Rajar Q4 2017. Who are the winners and losers?

The last quarter of 2017 Rajar results are out, illustrating a North V South success story in Wales.
North Wales has had a great performance with Heart North Wales up in reach and listening hours, Smooth North West and Wales has seen it’s reach increase by 13%.
Heart South Wales is down in reach and listening hours, although still holds the top spot with a 416,000 reach compared to Capital the next with a reach of 171,000.

Unfortunately Smooth South Wales didn’t have a good book, losing 38% of it’s audience and 33% of it’s hours!

Dragon Radio Wales has had it’s sixth successful Rajar results with a steady increase in reach up 50% this quarter and 80% up from the last quarter of 2016, with 27,000 listeners.
The independent station forerunner this quarter is Swansea Sound. On average its listeners now tune in for 10.7 hours per week, which has helped grow its hours by a whopping 50%.

UK Wide
Nationally, the Capital network is the second highest reaching network popular with a young and engaged audience. Overall, heart has had a good quarter in total listening hours, with Heart South West increasing it’s weekly audience figure to 391,000, up 6%
Digital radio share of listening is up by 1.1% to 49.9%. Commercially, digital share has risen to 51.6% compared to BBC’s 48.3%. This could be down to on-line and app listening as 26% of adults listen to radio via a mobile phone or tablet at least once a month.

In summary, Commercial radio continues to fulfil advertisers requirements for consistent performance and ROI. 90% of the population listen to radio, getting up close and personal for an average of 21.3 hours per week. With a broad diversity of listeners, radio still maintains it’s ability to deliver to wide audiences with a strong trust in the media.

If you want to include radio into your media mix or aren’t sure if you are using the right station(s) to deliver your campaign objectives then get in touch with us at The Media Angel. We’re here to offer impartial media guidance to ensure the best ROI on your marketing campaigns. standout@themediaangel  tel 02921 320200. #LoveMarketing.


RAJAR Q4: What you need to know

Today we received the most up to date listening figures for radio in Wales; giving us insight into the current listening patterns of Welsh radio fans.

We have put together a brief overview of the top line stats.


Heart South Wales has continued to be the number one commercial radio station in Wales with 487,000 listeners (up 3,000 listeners from Q3) 26%, tuning in every week.

Capital South Wales gained 7,000 additional listeners, reaching 208,000 listeners per week, 20%.

Unfortunately once again The Wave has not had a successful Quarter, losing 17,000 listeners; however, they have still achieved a strong reach of 25%.

Radio Pembrokeshire continues to achieve the highest percentage weekly reach of any radio station in Wales at 38%, a 2% increase on Q3.

Smooth South Wales listening hours remain strong with the average person listening for 15.5 hours a week – an increase of nearly 2 hours per listener a week, closest competitor is Swansea Sound at 10.7 hours

Capital North Wales and Heart North Wales both saw a loss of listeners with 13% and 2%.


Capital drops from 2m listeners to 1.7m, whilst Heart loses 321,000 listeners going from 1.683m to 1.362m.

Magic has also lost reach, dropping from 1.804m to 1.723m but remains in third place amongst commercial stations behind Capital.

Radio X is up this quarter nationally but down in London. Chris Moyles’s show is nationally up by 14,000

The top 5 London commercial stations are

  1. LBC (1m listeners)
  2. Heart (1.362m)
  3. Magic (1.723m)
  4. Capital (1.730m)
  5. Kiss (1.860m)


National commercial digital listening hours continue to grow increasing by 21% year-on-year to account for almost three quarters (73%) of all national commercial listening, following the launch of the second national DAB commercial network broadcasting 19 national commercial stations in March 2016.

If you need help ensuring your marketing budget is invested in the right radio stations and media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320200


Something new from SKY TV- SKY Regional

Sky has developed new technology to allow advertisers to run regionally targeted TV campaigns. Previously this capability has been used to target niche audiences.

They are trialling a solely regional functionality from September to December 2016.

Key Info

• Sky Media SOV in the ITV1 regions ranges from 35-40%*

• Sky Media has a younger and higher ABC1 audience than ITV1

• Target all UK regions excluding London, Central, Meridian, Anglia

• Can expand the coverage & effectiveness of regional campaigns

• Data analytics option for advertisers prepared to share results

The Process

• Identify your ITV1 region(s)

• Send your advert to the Sky+ HD boxes in your chosen region(s)**

• Ads served in any linear or time-shifted break across 86 channels***

• Viewers need to see at least 75% of an advert for it to count as an impression

• Only pay for the number of impressions delivered

• Impression reports supplied through the campaign period

So if you advertise on TV and put 25% of your total spend on Sky regional (Sky’s SOV) then the coverage should increase by over 12% from 42% to 47.3%

This is a great new, cost-effective way of reaching a large audience in your target area at a more affordable price than SkyAdSmart.

If you are interested in advertising your brand on TV, call one of our team today on 02921 320 200.

Rajar Quarter 2 2016

Last week (4th August 2016) saw the release of the latest radio listening figures for Quarter 2 of 2016.

We have put together a brief overview of the top line stats from the last quarter:


  • Commercial radio now has more listeners than the BBC reaching 35.5 million listeners a week, this is 73% of all adults that are radio listeners(48.7 million)
  • BBC Radio 1 lost a million listeners and radio 4 hits a new high, 11.5 million adults.
  • The UK networked stations delivered high reach figures in the millions, Heart 8.9m, Capital Brand 8.5m, Smooth brand 5.6m, Kiss 5.5m, Absolute 4.3m.
  • The first set of figures have been released since the launch of the UK’s second digital multiplex, Virgin Radio had the highest reach with 409,000 listeners, Mellow Magic 380,000 listeners, TalkSport2 285,000 listeners, Magic Chilled , 233,000 listeners, Talk Radio 224,000 listeners.
  • The report also shows that 58.9% of the population tunes in digitally every week, with 45.3% listens via digital platforms.
  • 90% of the population tune in to radio every week


  • Heart South Wales continues to be the number one commercial radio station in Wales with 460,000 listeners tuning in every week!
  • Heart’s sister station, Smooth Radio, achieves its best ever result in South Wales adding an impressive 21,000 new listeners this quarter, now at 72,000 listeners per week.
  • Capital South Wales gained 19,000 additional listeners, reaching 189,000 listeners per week, however average listening hours are down to just 4.8.
  • Unfortunately it wasn’t such a successful Quarter for North Wales radio stations. Capital North Wales gained listeners, however Heart North Wales and Smooth North Wales both lost listeners.
  • Locally, Radio Pembrokeshire continues to achieve the highest weekly reach of 36 %, closely followed by The Wave with a reach of 31%.
  • Listening hours remain strong for Smooth South Wales with the average person listening for 12.4 hours a week and The Wave at 10.3 hours a week


  • Almost 6 in 10 adults aged 15+ are listening to radio via a digital platform in terms of weekly reach*. With 32 million people now tuning in to radio via a digitally enabled receiver (DAB, DTV, Online) each week.*
  • 59% of the population tune in to digital radio every week


If you need help in choosing the right radio stations  to use as part of your media mix, we are here to help. Just get in touch with experts from south Wales’s award winning Media Planning and Buying Agency at [email protected].

TV Versus On-line Video Consumption

There has been much discussion recently on the way consumers are viewing video content…

Whether via YouTube, on-line or TV channels, bringing to the forefront the question of whether broadcasters need to evolve in line with viewer expectations of video.

The following statistics show our consumption of video content
*In 2015, 61.6% of all video viewing was on Live TV
*14% of video content accessed was on Playback TV.
*38.5% of users viewed videos online
* 56% of 16-24 year olds consumed videos online
*YouTube has reached more 18-34 year olds on mobile alone than any commercial TV channel in the UK and 50% of those aged between 16 and 34 have accessed YouTube on a TV set.
* 90% of this age group own smartphones and 60% own tablets.
* 41% of this age group said that they would choose YouTube above TV as a source for videos.
* 59% of this age group are more likely to find content on what they are interested in by searching on YouTube.
* YouTube claim brands should consider pushing 24% of their TV budgets into Youtube in order to reach younger audiences

The reason for these increasing video online stats is simply control, convenience and content relevancy. Basically put, viewers can watch what they want, when they want and how they want to….as a platform for advertising, however, it still needs to mature.

This said TV remains at the forefront for video viewing and it remains extremely effective as a mass-reach advertising medium. Where Online video advertising does not offer the same mass reach in a single moment from brand awareness which is possible with TV, it does allow advertisers to utilise data to offer personalisation, allowing the targeting of the right creative treatment of the right product to be put in front of the right person at the right time.

TV is beginning to move in the right direction offering personalisation with connected TVs and set top boxes. Sky, have made progress with Sky AdSmart and Sky Advance, offering advertising based on location, household demographic, and viewing behaviour.

So, TV remains a powerful and effective medium, but in order to continue to thrive broadcasters must invest and collaborate in the areas of technology, data and strategies to seize the moment and evolve. If broadcasters manage to evolve, delivering all things to viewers and advertisers, from mass reach to mass personalisation – TV will remain the leader in video consumption. But we have to consider that the two fulfil different roles in our happily co-existing..

Want to find out more on the benefits of using television YouTube or both? Get in touch with The Media Angel on 02921 320 200 or [email protected] to find out how your brand can be seen on a local, regional, national basis.




Facebook is heating up the competition against Google

Facebook is stepping up the competition as it expands its ad network to video and desktop.

The focus will be on personal rather than cookie; brands will be convinced by the help of data to spend with its ad network over rivals. Facebook is heating up the competition against Google with significant developments to its ad network this will need to become more lucid and show more insights to brands to really compete with its rivals.

Facebook is developing its ad network to desktop, taking a bigger share of the lucrative display ad market through the start of selling video ads and offering brands goals, rather than just direct response.

The Facebook developments mean brands are able to buy video ads on the network that drive brand outcomes. At first, marketers will be able to measure video views but the plan is to open up more brand measurements. In-stream and in-article video ads will be available in the development for the first time as well as on desktop sites.

Google still runs the biggest ad network online, with revenues from its ‘network members’ websites’ generating $4.14bn in the fourth quarter of 2015.

However, Facebook has one big advantage over Google and other ad networks – personal information.

This is a big deal for brands worldwide and we will keep you updated on the further developments of Facebook’s ad network.

The platforms in which we use to deliver our campaigns are continuously evolving, The Media Angel team keep updated with all current developments to get the best outcomes for our clients. Get in touch  today to discuss the best channels for your marketing campaign.

Advancements with the innovative Sky AdSmart

Blog Updated: May 11th 2020

Last month, we went along to Cardiff Bay for a conference on the new innovative features provided by Sky AdSmart.

We were excited to learn about the further enhanced opportunities and possibilities for our clients created by these new features.

How can you target an audience?

Sky Adsmart now has over 900 individual target segments you can choose from. Campaigns featuring Sky Adsmart can target households by:

  • Location; postcode, local government, BARB area.
  • Socio-demographics; ABC1, Experian Mosaics
  • Financial characteristics
  • Purchase behaviour
  • Technology usage
  • Lifestyle

With the new features of Sky AdSmart the possibilities are endless, particularly with their MasterCard Advertising Insights, Dunnhumby partnering and TECI Targeting. So what will these new features mean for our clients and fellow advertisers?

MasterCard and Tesco insights

MasterCard Advertising Insights that are now available when purchasing Sky AdSmart enables you to deliver addressable TV based on location & aggregate purchase data. This is done via insight drawn from actual transactions. The feature also analyses timely relevant data based on current spending patterns. Targeting segments are informed by activity from more than 24 million payment cards and around 1.5B UK transactions.

The MasterCard Attributes are broken down into six primary segments which all can be broken down further into sub-segments, from flights and travel to sports and entertainment.

Sky’s partnering with Dunnhumby enables Sky AdSmart campaigns to run on Tesco ClubCard segments also –

  • 18m Tesco ClubCard Households
  • 7m Sky AdSmart Households
  • 5m Matched Dataset
  • Reach and Evaluate Households based on their previous and future purchase behaviour

Finally, Sky has also developed the future of segmenting Sky households into groups based on their adoption of new technology. This is called TECI Targeting (Technology Engagement, Customer Index)

  • TECI is based on actual purchase and usage behaviour, which is only available to Sky UK.
  • Allows advertisers to target groups most likely to adopt a new technology, product, or service.

Sky AdSmart and the new features are a fantastic platform to heighten the targeting of a specific audience with minimal wastage.

Want to know more, or ready to start planning your Sky Adsmart campaign? Get in touch today on [email protected]

Younger viewers are now choosing VoD over Pay TV

To reach the next generation of tech-savvy viewers, advertisers who are looking to use TV need to bear in mind the preferences of the younger viewer for more flexible, content driven television.

Platforms such as Video on Demand have reshaped the way TV content is consumed, creating a generation of consumers who expect to watch what they want, when they want, on the device they choose.

Youtube is currently the most popular video app used by 60% of what’s known as the audience group ‘content connoisseurs’. These are typically young people in their 20’s or early 30’s who are wealthy, tech-savvy trendsetters, highly engaged with content.

Younger viewers are more engaged with VoD and its content, more so than traditional linear TV viewing. This demographic are preferring to choose when, where and how they consume their programming.

For advertisers this is great news. Not only does VoD present brands with a highly engaged and captivated audience, on demand services can also be extremely cost effective. Working much like digital, advertisers can be selective and targeted when buying impressions; delivering the creative to the exact target audience they wish to reach with truly minimal wastage! This also makes for happy viewers, who are presented with advertising messages that are relevant and useful to them.

As with all digital advertising, VoD campaigns return meaningful data. Click through rates are traceable and used to measure engagement. This can be monitored throughout the campaign and optimized at any point based on best performance; a beneficial opportunity unique to digital advertising that ensures return on investment.

If this sounds like something of interest to you follow this link for further insights into digital advertising.

If you’d like to know more about advertising on VoD platforms, get in touch with one of our team. We’d be happy to advise on the best service for your campaign objectives. Email us at [email protected] or alternatively call us on 02921 320 200.

RAJAR Q3: What you need to know!

Last Thursday we received the most up to date listening figures for radio across the UK; giving us insight into the current listening patterns of radio fans.

As an advertiser using radio, or if you are planning to do so, here are some key points to take away from this quarter’s report:

  • Heart South Wales achieved a record weekly listening figure 544,000 – a massive 94,000 increase from Q2 and the highest improving reach than all other stations in Wales for this quarter!
  • Capital South Wales ranks the second most popular station, with 250,000 listeners tuning each week. Capital sees a recovery of around 16,000 listeners!
  • It was discovered that listeners to Smooth South Wales tune in for 11.5 hours on average every week; the highest average of all stations per week
  • Town and Country Broadcasting stations, which include Nation Radio and Hits, Bridge FM, Radio Pembrokeshire enjoyed a steady quarter, with listening hours increasing along with market share.
  • Nation Radio acquired a higher number of male listeners and a large number of ABC1 listeners
  • Radio Pembrokeshire continues to have the largest percentage weekly reach at 38% followed by The Wave at 31%, Heart South Wales at 29% and Bridge FM at 28%
  • Radio Pembrokeshire has the highest listening share in TSA % at 19.6%
  • The Wave was recorded to reach around 148,000 listeners per week; the station has enjoyed a large reach increase of 9,000 listeners compared with last quarter
  • Kiss 101 in BBC Radio Wales transmission area unfortunately recorded the highest loss of listeners, down 77,000 since last quarter
  • Similarly, Capital North West and Wales was down 18,000 listeners in this quarter compared to last
  • On a more national scale, many commercial stations have reported their highest ever reach including Heart (9.1 million), Capital (7.4 million), Kiss (5.5 million), Absolute (4.2 million).
  • This quarter also highlighted a “tipping point” for digital listening; DAB platforms are now used by 56% of the UK adult population each week. Digital signals take up less space on the airwaves, meaning more stations are available for advertisers (and over half of the UK population are now listening to these stations!)

There has never been a better time to advertise on radio. Radio is a great frequency builder offering a cost effective and trusted platform for your advertising. As this quarter’s RAJAR figures suggest, radio remains hugely popular for people in Wales.

More people in Wales listen to radio, and they listen for longer, than the UK as a whole. In 2014, radio services reached 94.5% of the adult population in Wales. (Ofcom Communications Market Report, 2015)

Get in touch with our team at The Media Angel for more insight on audience data on RAJAR; we can help advise on the best radio stations available to suit your campaign objectives.

How TV apps are fuelling ‘valued time together’ for the family

The opinion that technology has a negative impact on family life has been turned on its head in a new collaborative research report from OMD UK and Time Inc. UK.

The ‘future of families’ report finds 78% of families believe technology has brought them closer together, rather than cause disruption.


The Goggle Box Effect

TV apps with the ability for on-demand / catch-up streaming and remote recording, not only allow families to better plan specific times together, but also fuel conversations around a range of TV programming.

Mobile devices means family members no longer need to retreat to separate rooms to use technology.

Apps for TV make families more opinionated – such as the X-Factor app allows the sofa to become the judging panel, enabling families to cast their votes and opinions and discuss them.

Catherine Westwood, Goodtoknow.co.uk said in the report:

“Tech is here to stay and will impinge on family conversation, but will inspire in equal measure.”

By this Catherine means there is an increase in opportunities for advertisers to divert attention in, but this is not necessarily a bad thing, in fact it’s a good thing. This means audiences are empowered to act on advertisements, and are informed about products, services and entertainment that interests them.

Two screens are better than one

Lastly, for TV advertisers this is good news all round. New ad platforms such as ITV’s Ad Sync, enables broadcast advertisers to take over The X-Factor programme app at the same time their spot appears on TV, creating mass awareness. Whether it’s advertising Cheryl Cole’s latest new single, which clicks through to iTunes or Domino’s pizza that let’s you order a takeaway online.

Therefore, brands next year should think more about the ‘living room plan’ and utilise the option of the second screen experience, getting their messages across multi-platforms to start discussions in the home and making their messages more memorable.

Get in touch with The Media Angel today to find out more about VOD, online and mobile advertising or any other forms of advertising.

Cinema delivers low ad avoidance and high engagement

It has been reported by the RAB that cinema delivers the lowest ad avoidance across all media platforms. Only 8% of people manage to avoid cinema advertising, with individuals claiming to engage positively with an estimated 33% of cinema adverts.

Cinema Ad AvoidanceThis engagement is said to be at a much higher level compared to other forms of media.

These findings are perhaps unsurprising; particularly given that the ads are seen by many as part of the overall cinema-going experience. Despite respondents claiming that cinema advertising is difficult to avoid, consumers of cinema are actively engaged, captive and willing; they have consciously ‘opted in’ to this viewing experience. Cinema is one of few ways to reach audiences on a large scale, with such deep engagement in content.

The cinema experience is said to encourage these audiences to relax and a focus on the big screen in front of them. This focus forms a deep engagement with brand messages being shown; the impact of which is believed to be 8 times greater than advertising on television. This intense focus inevitably leads to an improved ability to recall detail in advertisements.

Given that there are on average 10 new films of different genre released every week, a broad and varied range of audiences are attracted to cinema screens; the reach of cinema advertising is therefore extremely wide and diverse.

Where cinema takes the lead with lowest ad avoidance figures; radio was close behind with only 16% successfully avoiding adverts broadcast through this medium. Looking at these figures in the context of television (44%); newspapers (68%) and magazines (61%), cinema and radio advertising are the clear front runners!

The Media Angel team are on hand to provide guidance on whether cinema advertising can fit in well with your campaign objectives. Give us a call or drop us an email for advice on the best cinema locations to suit your campaign and reach your preferred target audience.

Cardiff Airport & CityJet first travel companies to try Sky AdSmart in Wales

Sky AdSmart allows advertisers to tailor TV advertising to their specific target audience and areas of the UK.

This clever technology allows companies to advertise on the likes of Sky 1, Sky Living and Sky Movies, with very little wastage and at an affordable price.

Through us at The Media Angel, Cardiff Airport has been able to utilise this advertising concept to help promote their newest airline, CityJet to its target audience.

CityJet flights are direct to Edinburgh, Glasgow, Paris and Jersey from just little as £99 return.

Alison Debono, Director of The Media Angel said:

“We are very excited for the future of TV advertising and Sky AdSmart, and for local companies who want to advertise on TV. Having worked in TV advertising and having heard all the objections as to why clients can’t consider it. Sky AdSmart are knocking down those barriers and making it an easy and natural advertising platform to try.”

Sky AdSmart now means businesses can speak directly to their target audience in a cost effective and efficient way, even having different adverts to talk to different customers or to push different brands. Businesses in Wales can now keep up with larger national companies, where previously advertising on TV has been seen as costly and having huge wastage.

Jamie West, Director of Sky AdSmart and Commercial Development at Sky Media said:

“We are delighted to see The Media Angel using Sky AdSmart to such great effect for Cardiff Airport and CityJet. By advertising more selectively on TV than was previously possible, their campaign deserves to be a runway success.”

If you’d like to see how you can get your brand on Sky AdSmart and cherry-pick the people you speak to, then get in touch with The Media Angel and we can show you how we can help you make the smart choice when it comes to your marketing.

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