RADIO
BORDERS
MEDIA PACK Q3 2013
RADIO BORDERS
THE POWER OF RADIO
•
High reach - Commercial radio reaches 67% of adults in Scotland each week
with 57% of the population listening to a local commercial station. More Scottish
adults listen to a commercial radio station than the BBC
•
Frequency medium - listeners will hear an average size campaign at least 4
times - double the frequency of a similar campaign on TV
•
Low cost – Low capital cost and low production costs make radio a cost
effective alternative
Source RAJAR period ending 15th September 2013 Base: IR Scotland TSA
RADIO BORDERS
THE POWER OF RADIO
•
Targeted – different audiences are available at different times of the day
•
Closeness to Consumers – Radio is seen as a trusted friend by listeners,
advertisers can “borrow” this trust
•
Intrusiveness – because radio adverts arrive on air unannounced listeners
are more likely to zone in
RADIO BORDERS
TRANSMISSION AREA
RADIO BORDERS
ADVERT AVOIDANCE (%)
Radio enjoys low advert avoidance compared to other media
70
60
50
40
30
68
61
20
52
10
0
Newspapers
Magazines
Direct Mail
44
TV
16
Radio
RADIO BORDERS
THE PROBLEMS WITH PRESS
 Ageing Profile of Newspaper Readers
 Diminishing levels of newspaper readership
 High levels of advertising avoidance - around 68% of people, compared
to 16% for radio
 Increased pressures on people’s times with busier lifestyle and the
increased number of sources offering round the clock news coverage.
 41% of people feel they are now spending less time with newspapers
than previously
Source Radio Advertising Bureau
Bauer Research Radio Borders Listener Club
RADIO BORDERS
RADIO BORDERS V’S LOCAL
PRESS
Radio Borders
54,000
Southern Reporter
34,068
Hawick News
12,749
Berwick Advertiser
11,431
Berwickshire News
9,400
Peebleshire News
9,436
Border Telegraph
Number of
listeners/readers
8,502
0
10,000
20,000
30,000
40,000
50,000
Source “RAJAR” twelve months ending 15th September 2013 Base: Radio Borders TSA
Newspapers Source: JICREG 1/10/2013
60,000
RADIO BORDERS
ONE AND FOUR WEEK REACH
(%)
83
77
68
77
73
70
67
61
60
63
50
52
48
45
All Adults
Men
Women
15-24
25-34
57
58
35-44
45-54
63
43
45
55+
ABC1
Source RAJAR period ending 15th September 2013 Base: Radio Borders TSA
55
C2DE
RADIO BORDERS
WEEKLY AUDIENCE
ALL ADULTS 15+
ALL MEN
ALL WOMEN
15 – 24
25 – 34
35 – 44
45 – 54
55+
ABC1
C2DE
54,000
27,000
27,000
6,000
7,000
8,000
12,000
20,000
23,000
32,000
Source RAJAR period ending 15th September 2013 Base: Radio Borders TSA
RADIO BORDERS
YOU’RE IN GOOD COMPANY
Here are just a few of our regular clients:
RADIO BORDERS
TESTIMONIALS
“… As the chair of BSPC, the Borders Solicitors' Property Centre, I have recommended the
services of Radio Borders to our member firms, and the group has been advertising on local
radio for the last few years. As we have member firms in every town in our area, regional
coverage is important, and Radio Borders has a listening audience that is widely spread across
the Region. For advertisers who are looking to build a presence in the Scottish Borders, there
is no better way of reaching out and touching the lives of our 106,000 population. I am certain
that an important part of our brand awareness, and our offer of an under one roof service, owes
much of its success to our partnership with local radio.
David Kilshaw OBE, Partner Cullen Kilshaw
"The Radio Borders team offered a cost effective radio advertisement solution to assist us in
our recruitment process. The process was streamlined from initial contact to producing a
bespoke commercial script on our behalf. The high level of quality applicants received are
evidence enough to demonstrate how effective radio advertising has been for us"
Tammy Yourston, HR Manager – Oregon Timber Frame Ltd
RADIO BORDERS
WHY SPONSORSHIP OR PROMOTIONS
Interest in radio sponsorships and promotions is growing fast because advertisers are
looking for new ways to connect with consumers. Radio is a more trusted medium
than many others, including newspapers and TV, and sponsorships and
promotions allow the guest brand to harness this trust.
Listeners have a strong relationship with their radio station. They describe radio as
their friend, and use it to give them emotional support. They are sensitive to the
relationship being undermined.
For sponsorships, the way the host and guest fit is essential. Sponsorships tend to
be longer-term than promotions, often achieving their effect in a somewhat
subliminal way. They are increasingly becoming more sophisticated, and extending
beyond on-air announcements to station events, product placement, website activity,
point of sale etc.
Promotions tend to be shorter-term, and depend less on exact brand fit than on
building excitement and participation through entertaining radio output. Promotions
need good process management and quality control, with briefs being clear but
flexible enough for each station and presenter to create their own best execution of
the requirement.
RADIO BORDERS
EFFECTIVENESS OF S & P
Since they vary so much, there is no average figure for the effectiveness of
S&P campaigns. Radio advertising is three-fifths as effective as TV
advertising on average: it makes sense that S&P would beat this average by
some distance, since activity is much more intensive and frequent on radio,
and persuasive brand messages are allowed.
Like sponsorships, promotions are becoming increasingly sophisticated, and
listeners are now able to interact with the station via texting, e-mail etc.
RADIO BORDERS
CREATIVE SERVICES
Without commercials Commercial Radio just wouldn’t be the same! And in one way or another, the
Commercial Production department is responsible for every commercial that goes out on air, whether it be
for a local or national client.
The Radio Borders Creative Team have a number of years experience in writing and producing effective
radio advertising but we can do more than just produce radio commercials, we also offer our clients a broad
range of audio services including making:
Radio commercials
Sound tracks for TV commercials
In-store Tannoy announcements
Answer phone messages
Music and voiceovers for your website
We do all of this and MORE!!!
Get in touch
If you would like more information, a no obligation quote or to commission an audio production you can
contact the Commercial Production team by telephone on 01896 759 444
RADIO BORDERS
CREATIVE SERVICES
RADIO BORDERS
GET IN TOUCH
Contact us: Katy Leigh
By Phone – 01896 759444
By Email – katy.leigh@radioborders.com
Online – www.radioborders.com
Address: Tweedside Park, Galashiels TD1 3TD