Radio

As can be seen from the Radio Advertising Bureau table below, Brilliant is the 10th largest radio buying point in the UK with annual radio billings of £15m.  We are the only independent business in the top 10 and as a result all our deals are negotiated on a bespoke, client by client basis.  We avoid ‘agency deals’ which are prevalent in the larger networks and are often contrary to the clients best interests.

Top UK Radio Buying Points


Rank

Agency

MAT August 06
(£'s)

Radio share

MAT August 05
(£'s)

% change
yr-on-yr

1

Starcom UK

67,993,248

10.0

28,202,004

141.1

2

OMD Group*

50,031,519

6.7

66,340,502

-24.6

3

Mindshare

47,662,926

6.2

40,385,503

18.0

4

Mediacom

40,923,446

4.6

36,342,788

12.6

5

Carat

30,581,861

4.5

30,116,641

1.5

6

Initiative Media London

19,004,580

5.0

22,500,667

-15.5

7

ZenithOptimedia

16,678,529

2.9

25,797,049

-35.4

8

PHD

16,220,613

6.6

20,330,128

-20.2

9

Universal McCann

15,219,405

6.6

11,376,246

33.8

10

Brilliant Media

14,660,920

11.3

9,034,653

40.1

11

Mediaedge:cia

9,790,455

 

4.5

12,852,284

-23.8

12

Vizeum

7,828,394

5.0

4,996,086

56.7

13

Walker Media

6,097,283

2.7

6,563,933

-7.1

14

Feather Brooksbank

5,750,134

9.9

4,995,731

15.1

15

Zed Media

5,220,377

9.8

2,053,685

154.2

Source: Radio Advertising Bureau

In radio as with all media, it is essential to understand the marketplace in order to effectively monitor revenue, pricing and trends and therefore maximise discounts and value. Our planner/buyers have online access to the latest research, planning, buying and evaluation systems for radio, and our radio specialists have many years of experience from both an agency and contractor perspective.

Essentially, ‘knowledge is power’ and our volume of spend ensures that we are actively trading in the radio marketplace on a daily basis.  Our teams also track demand and revenue trends to both capitalise on seasonal opportunities and to be aware of pricing movements in the market place caused by fluctuations in demand, in order to ensure we are always paying the best possible prices in line with the market and below the prices paid by the majority of advertisers. 

Should you have a question specific to radio, two of our specialists are Dan Ward (0113 394 0018/ ward@brilliantmedia.co.uk) and James Mitchell (0113 394 0012/ mitchell@brilliantmedia.co.uk)