Author: The Media Angel
Advertising in Wales
Do you want your brand to be seen by a mass and diverse audience, across Wales?
If so, check out the latest statistics for different advertising media in Wales!
TV
On average, people in Wales spend 2 hours 45 minutes per day watching broadcast TV, the second most of any nation. Unsurprisingly given the passion for sport in Wales, the most-watched TV program in 2022 was Six Nation Rugby: Wales vs. France (Ofcom, 2023).
On average, ITV reaches 80% of adults per month in Wales, with “I’m A Celebrity, Get Me Out Of Here” becoming one of Wales’s most popular programs – reaching up to 615K adults in one episode alone (ITV, 2023).
S4C, aimed at a Welsh-speaking audience, offers a potential yearly audience of almost 2.5 million people in over 1.3 million homes.
CTV
CTV ‘Connected TV’ is content accessed via apps and streamed over smart TVs, or a connected device, such as Amazon Fire Stick, PlayStation, and Apple TV; Nationally, CTV is heavily on the rise with a 15.7% growth rate expected for 2023 (Statista 2022).
7 in 10 TV users in Wales had a connected TV device, and users were more likely to connect their TV to the internet via a box (Sky+ or Virgin Media) by 44%, compared to England with 32% (Ofcom 2023)
VOD
According to Ofcom 63% of all Welsh households are currently subscribed to at least one VOD service and the average viewing duration for these services is 4 hours and 43 minutes whilst people in Wales are estimated to spend 15% of their total video viewing time on video-on-demand services, as well as 15% on video-sharing websites/apps.
Radio
Radio is a highly effective form of advertising, reaching 88% of the adult population weekly, equivalent to 49.4 million people.
The average listener tunes into 20.5 hours of live radio each week, and a record 39.2 million people are tuning into commercial radio every week, up by 1.3% on the quarter and 8% on the year.
North Wales appeared to have the most success in Q2 2023 RAJAR’s update; Capital North Wales’ reach increased from 100,000 to 121,000, up a staggering 21% and Heart North Wales reach has also increased from 89,000 up by 14%. Its total listener hours are up by a staggering 40% from 606,000 to 846,000, whilst the share of listening is up from 2.9% to 4.1%.
Heart South Wales in Q2 has the highest number of active listeners with 403,000, with a 21% reach.
Radio advertising makes it possible to customise messages to each audience, helping targeting specific demographic groups, local communities, and geographical regions.
Radio has the highest rate of ad avoidance, demonstrating how radio listeners are much less likely to “tune out” when there are radio commercials.
(Rajar 2023)
Transport
The Q1 (2023) TFW report has recorded across South Wales alone that 300,000 passengers have used bus transport to commute every week and is estimated that around 100 million bus journeys were made in 2022.
Reportedly bus advertising is the most-seen outdoor advertising medium, reaching over 48 million adults over a two-week period (Route, 2023).
There has been a total of 5.4m passenger journeys made on TFW trains across Wales in Q1 of 2023, this is still down in comparison to pre-pandemic levels (Wales Online, 2023), On average 71% of regular rail users have noticed an OOH ad in their respective station in the past week (Clearchannel, 2023).
OOH/ DOOH
Out-of-home and Digital out-of-home advertising has the ability to reach 98% of the UK population at least once a week, highlighting that OOH is a very powerful method of advertising (outsmart 2023). It has been suggested that on average 71% of the UK population acknowledges an advert at the roadside (75 Media, 2023).
OOH and DOOH drive online engagement as well as purchase intention or service use, almost 26% of surveyed customers have visited a website in response to an OOH advert, and a 38% increase in mobile engagements (75 media, 2023).
The top 3 performing OOH/ DOOH sites in Wales are:
- ‘M4 Super 6’ located in Newport with 574,923 weekly impacts.
- Swansea Bus Station Large Digital Format with 498,000 weekly impacts.
- Static 6 sheet located on Newport Road, Cardiff with 259,346 weekly impacts.
Digital Audio
Amazon Music accounted for the highest listening time in Wales on music streaming services with 24% – 4 times the UK adult national average (Ofcom, 2023).
The average Spotify user is estimated to spend 25 hours per month listening to music (Ferjan, 2023).
Podcasts have grown massively in popularity in recent years, from 2022 it was estimated there would be an average of 22 million monthly listeners in the UK (Cybercrew, 2023). As a result, advertising through podcasts has become highly favourable in a marketing mix, expecting to see a growth rate of 15.7% at the end of 2023 (Thepodcasthost, 2023).
Social Media
More than 9 in 10 (92%) homes in Wales had an internet connection in the first half of 2023 (Ofcom, 2023).
An average person in the UK is estimated to spend 145 minutes every day on social media platforms (Workup, 2022), with Facebook remaining the most-used social media platform with 44.8 million active users nationally (Thesocialsheppard, 2023).
Instagram came in second with 35 million active users at the end of Q2, while YouTube was third with an estimated 16.3 million users in the UK (Statista, 2023).
If your looking to start an advertising campaign across Wales, Get in touch with our experienced team.
Q4 – The golden quarter
Christmas is less than 100 days away and the build-up during the final quarter of the year is referred to as the ‘Golden Quarter’ since it brings in more revenue than the previous three quarters combined. With an expected £22 billion in consumer spending through Q4, businesses need to step up their advertising in order to really get the attention of customers.
Black Friday has become one of the biggest days in the retail calendar for Christmas shopping, with retailers hoping to benefit from increased traffic and sales as well as eager consumers hunting for a bargain.
This year, customers anticipate significant Black Friday and Cyber Monday deals; it has been estimated that 84% are prepared to make a purchase.
The top items people want to cross off their lists this year are electronics, technology, and clothes.
Christmas is definitely the most wonderful time of the year, making it the holiday of all holidays with a considerable share of all annual retail occasions (January Sales, Easter, Summer Holidays, Back to school, Halloween, and Black Friday) with 45%.
Christmas is the most wonderful time of the year, making it the holiday of all holidays. Each year, it has been estimated that 85% of all Brits shop for the Christmas season.
Christmas is a time for spreading love by giving and receiving; despite tough times, 55% of Brits say they will be spending more this year than they did last on gifts. 7 in 10 people stated they are
prioritising spending on gifting.
Source: (Clearchannel, 2023)
Interesting Media Statistics
Do you want your brand to be seen by a mass and diverse audience, at the right time and place?
Check out the latest statistics for different advertising medias!
TV
28 million households in the UK have a television (Cybercrew, 2023)
3 hours were spent daily watching TV in the UK for 2022 (Cybercrew, 2022)
TV advertising is on average almost half the price of YouTube, and 17 times cheaper than other online video advertising (Thinkbox, 2021)
Adults ages 35-54 spent up to 26% of their total TV time watching traditional TV on a weekly basis (Keegan, 2023).
VOD (Video on Demand)
In the first quarter of 2023, the number of UK households subscribing to video-on-demand services amounted to around 19.08 million (Statista, 2023).
73% of the UK population choose to watch shows/movies on streaming platforms.
58% of all households in the UK are subscribed to an average of 5.4 streaming services (Boyle, 2022).
There were 35 million users on ITV X alone in 2022! (Boyle, 2023).
OOH (Out of Home)
Out of Home reaches 98% of the UK population at least once a week (Outsmart, 2023)
Nearly 26% of Customers Have Visited a Website in Response to an OOH Advert (75 media, 2023)
Transport
Transit advertising reaches 83% of commuters on weekdays and 69% on weekends, equivalent to 48 million adults on a two-week basis (Global, 2023)
Each year a branded taxi will be seen over 75 million times (Capspacemedia, 2022)
Spending over 95% of their time in the city centre, taxis offer universal coverage by targeting mass volumes of consumers (Hugemedia, 2023)
54% of adults 15-34 see bus advertising every week (Global, 2022)
Bus shelter Ads reach 92% of the Population Every Week (75 media, 2023)
On average, passengers spend 7-13 minutes at their respective rail station (Global, 2022)
71% of regular rail users have noticed an OOH ad in the past week (Clearchannel, 2023)
Radio
88% of the adult population listens to radio weekly, equivalent to 49.4 million people (RAJAR, 2023).
The average user tunes into 20.5 hours of live radio each week (RAJAR, 2023).
A record 39.2 million people are tuning into commercial radio every week, up by 1.3% on the quarter and 8% on the year (RAJAR, 2023).
In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74% (RAJAR, 2023).
Digital Audio
Podcast advertising will see a growth rate of 15.7% in 2023.
The average podcast fan consumes 9 episodes per week (Thepodcasthost, 2023).
The average Spotify user spends an average of 25 hours per month listing to music (Ferjan, 2023).
Q4 data for 2022, shows that 33.2 million people in the UK are listening to online radio each week (IAB, 2022).
In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74% (RAJAR, 2023).
Cinema
Cinema advertising spending is forecast to show the largest growth rate in 2023 compared to any other media at 37% (Statista, 2023).
There are on average 220 new films of different genre released every year; therefore, cinema advertising reaches a large and diverse audience (SocialFilms, 2022).
87% of survey respondents claimed they noticed adverts before, during and after the movie (Digiday, 2023).
Social Media
In 2022, there were 4.9 billion people globally who use one or more social media platforms daily (Forbes, 2022).
An average person spends 145 minutes every day on social media (Workup, 2022).
Facebook has remained the most-used social media platform with 2.98 billion monthly active users as of Q1 of 2023, a 7.18% increase year on year (Dean, 2023).
Static images posted on Instagram achieved an average reach of 1,850 users and carousels reached an average of 2,325 users (Dixon, 2022).
500 billion YouTube videos are watched daily (Omicore, 2023).
On average, 500 million tweets are shared daily (Oberlo, 2023).
TikTok is the most engaging social media platform, with an average session length of 10.85 minutes, the time spent on TikTok globally in 2022 was a mammoth 68 billion hours (Kurve, 2023).
If you need help ensuring your using the right mix of media, get in touch with our experienced team today!
Streaming services are soaring to the detriment of traditional TV Channels
Traditional broadcasting TV has seen its steepest decline in viewership last year.
The different variations of broadcasting at present (Traditional, Streaming, VOD) means there are lots of ways to watch your favourite programmes at a time that suits you.
Traditional broadcasting viewing numbers have declined from 83% in 2021 to 79% at the end of 2022 (Ofcom, 2022).
The average viewing time has also decreased slightly, falling from 2 hours 59 minutes in 2021 to 2 hours 39 minutes in 2022 (Ofcom, 2022)
A study by Ofcom, found that fewer viewers are tuning into the major broadcasting TV channels than ever before, soap operas and news bulletins aren’t drawing the same audiences they once did.
It comes as no surprise that the younger generation are spending a lot more time on social media platforms and streaming services compared to traditional TV broadcasting, it seems that even the ‘loyal’ older generation are now following suit by alternating their media habits.
Statistics show that Disney + seems to be a favourable streaming provider amongst the older generation (65+), showing an 11% increase in 2022, from 7% in 2021 for the age demographic.
When it comes to uniting the country at significant cultural and sporting events, traditional broadcasting continues to be unmatched.
The Top 5 most viewed moments from 2022 were:
- England V France – 16.1 million
- Queen Elizabeths II Jubilee – 13.2 million
- Queen Elizabeths II funeral – 13.2 million
- I’m a celebrity – 12.5 million.
- The Tourist – 11.4 million
Despite the fall in traditional broadcasting viewers, BBC 1 and ITV1 still have a considerable viewing rate and even see higher ratings per week than Netflix. While ratings on BBC iplayer and ITVX are up.
The early and late evening news bulletins and soaps have all taken a hit, viewings are down 42 per cent since 2014, with popular soaps: Eastenders, Emmerdale and Coronation Street all affected.
RAJAR Q2 stats have been revealed!
Here are the top stats from Q2 for the period ending June 2023 of Rajar’s update.
Data has revealed that the weekly population of all radio listeners has remained the same as Q1 in Q2 with 88% but has increased slightly to 49.5 million people.
Some other interesting stats –
- A record 39.2 million people are tuning into commercial radio every week, up by 1.3% on the quarter and 8% on the year.
- Commercial Radio’s share of listening has also grown massively to a new record of 54.5%, up from 51.4% in Q1
- The average user tunes into 20.5 hours of live radio each week.
- In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74%.
- At home listening has the biggest percentage with 62%, followed by transport with 25% and in the workplace with 14%.
Nationally
Commercial radio now has 7.5 million more listeners than the BBC.
They’ve done it again! Heart, Capital and Smooth remain the top 3 UK commercial radio brands, resulting in Global leading the radio market with 24.9 million weekly listeners.
Heart reaches more than 11.1 million listeners each week, increasing listening hours by 3%.
Capital reaches 7.8 million listeners each week – 14% of the UK population.
Smooth reaching 5.9 million listeners each week, reporting a 4.8% increase from Q1.
Following a successful Q1, Bauer’s Greatest Hits Radio has grown by a further 12% in reach, equivalent to 5.9 million listeners each week and a total of 21.3 million listeners.
Locally
Across Wales North Wales appeared to have the most success this RAJAR
Reach has increased for Capital North Wales from 100,000 to 121,000 a staggering 21% in Q2.
Following this trend, Heart North Wales reach has also increased from 89,000 up by 14%. Its total listener hours is up by a staggering 40% from 606,000 to 846,000, whilst share of listening is up from 2.9% to 4.1%.
Other each increases include:
Greatest Hits South Wales: 72,000 to 77,000
Radio Carmarthenshire: 18,000 to 20,000
Several Welsh stations have seen a significant fall in their reach from Q1 to Q2, these include:
- Smooth Radio South Wales: 76,000 to 70,000, fell by 9%
- Capital South Wales: 154,000 to 143,000, fell by 8%
- Heart South Wales: 426,000 to 403,000, fell by 5%
Although radio listeners have switched stations, they still regularly tune in to the medium highlighting that there is still a market for radio advertising! Millions of people can still hear your message; to be heard at the right time, get in touch with our team today!
Barbie and Oppenheimer break cinema records on launch weekend
The weekend has been one of the biggest weekends in cinema history!
Barbie and Oppenheimer have officially broken several box office records.
The final numbers are in, and they are HUGE!
The ‘Barbenheimer’ or ‘Oppenbarbie’ phenomenon has generated a total of $746 million in domestic and worldwide sales.
Starting with Barbie, it’s EVERYWHERE.
Barbie isn’t just an on-screen movie; we are literally living in a Barbie World.
No wonder Barbie alone has brought in a staggering number of sales, totalling to $162 million domestically and another $194.3 million worldwide (VanityFair, 2023)
Gretta Gerwig’s Barbie has had the biggest domestic start ever for a female-directed movie, the movie has also broken the record for the largest opening for a movie based on a toy, beating Transformers and Toy Story (VanityFair, 2023).
Christopher Nolan’s, ‘Oppenheimer’ has also exceeded expectations, generating a significant number of sales over the launch weekend reaching $80 million in domestic sales and $98 million internationally (VanityFair, 2023).
The high volume of sales for both films across a single weekend show the importance of using cinema advertising, brands will be highly visible in front of a diverse range of audiences.
- Latest stats from Q1 of 2023, show that there were 26 million cinema admissions in the UK (Cinema Admissions Association, 2023).
- It has been forecasted that cinema advertising spend will show the largest growth in 2023 with 37% (Statistia, 2023). 87% of survey respondents claimed they noticed adverts before, during and after the movie (Didgiday, 2022).
- Cinema advertising outperforms TV, CTV and digital by 4-7 times, suggesting it’s high power and effectiveness (Lumen, 2023).
If you need help incorporating cinema advertising into your marketing mix, get in touch with our team today!
Social Media Statistics Update
At the end of the Q4 of 2022, there were 4.9 billion people globally who use one or more social media platforms daily (Forbes, 2022).
An average person spends 145 minutes every day on social media (Workup, 2022).
Short-form video will remain the top marketing content format for 2023, it has the highest ROI and growth rate, with 90% of marketers now using this media format (HubSpot, 2023).
- Facebook has remained the most-used social media platform with 2.98 billion monthly active users as of Q1 of 2023, a 7.18% increase year on year (Dean, 2023).
- On average 78.63% of these users use the platform daily, equivalent to 1.9 billion (Dean, 2023).
- At the end of 2022, it was estimated that there were 1.28 billion monthly users, it has been forecasted there will be an increase to 1.44 billion (Dixon, 2022).
- Static images posted on Instagram achieved an average reach of 1,850 users and carousels reached an average of 2,325 users (Dixon, 2022).
YouTube
- At the end of 2022 there were 2.5 million active monthly users (Omicore, 2023)
- The average time spent on YouTube globally is 19 minutes daily (Omicore, 2023)
- 500 billion YouTube videos are watched daily (Omicore, 2023)
- In 2022, there were 229 million daily active users, this is a 15.9% increase compared to 2021 (Oberlo, 2023).
- On average, 500 million tweets are shared daily (Oberlo, 2023).
- 6 out of 10 (59.2%) Twitter users globally are between 25 and 49 years old (Statista, 2021)
TikTok
- TikTok had 1.6 billion active monthly users at the end of 2022 and is estimated to reach 1.8 billion by the end of 2023 (Kurve, 2023)
- Gen Z dominates TikTok, with 83% using the platform in Q1 2023 (Kurve, 2023)
- TikTok is the most engaging social media platform, with an average session length of 10.85 minutes, the time spent on TikTok globally in 2022 was a mammoth 68 billion hours.
- Over 1 billion videos are viewed daily (Kurve, 2023)
- TikTok has the highest engagement rate 4.25% compared to Instagram 0.60% (Kurve, 2023)
If you need some help with any areas of your marketing, get in touch by emailing us on info@themediaangel.co.uk
Penarth Advertising Agency hits landmark 15 years in Business.
The Media Angel, based in Penarth has had lots to celebrate since Managing Director, Alison Debono set up the agency in 2008. They have the accolade of working with many prestigious clients from multiple sectors, some of whom have remained clients for 15 years. Their achievements within the media industry have been acknowledged by their numerous awards, won over the years for their strong campaigns that have helped clients achieve their goals.
Over the last 15 years this award-winning media planning and buying agency, have helped clients achieve their objectives by creating impactful advertising campaigns that have delivered results, particularly for clients within the leisure, travel and tourism, education, charity and retail sectors; they consider it a privilege to have worked with brands including, KLM, Cardiff Airport, Casio, Spar, Swansea University, Hugh James, Public Health Wales, National Botanic Garden of Wales, National Trust Wales, Barnardo’s, Ty Hafan.
Alison has been the driving force behind the Media Angel, having gained extensive experience in the advertising industry across Radio and TV she admits that “I loved helping clients reach their goals and achieve great results but in the end got frustrated by the limitations of being able to only offer one media solution and only utilise a fraction of their budget. Prompted by a long-standing client, I set up on my own with that client being my first customer!”
The team at The Media Angel have a vast range of experience working directly in TV, Radio, Sponsorships, Press, Digital, Websites, Design and Social Media and with over 60 years of expertise are able to tailor bespoke marketing solutions, delivering results to clients locally, nationally and internationally as far as India, Australia and The USA.
Alison’s highlights from the last 15 years range from being a mainstay advertising agency in the Welsh media landscape setting up just before the recession of 2008, more recently getting through the Covid pandemic, to being crowned winner of ‘Best Advertising Campaign across Wales’, finalists at the National DRUM Marketing awards in London against International Brands,to being a sponsor at marketing events and The Cardiff Life Awards and…not forgetting loving helping clients with their launch campaigns such as Qatar airlines initial launch from Cardiff Airport in 2018.
She’s proud to have secured the coveted sponsoring of ITV Cymru Wales Weather for a travel brand for 2 years and has negotiated amazing deals for our clients, helping them achieve brilliant results.
When asked what contributes to The Media Angel’s success, Alison says “ It’s my team. I’ve always been lucky to have a passionate, loyal and dedicated team around me and the success of the company comes from their commitment, passion and hard work.
We have strong relationships with our clients and really do care about all their campaigns. We thoroughly research all possibilities for our clients and aim to overachieve in delivery and deliver excellent results. We take care of campaigns from start to finish and continue to monitor and optimise to ensure the client is getting the very best for their budget. Our post campaign analysis provided to our clients often illustrate great added value”
The Media Angel are excited to see how the next 15 years evolve in this ever changing media landscape.
Video/Connected TV streaming continues to be on the rise
A survey conducted by The Trade Desk with YouGov surveyed 1,010 adults consumption of video content on our screens, living in the U.K. in June 2022. Research was conducted with Savanta surveying 250 advertisers across brands and agencies in the U.K. who spend a minimum of 2 million pounds annually.
In 2022, streaming video content continued to entice viewers from all age groups and demographics. While this change has created more fragmentation for viewers and advertisers alike, it also gives advertisers more opportunities to significantly expand their reach and place their ads alongside the most-watched content with more precision. In response, many are adapting their marketing strategies as they consider budget in this vibrant new world of premium content
Key findings were
73% of the UK population choose to watch shows/movies on streaming platforms
47% of UK viewers say they are spending less time watching traditional TV
51% of UK viewers are open to either a free service funded by advertising or a less costly service subsidised by tailored adverts
76% is the amount that advertisers are prepared to increase their spend by on connected TV
88% of advertisers say they are likely to buy inventory from a streaming platform if it offers exclusive access to live sports or other premium content
Streaming is now the most popular way for U.K. consumers to watch content, 73% of the population watching shows and movies on streaming platforms.
68% per cent say they watch traditional broadcast TV. Respondents shift between streaming platforms and linear TV…so this is not an either/or situation, more viewers utilising both, dependent on the content they want to consume.
84% viewers in the 18- to 34-year old age category and 83% viewers in 35-54 age group favour streaming content over traditional TV.
64% 18- 34-year-olds spend up to two hours a day watching streaming content.
In addition to Netflix and Disney, U.K. Broadcasters from Channel 4 to ITV to Sky are all producing top-notch content for their own streaming services, All4, ITV Hub, Sky Now & BBC I player.
40% of U.K. viewers spend more time streaming with 47% spending less time watching traditional television.
These figures are good news from an advertiser’s perspective, as advertisers can apply data to TV advertising in ways that are not possible in traditional, linear TV, driving precision and aiming to add value.
88% of U.K. advertisers say they are likely to buy inventory from a streaming platform if it offers exclusive access to live sports or other premium content
What is being watched and streamed?
In the 18 –34 year old age group.
44% stream documentaries
46% watch comedies on streaming platforms
41% catch up on dramas
In addition viewers in the 35- to 54-year-old category show a similar predisposition to watching this kind of content via streaming rather than traditional TV. These insights are not lost on advertisers who are spending budget accordingly against drama – 50%, comedy 48%, entertainment 48%, and live sports 48%
26% of British viewers prefer streaming platforms as their go-to viewing method for live sports. A quarter of all Brits – 17 million people use streaming and video on-demand (VOD) to follow sports events.
55% of U.K. viewers do not want to spend more than 30 pounds per month on streaming services. As an alternative, 51% per cent of U.K. viewers are open to either a free service funded by advertising, or a less costly service subsidised by tailored ads. In response to these findings more than 6 in 10 (64%) of advertisers mention that their brand is likely to increase spending on programmatic CTV by 76% in 2023.
67% of advertisers expect to grow their ad budgets for programmatic campaigns to align with live sports events on streaming channels and connected TV.
For advertisers, streaming channels offers the opportunity to access audiences on a more granular level and it can offer a more insightful metrics.
Brand lift (44%), viewability (42%) and campaign reach and frequency (33%) are the top three metrics used by advertisers to measure the performance of live sports on connected TV. 60% of these advertisers cite better measurement capabilities on connected TV compared with traditional television. 59% say there’s more flexibility on CTV, while 51% say CTV allows them to target specific subsets of live sports viewers.
If you need some help with your marketing, get in touch by emailing us on info@themediaangel.co.uk
Q1 2023 Rajar Figures are announced
Here are a few top line stats from 2023’s first Rajar.
Overall 88% of the adult population listens to the radio weekly – 49.4 million people.
Digital listening is 68% – 39% DAB and 24.4% online.
Nationally
BBC local radio network is down 7% from 5.6m to 5.2 weekly reach.
BBC Radio London drops from 625,000 weekly reach to 564,000 weekly reach – down 10%.
Commercial radio has come up trumps, with 38.7m listeners tuning in weekly. Global – 26.7m, Bauer 22.4m reach and News Broadcasting 6.7m reach.
Listening using online platforms has increased to 28%.
Global’s Heart, Capital and Smooth are the top 3 stations in the UK.
Bauer’s digital listening is bigger than the industry average at 77.7% compared with 67.7%
Locally
A number of stations including Greatest Hits Wales, Capital North Wales, Nation & Heart South Wales have all seen a fall in their reach since the last quarter of 2022.
Greatest Hits Wales 86,000 to 72,000
Capital South Wales 175,000 to 154,000
Heart North Wales 114,000 to 76,000
Heart South Wales 439,000 to 426,000
Nation Radio 173,000 to 162,000
Radio Pembrokeshire & Radio Carmarthenshire retained their listener reach of 19,000 and 18,000 with high average hours per listeners of over 9 and 10 hours each.
Weekly listener hours are down slightly across other local station too with Heart South Wales retaining just about the same amount of hours (7.6) average hours per listener.
A Look at 2023 Media Outlets
1. A slower advertising growth
Global advertising is expected to increase by 5.9% in 2023, according to the latest forecast from Group M.
Connected TV is likely to be a big global player in terms of increase in revenue.
2. Digital Subscriptions slowdown in growth
Growth for most subscription platforms are achieving period-on-period gains of 5% or more, which is a dip from lower double-digit figures at the same time last year. As a result streaming platforms will have to increase their output to retain existing subscribers and encouraging new ones and will need to revise and offer new packages and products. The cost of living crisis will leave many subscribers re-evaluating the platforms they need/want to keep.
3. Trust
Increasingly, brands recognise how vital customer trust in them is, they want make sure they align their brands with highly reliable and reputable content.
News publishers need to look at the breadth and tone of their output using accessible and easier to understand content. Moving away from “fake-news” and embracing new content styles such as constructive or solution looking journalism, aiding trust from their readers and in turn advertisers.
4. Reaching Gen Z where they are
Media is consumed differently by Gen Z’ers, thus proving a challenge to advertisers who are keen to target this audience. Their use of YouTube, Tik Tok and music streaming services such as Spotify make them a more complex demographic to connect with. It has been suggested that in order to gain traction with this market, collaboration with them will gain greater insight…such as the use of focus groups or hiring from the demographic to help create content that will speak to and engage with their peers.
Jon Birchall, Director of Editorial Strategy at the LADbible Group says “ For us to build a media that is essential, inclusive, and as such commercially viable, for 2023 and beyond, we must listen to youth audiences and empower young talent to fundamentally redefine what news is and the role it plays for the next generation.”
Publishers need to meet Gen Zers where they are, and communicate in a style and format that speaks to them. Creating tailored products, hiring and empowering Gen Z talent, and engaging with audiences off-platform on YouTube, TikTok and Instagram, are likely to be essential to any successful approach.
5. Audiences spend over 2 hours a day with publishers’ content
As highlighted, a drop in the growth of subscriptions, audiences lack of trust in news outlets and media does not take away from the fact that audiences are still consuming their content.
On average, internet users around the world spend 2 hours 9 mins a day on this type of content, slightly less than social media (2 hours 28 mins)
This makes for a firm foundation for publishers to build on in the year ahead, engaging with audiences and using this engagement to build products, advertising and reader revenue strategies that tap into these consumption habits.
Despite these challenges, the media industry remains full of potential for those who are able to adapt and find new ways to connect with their audiences. Whether through subscriptions, advertising, or other forms of revenue, there are opportunities for publishers to thrive in the face of these challenges.
Study shows OOH advertising encourages mobile search
Four leading OOH specialists have collaborated on research in to peoples on-line search behaviour whilst they are out of home.
JC Decaux, Clear Channel, Posterscope and Global discovered that searches on mobiles are 38% more likely to lead to a purchase compared to at home mobile searches.
“Understanding the why, where and the how”
1,100 British 18-55 year old consumers were researched through desk and online to comprehend why people searched on-line.
A bespoke online mobile search diary was completed capturing almost 10,000 individual searches which recorded their mobile search behaviour over 7 days to determine how mobile search differs when conducted in “OOH Locations” versus “At Home”
It was found that searches mirrored “need states” across different categories. (for more information on “need states” try Google: 6 Need States Influence Search Behavior (searchenginejournal.com))
+58% Consumers who spend more time OOH conduct more searches across more categories
Mobile searches conducted OOH are more diverse than At Home mobile searches and lead to more actions .
+38% Searches conducted in OOH Locations lead to a purchase than At Home mobile searches
It was found that searches run parallel to “need states”
62% of food/grocery shopping searches are “Doing Searches”
57% Finance searches are “understanding searches”
34% career searches are “Self-discovering/progressing searches”
OOH mobile searches cover more ”need states” than at home mobile searches significantly over indexing for;
Experiencing +37%
Belonging +70%
Self-discovering / progressing +40%
Mobile searches conducted OOH are more spread out across time periods. Over 8 in 10 taking place before 7pm, while 4 in 10 at home mobile searches are conducted in the evening post 7pm
Mobile searches conducted OOH have a wider variety of triggers particularly based on location needs (39%), the senses e.g. conversations, (20%) and linked to activities people are doing (18%)
The OOH environment priming attributes encouraging search, include Inspiration, The Senses, Experiences and Location needs. 62% of consumers state OOH advertising creatives with a location call out would encourage them to search. This was conducted through an on-line research study with the consumers studied using visual stimuli
The creative drivers of research were shown to be;
Bold short copy 58%
Humour 55%
Website featured 55%
Prominent product shot 54%
Prominent logo 47%
Dynamic triggers drive search even more
Location 62%
Time of day 57%
Weather 57%
To find out how our experienced team can help you with your OOH advertising please contact info@themediaangel.co.uk