Your Business Can Help Bute FM

“No one’s bettered radio as the way to hear new music.”
Michael Nutley, Editor, New Media Age

Bute FM provides you with the ideal opportunity for your business, product or service to reach a discerning audience at advertising rates that meet tight budgets.

Bute FM provides competitive advertising and sponsorship packages and, whether you are a start-up solo business or a more established company, we have a package to suit you and make your promotional budget work hard for you. Programme sponsorship can cost as little as £50 per 2-hour show:  ideal when you want to combat economic downturn.

Bute FM broadcasts to the Isle of Bute, both on 96.5 MHz FM long wave band – to an area with a total population of 7,228 – and online through this website.

SPOT ADVERTISING

Bute FM offers the opportunity to raise your profile, targeting a specific market in a very cost effective manner with our spot advertising packages.

SPONSORSHIP

Sponsorship of programmes on Bute FM is a way to build a special relationship with our listeners through association with presenters, programmes and services.

ONLINE INTERNET LISTENING

• Recent research into internet ‘surfing’ behaviour revealed that 20% of internet users are listening to radio at any time (Clark Chapman Research 2006). This is great news for businesses which use the web to bring customers in, as it means many of the listeners can go and check the website immediately.

• Online and radio are the only media predicted to grow audience. The huge growth in online audience is increasingly affecting time spent with other (traditional) media – radio is the only traditional medium that people predict they will be spending more time with in the near future.

Size of opportunity

• Almost 50% listen to radio when online each week 67% of the sample claimed that they ever listen to radio when online and 72% of these claimed to have listened in the last week (i.e. 48% of total sample). The Clark Chapman research also suggests that at any given time 20% of people who are online are also listening to radio – making this conjunction a significant media opportunity in its own right (Source: CanStream)

Communication effects

• Online and radio provide complementary rational and emotional consumer benefits. Online is perceived as a convenient channel for helping people find what they want, when they want it, whereas radio is perceived as offering the human touch, helping to shape the moods and rhythm of the day. In conjunction, they feed each other by keeping the consumer engaged across each other’s momentary low points, leading to an increase in overall time spent with this media combination.

• Bute FM online is ‘social connectivity’ media. Radio broadcasting and online internet listening are both perceived as providing connection with people’s social communities but on different levels. Online operates more within people’s immediate social network, allowing them to stay in touch with friends and highly defined communities of interest like at butefm.org.uk Radio connects people with their wider network e.g. their community of interest.

• Radio is the most flexible medium. Business conditions can change fast and Bute FM is well set to meet those changes. Production of commercials is quick and relatively low-cost at only £30 per script and this allows advertisers to put out just the right message at the right time. This flexibility works particularly well for advertisers whose business changes fast with late deals, extended sales, reaction to news/weather with late deals, extended sales and offers.

For an informal chat on advertising, sponsorship and promotional opportunities please contact:

Iain Donald or Graham Leonard on 01700 502266 or email: butefm@butefm.com