KCFM - Ofcom Licensing

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In tune with the heartbeat of the city • Radio 1 and BBC Radio 5 Live appeared to be the most popular radio stations amongst this sample of radio advertisers. Three respondents had listened to Galaxy 105 in the last 7 days. • Viking FM and BBC Radio Humberside are seen as the main providers of local news and information for the Hull area, even though these two stations are actually covering a much broader area than just the city of Hull and surrounding area. Viking FM has a Rajar TSA of 1.109 million adults 15+ and BBC Radio Humberside one of 0.719 million adults 15+. • The only radio station used for advertising in the Hull area is Viking FM (7 respondents) with 3 respondents saying they had advertised on Viking FM in the past. There is no reference at all to Magic AM in respondents’ comments about radio advertising in the area. Nor is Galaxy 105 mentioned as an advertising option. • The majority of respondents are trying to target quite a broad audience with their radio advertising. Only two respondents were specifically trying to reach a younger audience which they felt Viking FM achieved. • The majority of the sample is made up of large scale organisations employing more than 21 employees, with advertising budgets for organisations being anything up to £500k. (4 respondents said “Refused/Don’t Know”). • In terms of budget dedicated to radio however, three budgets were less than £10k with a further 3 respondents saying they “didn’t know or refused”. A further 3 were past advertisers. This could indicate that although budgets are available in the Hull area there is reluctance to spend on radio due to the limited options available for the Hull area. • The competition for advertising on radio appears to be largely from the local papers (paid for). However advertisers are also including some outdoor advertising, plus National press in their media mix. Some advertisers are also supplementing with a variety of other specific options – Internet, flyers, direct mail and trade publications. • Viking FM is the only real option for radio advertising for businesses within the Hull area. Respondents generally seem to choose the station because of its “localness” and the size and make up of the audience - 20% weekly reach and 10.4 average hours (Source: Rajar Quarter 3 2005). • Hull businesses generally seem to be happy with the results achieved by Viking FM and are largely happy with the type of “broad” audience delivered. They also appear to have a good working relationship with the radio station. • The main disadvantage associated with radio advertising on Viking FM is cost. Another criticism is that there is “wastage” – using a radio station which covers a broader geographic area than is required. Another respondent felt that there were too many ads on Viking FM. • Magic AM receives no recognition from these advertisers and potential radio advertisers. This station is probably bought in conjunction with Viking FM. • Respondents seem keen to find an appropriate station to reach their target audience matched with the right coverage geographically. They also appear open to trying new and varied media for their advertising solutions. This could indicate an opportunity for a new station to enter the market which can provide a cost effective opportunity to reach a new radio audience and broaden the advertising options for businesses in the Hull area. • 4 of the 10 respondents seemed to feel that they would be “Likely” to advertise on a new station for the Hull area. Interestingly 3 of these were the respondents who had advertised on radio in the past but page number | 58
In tune with the heartbeat of the city were not currently advertising. This could indicate a proportion of businesses who would like to advertise on radio but don’t necessarily think that Viking FM is right for them. • 6 respondents said they would be “unlikely” to advertise or “don’t know”. Two had reservations about the station suiting their target market. Three respondents indicated that they could be interested in a new station if they had more information: they are being cautious as the station is an unknown quantity. Therefore the potential of any new station would have to be well communicated to advertisers with firstclass marketing • Overall the concept of the new station is fairly well received by respondents in the Hull area. 7 out of 10 respondents said they would be likely to listen to this type of station; 5 respondents said the station would bring something new to the area, and 8 said the station should be given a licence to broadcast to the Hull area. page number | 59
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PLANET BROADCASTING COMPANY LIMITED
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Section 105(A): Ability to maintain
Page 7 and 8: Name: HILARY BARKER Occupation: Cha
Page 9 and 10: Name: JAMES DICK Occupation: Retiri
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