Digital Radio was the big winner in the latest rajar whislt total listening dropped slightly.
Total reach of radio dropped slightly from 91.7 to 90.7% but total hours increased by 2% showing that listeners are tuning in for longer.
This saw commercial radio drop its total share to 43.3%, a loss of 300,000
The big success was in Digital Radio with listening via a digital device up from 26.9% to 28.2% on the last quarter and up from 24.8% year on year.
Almost half of all listening is through a digital device as 49% of households now own a DAB radio. This represents a yr on yr growth of 12%. That’s great news for Digital Radio UK who have confirmed they are about to launch a major communications campaign to further boost digital uptake.
The changes to listening habits were also represented by the growth in mobile device usage with 15.8% of adults listening via a mobile device. That is 15.8% of all adults so one can only suggest that the number is significantly higher for the 15-24 age group.
At station level Chris Evans is wining the battle of the Breakfast and that has in turn ensured Radio 2 remains the nations favourite station. Radio 1 saw total growth after their investment in OBC activity with shows from Glastonbury and Ibiza. Not such good news for the Chris Moyles Breakfast show which saw a decline in reach
The battle for London saw Global celebrate a successful period as Capital jumped to the number 1 spot with a reach of 2.8m as Heart FM climb to second. That meant Magic dropped from number 1 to 3.
Global also saw wider success away form London as Capital network reached 7m and Heart climbed to total reach of 7.65m
Elsewhere GMG saw total growth across Smooth and Real whilst local radio celebrated a generally good rajar – excellent news for FRS who represent a large number of local stations across the UK.
The biggest myth that surrounds media agencies is all about size.
Their is a misconception that big is best but we don’t think that is the case. Its not about size, its about fit. Multi million pound accounts should not be in agencies structured to manage multiple lower level spending clients and of course the same applies the other way round.
The ‘big’ agencies are interested in big spending clients and their hierarchical structure is testament to this; a focus on account acquisition with knowledge and resources at the top and a plethora of account executives at the bottom, doing the real work.
We think that the 4 biggest myths that surround agencies are…..
Volume is King
Clients appoint agencies with multi million pound billings in the belief that they benefit from agency deals. In reality, the agencies benefit through turnover whilst the largest spenders reap the reward of agency deals. Bob’s furniture store won’t get the same rates as the UK’s largest retailer simply because the same agency buys the campaign.
Knowledge is power
Of course the largest agencies are full of knowledge, resource and experience but how much of that is focused on clients accounts? There is a clear pecking order of accounts in an agency and it is simply based on turnover and income. The most profitable accounts receive the attention while account executives with the smallest overheads manage the smallest profitable accounts.
We’re different. Senior Directors work on every account every day. That’s why we’re Boutique and that’s why we stay the size we are; experience and knowledge on every account, every day.
Big agency, small service
In hierarchical agencies the account executives manage the accounts. Do their CV’s make them worthy of managing clients budgets? Do they truly care if the campaign performs? What experience do they have of managing similar accounts and understanding that real results matter?
As a small business we understand the pressures on a business and we manage every pound a client spends as though it were our own. That’s why our client retention is well above the industry average. THe Director owners of our business manage every account, every day. That’s service
Big buys better?
Its the best agencies that buy better, not the biggest. Negotiation isn’t about billings but relationships, working with media owners to identify the right solution to a clients needs. The idea that agencies purely buy based on billings is old hat. That’s not to say it doesn’t matter, we all know it does but media owners want to work with agencies to find the right media mix for the client. That means harnessing relationships, working in a transparent manner and creating collaborative relationships. We are associated to Brilliant Media giving us £90m buying power. Sure it helps, but knowing our clients and working with the media helps more.
So its not about billings and size, its about fit. If you have a complex account that requires 4 or 5 people to work on the account every day then the larger agencies will tick your box.
If you need senior input, knowledge and resources on your account every day, creative input and people who both care about and understand your businesses pressures then the Boutique size agencies are a better fit.
We are proud to offer the best of both worlds. We leverage our relationship that creates £90m buying power but we offer the service, attention and care of a small business that cant be matched.
A recent Adwatch showed that the Mecca Bingo campaign was punching well above its weight…..good news for us as media buyers!
The graphic below shows Mecca receiving 14% recall on a campaign that was truly dwarfed by so many of the big budget advertisers in the same list. We acheived 14% recall matching Chrysler, Brother, Bensons for Beds and Halfords; all of whom were spending between 4 and 10 times as much as Mecca in the same period!
Bravo to us and all involved….we love blowing our own trumpet