Proposal - Belfast 89FM€¦ · The latest OFCOM Communications Market Report for Northern Ireland confirms the popularity of radio listening in Northern Ireland. The report highlights

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1Belfast 89FM 58 Howard Street, Belfast BT1 6PJ

T 028 9503 0389 email: [email protected]

Belfast 89FM is operated by Belfast FM Ltd which is a company registered in Northern Ireland (NI612622) and

is limited by guarantee.

Proposal

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About Belfast 89FM

Belfast 89FM is the first new local radio station to open in

the city during this decade. We're licensed by OFCOM and

play music from the 60s and 70s and while we know that our

listeners are from across all age groups, our biggest

audience is made up of those who grew up with the music of

that period. We're on 89.3 MHz FM and also stream live on

the Internet making the station available to a wide audience

on both fixed and mobile devices.

Belfast 89FM Coverage and format The signal footprint of Belfast 89FM on 89.3 MHz

FM covers the new Belfast City Council area and

adjacent districts including Castlereagh, the

Lisburn corridor, Dundonald and the coastal

communities around Belfast Lough. Presenter led

programming runs 7am to 7pm four days per

week and runs to 9pm Friday and Saturday while

Sunday runs to 1am. Outside these hours, music

only programming is broadcast. The weekend

schedule also includes specialist music

programming. Advertising is carried throughout

the broadcast day and may also be incorporated

into the evening and overnight schedule.

How can Belfast 89FM help your business?

Our predominantly but not exclusively “Baby Boomer” audience is a valuable target market for every

business and Belfast 89FM broadcasts to this community across Greater Belfast. Belfast 89FM

exclusively focusses on this high spending group of people which are currently underserved by both

the existing commercial radio stations and the mainstream print media. We offer our advertisers a

low cost route to this market and our unique mix of 60s and 70s music combined with friendly and

informative conversation, continues to attract a growing audience.

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Belfast 89FM continues to make considerable progress in building a loyal audience across

the city. Belfast 89FM plays music from the 60s and 70s and while we know that our

listeners are from across all age groups, our biggest audience is made up of those who grew

up with the music of that period.

This group has a wide range of general and particular interests and concerns, including

healthy living, social and consumer advice and leisure activities.

Moreover, our largest audience cohort is known to have more disposable income than any

other age group in the city – Source NISRA 2017. While the "baby boomer" remains the

station's core listener, it is clear from the feedback from a number of sources that our

audience has broadened.

Audience research

Currently, Belfast 89FM is not affiliated to RAJAR. At this stage of Belfast 89FM's

development, affiliation is financially outside our capability. However, we guesstimate that

we have in the region of 16,000 listeners currently each weekday. This is based on

correlating our Facebook followers against the average of those for Downtown and BBC

Radio Ulster while taking into account the limited broadcast footprint of Belfast 89FM

compared to the two larger stations, both of whom have a DAB presence in the Belfast

89FM broadcast area.

Communications Market Report OFCOM Northern Ireland Published 3 August 2017

The latest OFCOM Communications Market Report for

Northern Ireland confirms the popularity of radio

listening in Northern Ireland.

The report highlights the ongoing and growing popularity

of local services. Sixty per cent of radio listening hours in

Northern Ireland are accounted for by local services, an

increase of 4 percentage points since 2014.

This is more than one and a half times greater than the

UK average for listening to either local BBC or local

commercial radio stations (36%) and the highest of any

UK nation.

Local commercial stations have a 39% share of listening

hours in Northern Ireland, 10 percentage points (pp)

higher than the UK average.

Belfast 89FM

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The nations’ BBC services have a 21% share of listening hours. This is three times higher

than the UK average for BBC local and nations’ radio services.

However, the BBC network stations have the lowest reach of all nations; less than half that

of the UK average (21% in Northern Ireland vs. 45% across the UK).

Northern Ireland also has the highest proportion of listening to ‘other’ radio stations (8%),

and around one in four radio listeners (23%) listen to these stations in a typical week

compared to just 8% across the UK as a whole.

This is likely to include a mix of listening to Republic of Ireland services, available via

overspill stations, as well as community radio stations.

Community stations, such as Belfast 89FM, rely entirely on the efforts of volunteers and find

it difficult to accurately measure listenership. For many, including ourselves, membership of

RAJAR is simply not an option due to the financial cost involved.

Nonetheless our advertisers take note of other metrics which we have put in place to

provide estimates of listener profiles, demographics and interaction with the station.

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Listenership Survey - March 2017:

In March 2017, Belfast 89FM undertook a survey of listener opinion and the results of this

survey are appended for information. The methodology used was a ten-point questionnaire

using surveymonkey.com and the survey was promoted on-air and through the station's

social media presence.

This primary research collected indicates that our target audience - the baby boomers, are

being well served by the station. Our music mix is very popular and our core audience is:

Aged 45 - 75 and located in Belfast

Predominantly listening on the move across the city

"Wake, Rattle and Roll" from 7.00 to 10.00 is the top rated programme

A copy of this survey is appended to this proposal.

There are also other sources which confirm a growing and engaging audience:

Audience participation

Texts/Emails received in studio:

The number of texts received both as a result of listener stimulation and/or impulse is

increasing steadily. The Movie House sponsored "Wake, Rattle and Roll" morning drive time

programme presented by Kenny Tosh receives more texts and emails than any other

programme in the schedule. Currently, Kenny receives 30 to 40 messages each morning

compared to half that a year ago.

Social media reach and engagement

4,000+ likes on Facebook -

https://www.facebook.com/Belfast89FM/

1,204 followers on Twitter

Likes are growing at about 20% per month due to

presenter led calls to engagement.

Station presenters are also encouraged to promote their

own programmes on social media. Belfast 89FM also uses

photographs of specific Belfast interest to stimulate

engagement and build awareness of Belfast 89FM with

listeners and this recent photo, supplied from a presenter’s

own collection attracted over 23k Facebook views within a

day.

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Competition based promotions

Belfast 89FM continues to develop competition based promotions in association with

advertisers. These promotions have proved very popular with listeners and participation has

been at a high level. Our most successful promotions have followed a well established

format where the competition is promoted on-air as a "read out" promo. Entries are invited

either by the Belfast 89FM Facebook page or via the belfast89.com website.

Abbey Centre Competition - 13th Aug 2017

Social media based competition driven by on air promotion - the prize was a £100 shopping

voucher donated by the Abbey Centre.

Winner: Rochelle Welsh

Total number of entries 884

Participant comments

8 August at 10:58

Malcolm McDowell Continued success.

It's a great station with the best music. We

are so lucky to have 89fm, a radio station

for the people.

8 August at 07:16

Karen Dickson, I love that Abbey Centre

has been accepting of small craft

businesses like mine in giving us a spot to

sell our handmade goods occasionally.

9 August at 08:06

Lynn Ballard Oh how lovely would it be to

go on £100 shopping spree, uniforms for

school, a little wooden rule. while listening

to the best radio station 89fm bringing you

back to your own school day memories

8 August at 14:35

Karen Russell Robert What a fantastic

competition this would be perfect u can't

beat the abbey centre.

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Translink SmartPass Competition - 8th - 18th November 2016

The competition was mentioned on air at least 4 times per day, once per main daytime

show over the period.

Total Number of Entries- 241 - Entries submitted via www.belfast89.com only.

This competition page was viewed 710 times over the 11-day period.

Facebook Statistics

These statistics relate to the specific post about the competition

9,985 people reached in the 60+ age group

73 shares

135 likes

45 comments

Advertising Growth

Our advertising base has also widened and during the past six months, we've enjoyed the

support of a mix of large and small businesses -

SPAR,

Ulsterbus Tours,

Translink - Metro £3, Airport Express, SmartPass

OK Windows,

Pascal O'Hare Solicitors,

Mallon Bros Funeral Directors

Glendale Carpets,

Belfast City Council,

Murray Tyres,

John Preston Ltd,

Cleaver, Fulton Rankin

The Speckled Hen,

Harvey's Point Hotel

Police Service of Northern Ireland

Lough Eske Hotel,

Ostan Teac Jack

Fortwilliam Musical Society

Central Tyre Services

Direct Furniture

iCare Opticians

MakeKitchens.com

Exchange Accountancy

Taste of Monaghan

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Our advertising proposal

At Belfast 89FM, we realise that we are unlikely to be the primary promotional platform

for any major brand but where we do have a role is in extending a promotional

campaign by way of using Belfast 89FM to reach the over 50 demographic across the

city in a very cost-effective manner.

Package A

6 X 30sec spots over 7 days played out within the daytime schedule - 7.00am to 7.00pm

each weekday and weekends for four calendar weeks. This totals 168 plays.

In addition to the 168 daytime plays, this package also includes up to 50% complementary

plays over the 7 days during the evening schedule (7pm to 7am) subject to airtime

availability. This brings the total plays to 252 over the four-week period and the cost of this

package is £450 + VAT

Package B

6 X 30sec spots over 7 days played out within the daytime schedule - 7.00am to 7.00pm

each weekday and weekends for twelve calendar weeks. This totals 504 plays.

In addition to the 504 daytime plays, this package also includes up to 50% complementary

plays over the 7 days during the evening schedule (7pm to 7am) subject to airtime

availability. This brings the total plays to 756 over the twelve-week period and the cost of

this package is £1,100 + VAT.

Adverts for Broadcast

Where a broadcast ready advert is not available, Belfast 89FM can script, produce and

record the advert and the total cost of this is included in the package. The advertiser would

retain full editorial control of the advert and would retain ownership of the recording

thereafter and would be free to use it elsewhere. If the Grand Opera House already has a

broadcast ready advert, then that can be used provided that you have permission or the

rights to use the advert on any broadcast station without restriction. Any charges arising

from the release of broadcast rights to Belfast 89FM would be borne by advertiser.

Website Banner

Every advertiser will also feature on the promotional banner at www.belfast89.com

throughout the run.

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On Air Competitions

Belfast 89FM would also like to explore how on-air competitions could add value to this

advertising proposal.

Prizes for these competitions need not be high value but could be carefully selected to

appeal to our listeners.

Competitions could be run on a regular basis and the suggested format could be as follows:

Presenter led - read out promo

Competition entries invited by Belfast 89FM Facebook and www.belfast89.com

Duration - two weeks

Belfast 89FM to promote heavily on social media

These proposals are not exhaustive and Belfast 89FM welcomes the opportunity to have a

discussion about how both organisations might work out a sponsorship arrangement.

SPONSORSHIP COSTS

The indicative cost for the above sponsorship package is £350.00 + VAT per four-week

period

Belfast 89FM welcomes the opportunity to progress this proposal as soon as possible.

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Belfast 89FM 58 Howard Street, Belfast BT1 6PJ T 028 950303 89

Belfast 89FM is operated by Belfast FM Ltd which is a company registered in Northern Ireland

(NI612622) and is limited by guarantee.

Listenership Survey March 2017

Final Results

Question 1 We hope that you are a regular listener to Belfast 89FM? If so, please tell us how often you listen to the station. Please check one choice only.

Question 2 What time of the day do you listen to Belfast 89FM?Please make your choice from the options below. You can select more than one choice

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Final Results

Question 3 How did you hear about Belfast 89FM initially? Please check one choice only.

Question 4 How do you listen to Belfast 89FM - You can make more than one choice.

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Final Results

Question 5 Where do you listen to Belfast 89FM You can select more than one

Question 6 Turning to the mix of music played on Belfast 89FM, we currently play the best of the sixties and seventies and we're very interested in making sure that the music reflects your tastes. Which statements do you agree with (you can tick as many choices as you like).

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Final Results

Question 7 Next to our Talk In magazine programmes, broadcast in the mornings and afternoons, Monday - Friday. You can tick as many choices as you like.

Question 8 Finally, please indicate the age group you belong to:

Documents

Proposal - Belfast 89FM€¦ · The latest OFCOM Communications Market Report for Northern Ireland confirms the popularity of radio listening in Northern Ireland. The report highlights