RADIO: WAVING NOT DROWNING

Peter McPartlin, chief executive, Today FMNovember 22nd, 2012

# 1: Radio – the mass medium

• Over 80% of all audiences tuning in daily

• 4.25 hours on average per day• Largest share of media time each

day• Live radio still accounts for 90%

of all listening

# 2: Radio – the targeted medium

• 36 national, regional & local stations

• 7 digital, 20 community & 2 special-interest stations

• Targeting by time, by age, by place, by listener interest

# 3: Radio – the personal medium

• Generally a private, personal experience

• Different shows, presenters, their pace, music content, set the rhythm & mood of the day

• Relationships are formed, loyalty is established, trust is given

# 4: Radio – the emotional medium

• The unique ability to touch people

• People say they listen for news, information, music, etc., but in most cases they listen for emotional reasons

• A powerful way to build core values of closeness, warmth & familiarity for brands

Emotional

Rational

# 5: Radio – the social medium

• That human desire to socialise & stay in touch

• Stimulating conversations• Heightening emotions• Impacting on mood• Driving search, web traffic &

social platform comment

# 6: Radio – the agenda-setting medium

• Radio is a real-time medium – it’s about the ‘now’

• Imparting the latest ‘news & information’

• Providing commentary & understanding

• Creating opportunity for instant feedback & interaction

# 7: Radio – the stealth medium

• Woven into people’s daily lives• Accompanies the audience while

they’re engaged in primary activities

• Almost subliminal in its effect• All the more powerful for being

half-conscious

# 8: Radio – the retail medium

• Radio audiences are highest from breakfast through to mid afternoon - the primary retail part of the day

• Usually the last medium actively consumed by grocery shoppers, in large numbers, before they go shopping

• Keeping pace with the rise of new platforms

• Being where ever the audience is

• Providing new access points for listeners & routes to market for advertisers

Social

On-air

Web

MobileOn-street

# 9: Radio – the versatile medium

# 10: Radio – the effective medium

• Radio ads can make an impact on just a single hearing

• They can communicate detailed messages

• Used as effectively for ‘softer’ brand values as for hard facts

• Works extremely effectively with online, social, mobile & direct mail campaigns

You can close your eyes but not your ears

Thanks for listening