98FM

PPI Music Station of the Year and home of the Award Winning Morning Crew 2009.

Since 1989, 98FM has been broadcasting and commercial success delivering a brand of radio that Dubliners identify with, listen to and really enjoy. 98FM invests enormous energy and resources into building a premium radio brand. A station for Dubliners that breathes the very essence of the city and all it stands for.

We know what Dubliners want because we ask them and they continue to listen to our innovative programming that informs, entertains and is relevant to their lives.

Playing Dublin's Best Music Mix, combined with comprehensive news and sports coverage, entertaining and lively presentation style and unique programming and promotional features combine to ensure that we put a smile on our listener’s faces everyday!

98FM audience is extremely attractive to the advertising community, playing a pivotal role in helping to reach huge Dublin audiences. The consistency of 98FM’s in delivering to its core target market means advertisers can depend on the station to achieve desired results.

98FM is conscious of the needs of all advertisers, be they large or small. Advertising on 98FM is an investment and it is our responsibility to ensure that maximum return is achieved. Client input is viewed as being central to the success of all campaigns and 98 always encourages interaction throughout the whole process – inception, design, execution and evaluation.

Today’s consumers live in a highly mobile society and throughout a typical day operate in a multitude of environments. For an advertiser, the ability to target audience under these circumstances is a daunting one. But the power of radio reaches beyond audience delivery. Radio is interactive has the power to reach people in all sorts of places – cars, kitchens, at work, in bed – so it’s not surprising that the medium is the most popular in Ireland with 85% (2.9 million) of all Irish adults listening on a daily basis. Radio is an “immediate” medium that can be used to generate an instant response. As any Call Centre will confirm, an increase in the volume of calls can be directly attributable to the playing of is commercial on a popular station or programme. Radio is intimate. Listeners have an affiliation to radio that cannot be replicated. They choose their favourite stations, their favourite presenters and their favourite programmes. Such choice elicits a strong bond between the medium and the user. By association, a brand can tap into that emotive feeling and generate goodwill for their own product or service. Radio has an enormous ability to be creative through unusual and memorable use of voices, sound effects and music. One of the greatest misconceptions of radio advertising is that it is limited by its inability to use the visual. However, ‘theatre of the mind’ is a very powerful tool when developing radio commercials. Radio increases ‘Share of Mind’. The high frequency of exposure which a radio campaign delivers by comparison to other media gives a brand greater opportunity to grow awareness in the minds of its target audience. Radio offers the advertiser diversity. Advertising on radio is not restricted to conventional methods and the medium’s diversity is being increasingly capitalised upon. For instance, strong promotional activity is a feature on all radio stations in Ireland. Sponsorship of these promotions can be a very effective way for an advertiser to drive positive association for their brands. Radio offers greater targeting. Selecting a station or stations that best fits the advertiser’s target demographic focuses the commercial in on those who would benefit most from hearing it. Radio delivers all of the above. But most importantly from an advertiser’s perspective, it does so at very low cost. 98FM offers top of the range commercial production facilities with our award winning copywriter on hand to ensure that your business talks to the right Dubliners, at the right time and in the right place. Radio is the most powerful and cost effective medium there is. Why not call the 98FM Sales team today to find out more about what radio can do for your product/brand on (01) 4398800.

Approved by the following readership/listenership approval agents: Audited Statement (10)

Radio (Local)

ICAN