Radio Flashcards
Distinguish between reach and market share as they relate to radio
broadcasting
Reach refers to the size of the audience that is “reached” by radio, either in general or by a specific station. It’s expressed as a percentage of the adult population in a given station’s catchment area. It doesn’t matter if someone listens for 2 minutes or 2 hours — anyone who tunes in is counted. Reach gives an idea of how many people are exposed to the station’s broadcast.
Eg: In Ireland 2024, 79.8% of adults listen to the radio daily, showing a broad reach across the population.
Market share refers to the share of all minutes listened that are attributed to a particular radio station, typically measured between 7am and 7pm. It reflects the proportion of total listening time spent on one station compared to others. This indicates listener loyalty and depth of engagement, not just exposure. Market share is used to assess how dedicated listeners are to a specific station.
Eg: Highland Radio has a 62% market share in Donegal, indicating very strong loyalty among its listeners
Why is it important to understand people’s listening habits when
communicating through radio?
(3 points)
- Timing: People tune in to the radio at different times based on their daily routines, such as commuting, working, or relaxing.
- Different groups listen to different stations: Listening preferences vary by age and region.
- Tailored content to audience needs: Eg- Farmers prefer updates on schemes and mart reports.
What are the main limitations to radio as a communications medium?
(5 points)
- Transient Nature: It’s a fleeting medium, once something is said its gone. Listeners cant “re-read” it like print media.
- Listener Distraction: Many listeners are multi-tasking like driving, cooking, working, which reduces their attention.
- Limited influence on decision making: Radio can raise awareness, but it doesn’t lead to behavioral change.
- Demographic Variations: Different listening habits depending on age group and region messages mightnt reach intended audience.
- Audience Control: Listeners can easily change the station, maintain attention= challenge.
What are the key considerations in effectively using radio to raise public
interest in an event?
- Know your target audience: Who are you trying to reach and when will they be likely to listen?
- Timing: Broadcast event information around peak listening times eg, 7-9am and 4:30-7pm.
- Keep message simple and clear: Short, clear and engaging use repeat messaging to reinforce key points.
