(Had meant to put this article out earlier this week, but it slipped by – Ed)
As promised in our article about how much money Isle of Wight Radio has received from the Isle of Wight council over the last ten years, here are the responses to the questions we posed to both of them.
First, Isle of Wight Radio
Here are the questions we asked …
- The biggest increase in sending happened between 2007-8 and 2008-9, where IWC spending with IWR effectively doubled. This was followed by another 50% increase between 2008-9 and 2009-10.
- Haven’t radio airtime ad rates been dropping over recent years?
- Can you give us examples of the campaigns that have been paid for from this money?
- What more have the council had for their increased budget?
- Have IWC massively ramped up the number of hours their buying?
- What have been the largest/most hours/most expensive campaigns?
- Wasn’t 2009-10 when IWR was at its lowest audience number – and lowest numbers of hours listened too? How does this balance with a 50% increase in budget?
Here’s the response we got from Claire Willis, managing director, Isle of Wight Radio. Paul Topping was on holiday at the time we sent the questions.
“As I’m sure you will understand I am not prepared to discuss client advertising spend no matter who the client. Our commercial relationship is between the two parties and as you would expect should and will remain confidential.”
Isle of Wight council
We put the same questions to the Isle of Wight council. Simon Butler, from the council press office, who replied to our questions, chose to provide a response to each one.
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The biggest increase in sending happened between 2007-8 and 2008-9, where IWC spending with IWR effectively doubled. This was followed by another 50% increase between 2008-9 and 2009-10.
Haven’t radio airtime ad rates been dropping over recent years?
Our annual residents’ survey consistently places IW Radio as the Island’s most listened to station. As a major customer, and because much of our advertising involves community campaigns that a community-minded station is keen to support, we are also able to negotiate a favourable rate from IW Radio. Furthermore IW Radio also adds value to campaigns by allowing spokespeople to promote campaigns during day-time programming.
Also, not all of the advertising spend comes direct from council funds. Some campaigns, such as the Love Food Hate Waste recycling campaign, are funded by grants that are set aside to pay for advertising purposes.
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What more have the council had for their increased budget?
Sorry, I am not really sure what you are asking. If you are asking whether we have secured increased airtime with our increased budget then the answer is yes.
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Has IWC massively ramped up the number of hours their buying?
The council has purchased advertising commensurate with its decisions to promote certain campaigns. These campaigns are in line with the corporately decided objectives – objectives that have themselves been shaped by the results of consultation. The road safety campaign for example was a response to grave public concern around the number of young people being involved in traffic accidents.
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Can you give us examples of the campaigns that have been paid for from this money.
Recent campaigns included Christmas drink drive campaign, road safety campaign specifically targeted at young drivers and a successful recruitment drive for foster carers. The council has also spent money to attract people to some of its major events such as the IW Walking and Cycling Festivals which bring a wide community and economic benefit to the Island. The council has also used IW Radio to support recycling initiatives
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What have been the largest/most hours/most expensive campaigns?
The above campaigns were our largest/most expensive.
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Wasn’t 2009-10 when IWR was at its lowest audience number – and lowest numbers of hours listened too? How does this balance with a 50% increase in budget?
See above
