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Radio is facing up well to new digital challengers, but budgets and listening figures don't tally, David Benady says.
Brands should increase their radio advertising spend to boost campaign effectiveness, according to the Radio Advertising Bureau. Radio listening accounts for more than a fifth of our daily media consumption, yet commands only 6 per cent of all marketing budgets.
Radio remains main channel for audio consumption although on-demand audio is increasing, RAB research finds. The research found that radio accounts for 70 per cent of listening time for consumers while on-demand content increased the weekly reach of the radio audience from 1,395 million hours in 2012 to 1,472 million hours in 2014.
Bauer Media is undergoing a commercial overhaul in a bid to simplify its range of radio brands for the market and will refocus its offering around Magic, Kiss and Absolute Radio as its three core brands.
The changes will also bring development to its Place portfolio of local TV stations, with core local channels such as Liverpool’s Radio City to follow the pattern of spin-off channels such as Kiss’s Kisstory and Kiss Fresh. Local channels will now have two brand extensions, one for older listeners and one for younger, in order to broaden demographic commercial reach.
Meanwhile, Magic will go national on DAB digital radio in January 2015, taking it outside of its London audience, while Kisstory will launch on DAB in various UK cities including London and Birmingham.
Radioplayer, the online listening platform run by the BBC and commercial radio, has unveiled a prototype car adapter which turns FM radios into DAB receivers automatically.
The service scans DAB, DAB+, FM and internet sources, automatically selecting the best platform to deliver any station. If a signal is lost, it will immediately switch to the same station on another platform without disruption.
GiffGaff will pay a KISS listener's rent for a year as part of an on-air and online sponsorship entitled 'Your Place…Your Space'. The station is sking listeners to create short-form creative video content or post a picture to Twitter or Instagram using #KISSgiffgaff as well as providing a narrative of why they deserve to win.