Radio Borders. Media Pack Q4 2013. Radio Borders The Power of Radio. High reach - Commercial radio reaches 68% of adults in Scotland each week with 58% of the population listening to a local commercial station. More Scottish adults listen to a commercial radio station than the BBC
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Media Pack Q4 2013
Source RAJAR period ending 15th December 2013 Base: IR Scotland TSA
Radio enjoys low advert avoidance compared to other media
Source Radio Advertising Bureau
Source Radio Advertising Bureau
Bauer Research Radio Borders Listener Club
Source “RAJAR” twelve months ending 15thDecember 2013 Base: Radio Borders TSA
Newspapers Source: JICREG 1/10/2013
Source RAJAR period ending 15thDecember 2013 Base: Radio Borders TSA
ALL ADULTS 15+ 54,000
ALL MEN 27,000
ALL WOMEN 27,000
15 – 24 6,000
25 – 34 7,000
35 – 44 8,000
45 – 54 13,000
Source RAJAR period ending 15thDecember2013 Base: Radio Borders TSA
“… 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 108,400 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
Interest in radio sponsorships and promotions is growing fast because advertisers are looking for new ways to connectwith 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 relationshipwith 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 participationthrough 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.
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 TVadvertising 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.
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:
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