[cma-l] National Advertising

[Alan Coote]

Phil,

Spot on. 

Across the board about 2% which is too small, but there are many stations
with a much higher penetration (we're around 12% for The Bay 102.8FM) and I
guess it's even high for community of interest stations. 

And there is the problem - agencies don't understand the value proposition
of community stations. And importantly it difficult to communicate for the
sector as a whole.

Alan
 

 

-----Original Message-----
From: cma-l-bounces at mailman.commedia.org.uk
[mailto:cma-l-bounces at mailman.commedia.org.uk] On Behalf Of Phil Edmonds
Sent: 26 April 2011 7:39 PM
To: cma-l at mailman.commedia.org.uk
Subject: Re: [cma-l] National Advertising

Again my personal views....

On 23/04/2011 20:56, ROBERT TYLER wrote:
> In any event, all of national advertising is sold based on RAJAR data, 
> in other words, no RAJAR no interest.

Just pondering - in the last RAJAR figures, 'other listening' counts for 6%
reach.

This 'other listening' consists of:

Non RAJAR subscribing stations - i.e. many Digital only, Community, Student,
Hospital and Pirate stations.
'Out of area' listening (i.e. if I ticked Liverpool's 'Radio City' as a
Manchester listener I'd be in 'other listening' as I'm outside their TSA).


Also RAJAR state that 25% of listening is via Digital Platforms.

Therefore you could argue that discounting 25% of the 6% of 'other
listening' - leaves us with Community Radio having 'the best part of' a 4%
audience reach.

Of course some Community Radio listening is via Internet - which is Digital
in the RAJAR survey and there are many other non Community 'other' stations.


The biggest, of many, blows to the statistical validity of this 4% figure is
that there is not universal enough coverage of Community Radio. We are all
so different that if a respondent in Town A listens to a Community Radio
station, we can't justifiably assume that a similar demographic non surveyed
listener in Town B listens to their local Community Radio station.

Even if you take a margin out of the 'other listening' for listeners to non
Rajar, non Community Radio, a 2% reach brings us in line with the reach of
BBC 6Music - but still this is pretty dodgy ground to claim with any
validity. In any case in the commercial world there's only Premier Christian
Radio, Kissmat, Buzz Asia, Gold Devon and Yorkshire Radio at such low reach
figures (the first three being niche broadcasters, the last digital only and
we can only assume Oldies on AM is not a mass market attraction in Devon.)

So depending on how you spin it 2% may or may not be that 'attractive' a
statistic.

However I believe the reach of Community Radio will be greater than this
- but a significant audience will only tune in for one or two specific
programmes.

The Rajar methodology will never work for this as the survey size is just
many a factor (I'd argue at least hundreds times) too small to catch all
these niche one or two hours a week listeners. BUT it is perfectly
"statistically valid" to "gauge" the audience of large mainstream radio
stations.


Anyway this is some food for thought - I'm sure some Rajar gurus might be
able to pull apart some of this argument as I don't claim to be any expert!

Phil.
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