Radio Plymouth - Ofcom Licensing

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RADIO PLYMOUTH 37% of the sample had either not advertised on the radio for at least 12 months or had never used radio advertising. Two-thirds of these businesses would be either “very” or “quite likely” to advertise on Radio Plymouth. This is an encouraging figure and a sign that Radio Plymouth could attract both lapsed and non-radio advertisers, helping to increase radio’s share of the advertising cake. “We found Radio Plymouth a fantastic way to market and publicise our company. The target audience is perfect for us and we would definitely use Radio Plymouth to advertise should you win the full time licence”. Conclusions for Radio Plymouth Christopher & James Tanner, Tanners Restaurant Plymouth’s famous celebrity restaurant Our survey suggests a migration from other media such as newspapers and directories and into radio, which can only be good for the medium. More optimistically, perhaps the advertising cake as a whole will expand. Certainly, our desk research shows an underdeveloped radio advertising market in the city. Radio Plymouth intends to help radio punch its weight: we will employ seasoned media sales professionals who can fight for the medium as much as for Radio Plymouth, and who can attract new radio advertisers as well as grow the share from existing ones. Indeed, the sectors saying they would be very or quite likely to advertise is satisfyingly broad. From retailers in photography and kitchen, through motoring, leisure (holidays, eating out, clubs) to professional services (training, legal and property), a new radio station will be well-supported by a range of Plymouth businesses. (g) Monitoring (Conducted in Plymouth in two waves). Wave 1: Spring 2005, assessed the output of Plymouth Sound, Classic Gold, South Hams Radio, Pirate FM, BBC Radio Devon (Plymouth FM frequency). In the spring of 2005, we monitored the output of local commercial stations and BBC Radio Devon for hour-long segments during three distinct day parts. This basic monitoring was done to help us understand the news, speech and music ratios of the existing and contiguous stations that could have a relevance to Plymouth. Commercials We were surprised at the sheer volume of commercials being run by some stations, particularly at breakfast and drivetime. As can be seen from the summary below, if one adds sponsorship announcements, station idents and jingles to the commercial minuteage – the kind of output that listeners could reasonably expect to consider “commercial” in nature – almost a third of output on Plymouth Sound and Pirate FM was commercial in our first-wave monitoring, which at breakfast was an assessment of 7 to 8 am. 60
RADIO PLYMOUTH Even in the wider breakfast slot of 6 to 10 am studied in our second wave of monitoring (a segment chosen because it reflects our own programming plans and is similar to a number of commercial stations, although Plymouth Sound’s own breakfast show ends at 9 am), 29% of output on Plymouth Sound was either commercials or promotions. Pirate FM was only marginally more listener-friendly, with 17 minutes in the hour commercial in nature. As our other research shows, and as common sense would dictate, no one listens to commercial radio primarily for the commercials. Quite simply, people believe there are too many commercials that interrupt the primary reason for listening, music. Our monitoring shows this is especially true at breakfast and, on Pirate FM at least, in drivetime. All timings below are from our Wave 1 basic monitoring (Spring 2005). 7 to 8 am Plymouth Sound Pirate FM Classic Gold South Hams BBC Radio Devon News, weather and sport 6 4 5 4 22 Travel 2 1 1 1 3 DJ banter 10 14 11 11 11 Total speech 18 19 Music 24 24 21 37 22 Commercials, sponsorship announcements, jingles 18 17 22 7 2 5 to 6 pm Plymouth Sound Pirate FM Classic Gold South Hams BBC Radio Devon News, weather and sport 4 8 20 12 30 Travel 1 4 2 0 4 DJ banter 4 4 2 3 11 Total speech 9 16 Music 39 27 25 34 11 Commercials, sponsorship announcements, jingles 12 17 11 11 4 9 to 10 pm Plymouth Sound Pirate FM Classic Gold South Hams BBC Radio Devon News, weather and sport 0 2 7 6 3 Travel 0 0 0 0 1 DJ banter 10 4 27 3 13 Total speech 10 Music 41 44 16 45 43 Commercials, sponsorship announcements, jingles 9 10 10 6 0 Speech 6 With 18 minutes of speech in a peak-hour breakfast slot to add to the 18 minutes of commercials and sponsorship, Plymouth Sound is heavy on non-music content in our first wave monitoring. Less than half of Plymouth Sound’s speech content is informative in nature, consisting mainly of DJ banter. 61 17 24 34 16 15 9 36 45 17
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RADIO PLYMOUTH An application to Of
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RADIO PLYMOUTH PAUL HUSSELL - Compa
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Radio Plymouth - Ofcom Licensing

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