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MEDIA GUIDELINE - RADIO

WHAT DO WE USE IT FOR


 

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MEDIA GUIDELINE - RADIO

 
ATTACHMENT 1 - AD AWARENESS
Radio�can�complement�TV�/�cinema�/
RESULTS web�TV�for�Theme�Campaign�to�extend
         continuity,�thus�increasing�awareness�in�a
cost�efficient�way�by�prolonging�the�visual�TV
campaign�in�audio�only.�e.g.�in�Italy�radio
extends�reach�in�"hard-to-get-with-TV"�20-29
year�olds�(9%�of�them�use�radio�only�and
not�TV)�and�drives�TOM�(from�45%�to�49%
in�20-29�year�old).�This�learning�applies
to�countries�where�classic�radio�still�has�a
significant�(min�30%)�reach�with�our�target
and�ONLY�if�the�radio�copy�works.

It�is�also�an�effective�"call�to�action"
medium�for�Event�Announcement
and�Application�provided�there�is�an
effective�campaign�creative�for�radio�(e.g.
Flugtag,�Best�Ad�Contest�Attachment1)
to�drive�traffic�e.g.�from�radio�to�web�for
background�information�or�ticket�sales.�In
Source:�Mindshare,�Mpanel�2008:�"Where both�cases�radio�is�a�secondary�media,
do�you�remember�having�seen,�read�or�heard therefore�it�is�key�to�integrate�the�media
advertising�for�Red�Bull?";�significant�increase buying�and�creative�to�fit�the�respective
of�Radio�(from�16%�to�22%)�due�to�the�radio main�media�of�the�campaign�(a�similar�look,
campaign�(1163�GRP�on�men�15-24,�2 feel�&�especially�tone�/�keywords�across
weeks�preceeding�the�survey). all�executions�and�media�create�powerful
marketing�campaigns).

Most�of�the�sport�events�do�not�have�a�radio
campaign�since�they�need�visual�images
to�create�the�desire�to�attend.�For�these

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events,�radio�can�be�an�effective�editorial
or�promotional�tool�(credible�editorial
mentioning�and�collaboration�for�giving
tickets�etc.).

RADIO CHANNEL SELECTION

Use�consumer�research�data�to�develop�a�comprehensive�profile�of�radio�listening�across�your
country�(e.g.�via�Arbitron,�Radioadlab)�to�get�the�ideal�choice�of�radio�channels�and�program
genre�(affinity�often�even�more�important�than�reach).�With�the�possibility�to�make�personal
connections�with�listeners,�radio�can�be�highly�effective�when�spots�are�done�well�and�placed
appropriately.

Select�radio�stations�and�programs�with�short�commercial�breaks�and�less�spot�quantity�during
one�break.�(Attachment2)

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MEDIA GUIDELINE - RADIO

ATTACHMENT 2 - SPOT QUANTITY

   �Source:�Arbitron/Edison�Media�Research
2005�"Spot�Load�Study"
 

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MEDIA GUIDELINE - RADIO

DIGITAL RADIO
ATTACHMENT 3 -
STREAMING AND WEB
RADIO WEEKLY ONLINE RADIO
USERS
 

Digital�streaming�of
traditional�radio�(online,�via
Smartphone�applications,
widgets�on�social�networks,
etc.)�helps�to�reach�people
wherever�they�are:�at
home,�at�work,�in�the�car
&�elsewhere.�Explore�if
radio�stations�offer�specific
inventory�for�web.

In�general,�the�online
radio�user�is�younger�than
the�FM�radio�user�and�in
consequence�the�flight�is Source:�Arbitron�Inc�/�Edison
more�effective�reaching�our Research�2010
target�(Online�Radio�reaches
52%�of�users�aged�12-34:
Attachment3).�The�addition�of
online�to�radio�can�enhance
people's�perceptions�that
Red�Bull�is�innovative�(Buskirk
2010).

When�available�and
significant�in�reach,�we
recommend�spots�in
web�radio�(on-demand

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web/desktop�hybrid�music
manager,�e.g.�Spotify,
Pandora,�Rhapsody,�Slacker),
which�is�a�stand-alone
platform�-�not�a�digital�stream
of�existing�FM�stations.�Since
web�radio�is�part�of�digital
media,�please�see�the�MEDIA
GUIDELINES�-�DIGITAL

WHEN AND HOW TO USE

THEME CAMPAIGN
 

Use�radio�when�our�attitudinal�target�is�on�vacation�or�out�&�on�the�go�(i.e.�in�most�countries�during�summer
holidays)�and�when�we�are�off-TV.
Seize�special�opportunities�such�as�certain�radio�stations�during�exam�period,�late�at�night�during�studying
or�partying�after�exam.
Use�the�opportunity�of�targeting�at�"drive�time"�and�sports�via�programming�specific�coverage�slots.
Consider�that�not�every�TV�copy�is�usable�for�radio�and�sometimes�it�depends�on�the�country�relevance�and
language.�But�with�the�right�choice,�radio�spots�can�become�"pictures�in�the�mind".�Use�radio�versions�of�TV
copies�once�they�are�established�in�TV�(after�1-2�TV�flights).
Spot�length�has�a�big�effect�on�the�spontaneous�ad�recall�(Attachment4).�Thus�the�standard�is�30"�(our
dialogue�spots�need�time�to�develop).

EVENT SUPPORT
 

With�ticket�sales:�air�radio�spots�approx.�2-3�weeks�before�the�event�(a�radio�campaign�still�needs�a�bit�of
time�to�build-up�and�drive�action),�if�no�ticket�sales�than�1-2�weeks�in�advance�is�enough.
Support�with�radio�collaboration:�strongest�radio�execution�is�editorial-�credible�mentioning�of�the�event�+
creates�excitement�via�e.g.�challenges�or�final�tickets�competition,�messages�from�the�DJs�promoting�the�event
or�with�a�live�show�at�event�day. 

Whenever�possible�minimize�steps�from�advertising�to�ticket�sale.�Aim�for�a�simultaneous
presence�in�both�radio�and�web�for�instant�access�to�further�data�for�radio�listeners�after

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hearing�radio�ads�(e.g.�complement�radio�campaign�with�SEM�buy�-�see�MEDIA�GUIDELINES
-�DIGITAL).

ATTACHMENT 4 - SPOT LENGTH


       �Impact�of�10,�15,�20,�25,�30,�30+"          �Proportion�of�above�and�below
spot�length, average�spot�recall�in�%

       �Ø�spontaneous�recall�in�%�of�mentions

Source:�Initiative�(RMS/IMAS)
 

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MEDIA GUIDELINE - RADIO

RADIO FLIGHT WEIGHT & LENGTH

RADIO FLIGHT WEIGHT


 

There�exists�no�international�performance�measurement�for�radio.�Most�countries�do�not�have
reading�of�the�radio�data�or�even�if�they�have,�they�do�not�calculate�a�radio�clutter.�Thus�we
cannot�provide�you�with�specific�guidelines�but�we�recommend�this�general�approach:

Higher�effective�frequency�&�reach�than�in�TV�since�radio�is�often�used�as�an�"acoustic�wallpaper"�that�is
heard�but�not�listened�to.
Review�the�media�landscape�and�get�a�feeling�on�how�cluttered�radio�is�in�your�country�(also�compared�to
TV).
Adapt�your�effective�reach�and�frequency�levels�to�whether�it�is�for�the�Theme�Campaign�(maintenance)�or
events�(heavy-up�above�the�level�you�would�use�for�the�Theme�Campaign).

The�example�below�should�give�you�an�indication�of�how�to�determine�radio�weights�in�your
market.

Radio�clutter�144;�TV�clutter�172;�TV�flight�weights:�effective�2+�reach�at�31%,�OTS�3.3.

RADIO LEVELS
CAMPAIGN THEME�CAMPAIGN STAND-ALONE�RADIO RADIO�COMPLEMENTING
(e.g.�for�Flugtag) TV�(e.g.�for�Flugtag)

Objective Prolong�awareness Round�off�Red�Bull Round�off�Red�Bull


build-up�of�TV image�and�ensure image�and�ensure
topicality.
topicality.�Lower
contact�frequency
required

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Since�only�broad because�not�sole
medium,�higher broad�medium.
weights

required�to�establish
the�message.
Effective�Frequency 3+ 6+ 3+

Effective�Reach 72% 63% 72%

Net�Reach�Level 84% 85% 83%

OTH 8.1 12.5 7.3

Flight�Length 3-4�weeks 3-4�weeks 3-4�weeks

RADIO FLIGHT LENGTH


 

Flight�length�depends�on�how�quickly�reach�builds�up�in�your�country�(2-�4�weeks�as�per�your
agency's�reach�optimization�model),�is�thus�a�result�of�the�GRPs�needed�to�reach�the�weight
and�efficient�weekly�GRPs/TRPs�and�is�always�media�landscape-specific.

For�Flanker�Advertising,�start�from�the�ideal�flight�and�weight-up�in�terms�of�effective�reach�and
frequency�(max.�50%).�Look�at�your�weights�at�effective�level�3+�for�Theme�Campaign�and
6+�for�Flanker�support,�judgmentally�a�reach�below�30-40%�at�those�levels�is�a�minimum�you
need�to�achieve�to�make�an�impact.

Always consider cost vs. impact and evaluate which airing day(s) could be most
efficient at reaching our target audience.
 

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