This idea is archived

RAB Guide: Using Radio to reach Youth Markets

Provided by Radiocentre
Commercial Radio has traditionally been seen as a young persons' medium, and it dominates radio listening in this age group.

Tell us about the Opportunity / What is it?

Youth markets have a disproportionate importance to marketers - this is despite the fact that the under-16s only account for 19% of the UK population. There are several reasons for this. On the one hand they are extremely active consumers.

What is the Marketing Objective?

Give brand attitude/ increase loyalty and frequency or purchase

How does it work?

The peak time for young people to be listening to the radio is in the mornings - ratings peak just before school and then fall away dramatically, picking up again after 3pm.Weekend listening starts rather later - and there is a clear peak on Sunday afternoons when the Network Chart is on.The main dynamic in young people's radio listening is music (although sport is important for some older ones), but radio is much more than just a music machine for them.

Who's used it in the past?

Please visit www.rab.co.uk for further details.

Features / Benefits

Unlike magazines and posters, radio is consumed at certain times, and this is true for the advertising as well. This makes it possible for advertisers to speak to young people at the times which are most relevant to the product - during the homework period, in the run-up to the weekend, in the mornings etc.Radio is particularly useful for explaining things to often inexperienced younsters as it uses the human voice in real-time. This means that the young people do not have to wade their way through extensive reading material before they even know what the proposition is.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsYouths
RADIO / NATIONAL
RADIO / REGIONAL
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESS
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas

Age

Gender

Media Route

Marketing Route

Full Search Options
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service