[cma-l] National Advertising

Sat Apr 30 15:30:36 BST 2011

<<My thoughts are that a ‘caring package’ or ‘ECO package’ is a better direction, selling to advertisers that want to offset other spend for whatever reason.>>

Exactly. Community-based stations offer a different audience from the traditional radio commercials market, and it is one that is ideally suited to advertisers with a public service/community remit, such as Government departments, health service, local councils, major charities, education, common-good funds etc.

Those sectors have an obligation to reach sparse, under-served and niche communities, but they spend big budgets almost exclusively through traditional media buyers because it's easy for them that way, despite the fact they may be cutting themselves of from key demographics.

A further development would be for such a body to facilitate the production fo suitably sponsored information packages so that stations barred from booking traditional advertising can also take part where possible and receive the benefits.

The task of a community media agency would be to get the message across and make it easy for these bodies to channel a few percent of their advertising in this direction in proper fulfilment of their remits.

Thankfully for us the Scottish Government accepts this argument in respect of its own advertising, but the net needs to be widened and the market established on a more comprehensive basis. 

Alex

  ----- Original Message ----- 
  From: ROBERT TYLER 
  To: Phil Edmonds 
  Cc: cma-l at mailman.commedia.org.uk 
  Sent: Friday, April 29, 2011 9:03 PM
  Subject: Re: [cma-l] National Advertising

        Phil

        RAJAR is not the ideal tool unless community radio becomes a brand, ie CR Frome or CR Manchester 103.5fm.  Then RAJAR could pick up the ‘brand’ id as a sort of generic.

        Guessing now but perhaps 4% of listening hours could bring in £1 – £2m with very small cost of RAJAR and net agency commission.

        My thoughts are that a ‘caring package’ or ‘ECO package’ is a better direction, selling to advertisers that want to offset other spend for whatever reason.

        This has legs.

        Bob

        --- On Tue, 26/4/11, Phil Edmonds <lists at philedmonds.info> wrote:

          From: Phil Edmonds <lists at philedmonds.info>
          Subject: Re: [cma-l] National Advertising
          To: cma-l at mailman.commedia.org.uk
          Date: Tuesday, 26 April, 2011, 19:39

          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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