[cma-l] National Advertising

Wed May 4 11:59:36 BST 2011

Phil

You have managed to explain something in a few sentences which took me
almost a scroll 

. Playing devils advocate again 
.. the data for the
survey tool may have to be manipulated 

 ‘sorry’                  a
radio station doing a reggae programme followed a programme on claiming
benefits followed by the history of the water wheel and the local cotton and
silk industry is NOT going to win a number crunching game.

This is not nice reading I know, but it is a fact.

The point I am trying to make and the question that I am asking is

.. Can Community Radio number crunch for advertising agencies etc
whilst at the same time tick all the social gain boxes 

.. my answer
to this is NO 

. But please prove me wrong.

Regards

Nick

  _____  

From: cma-l-bounces at mailman.commedia.org.uk
[mailto:cma-l-bounces at mailman.commedia.org.uk] On Behalf Of Phil Korbel
Sent: 03 May 2011 21:49
To: martin at martinsteers.co.uk
Cc: Phil Edmonds; cma-l at mailman.commedia.org.uk
Subject: Re: [cma-l] National Advertising

Hi all

just to mention that getting that 'other data' is central to the Community
Radio Fund backed project - 'Prove It' that we're just starting with ALLFM
and other Manchester stations.  The aim is to give stations an authoritative
and affordable survey tool that, yes, will give 'the numbers' but also
assess the other impacts - some of the social gain - that is delivered to
stations' communities. 

We'll be putting updates on www.communityradiotoolkit.net and on CM-L -
including a frank couple of interviews with a supportive council officers
who want to see community radio doing more...  stay tuned...

bests

Phil

On 1 May 2011 12:43, Martin Steers <martin at martinsteers.co.uk> wrote:

Havent had chance to reply (in process of moving! yay)

RAJAR should be considered but only considered. I still think that if we can
get a trusted community radio related survey that not only provided numbers
that can be used for advertising etc but also valuable data that the
stations can actually use for other items (programming, grants etc)

I know many different stations already commission or run their own data
collection, but is there common methodology or has it been independently
audited.. because if we can achieve that (or a low cost organisation thats
willing to do it.. and the surveys) then that would really help.. what a
national advertising organisation then does is raise awareness of this
survey and grow trust in that data for themselves and the rest of the
community radio sector.

There seems to be some interest.. I still think a national advertising
organisation is a viable opportunity.. and once i finish moving I might
start the ball rolling...

Martin

On Fri, Apr 29, 2011 at 9:03 PM, ROBERT TYLER <bobtyler at btinternet.com>
wrote:

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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