Media Information 105
Cine Scent, where perfume is sprayed as the XFM will become Galaxy on the 8th of November.
ads come on screen. As we go to print, the latest With a new marketing campaign waiting in the
news is that Peal and Dean is still up for sale and wings it will be interesting to see the effect this
2009 is to be the year of 3D movies. new player has on the market. With a more
mainstream playlist and the success of the Galaxy
Network in the UK so far, it will deliver another
RadIo
very competitive station to the central belt. This
Cameron Smith, Broadcast Account Manager
will be good for clients and buyers in Scotland,
Feather Brooksbank
however, it is unclear how the market for XFM
2008 must be one of the most memorable and
listeners will be catered for based on the current
exciting years in the radio industry for some time.
playlists of Scotland’s radio stations. There is the
News of takeovers, buyouts and mergers were
potential these listeners may move towards the
never far from the pages the trade press. What
BBC market and digital stations such as 6music.
we have seen is a major shift from publicly owned
We will wait and see.
radio groups towards consolidation and privately
Following on the form of 2008, Original 106
owned personal wealth flooding into the market.
in Aberdeen bought out owners CanWest
Only a short time ago it was Emap, Gcap,
and is now run independently. Original have
Chrysalis, Virgin, GMG and UTV fighting it out
been operating for one year and provide local
for share and listening hours in the UK market.
commercial competition to Northsound 1 and 2.
Fast forward to 2008 and a new list of names
Original have yet to be RAJARed, at the time of
appear. Bauer, Global and Times of India have all
writing, but we will see how they perform in Q4
moved quickly into the UK radio market, some
which could make the Aberdeen market place
more surprisingly than others, with GMG and UTV
very interesting in 2009.
remaining as before.
In general, 2008 has been a year of transition,
Overall this can only be a good thing for the
now with the main players ready to go 2009 could
industry. It allows groups to react quicker to
be even more memorable than the year preceding
market conditions, take more control of their
it.
own destiny and free themselves up from the
time consuming shackles of the city. With fresh
marketing budgets, new owners, increased
out of HoMe
national offerings, technology advancements and
Tim Bisset, Account Manager,
greater competition in the market, 2009 is set to
Feather Brooksbank
be a very exciting year for the radio industry. The popularity of out of home media within the
The radio market has seen its listening hours and
marketing mix continues to grow. In the last year
reach rise and continue to rise over recent years.
alone the number of advertisers using the medium
This has put the medium in a strong position in
has spectacularly grown with 91 of the top 100
the market place. With the development of mobile
advertisers in the UK using out of home – and all
technologies and live streaming of radio to mobile
top 20 advertisers using it in some shape or form.
phones via the World Wide Web, a new world of This rise in popularity helped out of home to
commercial opportunities and challenges for the break the 10% barrier in terms of share of
industry is beginning to develop. Whether or not display advertising for the first time in the first
2009 is the year we see this take off is yet to be quarter of 2007. It is a share that the medium
seen, however it will no doubt prove to be vital. has struggled to maintain however, falling back
The Scottish market place in 2008 saw many
slightly to a 9.24% share at the start of 2008.
changes and developments. Overall, the year
But whilst revenue may have fallen slightly, the
has been strong for radio in Scotland – we still
quality of roadside panels is improving with a
love commercial radio in Scotland with the latest
greater percentage of roadside now converted
RAJAR figures showing a 53.6% market share
to vinyl skins. Where paper posters still exist, the
(only 43% nationally).
old paper and paste methods of installation are
being slowly replaced by one-piece biodegradable
GMG lost some ground from the record breaking
posters, resulting in faster posting and 15% more
dizzy heights of last year, but has regained
display time.
listeners in the last 2 RAJARS. Clyde and Forth
have both regrouped in 2008 and their additional
However, it is digital formats that are driving out of
marketing spends, combined with very successful
home growth. Revenue from digital screens has
station led promotions on all Bauer stations has
risen 73% in the last 12 months to £12.8million as
taken effect. This leaves Bauer Scotland as the
the major contractors move to provide complete
strongest commercial group in the country with a
solutions across their digital and non digital
46% share and reach of 1.7 million listeners.
platforms. This process was already evident
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