UK Internet Radio Developments

Internet radio hits the mainstream

Internet radio hits the mainstream, so says an article published on leading UK newspaper guardian.co.uk on Monday January 28 2008.

The article says that more than 8 million people in the UK listen to web-based radio services every week and nearly 2 million download podcasts on a weekly basis, according to a survey that suggests internet radio has hit the mainstream.

Commissioned by the industry's audience research body Rajar, the Ipsos Mori survey last autumn found that more than 12 million people have listened to the radio online and 8.1 million listen every week either through live streaming or "listen again" services.

Ipsos Mori found that 75% of users do not listen to less live radio as a result of listening again online, with 50% tuning into new shows as a result.

The same was true of podcasting, with one-fifth of respondents saying they now listen to more live radio and nearly one-third saying they listen to new radio shows after sampling them via podcasts. Only 8% of those surveyed said they listened to less radio because of the availability of podcasts. Of the 4.3 million who have downloaded podcasts, around 1.87 million people listen to at least one podcast each week. Two-thirds of podcast listeners subscribe to their favourite shows through iTunes, with nearly half tuning in during the evening. Of these, 80% listen through their computers and 61% copy the podcasts to their MP3 players.

Music and comedy are the most popular genres, with each user subscribing to more than three podcasts, on average, and listening to 53 minutes each week.

"This survey is very much a toe in the water," said the Rajar research director, Paul Kennedy. "Although we already knew that listen again, personalised online radio and podcasting had many advocates, we knew nothing of their standing in the mainstream.

CMR Nashville Radio, know this is good news. Their spokesperson said:

“This survey proves what we in the radio industry already knew! We have had over a million hits over the last 12 months and the rate of increase in our listenership shows no sign of diminishing. What the survey will do is to give advertisers confidence in using on-line radio as an integral part of their campaign planning.”

So what is the power of radio advertising? UKIRD's sales director,

John Hicks, shares his thoughts:

Radio gets personal: Listeners have an emotional connection with favourite stations and announcers. They tune in regularly, build bonds with on-air personalities and trust the information they hear. Listeners believe their station is speaking directly to them. You can also sponsor specific elements – such as traffic reports, news reports, weather reports, specific programmes and even create your own (e.g. travel companies or ski manufacturers can have their own ski weather reports – I even had one car dealership sponsor news reports on world motor rally championships in which their brand was represented!).

Radio connects: Radio engages the listener’s imagination and creates a vivid theatre of the mind. That’s why radio advertising has the power to penetrate barriers, inspire thought, create action and deliver results. Radio has always afforded the most creativity of any medium, and this is especially true with the advent of the digital age. In a radio commercial, you can create virtually any situation with a little imagination and sound effects.

Radio is flexible: At the drop of a hat, you can change your radio advertising message and when it’s scheduled to play. For example, you have a slow-selling line – simply change your advert to promote that specifically. I have found from personal experience that, if a client has an urgent recruitment vacancy, you can get your message on air within hours!

Radio gives you a captive audience: Take a look at a cluster of newspaper ads sometime, then compare it to the way radio commercials reach consumers... one at a time! When your ad spot plays on the radio, it has centre stage with no other ad message to distract the listener.

Accessibility/Interactivity: Unlike television and print, radio can interact with the consumer. For example, CMR+ can offer a promotion or contest geared to generate new traffic to your business or website.

Radio works? Why do I recommend clients to use radio? To win credibility, stay on top and increase the bottom line.

What works on radio then? Timing – aiming your advertising when the market trend is up, thus maximising your potential market share

Unique Selling Points: why should the listeners buy from you and what will put your business on their shopping list?

Frequency: what you say, multiplied by how many times you say it, is a well-proven formula that works!

Targeting: radio can pinpoint varying demographics and age ranges throughout the day to enable you to target your campaign successfully!

Copy (the commercial content): as I say, radio is a theatre of the mind and can create an image of your business. Remember, as with your advertisements or brochures, a “call to action” increases the chance of an instant response.

So, if you are an advertiser, this is a cost-effective means of reaching people quickly and cheaply.

If you want to own your own radio station, the low-cost solution from UKIRD means that even minimal advertising revenue might cover the costs for you!