'Late peak' time radio appeals most to youth

Weekday evenings have emerged as the best time for advertisers to target a youth radio audience.

Listeners aged between 15 and 24 years old said that they are most involved and enjoy the radio listening experience during the "late peak" time of 8pm until 10.30pm. The research, commissioned by Emap Advertising and conducted by Right of Admission Reserved, also discovered that youth audiences are more loyal to radio brands in large Northern cities and London than elsewhere.

Respondents in the 15- to 24-year-old category were asked two questions about radio at different times of the day. Asked to grade "how involved are you?

at different times, the late peak slot scored the highest with an average of 3.5 out of four. When rating "how enjoyable is the experience?

the same time slot scored most highly with an average score of three out of four.

The same research, of 505 respondents, shows that peak enjoyment time for youth audiences across all media is the "post peak

slot of 10.30pm to 12.30am.

The research supports the recent Radio Advertising Bureau analysis of the Rajar results that suggests that radio listening among young audiences is increasing in the evenings.

ROAR's findings also cover respondents' attitudes to radio advertising.

The top three attributes of radio advertising are seen as "ads stick" (stay in the memory), "ads feel more personal

and "ads are more aimed at me". However, radio advertising was less likely to encourage youth audiences to "view brands as fresh

or make "brands more sought after" compared with advertising in other media.

The survey also measures loyalty to radio brands across the UK. The London radio brands Kiss FM and Capital scored highly with more than 70 per cent of their listeners being "hardcore

or "committed". However, Galaxy, which has stations in Leeds and Manchester, scored higher levels of loyalty with close to 80 per cent of its listeners being "hardcore" or "committed".

The Manchester station Key 103 commanded the highest levels of loyalty with more than 95 per cent considering themselves to be "hardcore

or "committed".

Tim Bleakley, the head of broadcast sales at Emap Advertising, said: "The ROAR findings emphasise the need for radio to be bought at a more detailed level, particularly examining different dayparts to generate greater effectiveness of campaigns targeting youth."

Justin Sampson, the managing director of the RAB, said: "This bears out work we've been doing into audiences growing at different times of the day. Since the beginning of 1999, radio's weekday evening audiences have grown 20 per cent. This is mostly driven by children and 15- to 34-year-olds. They are doing things where radio's ability to complement other activities is growing."