Radio Clyde
Media Pack
Q1 2012
WHY USE RADIO
And Why Radio CLYDE?
 Radio is a medium that people trust.
 Radio is still one of the most effective ways of
reaching a large amount of ‘in and out of market
consumers’.
 There is low ad avoidance with radio.
 Radio Clyde is local and connects with the listener
through music, talent, consumer & local
knowledge.
 This leads to quality audiences with a deeper
consumer engagement.
 Listeners find that commercials provide useful
information.
 Through the commercials, listeners expect to hear
information re products/services that are
available and relevant to Glasgow and the West
Source: RAB and Radio Clyde Focus Groups
People Trust Radio
Radio comes top for being trusted – or more accurately, it is the medium
where people feel less distrustful about the things that are said.
36% trust Press
60% trust Radio
36
‘I don’t really trust
what they say’
Disagree
Neither/DK
Agree
60
33
30
29
9
PAPERS
RADIO
Radio listeners are less likely to
avoid adverts
% who claim to be ad avoiders
70
68
61
60
52
50
44
40
%
30
20
16
10
0
Newspapers
Magazines
Direct Mail
TV
Radio
Radio Clyde
Listener Figures
Rajar Period Ending 1st April 2012
Radio Clyde Glasgow
and The West
Radio Clyde has greatest coverage of Glasgow and the
West:- reaching from as far as Dunblane, Stirling Dunoon
and Largs, to Irvine, Kilmarnock and East Ayrshire.
THE RADIO MARKETPLACE
GLASGOW & THE WEST
Weekly Reach (000s) in the Clyde TSA
Total Radio Clyde
595
517
Clyde 1
184
Clyde 2
445
*Real Radio
403
BBC Scotland
358
BBC Radio 2
313
*Capital FM West
BBC Radio 1
292
* Smooth
288
202
BBC Radio 4
155
talkSport
135
BBC Five Live
163
Classic FM
96.3 Real XS(Rock)
Other local Commercial
68
144
In the Clyde TSA:
381,000 Radio Clyde listeners do not listen to Real Radio
Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA,
Radio Clyde consists of Clyde 1 and Clyde 2
372,000 Clyde 1 listeners do not listen to Capital FM
129,000 Clyde 2 listeners do not listen to Smooth Glasgow
Clyde TSA
COMMERCIAL MARKET PLACE
Weekly reach (000s)
595
517
445
313
288
184
68
000s
Total Clyde
Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA,
Radio Clyde consists of Clyde 1 and Clyde 2
*Stations marked do not cover the whole Clyde TSA
Clyde 1
Real Radio Capital FM
West
Smooth
Clyde 2
Real
XS(Rock)
Radio Clyde
Gender, Social and Age Profile
Gender
women
44%
men
56%
264
331
Weekly Reach 000’s
SocioEconomic
Group
ABC1
45%
C2DE
55%
265
330
Weekly Reach 000’s
There’s only 1 number 1 Radio Clyde
Demographic Reach
ALL ADULTS 15+
ALL MEN
ALL WOMEN
15 – 24
25 – 34
35 – 44
45 – 54
55 +
ABC1
C2DE
Main Shopper
595,000
331,000
264,000
107,000
121,000
129,000
95,000
143,000
265,000
330,000
478,000
There’s only 1 number 1 Radio Clyde
1 and 4 Week Reach (%)
48
32
All
55
38
Men
58
58
59
45
42
27
Women
36
40
15-24
25-34
40
35-44
31
45-54
38
45
31
25
21
55-64
65+
Adults
Weekly Reach (%)
4 Week Reach (%)
51
30
34
ABC1
C2DE
Clyde 1
reaching 517,000 listeners.
%
60
% profile of Clyde 1 Listener
55
50
45
40
35
30
25
20
15
10
5
Male
Female
Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA,
15-24
25-34
35-44
45-54
55-64
65+
ABC1
C2DE
Clyde 2
Reaching 184,000 listeners
60
% profile of Clyde 2 Listener
55
50
45
40
35
30
25
20
15
10
5
Male
Female
Source: RAJAR Period Ending 1st April 2012 Base Clyde TSA,
15-24
25-34
35-44
45-54
55-64
65+
ABC1
C2DE
Radio Clyde V’s Competitors
Radio Clyde V’s Readership of Local Press in Area
595,000
Radio Clyde
517,000
Clyde 1
184,000
Clyde 2
*Readership in
Clyde TSA
540,262
Daily Record
442,000
The Sun
143,474
Evening Times
114,653
The Herald
Hamilton Advertiser
Greenock Telegraph
Paisley Daily Express
48,182
33,825
19,425
Source; ‘Rajar’ ’Period Ending 1at April 2012: Radio Clyde TSA;
Press Source: TGI Jan-Dec 2011 AIR for The Sun JICREG As AT 1 st April 2012based on Area AIR Clyde TSA `
Clyde 1 Shows
George Bowie
Suzie McGuire
Weekdays 06:00 -10:00
Weekdays 06:00 -10:00
Saturday 18:00 – 21:00
Robin Galloway
Weekdays 14:00 -18:00
Weekdays 10:00 -14:00
Jim Delahunt &
Superscoreboard Live
Saturday 06:00 – 10:00
Weekdays 18:00 -20:00
Knoxy
Romeo
Weekdays 20:00 -22:00
Late Night Gina
Sunday to Thursday 2200-0100
Radio Clyde
Can Make Your Budget Work Harder For You
Radio Clyde:
 is local and closer to its listener. Engages with
the listener on-air, online and out and about in
Glasgow and the West.
 reaches more listeners than any other station in
the TSA.
 delivers key target groups and can identify peak
listening periods for them across the week.
 specific shows can be accessed, through
advertising, promotions & sponsorship to build
closer connection with target demographics.
 As a company we can provide key insight and
monitor response to campaigns through our
planning systems and via surveys conducted our
qualified in-house research team.