A well written and well researched piece Matt. Thank you for the breakdown. Thank you for sharing.
I work with media and radio stations in Africa and 80% of people living on this continent are under 30.
We have developed a number of brands that appeal to that demographic. The one we have in Uganda is aimed at 18-24. The big problem with that age demo is they don’t buy a great deal, maybe airtime, alcohol, nights out etc. So, we have had to not just rely on traditional airtime as a revenue source but to be very creative in our attempt to get revenue through the door, which so far we have been very successful at. This comes from OB’s, on ground activations for clients, club nights plus developing a number of platforms that should compliment our audience that have yet to be released. Plus we sell heavily across our strong digital platforms.
Our programming is very disruptive and predominatley presented by social media influencers that the target audience can relate to, that are trained to understand how radio works.
I’m sure the big players in the UK would struggle to make this work for them, but it works for us and we are growing with our key demo across all marketplaces and also attracting our secondary demo 14-17 in big numbers, for them we are turning up at their schools executing heavily sponsored roadshows, plus schools pay for us to appear with our team. So, radio is an attractive proposition, if you give them something that appeals to them.
Hm, could Radio 1's strategy be to have the main service carry the weight of targeting teenage listeners, and then keep them within the family through their spin-offs?
Mind you, 2000s music is seemingly also a hit with them these days—Olivia Rodrigo's popularity after mining that decade being one example—so maybe both R1 and Capital are hoping for some teenage... strays.
A well written and well researched piece Matt. Thank you for the breakdown. Thank you for sharing.
I work with media and radio stations in Africa and 80% of people living on this continent are under 30.
We have developed a number of brands that appeal to that demographic. The one we have in Uganda is aimed at 18-24. The big problem with that age demo is they don’t buy a great deal, maybe airtime, alcohol, nights out etc. So, we have had to not just rely on traditional airtime as a revenue source but to be very creative in our attempt to get revenue through the door, which so far we have been very successful at. This comes from OB’s, on ground activations for clients, club nights plus developing a number of platforms that should compliment our audience that have yet to be released. Plus we sell heavily across our strong digital platforms.
Our programming is very disruptive and predominatley presented by social media influencers that the target audience can relate to, that are trained to understand how radio works.
I’m sure the big players in the UK would struggle to make this work for them, but it works for us and we are growing with our key demo across all marketplaces and also attracting our secondary demo 14-17 in big numbers, for them we are turning up at their schools executing heavily sponsored roadshows, plus schools pay for us to appear with our team. So, radio is an attractive proposition, if you give them something that appeals to them.
That's really interesting - thanks Kevin!
"You can tell the picture atop this blog post is AI - firstly it’s young people listening to the radio" - ooof, burn!
Hm, could Radio 1's strategy be to have the main service carry the weight of targeting teenage listeners, and then keep them within the family through their spin-offs?
Mind you, 2000s music is seemingly also a hit with them these days—Olivia Rodrigo's popularity after mining that decade being one example—so maybe both R1 and Capital are hoping for some teenage... strays.