Radio - PeterMcPartlin, Today FM

1. RADIO: WAVING NOT DROWNING
Peter McPartlin,
chief executive, Today FM
November 22nd, 2012

3. # 1: Radio – the mass medium
• Over 80% of all audiences tuning
in daily
• 4.25 hours on average per day
• Largest share of media time
each day
• Live radio still accounts for 90%
of all listening

4. # 2: Radio – the targeted medium
• 36 national, regional & local
stations
• 7 digital, 20 community & 2
special-interest stations
• Targeting by time, by age, by
place, by listener interest

5. # 3: Radio – the personal medium
• Generally a private, personal
experience
• Different shows, presenters,
their pace, music content, set
the rhythm & mood of the day
• Relationships are formed, loyalty
is established, trust is given

6. # 4: Radio – the emotional medium
Rational
• The unique ability to touch
people
• People say they listen for news,
information, music, etc., but in Emotional
most cases they listen for
emotional reasons
• A powerful way to build core
values of closeness, warmth &
familiarity for brands

7. # 5: Radio – the social medium
• That human desire to socialise &
stay in touch
• Stimulating conversations
• Heightening emotions
• Impacting on mood
• Driving search, web traffic &
social platform comment

8. # 6: Radio – the agenda-setting medium
• Radio is a real-time medium –
it’s about the ‘now’
• Imparting the latest ‘news &
information’
• Providing commentary &
understanding
• Creating opportunity for instant
feedback & interaction

9. # 7: Radio – the stealth medium
• Woven into people’s daily lives
• Accompanies the audience while
they’re engaged in primary
activities
• Almost subliminal in its effect
• All the more powerful for being
half-conscious

10. # 8: Radio – the retail medium
• Radio audiences are highest
from breakfast through to mid
afternoon - the primary retail
part of the day
• Usually the last medium actively
consumed by grocery shoppers,
in large numbers, before they go
shopping

11. # 9: Radio – the versatile medium
Web
On-
Mobile
street
• Keeping pace with the rise of
new platforms
Social
• Being where ever the audience
is
• Providing new access points for
listeners & routes to market for
advertisers On-air

12. # 10: Radio – the effective medium
• Radio ads can make an impact
on just a single hearing
• They can communicate detailed
messages
• Used as effectively for ‘softer’
brand values as for hard facts
• Works extremely effectively with
online, social, mobile & direct
mail campaigns

13. You can close your eyes
but not your ears

14. Thanks for listening