MORAY FIRTH RADIO
RAJAR Q1 2013
THE POWER OF RADIO
High reach - Commercial radio reaches 65% of adults in Scotland each
week. 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
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
Youth focused – according to TGI, the average age of the UK adult
population is 46. The average Commercial Radio listener (all listeners) is
only 45 (compared to 48yrs on average for BBC – all listeners)
Source: RAJAR Q1 2013; RAB; TGI
USING RADIO WITH OTHER MEDIA
Radio and the Internet
Almost 50% of adults listen to the radio when
online each week and may be directed to a
particular website on hearing an advert on the
radio at the time of surfing
Combining radio and online significantly
enhances response
57% of the adults asked claim to have
checked things on the internet after just
hearing about them on the radio, with 59%
claiming to use the internet to search to
find more details.
This isn’t just restricted to editorial
mentions – 39% claimed that advertising
has prompted them to search for
something on the internet.
UHI School Challenge
Mystery Voices
MFR Awards
Murray the MFR Moose
MFR Media Trust
MFR Cash For Kids
MFR STATION INFORMATION
Core Target Audience: 25-44 year olds.
Station Format: Our personalities are as varied as
the area we broadcast to and reflect our universal
audience. Many have grown up with MFR.
We are involved in anything significant, and a
whole lot more that goes on in the north of
Scotland. From our schools challenge, Loch Ness
Marathon to the Belladrum festival. We work
tirelessly, with Police, NHS and our local
authorities, we are at the heart of our communities
in the Highlands, Moray and Aberdeenshire by
providing local news, community information along
with personality radio in a bright, fun, interactive
style and providing a good solid platform for local
businesses to buy affordable advertising that
reaches 111,000 ears every week.
WEEKDAY LINE-UP
Ginno & Nicky Marr at Breakfast
6am-10am
Tich McCooey on Mid-Morning
10am-2pm
Jodie McCluskey on Drive Time
2pm-6pm
Ken Kelman evenings
6pm-10pm
Late Night with Gina McKie
10pm-1am
THE TRANSMISSION AREA
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*Sony Radio Academy Station of the Year 2010 (up
to 300,000)
ADULT POPULATION
235,000
MEN
116,000
WOMEN
120,000
CHILDREN (10-14)
17,000
MORAY FIRTH RADIO
Draws listeners from the biggest
local radio area in the UK,
equivalent in size to Belgium
Covering The Highlands, Moray
and Aberdeenshire
4 Week
Reach 153,000
adults (65%)
Source: Rajar Q1 2013 Based on the MFR TSA
Weekly
Reach –
111,000
adults (47%)
OUR AUDIENCE
15+
15-24
25-34
35-44
45-54
55+
Population (000s)
235
33
30
35
44
94
1 Week Reach (000s)
% Reach
Average Hours
111
47
10.7
15
46
6.7
21
70
11.1
17
49
10.1
23
52
11.4
35
37
11.9
4 week Reach (000s)
4 week Reach %
153
65
22
67
27
89
24
67
31
70
49
52
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 16th December 2013
COMPETITORS
RANKING BY WEEKLY REACH
MFR
111000
BBC Radio 2
94000
BBC Radio Scotland
67000
BBC Radio 1
67000
BBC Radio 4
39000
BBC Radio 5 Live
27000
Classic FM
27000
BBC Radio 3
talksport
Absolute Radio
9000
5000
2000
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 31st March 2013
% REACH OF RADIO STATIONS IN MFR AREA
WEEKLY REACH
MFR
47
BBC Radio 2
40
BBC Radio Scotland
29
BBC Radio 1
29
BBC Radio 4
17
BBC Radio FIVE LIVE
12
Classic FM
12
BBC Radio 3
talkSPORT
Absolute Radio National
4
2
1
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 31st March 2013
PRESS COMPETITORS
PRESS CIRCULATION FIGURES
MFR TSA
MFR
111,000
Press and Journal*
23,312
Northern Scot MWE
21,642
Northern Scot
13,915
Inverness Courier Fri
12,417
Inverness Courier Tues
8,963
John O'Groats Journal
7,243
Ross-shire Journal
7,123
Caithness Courier
5,708
Bad and Strath Herald
3,913
Northern Times
3,042
Forres Gazette
2,963
West Highland Free Press
66
Source: RAJAR/IPSOS RSL. (Q1 2013) 12 Month Period ending 31st March 2013 Source Press: JICREG 01/05/13 (based on circulation MFR TSA)
MFR WEBSITE
50,106
page
views in
April
13,167
visitors to
website in
April
source: Bauer Dashboard 2013
WHOEVER YOUR TARGET AUDIENCE…
Moray Firth Radio can reach them
111,000 adults in the area tune in every week
A four week campaign on MFR reaches 6 out of 10 adults in the area
MFR reaches 58% of 25-44 year olds in the area each week
52% of 45-54 year olds tune in each week, and 70% across 4 weeks
Every week, 50,000 ABC1’s tune in to MFR for total of 427 hours.
70,000 tune-in over the course of a month.
Source: RAJAR (Q1 2013) 12 months period ending 31st March 2013, Base MFR TSA