Radio

Radio is a highly mobile and intimate medium, communicating with listeners on a one-to-one basis, in the bedroom, the bath, the car, the workplace, even the great outdoors. It is also a highly creative platform, enabling advertisers to weave powerful and convincing 'word pictures' that compete effectively for audience attention, without the on-costs of TV production. There is also evidence to suggest that people do not seek to avoid advertising and promotional content on radio, treating it as part of the programming.

The cost of radio advertising compares favourably with other channels of communication, making it ideal for affordable standalone campaigns or for adding higher levels of frequency to mixed-media programmes. We have considerable experience of planning and implementing local, regional and national FM/AM campaigns, exploiting the inherent segmentation of the radio network to target specific audience sectors.

Using our media buying skills and industry contacts, we can look to reduce your cost-per-thousand and optimise the campaign dayparts to reach your chosen audience. While if you are contemplating radio for the first time, we can provide the complete package, including commercial production.

Alternatively, sponsorship and promotion (S&P) allows your brand to become part of station programming and trade upon the existing listener/presenter relationship, adding value to your message. We have run cross-network promotional campaigns for major brands, developing suitable competition mechanics, sourcing prizes, briefing DJs and producers, writing cue-sheets and, finally, dealing with prizewinners. We can also evaluate programme sponsorship opportunities on your behalf, considering the fit between station and brand, then comparing costs with conventional airtime.