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RAJAR Q1 2012

RADIO TAY. RAJAR Q1 2012. TAY FM. Core Audience: 25-44 year olds. Station Format : Mix of adult contemporary music with unrivalled news & sports coverage and local information. The panel closely mirrors Bauer Media’s portfolio in terms of its demographic make up.

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RAJAR Q1 2012

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  1. RADIO TAY RAJARQ1 2012

  2. TAY FM Core Audience:25-44 year olds Station Format:Mix of adult contemporary music with unrivalled news & sports coverage and local information The panel closely mirrors Bauer Media’s portfolio in terms of its demographic make up

  3. TAY FM - ALL THE SONGS YOU LOVE • Madonna feat Justin Timberlake – ‘4 Minutes’ • Scissor Sisters – ‘I Don’t Feel Like Dancin’ • Sugababes – ‘About You Now’ • Snow Patrol – ‘Chasing Cars’ • Take That – ‘Patience’ • Duffy – ‘Warwick Avenue’ • Maroon 5 – ‘Makes Me Wonder’ • Rihanna – ‘Take a Bow’ • Kaiser Chiefs – ‘Ruby’ • Kylie – ‘Can’t Get You Out Of My Head’ • Amy Whinehouse – ‘Rehab’ • Beyonce – ‘Crazy In Love’ • Mika – ‘Big Girl (You Are Beautiful)’

  4. TAY AM – TYPICAL LISTENER • Female bias • Average Age 42 • 57% Married or living as married • 62% are Working full/part time • 37% Own home with a mortgage • 29% Have children in the household aged 0-14 Source: Rajar/IpsosRSL. 12 months ending 1st April 2012

  5. TAY FM WEEKDAY SCHEDULE • Wake up with Webster at Breakfast 6am-10am • Mike Richardson on Mid-Morning 10am-2pm • The Tay FM Takeover 2pm-3pm • John Milne on Drivetime 3pm-7pm • IN:Demand with Romeo 7pm-10pm • Late Night with Gina McKie 10pm-1am

  6. TAY AM Core Audience:35-55 year olds Station Format:Tay AM plays a broad mix of music, ranging from new releases, album tracks and the best of the current chart, right through to the area in which we excel…great songs from years gone by.  Everyone loves to hear old familiar favorites, and we've got them all! Great songs all day, every day! The panel closely mirrors Bauer Media’s portfolio in terms of its demographic make up

  7. TAY AM – TYPICAL LISTENER • Slightly female bias • Average Age 57 • 56% are married or living as married • 49% are retired • 61% own their own home • 29% are the main shopper Source: Rajar/IpsosRSL. 12 months ending 1st April 2012

  8. TAYAM WEEKDAY SCHEDULE • Graeme Waggott’s Breakfast Show 6am-10am • Ally Bally’s Mid-Morning Show 10am-2pm • Gary Marshall’s Afternoon Show2pm-6pm • Richard Allan’s Hall of Fame6pm-7pm • Non-Stop Tay AM7pm-8pm

  9. TOTAL TAY REACH (000’s) 15+ 15-24 25-34 35-44 45-54 55+ Population (000s) 378 62 53 54 64 145 Weekly Reach (000s) 170 26 22 27 37 59 Percentage Reach % 45 42 42 50 57 41 4 Week Reach 238 38 33 37 48 82 Percentage Reach % 61 68 63 62 75 57 Source: RAJAR/IPSOSRSL. Period ending April 1st 2012

  10. THE TRANSMISSION AREA 170,000 Listeners 45% Reach Population = 378,000 Male =181,000 Female = 197,000 Source: Rajar/IpsosRSL. 12 months ending 1st April 2012

  11. TAY FM REACH (000’s) 15+ 15-24 25-34 35-44 45-54 55+ Population (000s) 378 62 53 54 64 145 Weekly Reach (000s) 124 24 21 24 27 27 Percentage Reach % 33 39 40 45 42 19 4 Week Reach 182 36 31 34 38 41 Percentage Reach % 58 63 48 59 59 28 Source: RAJAR/IPSOSRSL. Period ending April 1st 2012

  12. TAY AM REACH (000’s) 15+ 15-24 25-34 35-44 45-54 55+ Population (000s) 378 62 53 54 64 145 Weekly Reach (000s) 72 3 3 8 18 41 Percentage Reach % 19 4 6 14 27 28 Source: RAJAR/IPSOSRSL. Period ending April 1st 2012

  13. LISTENERSHIP – AGE BREAKDOWN Weekly Reach (000s) Source: Rajar/IpsosRSL. 12 months ending 1st April 2012 N.B Radio Tay is made up of Tay FM and Tay AM

  14. TOTAL TAY1 & 4 WEEK AUDIENCE (%) 75 75 69 68 63 62 61 57 55 51 Source: RAJAR 12 months period ending April 1st 2012, Base MFR TSA

  15. TOTAL TAYSOCIAL AND GENDER PROFILE Source: Rajar/IpsosRSL. 12 months ending 1st April 2012

  16. COMPETITORSWEEKLY REACH Source: Rajar/IpsosRSL. 12 months ending 1st April 2012 N.B Radio Tay is made up of Tay FM and Tay AM *Does not cover whole TSA

  17. COMMERCIAL MARKET SHARETOTAL TAY TSA MARKET SHAREALL COMMERCIAL RADIO LISTENING Source: Rajar/IpsosRSL. 12 months ending 1st April 2012 N.B Radio Tay is made up of Tay FM and Tay AM

  18. PRESS COMPETITORSWEEKLY REACH Base: Tay FM TSA; Source: Press JICREG 01/04/12 (based on Area AIR) TayRajarQ1 2012

  19. RADIO TAY IN WAVE 102 TSA Source: Rajar/Ipsos RSL. 12 months ending 1st April 2012 N.B Radio Tay is made up of Tay FM and Tay AM Base: Wave 102 TSA

  20. RADIO TAY KEY FACTS • Radio Tay’s listeners could fill Dens Park 14 times over or Tannadice Stadium 11 times over or could fill T in the Park for the full weekend, and still have people queuing outside • Audience listen 12.0 hours a week • 44% of our listeners are aged 15-44 • 89% of Total Tay listeners do not listen to *Wave 102 • Tay FM have 97,000 more listeners each week than *Wave 102 N.B Radio Tay is made up of Tay FM and Tay AM Stations marked with an asterisk (*) do not cover the full TSA Source: Rajar/IpsosRSL. 12 months ending 1st April 2012

  21. YOU’RE IN GOOD COMPANY These are just a few of our most regular advertisers…

  22. RADIO AS A PART OF THE MEDIA DAY % of all media consumed Source: Radio Days 3

  23. HIGH LEVELS OF AD AVOIDANCE IN TRADITIONAL MEDIA % of ads which are “hard avoided” by medium Source: Clark Chapman Research

  24. ONLINE OPPORTUNITIES Online Advertising • Supports campaigns, Increases measurability, Data capture through interactivity Listener Club • No of subscribers = 11,006 • Invitation to market to loyal audience Benefits • Almost 50% of people listen to the radio when online each week. • Combining radio and online significantly enhances response – 57% of people check things out on the Internet after just hearing about them on the radio. Tay FM Unique Users = 19,509 Page Impressions = 74,016 TayAM Unique Users = 4,8723 Page Impressions = 28,188 Source: Google Analytics, April 2012

  25. CREATIVE It’s all very well buying an airtime campaign to advertise on the radio, but what about the most important bit…the radio commercials themselves. This is the chance to get your message out to the hundreds of thousands of people listening, giving you a personality on air and getting the listeners excited about your business. As radio specialists, our creative team spend all day, every day, working on effective, ear catching radio advertising that works. So whether its writing a humorous campaign, a hard-hitting informative ad, producing music, sonic logo’s or using celebrity voice-overs the creative team can put together a commercial that captures the imagination – proving that radio is one of the most powerful and effective ways to advertise.

  26. LOCAL RADIO LISTENERS ARE YOUNGER Source: RAB

  27. HOW & WHY PEOPLE LISTEN • Most radio listening tends to take place when people are on their own. • It is common for radio listening to take place in a personal space such as the bedroom, bathroom, kitchen or car. The vast majority of radio listening occurs at the same time every day • People use radio to help them wake up, get ready and get out of the house. • This habitual listening behaviour also extends to station selection. Despite the huge proliferation in station choice, people’s station repertoires are still relatively limited • Radio stations are seen as having a positive role in people’s lives • Keeping them company, giving them information and allaying feelings of loneliness or isolation

  28. LISTENER’S RELATIONSHIP WITH RADIO • People feel a sense of trust in their radio station and it is ranked ahead of TV and press • Because of the unique way in which radio is consumed it is often found to be: • Entertaining, Enjoyable, Friendly, Fun, Informative, Familiar • All of these characteristics are especially true for local radio and research helps prove this • There is an intimacy about radio.. All you are hearing is the voice, so your imagination is doing the rest!

  29. THE POWER OF RADIO • Radio is intrusive and portable, it will talk to listeners whilst they are going about their daily lives • Emotional – as emotion drives most buying decision, using radio allows advertisers to tap into highly emotional times • Radio is cost effective in its role of positioning a business as top of mind and with the right creative execution can help create the right perception of the business/brand • Radio helps tap into the lucrative “Word of Mouth” market, as well as talking to consumers directly you can also talk to influencers like parent’s, siblings, friends etc who may sway the purchasing decision

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