Radio Plymouth - Ofcom Licensing

RADIO PLYMOUTH
Most pleasing was the feedback that Radio Plymouth would be a radio station that the advertisers
themselves would listen to. It is heartening to learn that our format would be enjoyed by Plymouth’s
business people. Nearly 90% of our respondents said that Radio Plymouth’s format appealed to
them as listeners.
“Phil and I have been tuning in to Radio Plymouth and, as always, have been most
impressed. Particular thanks for our commercial advertising which we are both very
pleased with”.
100
90
80
70
60
% 50
40
30
20
10
0
David Straw, area commercial manager HSBC and
Phil Kirkin, area director HSBC; via email July 2004
Does Radio Plymouth appeal to you as a listener?
Yes
Even this, though, means little unless businesses are satisfied that Radio Plymouth would deliver
customers to them should they advertise with us. Only then will they place their hard-earned
advertising money with us.
45
40
35
30
25
%
20
15
10
5
0
How likely to try advertising on Radio Plymouth
59
No
Very
Quite
Not very
Not at all
Of all the respondents, 76% were very or quite likely to advertise on a radio station like the one we
propose. Only 47% have used commercial radio in the last six months, suggesting that a station like
Radio Plymouth could increase the number of local advertisers in the city by 62%.