Commercial radio distribution has developed dramatically over the past few years with digital listening opportunities through DAB, online and mobile. Increased and often more complex distribution make radio advertising audits even more crucial.
Radio remains very much a mass-medium with 9 out of 10 people in the UK listening to it every week, and the average listener tuning in to 19 hours of live radio per week (Rajar Q2 17). However, growth in the number of stations has also meant there is a very segmented audience available to the advertiser.
Spot advertising is the most commonly used form of paid advertising on commercial radio. Spot airtime can be bought across different dayparts and days of the week depending on the objectives of your campaign. At SLiK Media our audits assess every radio campaign’s entire spot list at the station level along with time length, date, time and impacts. At the end we’ll blend in-depth data interrogation with expert analysis to quickly identify the key areas where radio campaigns are performing and where they’re not, along with recommendations for future campaigns.
A few of the areas we look at are:
- Day of Week (DOW) vs station natural delivery
- Daypart (DPT) vs station natural delivery
- Targeting efficiency
- Price benchmarking factored for quality (DPT/DOW) and approval lead-time on a station by station basis
Contact us today to find out how our radio audits and consultancy can benefit your business.