The launch of additional national and regional radio brands in recent years has been a big change for commercial radio, offering a genuine alternative to the BBC across the UK. The rollout of DAB radio is still causing problems, with tension remaining between the BBC and commercial radio over who will pay for DAB rollout.
DAB roll out and funding issues mean that progress towards switchover remains torturous and is unlikely to take place by the industry's 2015 target date. With the launch of Radioplayer, listeners are now one click away from a variety of stations meaning brands have to compete vigorously online as well as through traditional platforms.
There has been little buzz about the introduction of product placement; content guardians have been somewhat resistant to the idea as they try to control the quality of network content and lock in audience gains. Activity is tending to support other sponsorship and promotion campaigns, rather than work as standalone.
The Government’s Digital Britain plan commits the country to switching off all analogue (ie AM and FM stations) once 50% of radio listening becomes digital and at least 9/10 homes can receive digital broadcasts.
Digital switchover is potentially good for commercial radio overall as it will have a natural 75% share of the frequencies, whereas the BBC has a legacy 50% share of analogue radio. However, Digital Britain remains contentious within the commercial radio sphere, the larger stations and groups welcoming it and the smaller players fearing for their future livelihoods.
ISBA members can find out more details here.
The BBC and commercial radio have joined forces to create a single website called ‘Radioplayer’ which currently offers users access to all ca.250 UK radio stations’ output.
Radioplayer launched 31st March 2011 allowing listeners to access live streaming and on-demand content from hundreds of different radio stations in one place for the first time. All of the BBC's local and national stations, as well as about 140 commercial broadcasters, are available on the service from launch.
Radioplayer could have positive implications for advertisers. Not only will it facilitate listening, but it could enable multimedia, cross-promotional and transactional activity.
ISBA members can find out more details here.
Digital developments have prompted changes at RAJAR, including taking part of the survey online. This will serve to improve respondent representation and achieve more detailed platform listening data. Respondents will continue to be canvassed, door to door, but option to report online will be available.
As audio streaming is growing, RAJAR will be working with the industry to create standards in measurement and reporting for streaming statistics. Ipsos MORI Media Cell are working towards capturing encoded broadcast on smart phone and tablet devices.
ISBA members can find out more details here.
After several rounds of consultation, the previous administration passed legislation to permit paid product placement on broadcast media during the legislative ‘wash-up’ which preceded the dissolution of Parliament before the General Election.
Product placement was officially introduced in the UK in February 2011, allowing media owners to access a new source of revenue. Ofcom has outlined the regulations that are to govern the practice with the publication of its new Broadcasting Code rules with respect to Commercial references in television and radio programming.
News, current affairs and religious content are not to incorporate brands in such a way, a restriction similarly applying to material specifically targeted at children.
Alcoholic drinks, tobacco, medicine, baby milk, unhealthy foods and gambling are among the categories prohibited from utilising this strategy
The Radio Advertising Bureau (RAB) has published a new study, showing that people who use media are happier and more energetic than people not using media. The research, carried out by Sparkler Research for the RAB, surveyed 1000 consumers via their smart phones, asking what media, if any, they were consuming and to rate aspects of their mood.
The results of the study were used as a basis to establish if media can exert a positive influence on the way people feel, how this happens and how does this affect engagement with advertising – especially on radio.
ISBA members can find out more details here.