Magazine article Marketing

MEDIA: Rajars Signal London Adspend Rethink

Magazine article Marketing

MEDIA: Rajars Signal London Adspend Rethink

Article excerpt

Advertisers and agencies may need to reappraise the role of key London radio stations in the marketing mix, following some disappointing results for key stations in the latest Rajars.

According to Sarah Taylor, group head of cinema, radio and outdoor investment at Starcom Motive, the latest Rajar results for London stations were mixed and could lead to marketers reviewing the value of their spending on radio in London across key stations.

Capital Radio's 95.8 FM share of listeners stabilised at 8.8%, the same as last quarter, but the station lost 176,000 listeners.

The performance of Virgin in London also dipped - weekly reach was 1,122,000, an 11% share compared with 1,242,000, a 12% share for the previous quarter.

Listening share dropped from 3.3% to 3.1% for the same period. Taylor said the results posed some tough questions for the radio stations. 'What are people genuinely doing to turn around the performance of the stations? …

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