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A personal view on why many speech radio stations in the UK are building audience.
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Why is speech radio doing so well?
Justin Kings
January 2010
Who is Justin Kings?
• 12 years at Capital Radio (later GCap Media).
• News Editor, UK Radio Aid - 25 million+ listeners.
• Ass Ed, BBC London 94.9
• newsleader media consultancy – clients including BBC Radio 1 and GMG Radio
RAJAR Q3 2007
RAJAR Q3 2008
RAJAR Q3 2009
5.49 million 5.83 million 6.39 million
Four 9.27 million 9.45 million 10.22 million
LBC 586,000 647,000 907,000
Talk Sport 2.31 million 2.31 million 2.47 million
Reach figures for talk radio
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 090
100
200
300
400
500
600
700
800
900
1000
624597
637
586
642
701
594
647630
705
787
907
LBC 97.3 Reach (000s) Source : RAJAR
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 090
1
2
3
4
5
6
3.3
33.1 3.1
3.8
4.5
2.7
3.73.6
4.44.6
4.8
LBC 97.3 Share (%) Source : RAJAR
1. A clear proposition
David Lloyd, former MD, LBC 97.3 quoted by media guardian
WE ARE A PHONE-IN STATION FOR LONDON
NEWS
“Primarily, LBC is a meeting point for Londoners, a place to engage in conversation, life in the capital and create captivating new content on air.”
2. Consistency
• Big personality.• Bold.• Challenging.• Human.
3. Bold
‘LBC 97.3 – Your Official Snow Station’
3. Bold
Ken Livingstone
3. Bold
Noel Gallagher and Russell Brand
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 092100
2150
2200
2250
2300
2350
2400
2450
2500
2550
2239
2341
2372
2312
2452
2470
2384
2313
2515
24162405
2474
Talk Sport Reach (000s) Source : RAJAR
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 091.7
1.75
1.8
1.85
1.9
1.95
2
2.05
1.8
2
1.8 1.8
2
1.9 1.9 1.9
1.8 1.8 1.8
1.9
Talk Sport Share (%) Source : RAJAR
1. A Clear Proposition• Sports phone in radio• More sport focused than ever with the departure of Jon Gaunt and
James Whale
2. Consistency• Mostly sport content• Double headed not only at breakfast and drive but through the day –
setting the blokey tone.
3. Bold• Brand and Gallagher • Alan Brazil and Ian Wright• Talk Sport digital magazine
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 098.6
8.8
9
9.2
9.4
9.6
9.8
10
10.2
10.4
9.34
9.64
9.48
9.269.29
9.569.53
9.45
9.81
9.98 10
10.22
Radio 4 Reach (000s) Source : RAJAR
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 0910
10.5
11
11.5
12
12.5
13
11.1
12.2
11.2 11.2
11.8
12.2
12
11.5
12.412.5
12.1
12.4
Radio 4 Share (%) Source : RAJAR
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 095
5.2
5.4
5.6
5.8
6
6.2
6.4
6.6
5.85 5.87 5.89
5.49
6.086.02 6
5.83
5.99
6.21
6.426.39
Radio 5 Live Reach (000) Source : RAJAR
Q4 06 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 093.8
4
4.2
4.4
4.6
4.8
5
4.4
4.2 4.2 4.2
4.6 4.6 4.6 4.6
4.8
4.7
4.5
4.9
Radio 5 Live Share % Source : RAJAR
So, does the model fit?
1. A Clear Proposition
Intelligent speech broadcasting – ‘Radio 4 Curious Minds’
2. Consistency
Today...Woman’s Hour...You and Yours...World at One etc...etc...
3. Bold• Today sets agenda• Humphries, Mair (and Davies)• Radio 4 comedies cross to BBC
TV.• Morrissey on Desert Island Discs!
And Five Live?
1. A Clear Proposition
News and Sport Talk
2. Consistency• Reactive• Human• Personality
3. Bold• Richard Bacon on afternoons• Christian O Connell at weekends• Visualised radio experiment• And, moving to Manchester
The big three
1. A clear proposition – what do you offer
2. Consistency – delivering on the proposition - not confusing or disappointing the listener
3. Bold – think big – sound big – stand out
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