Radio in Wales: RAJAR Q4 2019
Although we’re in 2020 it’s time for the last quarterly RAJAR of 2019! Time to see how the radio stations of Wales performed as we left the decade.
- 87% of the UK population tune into radio every week, a slight drop from 88%.
- On average a listener tunes into 20.3 hours of live radio per week.
Overall, it was a pretty dismal last quarter for the stations we surveyed.
In Q3, Heart South Wales’ reach jumped up 59,000 to 453,000, the biggest increase of all the stations The Media Angel surveyed. However, in Q4 their reach was down 48,000 to 405,000. Their % reach also fell by 3% to 21%.
After a positive Q3, The Wave 96.4 FM’s reach dropped by 23,000 to 114,000 in Q4, bringing them back down to Q2’s figures. Their % reach also fell by 5% to 24%.
Kiss (West) experience an increase of reach in Q3, up to 386,000, however in Q4 their reach declined by 27,000 to 359,000. Their reach % dropped marginally by 1%, to 14%.
Smooth North West and Wales’ increased by 12,000 to 61,000 however Smooth South Wales’ reach decreased by 20,000 to 77,000.
Local stations in Swansea experienced minor decreases. Swansea Bay Radio’s reach decreased by 2,000 to 24,000. Swansea Sound’s reach also declined by 7,000 to 29,000.
Capital received mixed results in Wales. Capital South Wales’ reached decreased significantly by 33,000 to 180,000 while Capital North West and Wales increased slightly by 3,000 to 126,000. Capital South Wales’ % reach also declined by 3% to 17%, while Capital North West and Wales remained steady at 12%.
% Reach and listener hours remained relatively unchanged across the board, with most stations seeing a slight decrease.
Heart South Wales retains the highest listening hours with 9.3, although this is down slightly from 9.5 in Q3.
Kiss (West) has the lowest listener hours at 4.1, a decrease from 4.6 in Q3.
Over the last two quarters, the biggest national story has to be the loss of listeners on Zoe Ball’s breakfast show on Radio 2.
Between Q1 and Q2 of 2019, Ball’s figures fell from 9.05 million to 8.27 million after she took over from Chris Evans. In Q3, figures fell again to 7.9 million listeners, the lowest audience figures for the Radio 2 breakfast show in a decade.
However, in Q4 it seems at last this trend has reversed. Ball’s breakfast show attracted an average weekly audience of 8.24 million in the fourth quarter of 2019, an increase of 335,000.
Chris Evans left Radio 2 to join Virgin Radio, and despite promising initial listening figures, they remained flat in Q3 at 1.1 million. In Q4, Evans has added 79,000 listeners to his show.
Greg James on BBC Radio 1 lost 237,000 listeners, bringing his average weekly audience to 4.81 million.
Overall, the Heart brand across the UK remains the biggest commercial radio brand, with 9.523m weekly listeners – though this is down from 9.8m last quarter and 9.7m a year ago. Heart’s national breakfast show with Jamie Theakston and Amanda Holden saw a drop of 272,000 listeners compared to Q3/19 – but at 4.287m is still the country’s biggest commercial radio show.
The Capital brand lost 8% of its reach in the last 12 months, dropping to 7.595m from 8.251m – with 720,000 listeners shed from the main Capital network across the UK.
The Smooth brand is also down on both the quarter and the year, while Classic FM fared better – increasing audiences from 5.3m a year ago and 5.1m in Q3 to 5.461m this time. Gold is up slightly to 1.282m.
At Bauer, its 2019 digital stations Scala and Country Hits Radio each now have just under a quarter of a million listeners each. Scala is on 249,000 (up from 231k in Q3, but down from the Q2 debut of 258k). Total hours for Scala are the highest they’ve been at 1.571m.
Greatest Hits Radio and the Greatest Hits Network have both increased from their debuts in Q3/19, with the brand now reaching 1.264m a week (up from 1.209m last quarter).
The ‘Hits Radio Brand’ (including Greatest Hits and non-Hits branded stations such as Radio City, Metro, Hallam and Clyde) is up 8% year on year to 6.657m.
KISSTORY saves the day for the Kiss brand though – with a 22.1% annual increase in audience size thanks to move from SDL to D1. The Kiss Network though drops 5% to 5.2m.
- 66% of the population tune into digital radio every week. DAB has a 70% share of listening hours, Online with 21% and DTV with 8%.
- 94% of smart speaker owners use it to listen to audio content e.g. radio, music, podcasts.
So which radio station is right for you?
If you want to make sure you’re using your marketing budget to its full potential and using the right radio station(s) to reach your target market, then give our team a call on 02921 320 200 or email at [email protected].
BBC News, Radio Today, RAJAR
Please scroll to view whole table.
|Station / Group||Pop. (000s)||Q2 2019 Reach (000s)||Q3 2019 Reach (000s)||Reach up or down (000s)||Q2 2019 Reach %||Q3 2019 Reach %||Reach % up or down (%)||Q2 2019 Avg. Hours Per Listener||Q3 2019 Avg. Hours Per Listener||Avg. Hours per listener up or down||Total Hours (000s)||Q2 2019 Listening Share in TSA %||Q3 2019 Listening Share in TSA %|
|102.5 Radio Pembrokeshire||102||36||32||-4||35%||31%||-4%||5.8||5.5||-0.3||176||8.7%||7.90%|
|106.3 Bridge FM||132||22||22||0||17%||17%||0%||4.8||4.4||-0.4||100||4.4%||4.00%|
|96.4 FM The Wave||479||137||114||-23||29%||24%||-5%||7||7.4||0.4||840||10.6%||10.10%|
|Capital North West and Wales||1038||123||126||3||12%||12%||0%||6.5||6.6||0.1||838||3.9%||4.00%|
|Capital South Wales||1058||213||180||-33||20%||17%||-3%||4.4||4.8||0.4||855||4.7%||4.50%|
|Heart North Wales||729||127||124||-3||17%||17%||0%||6.4||6.6||0.2||824||5.8%||5.80%|
|Heart South Wales||1923||453||405||-48||24%||21%||-3%||9.5||9.3||-0.2||3749||11.4%||10.80%|
|Radio Carmarthenshire and Scarlet FM||139||29||26||-3||21%||19%||-2%||6.6||6.4||-0.2||170||7.1%||6.60%|
|Nation Radio Wales||1760||14||155||141||18%||9%||-9%||3.7||4.8||1.1||751||3.8%||2.40%|
|Smooth Radio North West and Wales||1038||49||61||12||5%||6%||1%||6.1||6.4||0.3||393||1.4%||1.90%|
|Smooth Radio South Wales||1058||97||77||-20||9%||7%||-2%||9.4||8.7||-0.7||673||4.6%||3.60%|
|Swansea Bay Radio (surveyed as Nation Hits!)||479||26||24||-2||5%||5%||0%||6.5||4.8||-1.7||117||1.8%||1.40%|
|Swansea Sound – 1170 MW||479||36||29||-7||8%||6%||-2%||5.8||4.4||-1.4||128||2.3%||1.50%|
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 Wales, Swansea Sound – 1170 MW
Streaming catching up to traditional TV viewing
Streaming is catching up, but watching programmes on a TV is still the most popular way for UK audiences to watch television.
Traditional viewing (which includes catch-up within 28 days), accounts for most TV viewing with an average of 3 hours and 12 minutes per day.
However, this does mark a drop of 11 minutes since 2017, and average viewing of streaming services rose to 26 minutes per day last year.
Netflix, Amazon Prime Video, Now TV…?
The most popular subscription video on demand (SVoD) platforms in the UK are;
- Amazon Prime Video,
- Now TV and
- Disney Life
The number of UK households signed up to these platforms increased from 39% (11.2 million) in 2018 to 47% (13.3 million) in 2019. Two in five UK adults now consider online video services their main way of watching TV and film.
Viewers are also subscribing to more than one SVoD service.
Main broadcasters hold their share
However, despite this, the five main public broadcasters (BBC One, BBC Two, Channel 4, ITV/STV and Channel 5) held their share of viewing at 52%.
The decline of traditional TV viewing is most prevalent in the younger age group (16-24 years old) who have halved the amount of time they spend watching traditional TV since 2010.
Younger viewers move away from traditional TV
Since 2017, viewing by all people of subscription video on demand (SVoD) and YouTube content has grown.
The four and a half hours of total video content watched by 16-34s includes three main components: Live TV (83 mins); YouTube (64 mins) and SVoD (52 mins). For the youngest adults (aged 16-24), the most-watched platform is YouTube (73 mins).
But broadcaster-on-demand services (BVoD) are lagging behind SVoD. BVoD services (including iPlayer, ITV Hub, All4 and My5) remained at a similar overall level of viewing in 2018 compared to 2017; people in the UK are watching on average around 8 minutes of BVoD a day compared to 26 minutes of SVoD.
This has lead to BVoD platforms changing the way they serve content. For example, all episodes of series 1 (2018) and series 2 (2019) of the BBC’s Killing Eve were made available as a box set on BBC iPlayer immediately after the broadcast of the first episode. This caters to the ‘binge-watching’ trend that SVoD platforms cater for.
How has Wales’ TV viewing trends changed?
On average, people in Wales watched 3 hours 33 minutes of broadcast TV in 2018, that’s 9 minutes less than 2017.
Viewing of SVoD services increased by 10 minutes per person, per day in 2018, to 54 minutes.
48% of TV households in Wales have a television connected to the internet (Smart TV). 56% of adults in Wales use an on-demand/streaming service such as Netflix or BBC iPlayer.
Have your TV viewing habits changed over the past year? Could we help you use TV or SVoD to reach your audience? Get in touch today.
Sources: https://www.ofcom.org.uk/__data/assets/pdf_file/0019/160651/media-nations-2019-wales-report.pdf , https://www.ofcom.org.uk/__data/assets/pdf_file/0019/160714/media-nations-2019-uk-report.pdf , https://www.bbc.co.uk/news/entertainment-arts-49248030
Ad spend to shift from Facebook to Instagram
Brands head to Instagram to spend their ad budget in 2019, with more advertisers preferring it over Facebook.
Instagram is becoming an increasingly attractive place for brands to splosh some dosh and the numbers suggest this trend will continue into 2019. With advertisers increasingly turning their backs on Facebook’s News Feed and making better friends with Instagram’s Stories.
According to Socialbakers, ad spend on Instagram increased in 2018 while decreasing on Facebook, driven by hard-to-rival engagement levels on the photo-sharing platform.
While Instagram has a smaller audience size compared to its parent company, its users are far more engaged. Suggesting that Instagram is the go-to for capturing quality engagement within smaller communities.
Last year, Instagram posts continued to reach and garner more impressions per fan than its Stories feature (around 15% and 25% more, respectively).
However, the volume of brands posting on Stories has quadrupled over the last year, with brands investing 212% more in Stories compared with the previous year.
A quarter (25%) of brands’ Instagram ad spend now goes on Stories. This will continue to grow through 2019. As just a few examples, easyJet recently made it possible for users to find and book holidays simply by clicking on a photo, while Spotify, SoundCloud and Shazam are offering their services via Stories. Expect to see more of this integration in the coming months, especially as Instagram promises to enhance its ecommerce features.
Alice Cuffe, editor at We Are Social, says while no one can argue that the specialised and detailed targeting of Facebook is appealing to advertisers, when it comes to creative innovation, Instagram Stories has the edge.
“Instagram has evolved Stories to allow brands to connect with audiences in a space where they feel comfortable enough to express their truest, least curated selves,” she explains.
“While Facebook is simple and reliable, Stories is currently owning the reactive space. Functionalities such as polls, questions, emoji sliders and swipe-up links all provide an easy and immediate way to connect with your audience and allow them to react to your brand in the moment. The temporary nature of Stories also means brands have more freedom to experiment, without necessarily requiring heavy design work or rounds of internal concepting.”
Interested in how we can help with your marketing?
Talk to our team on 02921 320 200 or [email protected]
If you want to find our more about social media advertising, click here.
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.
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
- LBC (1m listeners)
- Heart (1.362m)
- Magic (1.723m)
- Capital (1.730m)
- 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
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.
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.”
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]
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.
DIGITAL LISTENING HOURS
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.
Finalists in CIM’s prestigious Wales Marketing Awards
We are delighted to have been shortlisted in four categories for the CIM Chartered Institute of Marketing Wales/Cymru Marketing Awards 2016 for…
Best Integrated Campaign
The Media Angel (UK) Ltd. In partnership with The National Botanic Garden of Wales – Summer Campaign
Best Advertising Campaign
The Media Angel (UK) Ltd In partnership with The National Botanic Garden of Wales – Summer Campaign
Best use of PR
ACT Training In partnership with The Media Angel – #BEYanapprentice
Best Use of Creative
ACT Training In partnership with The Media Angel – #BEYanapprentice
CIM’s prestigious Wales Marketing Awards (previously known as Canmol) rewards excellence and celebrates achievements of marketing professionals in Wales giving individuals, teams and organisations the recognition they deserve. These awards are a fantastic acknowledgement of the creativity and originality delivered by marketers who are at the forefront of their profession and recognises the success of all those involved.
This year 36 entries have been shortlisted for 12 Awards across all sectors including Welsh brands such as Dwr Cymru- Welsh Water, Public Health Wales, Cadw and Braces Bread as well as two of our clients, National Botanic Garden of Wales and ACT Training LTD.
The National Botanic Garden of Wales, based in Carmarthenshire needed to increase their visitor numbers after a number of years of flat-lining figures. In order to achieve this goal their objectives were to concentrate on increasing family visitors: following the creation of new family offerings, which culminated in the opening of The Butterfly House, Plas Pilipala, we composed a campaign to publicise this new offering to family with children across South and West Wales. A creative multi-faceted campaign which encompassed video, online quizzes and message reiteration across outdoor advertising and radio, created a social buzz and an overall increase of family footfall up a massive 68% over the summer holidays.
David Hardy – Head of Marketing and Communications for National Botanic Garden Wales said “We are delighted to be shortlisted for two awards for our Butterfly House campaign with The Media Angel who did a fantastic job…we are still reaping the benefits of their excellent work today”
ACT Training, Wales’ leading training provider’s objective was to hit their traineeship recruitment target. ACT and The Media Angel devised the #BEYanapprentice campaign to help achieve this goal. Jayne McGill-Harris, senior marketing and PR Manager of ACT Training Ltd says
“One of the main marketing challenges we face each year is how we can compete with huge FE and HE organisations that have much larger marketing budgets and a larger voice in the market compared to ourselves. In order to inject some originality and imagination into our marketing communications activity, we hired The Media Angel as an extension of the team.
Between us, an integrated campaign that included an experiential marketing stunt, as well as online advertising and a promotion, was planned to achieve a competitive advantage and provide a memorable brand experience for prospective learners.”
A Beyonce lookalike was hired and a buzz created around Cardiff on the day of Beyonce’s concert in June. “Beyonce” engaged with concert goers encouraging them to enter a competition and post pictures on social media ensuring high levels of exposure and data capture from their target audience. This highly successful campaign attracted 63% increase in new traffic to their website and ultimately achieved 830 enquiries- an increase of 40%.
Our Managing Director Alison Debono says
“We are beyond thrilled to be shortlisted again this year for 4 awards at CIM’s Wales Marketing Awards. We are the only media planning and buying agency in Wales to achieve this accolade. The two very different campaigns that we have been shortlisted for highlight that great results and a good return on investment are achievable with limited budgets, creative imaginations and by selecting the most appropriate media mix to deliver the campaign objectives.”
Alison further says “Both campaigns for ACT Training Ltd and National Botanic Garden of Wales are fitting case studies that underpin the essence of our work and how we can help clients develop an innovative approach to marketing to help them STAND OUT and get results”
If you need award-winning advice to ensure your marketing plans are crafted to perfection and deliver results contact us on 02921 320 300 or via email: [email protected]
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.
• 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
• 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.
Help your business STAND OUT from the crowd
Everyday it is estimated that we are exposed to nearly 400 marketing messages, of which only 150 are actually noticed and a lot less are recalled or make enough impact to prompt action. So how can you ensure you make yourself easily found?
1. Have a marketing strategy and review it.
Have a clear idea of what you want to achieve and a focused strategy to help drive your business forward. Is retaining and winning new customers key or is increasing sales your goal? Don’t forget to review and tweak that strategy.
2. Know your customer.
Who are they? Where are they? How can you target them?
Knowing your customer helps target them at the right place at the right time and at the right cots; ultimately leading to a return in investment.
3. Know your competitors.
What are your competitor’s strengths and weaknesses? How and where are they advertising? what can you do differently?
Be clear of your unique selling point(s); make these part of your marketing strategy. Why should somebody choose you over your competitors? Let people know why you are the best company to come to.
5. Be consistent.
Be consistent with your messages, reiteration is key. You want your clients to recognise you instantly. Less is more.
What do you want your clients to do? Buy a ticket or product? Log on to your website? Find out more information? Call you? Tell them what to do and how to do it. Make it easy to be found.
No business can afford to ignore social media; it’s good for developing a two way conversation between yourself and your customer. Having social portals and an up to date website helps build credibility, brand and SEO too.
8.Take a risk.
Don’t be afraid to try something different. Think outside the box. Don’t assume advertising is too expensive, TV and Radio can be targeted and cost effective if used well.
Don’t buy an advert just because it’s cheap. If your target audience does not consume that media it’s a waste of money.
Look at the new platforms where you can be really targeted; Video on Demand for example. You can target by area, age, demographic etc.
Contact our award winning team to ensure your marketing plans are crafted to perfection and deliver results.
National Botanic Garden of Wales increase family figures by 63%
New attractions at the National Botanic Garden of Wales (NBGOW) targeted at families with children coupled with an integrated marketing campaign across the summer has really helped drive figures.
The newly opened Butterfly House (Plas PiliPala) and other activities for children including zorbing, trampolining, a straw bale maze and large games were used in an advertising and marketing campaign that comprised of: Bus streetliners, 6 sheets and vinyls in Cardiff and Swansea; a sponsorship on Heart Radio which allowed for key messages to be broadcast to a family listenership across South and West Wales, a promotional video which was posted online on NBGOW website and also integrated into a quiz and competition on Wales Online.
These highly interactive elements online helped to bring the campaign to life, generating 444 competition entries to win family tickets to NBGOW and really made the garden a talking point through social media posts on Facebook and Twitter. These on-line elements were backed up by a campaign of skins and banners on mobile to reiterate the message to a targeted audience. This continued with a sponsorship of the “Whats On” pages on Swansea Evening Post. Combined, this all heightened NBGOW’s profile as a day out attraction for families whilst maintaining and growing their more traditional visitor.
This highly visual campaign started in June and proved that a multimedia advertising campaign on a relatively small budget can really work for example.
- Across July there were 30% more families with children than in July the previous year.
- Overall the summer saw their figures soar from 30,308 in 2015 to 38,948 in 2016 a 28.5% increase.
- Furthermore, new memberships are up by 25% over the summer in comparison to last year.
- Membership total takeup was up by 39% which is the highest takeup since 2011.
- Membership renewal were up by 9%.
- Facebook likes were up over 1,513 by 12%
– Head of Marketing and Communications says
“Alison and her team really made the difference and, as well as being helpful, responsive, innovative and efficient, our super summer visitor figures and all the fabulous feedback we’ve received, prove they are effective too. I cannot recommend them highly enough and we’re already talking to them about our next campaign”
NBGOW overriding campaign objective was to target new visitors ensuring that they were seen over the summer months as a key tourist attraction; they certainly achieved this with an increase in footfall from families and new and renewed memberships being taken up.
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