbury Soundtown winner, 2019 is Fartown, Co Galway.”

Bringing Soundtown to life...Finale

Results

Alison Curtis Soundtown & Sponsorship Delivered:

13.6OTH

28.7KSocial

Engagements

1.1MSocial Reach

729kReach

295KVideo Views

Free Local PR

Cadbury Dairy

Milk +3.5%

Cadbury

increased sales

by 5.2%

Mondelez

Chocolate Market

Share

grew to 41%

33% of respondents listened to

Alison Curtis.

Source: Media Central survey Aug 2019 sample = 500*Source: JNLR / IPSOS MRBI Jul 18-Jun 19

Unprompted brand association

between Cadbury and Alison Curtis

programme was 40% of all

respondents.

50% of listeners knew Cadburys was

sponsor when prompted.

Of those who gave a brand answer

(47%), 86% of those said Cadbury.

73% who said the sponsorship was effective

indicated they listen either most weekends or

a few times of the month showing the strength

of the ongoing partnership.

92% agreed sponsorship was effective

in making them more aware of Cadbury.

Media Central Research Results

“In all my years of broadcasting, this has been by far one of my favourite brand

partnerships to get behind, this has really touched the hearts of communities across

Ireland and the response from my listeners has been incredible. Its not often a

brand and station can work so seamlessly together. I am so excited for 2020 to

make this bigger, better and sounder.”

Alison Curtis - Today FM

“This was one of our favourite campaigns we have run for Cadbury. It perfectly

captured the “glass and a half” spirit and got the brand into the heart of

communities, allowing us to give something back to our consumers. The results

from the Sponsorship are so impressive we had no doubts we wanted to run

Soundtown again in 2020, the UK team are looking to replicate in their market!”

Tricia Burke – Head of Chocolate, Mondelez

REACHING MULTIPLE AUDIENCES ACROSS

MULTIPLE TOUCH-POINTS

Multiple Audiences, Multiple Brands

Cadbury

Doesn’t need to be

complex.

Sometimes just the

perfect fit!

Versatility Client

Station

Audience

Flexibility

Disrupt Schedule

Name Change

Joy in Simple

How is radio adapting…

Thank-you!