Radio unites to sound value to advertisers

In a show of unusual unity, RTE and independent radio are joining forces to push the value of radio to advertisers by launching a cross-medium, two-week ChooseRadio.ie campaign with a synchronised radio spot on 36 stations bearing the strapline “the most visual medium in the world”.
An estimated 1,170,000 adults aged 15 and over are expected to hear Ireland’s first choose radio commercial of its kind, created pro bono by Cawley NeaTBWA, Carat Ireland and Agency.com, when it is aired after 9am on Wednesday, September 9th.
Advertisers and agencies will receive a direct mail teaser from ChooseRadio.ie on Friday, September 4th, asking them to tune into the radio spot on the following Wednesday and at 11am on that day they will get a reminder by email.
Clare Duignan, managing director, RTE Radio, said that at a time when media buyers and planners are scrutinising marketing spend , the radio sector wanted to get together and promote the medium’s power and cost effectiveness.
Willie O’Reilly, chairman, Independent Broadcasters of Ireland (IBI), said Irish people are huge radio fans, with 86 per cent of adults tuning in on an average weekday. O’Reilly, who is chief executive of Today FM, emphasised its quick turnaround times.
Speaking at the Merriman Summer School, Duignan was more than conciliatory in her comments about commercial radio. She said that radio could not thrive without a healthy commercial sector and RTE will depend on them for a greater roll-out of digital radio.
Commercial radio was also creatively vibrant and within its own mission as capable as RTE of discovering talent and reaching wide audiences. Duignan said Irish radio will need a distinct sense of identity to stand out in the move from analogue.
Irish radio will be presented with real challenges trying to retain its position as the radio of choice for Irish listeners and to RTE as the national public service broadcaster. RTE depended on its relations with commercial radio to develop audience research.
As a dual-funded broadcaster, RTE had more in common with its commercial rivals in the recession than in the boom years, with uncertainty over income a threat to both sectors and to audiences.
The ChooseRadio.ie campaign is the first cross-medium initiative of its kind. Newspapers have combined to push the value of press advertising through NNI campaigns knocking TV and, more recently, outdoor.