[cma-l] National Advertising

Wed May 4 13:45:04 BST 2011

Jaqui n' all

As someone who has worked in both Community Radio and Commercial Radio ... I
don't believe anything the commercial boys tell me, let alone Jaqui's final
statement .. most are on Fantasy Island and the two main ruling commodities
are in total control ...... Namely       1) The jolly green giant (lolly)
&    2) Big ego's

Nuff said ...... Been there, done it, worn the T-Shirt ..... Well    not
quite.

Regards

Nick

  _____  

From: cma-l-bounces at mailman.commedia.org.uk
[mailto:cma-l-bounces at mailman.commedia.org.uk] On Behalf Of jaqui devereux
Sent: 04 May 2011 11:07
To: Phil Edmonds
Cc: cma-l at mailman.commedia.org.uk
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

On 26 April 2011 19:39, Phil Edmonds <lists at philedmonds.info> wrote:

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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-- 
Jaqui Devereux
Director, Community Media Association
0114 279 5219

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