Research into Radio advertising

Radio Advertising in Cornwall, Plymouth and West Devon
Transmission Area
Pirate FM is heard across the whole of Cornwall, Plymouth and West Devon and operates via two transmitters - 102.8 (West) serving Mid and West Cornwall and 102.2 (East) serving Plymouth, West Devon and East Cornwall.
Headline Audience Figures
Adult population 479,000 in Total Survey Area (TSA)
Weekly reach 156,000 Adults 15+
Weekly reach 33%
Average listening hours 12.3 each week
Total listening hours 1.916 Million
Market Share 18.6%
PIRATE FM IS THE MOST LISTENED TO RADIO STATION IN OUR AREA. We reach more listeners each week and have a bigger market share than any other station, national or local, BBC or commercial.
Our Audience
We target our programmes at 25 - 54 year olds. We reach an amazing 47.3% of that age demographic every week, giving us a 28.6% market share .
We also reach 30% of all ABC1 listeners in the area weekly and 36% of all C2DE Listeners.
Our Listeners
Pirate FM is the number one radio station in Cornwall for all adults, reaching 156,000 or 33% of them every week.That means a third of all adults in our listening area tune in each week!
Over a 4 week period that increases to 228,000 or 48%.
Over 13 weeks, which is the typical length of an ad campaign that becomes 279,000 or 58%.
Pirate FM's format is designed to appeal to a broad audience and the listening figures show that this works! We are focussed on being familiar, family orientated, entertaining and getting involved in a huge number of community events right across our transmission area.
Pirate FM has a long-term, loyal audience with 1.916 million listening hours weekly, an average of over 12.3 per week, per listener.
Pirate FM also has more listeners in the core demographic of adults aged 25 - 54, than any other radio station in our listening area. Reaching 47.3% of this demographic each week, or 99,000. This translates in to a market share of 28.6%
For radio advertising that reaches the biggest audience there is simply no competition. In terms of reaching the maximum number of people for your money we can not be beaten.
Source for all figures quoted: RAJAR Pirate FM TSA 6 months ended June 2009
Testimonials;
Dairyland
As the director of Dairyland, I` ve been advertising with Pirate FM for the last 15 years. It` s managed to keep Dairy Land 'ahead of the herd'. and in fact, we` ve found Pirate FM to be a company which has brought many visitors to our door. So, as we say at Dairy Land, Pirate FM, brings results.
NHS
The advertising on Pirate FM has been absolutely fantastic for us. It deffinately works. It` s the only wau that we can get our message across to the people we` re trying to target. Everything else we` ve tried, it hasn` t worked. We use Pirate FM to promote evrything that we do whether that` s our clinics, or our drop in centres, or the services we provide in a Hospital. Sometimes we `re able to provide free NRT and actually promoting this, through Pirate FM, has got people through our doors.
So, Linda tell me, has advertising o Pirate FM really helped for the 'stop smoking service?
yes, it deffinately has worked. It is a wonderful way for us to get the people that we want through our doors. So people who smoke, who actually want to stop, it` s the best way that we ` ve found of actually getting the message to them. Everything else that we ` ve tried just hasn` t worked. We` ve used it to promote everything that we do, the new drop in centres that we have, or our clinics, or the services we provide in hospital. It` s such an effective way of doing it.
Both of these customers have found radio advertising with Pirate FM to be a really successful way of promoting their services. They both feel that it is a very competitive way to advertise. It reaches people inside their own homes, when driving their cars, at work and when out in the shops.