Media News

Sea Saw, Roller Coaster, down, up, backwards, forwards, round the corner, flat, and who knows??!! are just a few of the words that have been used to describe 2009 in radio land. As all of us know, trying to predict what is going to happen has been a bit like a game of pin the tail on the donkey. The industry, like other media, has had a tough old time of it. However, it is not all doom and gloom! With the continuing rise of radio audiences in reach and hours, digital listening growth and iPods finally getting into bed with radio, all the signs point to the fact that people still love the old wireless!

If audiences had fallen off the top of a cliff then there really would be a problem, but they have not. The most recent RAJAR at the time of writing, Q2 2009, shows that all radio listening hit an all time high of 46.3 million adult listeners per week and digital listening has increased to take a 21.1% share of all radio listening for the first time ever. These are two very impressive stats to shout about. For radio to increase reach and hours in an environment where - everyone, their granny and their dog have been staying home watching Xfactor and re-runs of Top Gear - is a testament to the content that has continued to be delivered.

Speaking of content, 2009 has seen a rise of networked programming, it will be interesting to see how audiences react to the decreased level of local output. In some situations this may be a good thing as content improves, but unfortunately this may not lead to an overall improvement in content. Global have invested heavily in their rebranding and have increased networked output, as the leading group in the UK marketplace their audience results and sales approach will no doubt be followed with great interest.

The publication of the Digital Britain report in 2009 finally set out clear guidelines of a switchover date for digital radio. It would seem the industry is in a stronger position than before to establish a plan for moving forward. This can only be a good thing for listeners as choice will increase and will no doubt open additional revenue streams to radio stations. If the industry can capitalise on this over the next few years to make sure they are ready it could prove good news all round.

Revenues have of course dropped, however, branded content has proved itself to be a star by providing bespoke solutions for clients and an opportunity to increase share of voice through sponsorship at a cost effective level. In 2008 the radio industry was down 6.3% (Source: RAB/Ofcom) but branded content increased by 4.3%. At time of writing the industry is sitting at a MAT decrease of 13.4 %, but again branded content is bucking the trend sitting at 1.5% down (Source: RAB/Ofcom). This shows that advertisers have not lost faith in radio and are still prepared to invest if the opportunity is provided.

Providing this opportunity has taken a greater understanding of all media and the market in general. Although not traded in exactly the same way as its other media friends the radio industry has had to increasingly take a closer look over the garden fence at its neighbours in 2009 to make sure it is answering the needs of clients and agencies in a changing market effectively. Sometimes this has meant bending, changing or finding a way but flexibility is a key word which has been highlighted this year. Radio has always been proud of its credit card-esque message “Your Flexible Friend” but in 2009 it has developed and must continue to develop this area to keep up with other media. Radio will need to remember its flexible routes and continue to offer what other media cannot more than ever before.

Overall it has been a tough time for all, clients, agencies and sales houses alike. We all need to look at ways beyond the norm to help clients and ourselves through this time. This will ultimately prove to be a benefit for everyone, as we come out of the recession with a greater understanding of what is possible and what is achievable with a little bit of elbow grease. I am looking forward to 2010 and what is ahead as I can see it being good news for all.

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