in associationwith
MEDIAWATCH
Table 2: Daily Listening by Radio Station: Dublin Adults 2008/9
000s % 000s % 000s
RTE Radio 1 287 29 284 29 -1% RTE 2FM Lyric FM Today FM Newstalk
117 12 114 12 -2% 58 89
6 52 5
4FM -- 23 2 FM 104 98FM Q102
Spin 1038
Country Mix 36 Phantom
30 2009/10 % change in
year, media spending on radio fell by an estimated 10pc com- pared to 6pc on its broadcast competitor, television, according to Nielsen Media Research. Obviously, the recession continues to hit the advertising revenues of all media but so too, one could argue, does the amount of time, effort and money radio stations expend on fighting individual turf wars rather than on marketing the strengths of the medium itself. While some station owners such as UTV have undertaken cred-
-10% 9 97 10 +9%
115 12 93 10 -19% n/a
194 20 182 19 -6% 151 15 137 14 -9% 115 12 131 13 +14% 138 14 139 14 +1% 4 35 4 3 27 3
-3% -10%
Source: JNLR/IPSOS – Carat Ireland – Jul ’09–Jun ’10 vs Jul ’08–Jun ’09
itable initiatives to demonstrate the selling power and the return on investment that radio campaigns can deliver, these have been few and far between at industry level. The sterling work done by the UK’s Radio Advertising Bureau around audience insights, cre- ative uses of the medium and ‘real world’ case studies is much admired in this market too and it is an ambition of the new Independent Broadcasters of Ireland (IBI) board that it might find sufficient funds to start an Irish equivalent. If the radio medium is to retain its commercial vibrancy in an era
when digital platforms such as social media are gaining greater advertiser, agency and audience attention, then it must re-engi- neer its sales focus. There is a widespread belief that consumer engagement or participation is the main preserve of social and user-generated media such as blogs, Facebook and YouTube. But radio stations too need to start reminding advertisers about the participatory power of its own platforms (on air, online, via phone, text or Twitter) and the innovative ways in which they can connect their thousands of committed listeners with brands. Now that would be something worth listening to.
Peter McPartlin is strategy director at Carat Ireland.
ADVERTISING & MARKETING
At Leo Burnett Dublin we are proud to represent many of the most successful brands in the Irish market, like Kellogg’s, Primark, Nivea, GAA and Nissan to name but a few.
Check out all the latest news and our extensive range of award-winning advertising and marketing programmes on
www.leoburnett.ie/blog
If you’d like to come in and discuss how we can contribute to your brand’s success, please contact Shane McGonigle at Leo Burnett Advertising & Marketing on 01 668 9627.
Volume 4 Issue 3 2010 Marketing Age 45
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68