[cma-l] National Advertising

[Two Lochs Radio]

Our surveys have consistently come in at more like 60-70% weekly reach, and several other Highlands & Islands stations have figures between 30-70%. I guess we benefit from having no other services than BBC in the area. We sell our adevrtising more on the basis of geograpical and socio-economic reach than absolute numbers, and the lack of RAJAR has not generally been an issue. 

The main issue for the big spenders (eg COI) has always been that they outsource the campaign planning to a single company which would rather do the minimal work of dealing with only a small handful of airtime sellers that can deliver them a lot of radio stations for relatively little booking work. If there were an agency offering them the same sort of convenience for community-based and small stations, the picture could change, as it did for us with Scottish Government bookings.

Alex
  ----- Original Message ----- 
  From: jaqui devereux 
  To: Phil Edmonds 
  Cc: cma-l at mailman.commedia.org.uk 
  Sent: Wednesday, May 04, 2011 11:07 AM
  Subject: Re: [cma-l] National Advertising


  Dear all

  Many community radio stations have done qualitative surveys to gauge audience size - the average result is fairly consistent in these at around 10% of potential audience.  When the CMA is asked about audience size, we quote that figure and also make the point that community radio reaches into the parts of the community that other advertising may well not - so talk about the quality of your audience and your reach into particular demographics, not just the size.

  NB RAJAR has its problems!  There is a small commercial station in the NW which appears to have digital listeners but in fact only broadcasts on FM, so we should not believe everything that is said...

  Hope that helps

  Jaqui
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