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MFR

MFR. RAJAR Q1 2012. THE POWER OF RADIO. High reach - Commercial radio reaches 68% of adults in Scotland each week. More Scottish adults listen to a commercial radio station than the BBC

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  1. MFR RAJARQ1 2012

  2. THE POWER OF RADIO • High reach- Commercial radio reaches 68% of adults in Scotland each week. More Scottish adults listen to a commercial radio station than the BBC • Frequency medium- listeners will hear an average size campaign at least 4 times - double the frequency of a similar campaign on TV • Low cost– Low capital cost and low production costs make radio a cost effective alternative • Targeted – different audiences are available at different times of the day • Closeness to Consumers– Radio is seen as a trusted friend by listeners, advertisers can “borrow” this trust • Intrusiveness– because radio adverts arrive on air unannounced listeners are more likely to zone in • Youth focused– according to TGI, the average age of the UK adult population is 46. The average Commercial Radio listener (all listeners) is only 45 (compared to 48yrs on average for BBC – all listeners)

  3. USING RADIO WITH OTHER MEDIA Radio and the Internet • Almost 50% of adults listen to the radio when online each week and may be directed to a particular website on hearing an advert on the radio at the time of surfing • Combining radio and online significantly enhances response • 57% of the adults asked claim to have checked things on the internet after just hearing about them on the radio, with 59% claiming to use the internet to search to find more details. • This isn’t just restricted to editorial mentions – 39% claimed that advertising has prompted them to search for something on the internet.

  4. UHI School Challenge • Mystery Voices • MFR Awards • Murray the MFR Moose • MFR Media Trust • MFR Charity Trust

  5. MFR STATION INFORMATION Core Target Audience:25-44 year olds. Station Format:Our personalities are as varied as the area we broadcast to and reflect our universal audience. Many have grown up with MFR. • We are involved in anything significant, and a whole lot more that goes on in the north of Scotland. From our schools challenge, Loch Ness Marathon to the Belladrum festival. We work tirelessly, with Police, NHS and our local authorities, we are at the heart of our communities in the Highlands, Moray and Aberdeenshire by providing local news, community information along with personality radio in a bright, fun, interactive style and providing a good solid platform for local businesses to buy affordable advertising that reaches 127,000 ears every week.

  6. THE TRANSMISSION AREA • ADULT POPULATION234,000 • MEN115,000 • WOMEN119,000 • CHILDREN (10-14)20,000 *Sony Radio Academy Station of the Year 2010 (up to 300,000)

  7. MORAY FIRTH RADIO Draws listeners from the biggest local radio area in the UK, equivalent in size to Belgium Covering The Highlands, Moray and Aberdeenshire Weekly Reach – 127,000 adults (54%) 4 Week Reach -171,000 adults (73%) Source: Rajar2012 Q1Based on the MFRTSA

  8. OUR AUDIENCE 15+ 15-24 25-34 35-44 45-54 55+ Population (000s) 234 33 29 37 43 93 Weekly Reach (000s) 127 17 17 25 28 40 Percentage Reach % 54 51 58 68 66 43 Average Hours 11.8 6.6 7.4 12.2 15.1 13.1 4 Week Reach 171 23 23 32 36 55 Percentage Reach % 70 86 73 79 84 59 Source: RAJAR/IPSOSRSL. Period ending April 1st 2012

  9. 1 & 4 WEEK AUDIENCE (%) 87 81 81 74 74 70 70 68 59 Source: RAJAR 12 months period ending April 1st 2012, Base MFR TSA

  10. RANKING BY WEEKLY REACH (000s) WEEKLY REACH Base: MFRTSA; Source: Press JICREG April 2012 (based on Area AIR) MFRRajar 12 months ending April 1st 2012 Base: MFR TSA

  11. % REACH OF RADIO STATIONS IN MFR AREA WEEKLY REACH Source: Rajar2012 Q1Based on the MFRTSA

  12. RANKING BY WEEKLY REACH (000s) WEEKLY REACH Source: Rajar2012 Q1Based on the MFRTSA

  13. MFR WEBSITE 60,729 page views in April 14,783 visitors to website in April source: Google Analytics Apr 2012

  14. WHOEVER YOUR TARGET AUDIENCE… Moray Firth Radio can reach them • 127,000 adults in the area tune in every week • A four week campaign on MFR reaches around 3 out of 4 adults in the area • MFR reaches 64% of 25-44 year olds in the area each week • 66% of 45-54 year olds tune in each week, and 84% across 4 weeks • Every week, 56,000 ABC1’s tune in to MFR for an average of 786 hours. 79,000 tune-in over the course of a month. Source: RAJAR 12 months period ending April 1st 2012, Base MFR TSA

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