Stations broadcasting outside their franchise area?

Louise Jordan

Howdy!

I probably should know the answer to these questions! But I don't so I'll look for some guidance on here

Given that many of the radio station's with audiences primarily in Dublin's surrounding counties seem to have a huge amount of Dublin advertisers and seem to target Dublin based businesses for advertising - Is there any real proof of their impact on the Dublin audience? Given JNLR's disregard for these figures?

IN the absence of concrete evidence of a Dublin listenership they seem to use the fact that almost half their advertisers are based in Dublin as their key sales pitch - however, for me, this could be based purely on the reduced rates they offer in comparison to the main Dublin commercial stations.

So, more information on the above would be welcome however inconclusive I expect it to be; Basically what I am trying to work out is...

Which is more effective?

Less spots on a main Dublin commercial station
or More spots on a station which happens to bleed over the Dublin border....substantially

Any feedback welcome.

Five Lamps

It's not clear what information that you are seeking. Can you give an example of a station?

Let's take LMFM, for example, any listenership to that station in Dublin city and county would be recorded under 'other local'. This tends to be a pretty small percentage (and includes any other out of franchise stations that can be heard in Dublin).

You also have to consider that Louth, Meath, Wicklow and Kildare are all part of Dublin's hinterland. Many people would commute from their into the city to work and many would travel into the city to buy goods and services. It therefore makes sense for 'Dublin' businesses to advertise on these stations. So it's not a question that Dublin advertisers are using these stations to reach a Dublin audience, they are using them to reach a Meath/Kildare/Louth/Wicklow audience.

L1011

Without having access to the Kildare/Meath books, I'd make a wild guess there's more "other local" there from people listening to Dublin stations than there ever will be the other way around. The point above about people in those areas having reason to be in/shop in Dublin explains the ads.

Five Lamps

MYOB wrote: »

Without having access to the Kildare/Meath books, I'd make a wild guess there's more "other local" there from people listening to Dublin stations than there ever will be the other way around. The point above about people in those areas having reason to be in/shop in Dublin explains the ads.

Not a guess, you're right!

blue4ever

Likewise, i'm a little confused as to the question?! On the back of what MYOB posted - it go me thinking and the graphic attached answers it in another fashion.

It the % of people in each franchise that listen to their 'Home local' station. Serious bleed-over in Dublin's hinterland

Louise Jordan

Hey,

Thanks for the replies

To clarify....

If you wanted to target Dun Laoghaire/Blackrock, Dalkey, Stillorgan etc.

Would you go for more coverage on a station like East Coast

Or less coverage on a station like 104?

Five Lamps

Louise Jordan wrote: »

Hey,

Thanks for the replies

To clarify....

If you wanted to target Dun Laoghaire/Blackrock, Dalkey, Stillorgan etc.

Would you go for more coverage on a station like East Coast

Or less coverage on a station like 104?

I'd use a Dublin station that fits the audience you're seeking to reach.

L1011

Louise Jordan wrote: »

Hey,

Thanks for the replies

To clarify....

If you wanted to target Dun Laoghaire/Blackrock, Dalkey, Stillorgan etc.

Would you go for more coverage on a station like East Coast

Or less coverage on a station like 104?

If I wanted to target those areas, I'd use Dublin stations entirely. East Coast's listenership figures are poor in Wicklow to begin with, let alone whatever fractions they get in Dublin.