[cma-l] FW: the pudding
Alan Coote
alan.coote at 5digital.co.uk
Fri Mar 24 09:48:14 GMT 2017
Bill et al,
I’ve been giving this some thought and have exchanged a couple of emails with James off list.
As Let’s Talk Business is one of the larger syndicate shows we need to track our audience across around 100 stations. By the nature of community radio, all traditional mechanisms are a non-starter.
For the purposes of working out a national audience, we get close enough…
The average MCA of a community station is around 35,000 people whereas the average MCA for a commercial station (excluding London FM) is 700,000 = 20 times greater. This means even exceptionally engaged individual community stations with a high share won’t increase a campaigns exposure as much as a moderate commercial station.
We also accept that in most areas the community station will not be the first choice, so their share will be less than the best one or two commercial stations in their market.
This means we use an 8% - 15% reach for established community stations. We often don’t include audience figures for stations who have only been on-air under a year.
We know that commercial stations TSAs are between 20% – 40% higher than their MCA as both are published. And as Ofcom have also published community stations MCA’s, we can derive a proxy TSA for each community station.
We make further adjustments for other factors but these add rigour to the estimation and often become lost in a rounding error.
Finally, when we launch our new show shortly we’ll have an improved system able to give daily daypart estimations. Which absolutely no one has asked for! J
Kind Regards
Alan
Alan Coote
Email - alan.coote at MonogramMedia.co.uk
Phone - 0800 949 6655
Mobile - 07801 518858
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Twitter - @LTBShow
Web - http://www.LetsTalkBusinessOnline.com
From: <cma-l-bounces at mailman.commedia.org.uk> on behalf of "bill.best at commedia.org.uk" <bill.best at commedia.org.uk>
Reply-To: "cma-l at mailman.commedia.org.uk" <cma-l at mailman.commedia.org.uk>
Date: Thursday, 23 March 2017 at 14:49
To: "cma-l at mailman.commedia.org.uk" <cma-l at mailman.commedia.org.uk>
Subject: Re: [cma-l] FW: the pudding
Thanks Glyn.
The CMA is looking into the data / statistical solution that has previously been given some exposure.
Best regards
Bill
--
Operations Manager
Community Media Association
http://www.commedia.org.uk
https://twitter.com/community_media
https://facebook.com/CommunityMediaAssociation
Canstream Internet Radio
http://www.canstream.co.uk
https://twitter.com/canstream
On 23 March 2017 at 14:30, Associated Broadcast Consultants <info at a-bc.co.uk> wrote:
I think another problem is that Murphy's law applies here.
Because CR audiences are smaller (no one knows for certain, but let's assume so!), that means they need a larger sample size to get a statistically significant answer for CR than for larger stations.
Thus we are in a situation where something costs much more to deliver, yet we want it for less/free.
Not sure of the solution to that dilemma apart from to "work smarter" - eg: the James Cridland/Media UK solution using Tunin stats etc. If James is not able/willing to host and lobby for that solution, maybe another suitable independent organisation could do it?
https://media.info/uk/radio/data/rajar-vs-tunein
Glyn
On 23 March 2017 at 14:08, Martin Steers <martin at martinsteers.co.uk> wrote:
I do have a question as to who should pay?
If you were presented an option to pay say £1,000 but get this survey data that in the right hands could bring in 10 times that as income surely that would be seen as a good investment?
Martin
On 23 March 2017 at 13:11, Terry Beale <t.beale at tonefm.co.uk> wrote:
I would echo the sentiments. As a not for profit station we can't afford to pay for this and we are always being asked the question.
CR stations need support we do a valuable job!!
Terry Beale
On Thu, 23 Mar 2017 at 10:33, Eden FM Radio <admin at edenfm.co.uk> wrote:
I found that email mildly insulting.
The most popular question we are asked when trying to sell advertising or apply for a grant, is "how many people listen".
We would LOVE to be able to say ". . . community radio formal research shows . . . " it would make our life in the frozen north-west of England easier.
No national advertiser is going to put money in to community radio without some acceptable industry standard research.
Not every station would want to take national advertising or, in some cases, any advertising at all and we all respect that I hope. Eden FM, however, would be happy to receive some income from this source.
It was disappointing that Ofcom felt unable to support the application to fund some industry standard research and I hope that somehow there can be a resolution.
Cheers.
-Nigel-
Eden FM Radio Ltd
Office : 01786 899 101
Studio: 01768 899 107
Web: www.edenfm.co.uk
Twitter: @EdenFmRadio
Facebook : @edenfmonline
Mostyn Hall, Friargate, Penrith CA11 7XP
----- Original Message -----
From: Canalside's The Thread
To: 'The Community Media Association Discussion List'
Sent: Wednesday, March 22, 2017 5:21 PM
Subject: [cma-l] FW: the pudding
From: Canalside Community Radio Ltd [mailto:office at canalsideradio.net]
Sent: 22 March 2017 17:19
To: 'Canalside's The Thread' <office at thethread.org.uk>
Subject: FW: the pudding
Dear All
This came through today from Radio Response ……… we’re giving it a go here at Canalside I have to say though we are our own worst enemy. People are bending over backwards to help us, why are we not ALL running these to give ourselves a fighting chance ? the sooner we start operating as a ‘collective’ fraternity the better it will be for everyone. Surely even the ‘I’m alright Jacks’ could do the decent thing and try help the ones who are having a bit of a tough time ??? maybe I’m going soft in my old age ?
_____________________________________________________________________________________________________________________________________________________
AUDIENCE RESEARCH
As most of you will know by now, unfortunately, OFCOM did not grant the funds for our Somer Valley FM led bid to provide audience research to a consortium of 20 stations. The funding pot this time round totalled £200,000 and whilst our bid was well received the committee did not feel it could justify the allocation of 20% of the fund to one bid. We are looking for alternative funding opportunities and will keep you posted on developments.
____________________________________________________________________________________________________________________________________________________
Which Pot of funding is this ? and why do we need audience research again ? is this yet another consultation dressed up with a different wording ?
Surely, once you launch something like this you are then in the Commercial Zone. The proof of the Pudding is in the eating isn’t it ? WE (as a collective body) either get ready for a fall and Radio Response change their name to Radio No Response or we hit the jackpot and the results come flooding in. The three trial Advertisers then write ‘’’testimonials’’’ for the Sales people to pitch at the next target. I personally think a fair to middling response would be good enough for us. Correct me if I am wrong but fair to middling from 250 Stations is rather good National Advertising isn’t it ?
However, as I have pointed out many times before, we have to be careful that we don’t go drifting off into NoddyLand …… there is no guarantee that if we were on Rajar that the figures would make good reading ----- if this was the case then surely on a National Scheme we’d be going backwards wouldn’t we? So best stick with Herbert Muggins the Candlestick Maker in the Village. Then again (REMAINING POSITIVE) the figures could prove very promising and exciting …………. I am already stripped down to my undies in anticipation, and ready to take the big splash plunge into the Canal Yippeeeee
Onwards and Upwards / Monkeeeee Magic
I’m sure the team will keep us posted
Nicholas H Dumpty / Sales Co-Ordinator & Chief Cashier ka-ching ***
Error! Filename not specified.
Canalside Community Radio Ltd.
Canal 2B,
Clarence Mill,
Bollington,
Cheshire,
SK10 5JZ
01625 576689
office at canalsideradio.net
www.canalsideradio.net
Error! Filename not specified.
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www.facebook.com/canalsideradio
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