Live & Kicking
How Britain’s love of radio plays a crucial role
for brands
90% listen every week for 21 hours
Source: RAJAR Q3 2013
Time spent with social media
Time spent with media (millions of hours/month, UK)
178
Facebook
2
1
Twitter
LinkedIn
Source: Deloitte @ MGEITF, August 2012
Time spent with broadcast media
dwarfs social media
Time spent with media (millions of hours/month, UK)
6399
4149
178
2
1
Facebook
Twitter
LinkedIn
Radio
Source: Deloitte @ MGEITF, August 2012 & RAJAR Q4 12
TV
Podcas
ts
Digital
platforms
make radio
even more
accessible
Digital
Televis
ion
Social
Netwo
rks
Digital
Television
SMS
YouTu
be
Email
Marketi
ng
You need a balanced scorecard
Long term
Brand building
Activation
Short term
Source: ‘The Long and the Short of It’ – IPA Databank
The 60:40 rule has not changed
Source: ‘The Long and the Short of It’ – IPA Databank
The value of radio
Broad effect on all performance measures
Long term
Brand building
Activation
Short term
Narrower response effects
Source: ‘The Long and the Short of It’ – IPA Databank
Brand building requires broad reach &
involvement
Source: IPA Touchpoints 2012 Adults
Best practice radio planning
Radio revenue returns improve with higher weekly reach
3.1
Radio % Uplifts
2.9
2.7
2.5
2.3
Radio returns improve
with higher weekly reach
2.1
1.9
1.7
12%
15%
19%
25%
30%
35%
% Av weekly Coverage
Source: Radio ROI Dataset
Base: Meta-regression Analysis, Radio Sales Uplifts, 131 cases
40%
Radio generates the
highest increase in
Happiness & Energy
Source: ‘Media and the mood of the nation’ RAB/Sparkler/Goldsmith’s University
Radio’s unique emotional engagement
continues into the ad break
During
silence
During radio
editorial
Ads preceded by
radio editorial
Source: ‘Media and the mood of the nation’ EEG test
RAB/Sparkler/Goldsmith’s University
Evidence of radio’s brand effect
+83%
Awareness
+52%
Brand Relevance
+40%
Brand Consideration
TV & radio deliver highest revenue ROI
£8.70
Average ROI
£7.70
£5.80
£4.90
£2.00
TV
Radio
Press
Online
Source: RAB’s The Radio Multiplier Study
Outdoor
The value of radio
Broad effect on all performance measures
Long term
Brand building
Activation
Narrower response effects
Source: ‘The Long and the Short of It’ – IPA Databank
Short term
Evidence of radio’s activation effect
+9%
sales
+52%
brand
browsing
Radio stimulates mass reaction
In summary
 Radio retains significant scale and influence
 Balance between brand building and activation is
crucial
 Radio has a significant role to play in both…
 …but is currently under-invested in by advertisers
and agencies