[cma-l] National Advertising

[Javed Sattar]

Hi All,

 

Our last survey which was over 5 years, we had 57% listen to Awaz FM more
than 5+ per day with over 90% of our target community listening to Awaz FM.

 

We get both local and national advertising. Although we are specifically
targeting community of interest.

 

A single agency for the CR sector is fundamentally needed. Given the
conversation on the list regarding this. would it help the cma if all the CR
stations who are members of CMA.provide the following:

 

a)      Target Area

b)      Target Population (community of interest for example)

c)       Total Population

d)      Main Languages used for advertising

All the other stuff regarding rates per station would differ depending on
who the station was serving an a debate for another date.

Whats needed is someone to spend time collating the information. I'm sure we
have more than half the country listening to Cr stations an also targeting
multiple languages. We have created for Scottish Government adverts in
various languages.I this was simplify costs.

 

So in regards to Awaz FM:

 

a)      Glasgow (mostly Central to greater Glasgow and surrounding area)

b)      55000-60000 (it was estimated our target population during the last
Census)

c)       592820 (2007 population est Glasgow.Gov.UK) Urban Population
1,750,000 

d)      English, Urdu, Punjabi, Hindi

 

 

I'm sure we all can provide Jaqui and her team with this information which
she can use to strengthen the case to various departments on how the sector
reaches. I'm not sure if this information has been requested before so I
request all CR station to assist in this.

 

Kind regards

 

Javed

 

 

 

From: cma-l-bounces at mailman.commedia.org.uk
[mailto:cma-l-bounces at mailman.commedia.org.uk] On Behalf Of Two Lochs Radio
Sent: 04 May 2011 12:34
To: jaqui devereux; Phil Edmonds
Cc: cma-l at mailman.commedia.org.uk
Subject: Re: [cma-l] National Advertising

 

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 <mailto:jaqui.devereux at commedia.org.uk>  

To: Phil Edmonds <mailto:lists at philedmonds.info>  

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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