Radio and Digital Audio

Radio Advertising

There are different audio platforms we use for radio advertising:

  • Analogue Radio
  • Digital Radio
  • Audio Streaming

RAJAR data is used to determine audiences that are listening to the stations. This information is vital when planning radio campaigns.

Radio as a media platform works very well alongside other media channels to prompt brand association. Research has shown this is because audio only stimulates a different part of the brain to a visual prompt, so when used alongside a visual media such as OOH or TV, it can be very effective.

The advertising opportunities for radio fall into spot plans & sponsorship. Sponsorship can be for a programme or segment (i.e., travel or weather).

Radio planning & buying whether national or regional, will draw on the below key factors:

Frequency the number of times each listener hears the commercial each week, which is termed OTH (opportunities to hear).

2 to 3 OTH lighter weight intensity (Awareness)
4 to 6 OTH medium weight (Promotion)
6 OTH+ heavy weight intensity (Instant CTA)

  • Number of impacts one impact equals one person listening to one spot
  • Time slots Breakfast, Peak, Mid-Morning, Afternoon, PM Drivetime, Evening & Overnights
  • Days of week indices
  • Weekly reach the number of people who tune in to a radio station within at least 1 quarter hour period during a week

Digital Audio Advertising

Music streaming platforms allow advertisers audio, video, and display adverts. The key players in the UK digital audio marketplace are:

  • Spotify
  • DAX Soundcloud, Capital, Heart, Radio X, Smooth, 150+ streaming platforms
  • Octave TalkSport, Magic, Absolute, Kiss
  • Podcasts Sponsorship & Airtime

All the streaming platforms target using first party data such as location, age, gender, and music streaming habits. For larger campaigns there is also the opportunity to overlay third party data to create more in-depth audience segments. Where available users can directly click through to the advertiser’s website when they are served the advert.

As with the radio platform, you can advertise on podcast platforms in the following ways:

  • Airtime
  • Sponsorship

Airtime – 30 second adverts will be inserted into the feed of a range of relevant podcasts either in a pre-roll, a mid-roll, or a post roll position. Podcasts will be grouped together either based on their topics or their core audiences, to create a range of networks which allow us to run a targeting airtime campaign which will reach a certain audience.

Sponsorships – take the form of a pre-recorded pre/mid/post roll which is usually voiced by the podcast’s presenters and based on key messages supplied by the client. The sponsorship audio runs for at least 30 seconds and many podcast presenters engage with the messages. The tone of the podcast is usually carried over into these sponsor rolls.

Typically, radio ads are 30 seconds and a standard ad with a voiceover, royalty free music, sound FX & station licensing can start from £500.

  • ITV has 30 million registered users
  • C4 has 23 million registered users
  • Sky currently has 8.38 million customers

VOD advertising can be extremely targeted so is ideal for local advertisers. With a relatively low cost per thousand, it is very cost effective. In late 2022 ITV are launching a new streaming platform called ITVX which will replace ITVHub, this new streaming platform with live and archive programmes will lead to future development and growth in advertising options.

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