Archive for October, 2009

Radio Advertising RAJAR Results

Thursday, October 29th, 2009

Every Quarter the radio station listenership results come in and the PR machines whir into action turning defeats into victories and victories into slaughters! There are lots of ways to cut through the results but looking at the actual reach of listeners per week per station is often the best barometer of all. So here’s the independent scoop from us:

London wakes up this morning with a sad Heart (106.2FM). The Global Group station which bled great chunks of radio audience reach last quarter failed to make a meaningful comeback and only limped back into second place due to Capital FM’s mixed bag of results and its loss of reach. Considering that Global own both radio stations, it’s a challenging set of results for them as they tinker with the engine again. Capital FM did take the lead in London though for market share (meaning they get more hours of listening than anyone else) but the drop in audience will be a disappointment to them.

Magic is still London’s top radio station for reach, its been undefeated for years now and it still hits more than 2 million listeners every week. But Bauer’s glee at Magic’s continued dominance will be tempered slightly by disappointment that Kiss 100′s great leap of last quarter fell away quite dramatically.

Elsewhere in London, Absolute Radio’s pedal is still to hit the metal, LBC stayed impressively strong with close to a million listeners, Smooth, Gold and XFM retained similar results to last time and a big success story was Choice FM who keep on creeping up (how many times have we said that!) and Choice is now close to 600,000 weekly listeners in London

Nationally, more woe for Global as Classic FM dumped around 4% reach (that’s a lot when you have 5.7 million listeners a week). But Talksport enjoyed a modest but pleasant gain as its niche format performed well considering there was no football for half of the survey period.

In Birmingham, an interesting story is developing. On face value, Orion’s  flagship station, BRMB, took a  loss in audience reach. However, the listening hours are coming back more and more strongly so we’re expecting great things in the future as the programming is starting to work and the seeds of recovery are planted.

There are more stories aplenty across this great radio nation, for the lowdown on any area or station that interests you, please contact us on the details below.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

How does a radio advertising strategy fit your marketing plan?

Thursday, October 29th, 2009

One of the great strengths of radio advertising is that it communicates on a more cerebral and less blatant level. One of the downsides of that is that people don’t always realise they are consuming product as a reaction to a radio commercial or series of radio commercials.

That’s why radio advertising is still the only media that sometimes tell customers that their best advertising strategy might be to STOP RADIO ADVERTISING.

At Radio Experts, we call it the ‘turn on then turn off’ technique. It’s simple and it gives you the best insight you can get on how your radio advertising and radio production can work for you.

It works in this simple way.

Because the true strength of radio advertising often shows up as increased response to other marketing (like your online dynamics, television advertising, yellow pages directories, press commercials etc) – so if you turn your radio advertising off, you see how much the response drops away from your website spikes, tv advertising, press ads etc.

In this competitive media economy, radio advertising can take you the extra mile to true profit making ROI. It’s just that sometimes you have to switch off to switch on.

Wake Up To Overnight Radio Possibilities

Tuesday, October 6th, 2009

A great and fresh way to advertise on radio is by tapping into Radio’s Overnight listeners and penetrating these uncluttered audiences in their uncluttered space.

Speaking to listeners away from their fast moving daily stresses means you really get to speak to them. And it means they really listen.

So for an advertiser it means that when you get the messages right, you get a superb response and ROI. This effect is all the more so because Overnight radio spots are a fraction of the cost of daytime radio advertising.

Its just a simple question of maths really and all of the sums add up to one conclusion, overnight radio advertising = ROI value

Just as a bit of  fun – here’s a link to a fabulous wind up call all about overnights…….enjoy!

Link to Wind up call

(warning – sontains strong language and expletives, do not hit the link if you are easily offended)

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

Tim Cowland on BBC News

Tuesday, October 6th, 2009

A BBC News team visited us last week to get the Radio Experts Opinion on their strategy, click play below to see a clip of Tim Cowland talking through the subject with the BBC’s Sam Naz.

[See post to watch Flash video]

For more information on the changes at the BBC and how they affect the overall radio marketplace, please call one of the team here on 0207 841 8744 or email us at

Blog submitted by Tam McGregor, Marketing Co-ordinator at Radio Experts.

Changes at Radio 1

Tuesday, October 6th, 2009

Fascinating changes at Radio 1 as Station Controller Andy Parfitt brings in yet another raft of changes. Parfitt’s strategy is partly to bring in more and more new faces and young blood, but the most amazing changes is less about who’s in and who’s out and more about the changes to the programming.

Radio 1’s previous reputation for delivering new music, more music ,and more new music is now turning into more programming, new programming and more new programming. Items like documentaries, investigations, reports, news and even pseudo gameshows are suddenly cropping up all over the evening schedules. One show in particular even has what seems like a version of Desert Island Disks but reskinned for the Radio 1 late noughties…….the mind boggles.

So why are they doing all of this? Well Radio 1’s remit is to reach 15-29 year olds but recent research has shown that their median age of listener is now up to 33…OUCH!, So they need to freshen up, get younger and get with it – before the young things all get with someone else!

Will it work? Only time will tell but you can be sure that the Radio 1 Controller and his team will be watching the audience ratings and the average ages like hawks when the next RAJAR results come out in about a months time. If their actions prove to be a success, you can be sure that this summer’s and autumn’s bloodletting (Jo Whiley, Edith Bowman, Steve Lamacq et al) will be a mere precursor to the fun and games ahead.

I was privileged enough to be interviewed by a BBC News team on Thursday morning about the changes at Radio 1. The piece screens on BBC News, other BBC channels and will be on the website from this weekend. It’s a fascinating time in the radio industry and as ever your Radio Experts are on hand to navigate you through.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

Rising to the Radio On Demand Challenge

Tuesday, October 6th, 2009

Here at Radio Experts we’ve been busy with our Bunsen Burners, lab coats, headphones and calculators, We’ve been merrily deconstructing the formulas for success in this new audio environment, Radio On Demand. The result is that I can offer clients a Radio Expert On Demand service that delivers a smart route to independent advice and sophisticated audio and media work.

In our travels over the past month we’ve heard a lot of opinions and excitement about our pioneering work as Radio Experts On Demand. The way we see it, there are three Radio On Demand players to highlight to you right now:

  • Spotify – now closing in on 2.5 million users across the UK
  • We7 – delivering 2.5 million users also – and through a selection of services
  • Radio Experts On Demand– forging close links with this emerging industry and generating fascinating media and creative intelligence on what works and why.

If you have campaigns that require carefully honed geographic/conurbation or age targeting then we recognise the brief for you and put Radio On Demand schedules alongside the other stations we recommend. Its quite simply ‘another way’.

Looking for women 25-44 in Greater Manchester postcodes? We can deliver audio impacts on them and only them with our bank of Radio On Demand suppliers.

Looking for regional 45+ audience for travel products? Our Radio On Demand solutions could be perfect.
Want 25-54s with South Coast postcodes for property Open Weekends? We have some stunning Radio On Demand solutions and case studies for you.

The possibilities are endless because Radio used to offer three tiers, national, regional and local, but Radio On Demand services (like Spotify and We7) offer a 4th tier.

To find out more about our aggressive work in this new space, including how we have achieved click through rates at more than 10 times the average for some clients, just speak to the Radio Experts team. Its our favourite subject at the moment!

Radio Experts, a London based specialist radio agency.

In Demand

Tuesday, October 6th, 2009

Over the last few months, there’s been a lot of noise in the industry about services like We7 and Spotify. And I’ve been making a lot of that noise myself!

Step 1, I suggest you join these sites and see what they offer their users. Its a fascinating insight into the brave new world of audio advertising.

As a Radio Expert, I understand that Radio On Demand Services are reinventing response levels, relevancy and clever use of audio creative and branding. As you’d expect, I’m one of the people at the forefront of this market shifting evolution and I’m pleased to say that I already have a series of successful campaigns under my belt.

Click through rates are through the roof, happy customers abound and results are encouraging across the board. That’s all in a day’s work for me (usually!) But as the song says ‘it aint what you do it’s the way that you do it’. Which is why I have developed a series of strategies for successful Radio On Demand campaigns.

To find out more about how to make Radio On Demand work for your brand and work for your click through rates – get in touch! Your Radio Expert is all ears.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

PS – as I’ve been writing this entry an email has just arrived telling me that a client is achieving 0.7% click through rate on Spotify. That’s more than 7 times the average click through rate for a flat online campaign!

Wind up Radio

Tuesday, October 6th, 2009

Radio touches ears, hearts, wires and dancers. But at Radio Experts, we also know that its often at its best when it touches the funny bone. There have been some great radio wind-up merchants over the years, Stern, Penk and most famously of all Mr H G Wells with his War of The World’s Radio Hoax. But if you’ve got 5 minutes to spare and you fancy a little chuckle to yourself, I’d like to introduce you to Wackhead Simpson, a South African radio wind up genius. This guy has that perfect combination of balls of steel and balls of steel. This one has a UK theme.

click here for the audio clip

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

Good Point Well Made

Tuesday, October 6th, 2009

Loved this video from the RAB, so true and so simple.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

Learning About Radio Advertising

Tuesday, October 6th, 2009

As a Radio Expert, I live for my clients and for the success of my campaigns. So, when I’m recommending schedules, choosing the stations and geography that fit the brief and devising creative……there’s a lot of pressure to get things right.

Fortunately, successful radio advertising is as much about experience as it is about inspirational creativity. On the back of an envelope, I reckon that the team at Radio Experts have been responsible for placing in excess of £50 million worth of radio advertising over the years as well as countless dollars, Euros and all sorts of other weird and wonderful currencies. In terms of commercials written, we’ve quite simply produced too many to count. Big ones, small ones, fat ones, thin ones, loud ones, quiet ones….there’s little we haven’t done creatively over the years.

But the most important thing to me is to keep on learning. By making a science out of what works (and also taking careful note of what doesn’t work), it only increases the service I can provide to my clients and their very important advertising pounds / Euros / dollars / kwacha!?*

After all, if you’re not learning, you’re just not tuned in.

Right now, we’re learning some fascinating stuff about retinal eye movement in front of a computer and where your eyes go when you hear audio messages. There’s so much to learn and so much to get better at…….it might not be everyone’s bag, but I think being a Radio Expert is the most exciting  job on the dial.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency.

We make great radio

what our clients say

They get it... they get us...        

recent news

- Nov 26th 2014
- Nov 26th 2014


we make great radio