How has radio fared in RAJAR Q2 2019?
In the second RAJAR survey of 2019, commercial radio has smashed its own record and achieved the highest ever weekly reach. But, how have stations across Wales fared?
Locally there were a few stations who stood out for not having a good quarter.
One of those was 96.4 FM The Wave who’s reach decreased by 28,000 to 115,000. Their reach % also decreased by 6% to 24%, the biggest drop across all the stations The Media Angel surveyed.
Local stations in Swansea also took a hit. Swansea Bay Radio’s reach was down 8,000 to 21,000. Swansea Sound also lost 8,000 in reach, down to 40,000.
Capital experience a mixed bag of results. Capital South Wales’ reach increased by 14,000 to 231,000. However, Capital North West and Wales’ reach dropped by 6,000 to 140,000.
Although still the largest radio station in Wales, Heart South Wales’ reach also decreased significantly, down 16,000 to 394,000. Kiss (West) and Smooth North West and Wales experience reach losses of 15,000 and 12,000 respectively.
The station with the most loyal listeners is Heart South Wales with 8.8 hours per listener. Smooth Radio South Wales saw the biggest drop in listener hours against the stations The Media Angel surveyed, with a decline of 3.8 hours to 7.2 per listener.
Radio Pembrokeshire still retains its’ position with the highest weekly reach at 35%, followed by The Wave with 24% and Capital South Wales at 22%.
Across national radio, the biggest loss had to go to Zoe Ball who lost 780,000 weekly listeners from her Radio 2 breakfast show.
Zoe Ball took over from Chris Evans in January, after he left the station to join Virgin Radio. In the second quarter of 2019, Ball’s figures fell from 9.05m to 8.27m.
Chris, meanwhile, has added 63,000 listeners to his Virgin Radio breakfast show – now reaching 1,111,000 across the (compared with 1,048,000 in Q1/19). That helped Virgin Radio UK increase its overall reach as a station from 1.3m to 1.545m – a jump of 18% quarter on quarter.
Global is celebrating its highest ever weekly reach (25.6m), hours (238m) and share (23.4%) as a group, with the country’s biggest four commercial radio brands being Heart (9.7m), Capital (8.2m), Smooth (5.7m) and Classic FM (5.6m). Kiss is 5th with 5.3m listeners.
The new Capital Breakfast with Roman Kemp, Vick Hope & Sonny Jay reaches 3.796m – that’s an increase from Q1/19 but a drop of 164,000 from a year ago when the shows were presented regionally.
Greg James posts his highest figures since taking over Radio 1 breakfast last summer – his Monday to Thursday show has 5.69m listeners aged 10+, compared with 5.44m last year.
If you want to make sure you’re using your marketing budget to its full potential, then give our team a call on 02921 320 200 or email at [email protected]
Radio stations surveyed:
102.5 Radio Pembrokeshire, 106.3 Bridge FM, 96.4 FM The Wave, Capital North West and Wales, Capital South Wales, Heart North Wales, Heart South Wales, Kiss (West), Radio Carmarthenshire and Scarlet FM, Radio Ceredigion, Smooth Radio North West and Wales, Smooth Radio South Wales, Swansea Bay Radio (surveyed as Nation Hits!), Nation Radio South Wales, Swansea Sound – 1170 MW
Top UK Storytelling Brands 2015
The first job of any advertising creative is to engage the audience, to attract and hold their attention, and story ads do just that. Story ads typically result in greater enjoyment and engagement than non-story ads, observed as providing greater ability to attract attention and be remembered.
In 2015, it seems tech brands are embracing and delivering more effective storytelling techniques in their advertising against many food and drink brands for the first time, according to the UK top storytelling brands survey commissioned by Aesop. The report, now in its third year surveyed the views of over 2,800 people on their views about 154 major brands.
Top Storytelling Risers and Fallers:
The usual food and drink favourites have been overtaken by tech companies that have boosted their credentials in the public’s eyes through storytelling:
- Virgin Atlantic was one of the biggest risers in the top 20, from 46th to 17th.
- Cadbury falls from second place in 2014 to 27th.
- McDonald’s tumbles from 3rd to 43th.
- Walkers from 5th to 29th.
- Coca-Cola from 6th to 39th.
Although tech giant Apple has reigned as the UK’s top storytelling brand for two consecutive years, other significant sprinters in this survey are a number of charities. Since last year…
- Macmillan Cancer Support has jumped from 9th to 2nd place.
- Cancer Research UK has leaped 16th to 10th.
- British Heart Foundation from 15th to 12th.
- Oxfam from 28th to 12th.
Social media platforms, such as Facebook and YouTube have helped these charity organisations make the top rankings, offering charities an affordable platform for spreading their inspiring stories on a precious budget. Charities are better disposed than other sectors to emotional, purposeful storytelling. Case studies and personal stories like Archie’s, used in our client Tŷ Hafan’s Legacies campaign, helped to outline the work of the hospice in an emotive and meaningful way. Executed on a small budget the campaign did exceptionally well in motivating audiences to support the charity through donations.
Archie’s story –
Does your marketing tell a story? And is the storytelling meaningful? Through investment in advertising; focusing on creativity, purpose and emotional resonance brands from all sectors can strike a chord with the public. At The Media Angel we can help you bring your brand to life and put you on the right media platforms to connect with your audience.
Get in touch with us for more information.
And 2014’s Top TV Christmas Ad is…
Here’s the top 10 Christmas ads for 2014, polled by phone number provider, City Numbers.
More than 1,000 consumers were asked asked about the effect of Christmas branding. 37% surveyed said it made people feel good. Take a good look at the top adverts raising spirits this season…
More people in Wales listen to radio than any other UK nation
If the latest figures from Ofcom’s communication market report are anything to go by, radio should really be considered an important part of your advertising plans, particularly for advertisers wishing to reach a high percentage of adults in Wales.
The radio reach figures for Wales appear to be extraordinarily high, with services reaching 95.4% of the adult population! These massive figures accompanied further impressive statistics to show that Welsh audiences also tuned in for longer listening hours than any other of our UK counterparts. South Wales based stations in particular are reaching large numbers of the population, with Capital for example reaching a massive 98,000 listeners between the ages of 15 and 34 every week. Similarly, South Wales’ Nation Radio has a considerable weekly reach of 173,000 listeners, accruing a total average of around 688,000 listening hours for every week.
These figures no doubt suggest that radio should be a vital element in your marketing mix, if you aren’t making use of this medium and its benefits already. We Angels know that radio advertising can sometimes be costly, and when the purse strings are little tight, plans to make use of those airwaves might be first to face the chop.
However, with the right mix of creativity and innovation, and with the potential to reach huge numbers of the population, radio advertising could potentially produce great returns on that investment.
As always the Angels are on hand to make sure you make the most of your marketing potential, and can help with your plans to identify the perfect mix of media for your campaign.
With the largest increase in DAB radio set ownership over the past year, perhaps there has never been a better time to advertise over the airwaves in Wales. Improvements in DAB coverage are likely to have encouraged these increased figures in DAB ownership and reach. Perhaps it’s time to make the most of these exciting developments and incorporate radio into your marketing mix! Get in touch.