August 08, 2022
Radio
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GPM Radio presents its formats at Gazprom-Media Sales House’s first business breakfast in St. Petersburg
Gazprom-Media Radio and Russian Media Group, which joined forces in Russia’s Northern Capital at the end of last year to consolidate their radio advertising sales under Gazprom-Media Sales House, presented their projects to the business community. During the presentation they emphasized the advantages of radio advertising.
Gazprom-Media Sales House and the St. Petersburg branch of Gazprom-Media Radio hosted their first business breakfast for colleagues and partners. Experts from GPM Radio, RMG, Mediascope, and Gazprom-Media Sales House provided updates on the radio advertising market in St. Petersburg to their advertiser guests. The business discussion about the opportunities and prospects of the industry took place at the cozy La Vue Restaurant: a unique location overlooking the historic center of St. Petersburg and the Neva River. The breakfast brought together about one hundred representatives of the region’s business community.
The potential for localization of advertising campaigns is of significant importance for advertisers, especially in St. Petersburg, and it is crucial to showcase the advantages of our assets. In St. Petersburg, GPM Radio owns seven stations, and boasts a strong creative team that has won multiple professional awards. Our production department has built a strong reputation in the market thanks to its creativity and high-quality audio content. The holding has great potential for launching special projects, which are in high demand by the industry today, at each of its radio stations. Such meetings should be held on a regular basis to demonstrate the range of tools available within the industry and to reinforce the notion that radio remains one of the most effective, predictable, and secure media options for advertising.
The weekly audience of Gazprom-Media Radio amounts to nearly a half of St. Petersburg’s population and encompasses all age groups. Every day, as many as 489 thousand people in Russia’s Northern Capital tune in to GPM Radio’s flagship, Autoradio, and other stations also showcase great performance. For example, more than 238 thousand listeners in the city catch the Radio ENERGY frequency every day, while 226 thousand tune in to Humor FM, while ComedyRadio attracts over 171 thousand listeners (RadioIndex—St. Petersburg, April—June 2022). Some of the radio formats are one-of-a-kind: Radio Zenit plays music and sports-related content, while Detskoe Radio is the only Russian radio station broadcasting exclusively for children. In December 2021, GPM Radio introduced St. Petersburg—Russia’s cultural Mecca and second largest urban center—to its most technologically advanced multi-platform media format, LikeFM.Radio. The consumption of audio content always keeps up with the times, covering all digital spheres while also delivering a consistent, predictable impact.
Advertisers, who have currently found themselves in a difficult situation, are choosing stable and, most importantly, secure media. For instance, many of them have discovered that social media are not the safest promotion tool. By contrast, radio is an absolutely safe advertising environment, with stable performance and excellent planning tools.
She emphasized that not only do advertisers prefer this medium as a tool to attract new customers, but that audiences also continue to favor radio. In 2021, St. Petersburg became one of the leaders in terms of the average daily reach of radio listeners among the cities studied by Mediascope. As many as 60% of the city's residents over the age of 12 choose to listen to the radio (Rad Index, Cities, January—December 2021, 12+, Daily Reach%). 55% of the radio listeners are between the ages of 25 and 54. They are the most active segment of the audience, capable of making their own decisions and judgments, and earning above-average income. Radio listeners in St. Petersburg are just as active when on the road in their cars as they are at home, thanks to the rising popularity of smart speakers. And 35% of St. Petersburg residents listen to the radio online (RadioIndex, St. Petersburg, April-June 2022, 12+). Notably, the majority of listeners are positive about advertising on the radio.
Gazprom-Media Sales House is St. Petersburg’s consolidated radio seller, responsible for advertising not only on GPM Radio stations but also on RMG and VGTRK. Its assets include 16 incredibly diverse radio stations. The variety of formats makes it possible to reach out to all listener categories, helping the client accomplish any task. Major market players also spoke about the benefits of radio advertising. Radio advertising is prompt, earns high audience loyalty, has clear segmentation, and ensures long-term contact with the listener. Today, the industry is actively using new tools, such as special radio & TV projects, as well as digital products (digital audio, podcasts, digital outdoor). When combined with other media, radio enhances the effect of advertising campaigns: brand awareness increases by 85%, and its appropriate perception by 48%. Advertising on modern radio is like a one-stop shop, offering a complete 360-degree product that helps reach the consumer in all environments, from traditional FM to top digital platforms and popular video hosting.
The friendly meeting provided an opportunity to exchange current experiences in mutually beneficial cooperation and offered a chance to discuss prospects for future cooperation.
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