Mark Lee: “Four years of Communicorp UK”

It has been four years focusing on the quality of our audience, the service to our advertising customers and the strength of our people.

According to Campaign, ‘radio is enjoying a revival’ and it’s fantastic to be strapped in for the ride. As all digital media evolved, a concern arose outside the radio industry that it faced being left behind. However, in the past two years, radio and audio advertising has been recognised for it’s true value in brand building and direct response. As it has progressed from radio to audio, the strengths of the medium have developed beyond the simply reliable, toward the innovative and progressive. Radio is in fantastic shape. Read more

Ebiquity’s Re-evaluating Media report, commissioned by Radiocentre, has revealed that radio, along with other traditional mediums, is competing and beating newer digital mediums in many key advertising metrics. The report found that TV and radio are the strongest advertising media for brand-building followed by newspapers, magazines and out-of-home. Radio is one of the most cost-effective traditional mediums. For assured ROI, radio and TV are the best. Results are critical to a campaigns success and future campaigns . This study has been hailed as the most important study of recent years because of the discrepancies it highlights between perceptions and evidence on advertising media. For you and your brand, however, it’s evidence for you to base your next advertising decision on. Radio, along with other traditional mediums, are scoring highly in the metrics that matter to you and your campaign.

As radio has grown, our customer offering has grown rapidly in the last four years. We will help you understand your customers through research, engage our listeners with your brands with strong creative and improve your campaign performance. Our services are more than just radio, they deliver results. As well as just radio advertising we now offer, digital, creative, design, video, experiential and research to ensure the full customer journey is aligned. We are now a Market Research Society Company Partner and our research and insight team deliver actionable customer insights which inform important business decisions so they can be made with confidence.

In the latest RAJAR Q4 2017 release, 48.9 million adults or 90% of the adult (15+) population tuned into their selected radio stations each week in the fourth quarter of 2017. The great news about this is that this is up by approximately 178,000 adults on the same quarter of the previous year (Q4, 2016). More than 3 in 5 adults aged 15+ are listening to radio via a digital platform in terms of weekly reach*, great news for radio.

* Weekly reach is the number of people (adults 15+) in the UK who listened to a radio station for at least five minutes in the course of an average week during the quarter.

Smooth Radio North West celebrated ten unbroken years as the region’s outright commercial market leader for reach, and they are the most listened to commercial radio station outside of London. This means a decade of #unmissable moments, what an achievement. Smooth Radio North East continues to be the outright No.1 commercial radio station in the North East and Smooth Radio East Midlands recorded its highest ever reach with 474,000 adult listeners tuning in each week. Capital Scotland is now the No.1 commercial radio station for reach in Central Scotland and Heart North and Mid Wales is the outright No.1 commercial radio station in North and Mid Wales.

We know that career development is important to our people and we love to grow and nurture our talent. We have developed our very own academies on leadership, sales, programming and marketing, creative and digital. Our academy programmes are transformational in the way that they engage and develop our people. All of our content is bespoke to our company and our goal for our people is to be the smartest, boldest and most creative in everything they aspire to do. We also launched our brand new Learning Hub which creates an online space for people to take control of their own learning path with us and they have access to a variety of powerful content, resources and flexible tools that will enable them to learn and grow. A new initiative in 2017 was a partnership with Nottingham Trent University for their Chartered Management Degree Apprenticeship to offer our future leaders a unique chance to gain a prestigious qualification and fulfil their aspirations to become a great leader later in their careers. One of the most satisfying experiences over the last four years has been to watch new people join and see them grow, this year we are again supporting the SRA I Love Student Radio Awards to connect us to new talent and provide opportunities.

I’m proud and privileged to work with an outstanding team who have smashed our ambitions for the first four years and can’t wait to see what we can do in the next four.


Source: RAJAR/Ipsos-MORI/RSMB, six month period ended December 2017 within each station’s respective TSA.