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23 Aug 2011 11:41
Media sales company Africa Media Sales (AMS) has recently launched Mpumalanga Superstation, a unique radio advertising concept which affords advertisers the opportunity to market their product within the Mpumalanga province on both commercial and local community stations.
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- MPower FM
- Barberton Community Radio
- Radio Bushbuckridge
- Radio Laeveld
- Kanaymazane Community Radio (K Radio)
- Radio Secunda
- Kriel Info Radio
The combined listenership of Mpumalanga Superstation has been listed on Telmar as a single purchase with the aim of making it a more viable and attractive prospect for potential advertisers wishing to target the Mpumalanga market than the previously dispersed single station offering.
Explaining the reasoning behind the new station, AMS Director Paul Wilkins says, "Historically, radio planning for national advertiser's has been carried out on a national format, using national rating levels and target markets without much emphasis on regional or provincial sales. By grouping these Mpumalanga stations together, AMS has managed to have research released for the all the stations and thus create one big Superstation to compete with the regularly selected stations."
Wilkins elaborates that AMS analysed numerous client schedules and noticed large discrepancies in weight, reach and frequency by province. In most instances Gauteng received twice the weight of a province like the Western Cape and whilst some of these may have been intended, this was not in every case.
"Radio advertising should not be planned in the same way as TV - the listening levels vary as does time spent listening by province. A 300 GRP national campaign, given all things equal, should try and achieve 300 ratings within each province or region. The Mpumalanga Superstation helps address this problem and will be extended to the other provinces as soon as possible," Wilkins adds.
The national sales for Mpumalanga Superstation will be administered by Africa Media Sales who will also manage the equitable distribution of proceeds to the individual stations incorporated into the Superstation agreement.
Wilkins is enthusiastic about the benefits of the new station offering, "With the combination of all the local and commercial stations in Mpumalanga Superstation, advertisers are provided with the opportunity to target a huge slice of this regional audience in one go and media buyers are able to access the local stations via one platform instead of having to go through multiple sales channels."
In order to accurately monitor the effectiveness of Mpumalanga Superstation, SAARF has combined the listenership of all eight participating stations to allow full statistics for the station to be tracked as with any other radio station.
Adds Wilkins, "The research thus far has been very positive, indicating more than half-a-million listeners for the combined stations. Our test campaigns have shown our reach increasing campaigns by as much as 30 percent which means we're getting excellent representation in this market."
Tiff Willemse, CEO of AMS' Holding Company, Massiv TV, is very upbeat about the ongoing progress AMS is making as a business, "The Superstation concept will greatly enhance the ability of the smaller stations to generate revenue. In addition, the AMS project, when applied to all provinces, will add weight to the Government's objective to bring diversified communication to varied communities."
For further information or sales queries regarding Mpumalanga Superstation, contact Africa Media Sales on (011) 486 2324 or Debbie Frantzeskou (082 877 1120 -debbie@afrimediasales) or Limia Essop (084 420 0200 - limia@afrimediasales).
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SOURCE:
Africa Media Sales launches Mpumalanga Superstation http://bit.ly/oThErM
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