“If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.”
9 REASONS TO USE RADIO
Every pound spent on an average radio campaign returns £8 for the advertiser. Out-performing press, outdoor and online and in many sectors, radio offers the best return on investment (ROI) of any media
Low airtime costs – low radio advert production costs
Radio targets audiences efficiently because different stations attract different listeners
Radio reaches listeners at key times during the day – when they are on the school run, at work, out shopping, before going out of an evening,...
For radio campaign planners, maximising weekly coverage rather than
frequency delivers significantly stronger ROI
Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. Radio can drive brand browsing directly on the website by over 52%.
Radio advertising creates an emotional response from listeners, they feel they are being spoke to on a one-to-one basis, which creates stronger relevance and brand awareness, which increases sales.
Low ad avoidance – listeners rarely switch stations to avoid commercials
Over 35.5 million adults tuning in to commercial radio each week. Digital platforms are making radio more accessible, around 17 million (45%) adults in Britain listening to radio online, it's important for your brand to stay ahead of the trend.
*Data source: radiocentre.org
Kiss broadcasts on 100 FM in London, in the Severn Estuary and in East Anglia. Kiss’s palette covers a large variety of music, hip-hop, pop, urban, house, R&B and electric dance music. Also has programs dedicated to grime, garage, underground, Drum&Bass, slow jams and techno. Broadcasts online nationally and on Freeview, Sky and Virgin Media. Has its own brands such as Kiss TV which plays non-stop music videos, Kisstory with all the classic Kiss hits and KissFresh – with non-stop brand new tunes. Multi-platform offering available. Sister Stations: Absolute Radio, Heat Radio, The Hits, Kerrang Radio, Magic, Planet Rock. Slogan: „The Beat of the UK”. Owner: Bauer Media Group, Hamburg.
Audience: 15-34, 60/40 Female to Male split, with a special interests in technology, travel, social media and movies. 65% of listeners living outside of London. With Kiss’s social platforms its potential to reach 321 million people. The brand is extremely influential in the normally hard-to-reach 15-34 demographic. Has over 1.3m downloads of the KISS Kube App Most popular programs: Breakfast and Live@Kiss
Capital FM - the UK's No.1 hit music station. Capital doesn’t just play the hits - it makes and breaks them. It was the UK’s first national, commercial, hit music radio station, and today reaches 7.4 million people every single week. Capital’s listeners tune in for the music, the brand’s lifestyle, for the biggest and best song at the moment, the hottest showbiz interviews, gossip and events in the UK. They’re a mainstream early majority audience who are always among the first to know about new hit music. Slogan: “The UK's No.1 hit music station”. Format: Contemporary hit radio/ news/entertainment/ speech/ showbiz. Owner: Global. Sister stations: Heart, Heart 80s, Heart Extra, Classic FM, Smooth Radio, Capital Xtra, Radio X, LBC, Gold.
Audience: 58% of listeners are aged between 15-34 and make up the main target audience for the station. The majority of the Capital audience are female at 60%. Capital, the UK's no.1 hit music station, reaches 7.4 million weekly listeners across the UK.
Heart is the UK's number one commercial radio brand with 9.2 million listeners tuning in across the country each week. Heart listeners are from a variety of backgrounds, including wives, husbands, parents and professionals. Heart is THE commercial radio station that gets advertisers’ hearts racing. Fast. Listeners connect with Heart because it stays in tune with their needs and emotions all day, every day. Format: Rhythmic Adult Contemporary & Hot Adult Contemporary. Slogan: Turn up the Feel Good! Available on digital and analogue. Owner: Global. Sister stations: Capital FM, Heart Extra, Heart 80s, Classic FM, Smooth Radio, Capital Xtra, Radio X, LBC, Gold.
Audience: Aged between 25-44 (42% of listeners can be found within this age range.) The majority of listeners are female (59%) but both men and women who love Heart and are used to juggling their busy lives. They are very social people who enjoy shopping, going out and spending time with their friends and family. Heart listeners are also loyal, who tune in on average for 7.1 hours every week. Heart London now reaches 1.6 million people every week for a total of 9 million hours.
LBC - LEADING BRITAIN'S CONVERSATION
LBC - Leading Britain's Conversation. A 24/7 platform for listeners to express their views on the topical issues of the day. LBC was the first commercial independent talk radio station. The station began broadcasting on 8 October 1973 and has remained the 'Voice of London' and beyond ever since. The most popular talk and phone-in radio is one of top 5 radio stations in London, LBC is number 1 commercially with the highest listening share of 5.5%. Broadcasts in London and on digital nationwide. As a result, the station has built up quite an army of listeners, spanning different generations, backgrounds and gender. LBC is Leading Britain's Conversation with 2 million listeners weekly. Format: News/Talk. Owner: Global. Sister Stations: LBC News, Capital FM, Heart, Classic FM, Smooth, Capital Xtra, Radio X, Gold.
Audience: It's aimed at upmarket, mature, intelligent consumers and has a core audience aged 30+. 60% of listeners are male and 40% female with 61% coming from an ABC1 background who are at a stage in their life where they are interested in more than just music. They're the kind of consumers that advertisers love. On average, listeners tune in to LBC for 10.1 hours every week.
Magic Radio is the UK’s favourite upbeat-optimistic station, keeping the UK in the good mood by playing songs people love from Elton John, Stevie Wonder, Ed Sheeran, Aretha Franklin, Whitney Houston, Take That, Motown and more. Recruiting stars from the world of radio, television, theatre and film with presenters like Kim Wilde, Mel C, Patsy Kensit, John Hannah (The Mummy), Ronan Keating and Harriet Scott on Magic Breakfast, Nick Snaith and Angie Greaves through the day, Richard Allinson easing the long drive home and Lynn Parsons calming everything down with Mellow Magic. New digital stations has been introduced in 2016, Mellow Magic, Magic Chilled, and the fourth station is Magic Soul. Magic Radio is guaranteed to lift your mood and put a smile on your face whenever and wherever you are. Frequency: 105.4FM in London and across the UK. Also available on digital. Slogan: “More of the songs you love”. Owner: Bauer Radio. Sister Stations: Absolute Radio, Heat, Kiss, Kerrang Radio, The Hits, Planet Rock.
Audience: aged between 25-55. Majority of female listeners. The Magic Network reaches 4.9 million listeners weekly.
Champions the very best in rock music, from breaking new acts such as Rag‘n’Bone Man and Blossoms to favourites such as Coldplay and Foo Fighters, along with the best of legends like The Beatles, Bon Jovi and Queen. They have a No Repeat Guarantee, which means listeners will never hear the same song twice between 9am and 5pm, 5 days a week. Slogan: Where real music matters. Owner: Bauer Radio. Sister stations: Heat Radio, The Hits, Kerrang Radio, Kiss, Magic, Planet Rock.
Audience: Absolute Radio Network reaches 5 million listeners, 34million listening hours across the network per week. Audience: 35-54 year olds. Absolute Radio London reaches 918,000 people weekly with over 5 million listening hours. Absolute Radio’s listeners are intelligent, irreverent people, they are interested in intelligent observational comedy and they love their football. They are tech-savvy and understand how the digital world works, they are homeowners who are upmarket and like to do things properly. They are also spenders if they got a bit of extra cash.
Radio Jackie is an Independent Local Radio station in Kingston upon Thames, broadcasting news, popular hits, and local information to South-West London and North Surrey. Slogan: "The Sound of South West London and North Surrey". Owner: 100% Radio Jackie.
First air date: 19 March 1969. Format: contemporary entertainment. Areas in London covered: Wimbledon, Richmond, Kingston, Worcester Park, New Malden, Raynes Park, Ewell, Tolworth, Sutton, Surbiton, Epsom, Cheam, Kew, Barnes, Chiswick.
Audience: Weekly reach: c. 19% of total survey area. c. 150,000 adults. Average listening hours: c. 8.9 per week. Core audience: 25-54 year olds. Split c. 48% male and 52% female. 74% ABC1 and 26% C2DE – Wealthy people, business professionals, housewives, busy working people in the areas covered.
Virgin Radio is a national radio station in the United Kingdom broadcasting digital on 11A DAB. Virgin Radio’s mission is to be entertaining, popular and unpredictable.
Aimed towards those who feel they’re too old for Radio 1 but not ready to retire to Radio 2, it has a cast of lively and entertaining presenters who engage the audience with a mix of music that crosses from rock to pop without observing the traditional format barriers. Format: Rock/Pop/Dance. Slogan: “Its all about the music”. Owner: Wireless Group (News Corp). Sister stations: Talksport, Talksport 2, Talkradio.
Audience: 483,000 listeners every week, 53% female, 50% ABC1, 44% 15-34, 43% 35-54.
The Gold Network broadcasts in 3 local areas to an audience of over 1.1 million listeners per week. Gold was created to appeal to an audience that was underserved by UK radio, plays the greatest song of the past five decades and entertains with various music programs, exclusive interviews, free downloadable podcasts, special guest DJs and VIP concerts. Gold listeners are mature, knowledgeable and devoted to music. They demand quality, they love humour and they often have lives that are as busy as the station itself. Slogan: The Greatest Hits of All Time. Owner: Global. Sister stations: Capital FM, Heart, Classic FM, Smooth Radio, Capital Xtra, Radio X, LBC.
Audience: The station is loved by a loyal and mature audience, 54% of its listeners are female. As a national network, Gold is made up of a core audience aged 45-64. 79% of Gold listeners are aged 45+. Gold now reaches 1.1 million listeners every week for a total of 9 million hours. Listeners are tuning in for an average of 8 hours every week.