Say “Hello” to our newest angel!

This week we welcome Jodie, our newest team member in the role of Agency Support Executive.

Jodie is originally from Pembrokeshire, and now has completed a degree in Graphic Communication at Cardiff Metropolitan University. She is a driven individual with a passion for social media and design, eager to begin her marketing career and develop her skills further.

With experience in managing social media campaigns, Jodie is excited to see what she can bring to the Media Angel’s social media platforms and website in the future.

Don’t miss out on her first few weeks and follow us on Facebook, Twitter and Instagram!

The Media Angel in National Finals of Prestigious Marketing Awards

For the second year running we are pleased to announce that we have been shortlisted for The Drum Marketing Awards. Our entry for “Public Sector Marketing Strategy of the Year “ was for The National Botanic Garden Of Wales’s Summer Campaign for 2017 which helped to dramatically increase their family footfall by 43%  to the Gardens .

The Drum Marketing awards celebrate the best marketers and campaigns nationally and internationally. Open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies we are pleased to represent Wales against some of the larger UK agencies.

The Drum Marketing Awards are considered to be one of the industry’s most sought after accolades and have many prestigious judges such as Michal Szaniecki, marketing Director, Volkswagen and…. Vanessa Fitzgerald Regional Director, Northern Europe, Facebook.

We created a multi faceted campaign which focused around the new British Bird of Prey Centre utilising Out of Home (OOH), On line, regional press and radio.  We are shortlisted along with some impressive national campaigns such as BBC Children in Need “Do Your Thing” and Kindered for HM Treasury and The Royal Mint.

Alison Debono, MD of The Media Angel said “We are beyond thrilled to be representing Wales as finalists at The Drum Awards 2018, especially as we are in the same category as such huge brands.”

The results will be revealed and the trophies handed out at the award ceremony on 30th May at the Park Plaza Westminster Bridge Hotel, London.

Global ad growth driven by digital formats

According to the latest adspend forecasts from Zenith, a host of digital formats including social media, in-feed ads, paid content, online video and native advertising are helping to fuel the growth in global advertising.

Between 2016 and 2019 Zenith said the ‘innovative’ digital ad formats will drive 14% annual growth in total display advertising, a category that still also includes traditional banner ads.

Total display expenditure will rise from US$84bn to US$126bn over this period, accounting for 64% of all the growth in global ad expenditure. By 2019 total display will account for 50.4% of internet advertising expenditure, exceeding 50% for the first time.

For the UK, Zenith forecasts total display to grow by 5% a year to 2019, when it will account for 37% of internet advertising expenditure.

Zenith said most of the growth is coming from social media (which will grow at 20% a year) and online video (which will grow at 21% a year).

“Internet display is coming into its own as a brand-building media, powered by social media and online video,” said Jonathan Barnard, head of forecasting and director of global intelligence at Zenith.

“But the distinctions between online video and traditional television are being eroded, and the two work together much better than they do separately.”

Zenith forecasts that global advertising expenditure will grow 4% to US$558bn by the end of 2017. This is down fractionally from the forecast of 4.2% that it made in June.

The UK was the stand-out growth market in Western Europe from 2011 to 2016, growing at an average of 7.3% a year. However, a slowing economy, gathering inflation, and political uncertainty over the mid-year elections and Brexit negotiations have all contributed to a sharp slowdown in UK adspend this year.

Zenith now forecasts just 0.7% growth in UK adspend in 2017, down from the 0.9% growth it forecast in June.

Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.

Ad spend increased by 3.7 % in 2016

New figures out indicate that Brexit had no adverse affect on UK ad spend with a flat growth in Q3 and an increase of 3.9% year on year, to £5.8bn in Q4.

This is the seventh consecutive year that advertising has shown a growth, with a spend of £21.4 bn in total for 2016 up by 3.7%

Internet spend dominates, up 13.4% to £10.3 bn for 2016. Mobile accounted for 99% of that growth, with ad spend for mobile platforms up a significant 45.4% to £3.9bn.

It is predicted that mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%)

Some traditional advertising mediums continue to hold their own with TV advertising growth driven by a 12.6% rise in video-on-demand ad revenues in 2016. Cinema spend was also up by 8% to £257m and radio up 5.4% to £646m.

Print spend fell by 10% to £10.1bn and direct mail fell by 10.4% to £1.7 bn.

The forecast for the next two years is positive with ad spend forecast to grow.

Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.

ITV reports drop in ad revenue.

ITV ad revenue dropped in 2016 by 3% to £1.67bn and predicts a drop of 6% for Q1 in 2017. This is the first drop since 2009 following the financial crisis and the economic uncertainty is being blamed for 2016.

However, ITV says that it outperformed the advertising market as a whole and predicts it will do the same in 2017.

Supermarkets, banking, retail, finance, and food sectors decreased their spend.

Entertainment, leisure, cars, cosmetics and household goods continued to spend.

Production revenues helped its pre-tax profit rise 4% to £847m.

With ITV’s production business continuing to gain in strength, overall revenues rose by 3% to £3.06bn.

However, with an audience growth for Video On Demand of 42%, digital advertising demand has contributed to an increase in revenue of 23% to £231m.

If you are interested in incorporating TV advertising or any video on demand into your media campaigns, please contact one of our award-winning team members on 02921 320 200 or [email protected] so we can help deliver the results you are looking for.

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


The Best Adverts Of Super Bowl 2017

The Super Bowl is one of the biggest sporting events in the world with over 160,000,000 people tuning in to watch the final. With such a strong audience, it is no wonder that it’s one of the advertising’s biggest day of the year.

Below we have selected our top 5 adverts that aired last night during the Super Bowl.


Honda, Yearbooks


Mr. Clean, Cleaner of Your Dreams




T-Mobile’s #UnlimitedMoves


Lifewtr’s Inspiration Drops


Marketing strategies to consider for 2017

Personalized & segmented content

Looking at your existing clients and potential clients as one and lumping them together in one advertising strategy will soon to be ill advised… brands are beginning to realise that breaking their audience down into segments and targeting as such will reap better rewards by delivering content that will resonate better. Research and use of data will aid this segmentation and ultimately find the content that each audience will find most engaging.
Targeted messaging can be achieved through different email lists, in-app messaging, different content for different social networks i.e. Facebook, LinkedIn.
Traditional advertising mediums can utilize different messages aimed to separate audiences, changing the copy and content to engage the correct audience.

Increasing multimedia content

Content has become increasingly visual over the years. The power of video has been evident on Facebook in the last two years, with 500 million people now watching a Facebook video every day.

Pokemon Go showed us the possibilities with augmented reality. Several virtual reality sets have gone on sale this year. Facebook has rolled out 360-degree photo publishing and more recently Facebook Live.  Brands will be early adopters and experiment with these new forms of getting their message heard.

The rise of paid promotion and the decline of organic reach

The change over from Facebook and Instagram publishing chronologically to algorithm based feeds means that they control more of what you see…this has led to brands being seen less organically from 15% to 2 %,  and forcing them to start investing. Ultimately 2017 is likely to see social media advertising options increase and the advertising spend with it.

Mobile first, second and third

Mobile traffic now outstrips desktop.

Google has introduced Accelerated Mobile Pages, a light version of a web page that will load ultra-fast on mobile.

Brands will need to continue to put mobile first and think about the handheld experience when creating content and advertising.

The changing face of influencers

Brands are starting to realize that their budgets might be better spent recruiting 20 micro-influencers who have a genuine relevance to the brand, rather than using one mega-influencer. These individuals allow brands to get in front of a relevant audience that is likely to be more engaged. As a bonus, the influence comes across as more authentic.

Influencer marketing will continue to mature, as the struggles with reaching people organically, and the rise of adblockers means brands will need to use influencers as part of their distribution strategy.

If you need help ensuring your marketing budget is invested into the right 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.

Which TV Ads the public chose as their favourite in 2016?

Which TV Ads did the public choose as their most favourite of 2016?

Answered by Adwatch, who has charted the year’s 20 best-recalled TV brands, the ten most memorable individual ads and the ten best-liked commercials.

  • The favourite advert of 2016 is McVitie’s “Kittens”.


  • The highest recalled advert of 2016 is “Epic squads” for


  • The best overall recalled advertising for an entire year is for  DFS.


DFS’s high recollection is attributed in part to it’s Team GB sponsorship, and it’s focus on the DFS history, quality, British craftsmanship, 15-year guarantees and handmade-to-order sofas.



So it appears that animals, brand mascots and celebrities work best for recollection and popularity.


Best Recalled Brands

Rank Last year Brand Points* Mentions* TV adspend £m** Total adspend £m**
1 3 DFS 151 27 42.56 66.33
2 2 Aldi 112 20 41.97 68.88
3 1 Sky TV 104 16 90.40 188.67
4 6 Argos 84 17 32.05 38.96
5 11 Oak Furniture Land 81 10 22.34 22.70
6 13= Tesco 76 8 32.47 61.05
7 4 McDonald’s 70 13 47.52 77.36
8 5 66 7 26.23 30.79
9 18 Lidl 61 12 41.03 72.17
10 Amazon 57 8 42.72 64.07
11 Philadelphia 47 6 5.81 6.89
12 20= Walkers 46 5 20.56 20.85
13 45 5 17.81 21.05
14= 13= BT 37 8 57.71 132.02
14= 10 Morrisons 37 10 26.00 51.68
16 Cadbury 34 4 15.42 24.12
17= 8= Asda 32 7 33.58 67.18
17= B&Q 32 4 15.04 24.30
17= Müller 32 4 21.76 24.76
20= 8= Iceland 30 6 17.37 26.01
20= KFC 30 4 18.68 34.42


Best Liked Ads

Brand Likeability % Launch date
1 McVitie’s Chocolate Digestives – A group of students are entranced by kittens who appear from the packet of Chocolate Digestives (‘Kittens’ – 30-second ad) 46 February 2016
2 Specsavers – Basil Fawlty recreates his famous attack on his ‘fawlty’ car – mistaking a police car for his own (‘Car’ – 60) 43 January 2016
3 Samsung – Jack Whitehall interviews – Jack Whitehall interviews – and insults – Olympian rowers Helen Glover and Sir Steve Redgrave (‘School of Rio’ – 90) 41 August 2016
4 Cadbury Dairy Milk – Footage of a bear scratching his back on a tree conveys the joy of eating Cadbury chocolate (‘Tastes like this feels’ – 30) 38 April 2016
5 BT Infinity – Ryan Reynolds rushes around, commenting on the speed of BT broadband (‘Faster’ – 30) 37 April 2016
6= – City twerker Colin and Builder Dave compete in an epic dance-off (‘#Epicdanceoff’ – 30) 36 April 2016
6= Thomson – City twerker Colin and Builder Dave compete in an epic dance-off (‘#Epicdanceoff’ – 30) 36 January 2016
8 Center Parcs – A family of bears leave urban life and travel to Center Parcs for a holiday in an idyllic setting (‘Bears’ – 60) 35 December 2015
9= Halifax – Top Cat and his sidekick Benny ask Halifax for a loan to buy a new home (‘Top Cat’ – 60) 34 April 2016
9= National Trust – Various people act as volunteers to preserve the world’s natural beauty (‘Behind the scenes’ – 30) 34 September 2016


Best memorable Individual ads

Brand Score (% recall) Launch date
1 – Squads of strutters and builders launch an epic dance-off (‘Epic squads’ – 60-second ad) 64 September 2016
2= – Aleksandr interrupts Nicole Kidman’s date with Sergei and forces him to choose between them (‘Nicole Kidman’ – 40) 63 December 2015
2= Halifax – Top Cat and Benny get a loan to purchase a new property (‘Top Cat’ – 60) 63 April 2016
4= Amazon Fire – Jeremy Clarkson donates the features of the Amazon Fire TV Stick to continental Europe via drones (‘The delivery’ – 30) 61 September 2016
4= Tesco – Ruth Jones and Ben Miller try to keep their seasonal party secret from their wannabe DJ son (‘Party’ – 40) 61 November 2015
6 Aldi – John Lewis Christmas spoof uses an old man on the moon to compare prices of telescopes (‘Telescope’ – 20) 57 November 2015
7 Zoopla – A couple viewing a property act in an overly dramatic way to promote Zoopla (‘House whisperer’ – 10) 56 January 2016
8= – offers customers the free gift of a robot toy, available in various characters (‘The Herberts’ – 10) 55 January 2016
8= – A taxi driver outlines the ideal mortgage-comparison website, as passenger Gio sings his usual aria (‘Cabbie’ – 60) 55 February 2016
8= Walkers – Gary Lineker wins a holiday through a promotional pack of Walkers Crinkles (‘#SpellandGo’ – 30) 55 April 2016


Would you like to make a TV advert that people will remember? Contact our award-winning team on 02921 320 300 or via email: [email protected] to find out how your brand can be seen on a local, regional, national basis.

The Media Angel Take Home Best Advertising Campaign Award

We are delighted to announce that we have won Best Advertising Campaign at this years CIM Chartered Institute of Marketing Wales/Cymru Awards 2016 held at Portland House in Cardiff Bay on 23 November.

Our innovative advertising campaign that we implemented for National Botanic Garden of Wales was to help them increase visitor numbers and promote new attractions including The Butterfly House / Plas Pilipala. To help achieve this we developed a family focussed, integrated campaign that ran throughout summer 2016. As a result the campaign that included video, radio, online and outdoor marketing, increased family visits by 68%.

David Hardy, Head of Marketing and Communications for National Botanic Garden of Wales said: “We are delighted to have won “Best Advertising Campaign” for our Butterfly House with The Media Angel who did a fantastic job, we are still reaping the benefits of their excellent work today.”

David Hardy & Alison Debono
                                                                                          David Hardy & Alison Debono

The CIM’s prestigious Wales Marketing Awards highlight industry excellence and celebrate the achievements of marketing professionals in Wales. The award for “Best Advertising campaign” recognised a campaign that used  striking creativity and strategic planning to reach and engage a family audience. The channels used and results delivered against the campaign objectives really impressed the judges.

On winning this accolade Managing Director Alison  Debono said: “We are thrilled to have won this CIM Award. This campaign highlights that great results and a good return on investment can be achieved with limited budget, creativity and by selecting the most appropriate media mix to deliver the campaign objectives. We are beyond happy that our work has been recognised once again on a National basis”

If you would like to read more on the sucess of this campaign please click here…

If you need inspiration on implementing your next advertising campaign contact our award-winning team on 02921 320 300 or via email: [email protected]


UK Adspend looking positive despite Brexit gloom

Adspend in the UK is forecast to grow for the eighth successive year in 2017, with predicted growth up from 5.8% to 7.2%, according to the latest figures from the WPP media agency group.

Upgraded growth forecasted for Group M this year – up from 6.3% to 7.2% for 2016.

Traditional media advertising spend is predicted to fall from -1.1% to -2.6% for 2016 and from +0.5% to -1.4% in 2017

TV ad spend is expected to be down 0.1% this year and up 1.0% in 2017.

A growth in cinema advertising is expected by 1% in 2016 and by 3.4% in 2017 following a huge increase of 21.5% in 2015.

Pure-play digital ad market share has risen to 52% this year and is predicted to grow up to 55% next year.

A 15% rise in digital display demand is likely for next year, with paid search accelerating and remaining the largest driver of growth.

Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.


Today RAJAR announced 48.2 million adults, 89% of the adult UK population tuned into their selected radio stations each week in the third quarter of 2016.

This is up by approximately 320,000 adults on the same Quarter of last Year (Q3, 2015). The total average number of weekly hours listened to radio for this quarter is 1.038 billion.


In an average week, digital listening accounts for 472 million hours; DAB has a 71% share of digital listening hours, Online 18% and DTV 11%.

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


  • Heart South Wales continues to be the number one commercial radio station in Wales with 484,000 listeners (up 24,000 listeners) 25%, tuning in every week.
  • Capital South Wales gained 12,000 additional listeners, reaching 201,000 listeners per week
  • Unfortunately, it wasn’t such a successful Quarter for The Wave, who lost 13,000 listeners, although they still achieve a strong reach of 29%
  • Radio Pembrokeshire continues to achieve the highest weekly reach of any radio station in Wales at 36%
  • Listening hours remain strong for Smooth South Wales with the average person listening for 13.6 hours a week – an increase of over an hour per listener a week.
  • Capital North Wales saw an increase in listeners where Heart North Wales saw a loss of listeners.


  • Capital still remains on top as London’s most popular station with 2.01m listeners, whilst Kiss stays in second place with 1.8m people tuning in. Magic has overtaken Heart for third place with 1.8m and LBC 97.3 has fallen behind in 5th place with 991,000 listeners.
  • Digital figures remain consistent – 45.5% of all listening is via digital platforms, with 59% of the population now tuning in digitally every week. The largest proportion of digital listening is via DAB radio with 32.3% of all listening hours.
  • In the digital-only station race, Kisstory has knocked Absolute 80s off the top spot. The station has increased listenership by 23% year on year and now has 1.6m listeners. Smooth Extra has also overtaken Planet Rock for third place with 1.07m and 1.06m listeners respectively.
  • Chris Moyles has lost 36,000 listeners in London whilst adding 9,000 nationally to his Radio X breakfast show.
  • The second quarter for talkRADIO gives the station 80,000 extra listeners – now with 304,000 weekly, compared with 224,000 last quarter.

Other Local Stations 

  • Channel 103 in Jersey celebrates its highest ever audience – 56,000 people in a TSA of 87,000 listening, giving it 65% reach.
  • In Scotland, Clyde 1 has posted a record 660,000 listeners, up from 584,000 a year ago.

The radio industry will be trading from the latest audience figures from Monday 14th November, any bookings made after that time will need to be updated on latest audience figures.
If you have any queries regarding your current radio advertising plans give us a call on 02921 320200.


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