[cma-l] National Advertising

Thu May 5 09:46:21 BST 2011

Taking Javed's suggestion a little further, I believe it would be possible
to give some more "science" which may help convince national advertisers.

There are excellent statistics available from the Central Office of
information.  These stats are available free of charge on their website -
with loads of information on population, ages, employment, income,
deprivation etc etc.  There is a choice to break down the information by
parish, postcode sector etc etc.

Thus if each station declared which parishes or postcode sectors is covered
(maybe by overlaying a coverage prediction), there would be a wealth of
population data available.  This information is hard fact and cannot be
disputed.  Then the next part (which could be disputed), is the station's
reach of that population...but some relatively simple random surveys could
establish that relatively easily on a one-off or occasional basis.

Glyn Roylance
Associated Broadcast Consultants

On 4 May 2011 17:29, Javed Sattar <javed at awazfm.co.uk> wrote:

> 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 <jaqui.devereux at commedia.org.uk>
>
> *To:* Phil Edmonds <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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