The RAB should feel proud to have made a strong case for radio’s role in media effectiveness, says David Brennan, however, as an industry, we’re going to have to rethink our approach to measuring effectiveness – and fast.
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As Rajar releases its third quarter results for radio listening, Newsline has captured some industry reaction, with opinion from MEC Global, Gekko and ZenithOptimedia.
New research from Kantar Media reveals that the average radio listener would be willing to pay over £42 a year to access content.
Examining the Rajar Q3 results, Andy Haylett, director, Ipsos MediaCT, says what we’re seeing is probably a seasonal dip in radio consumption and is likely to be short-term.
Nick Grimshaw’s BBC Radio 1 breakfast show drops to 5.6 million listeners – the lowest figure recorded in almost two decades – plus the rest of the radio market news in our Rajar round-up.
BBC’s Five Live Sports Extra and sees huge growth, as Kiss UK takes its weekly reach to more than 5 million.
Online and mobile gain popularity, particularly amongst 15-24 year olds, as digital listening hours increase 14% over the last year.
Brands using radio for advertising get almost eight times the return on investment, according to the first-ever analysis of cross-agency data, conducted by the Radio Advertising Bureau.
The corporation hopes the move will help reach larger audiences of young people, as it plans to broadcast ‘Live Lounge’ performances and events.
Programming changes include a new morning line-up, a new weekend breakfast presenter and brand new weekend programming alongside the station’s live Barclays Premier League commentary.