Hit Radio: The top media of summer 2007?

On the roads, on the beaches, on vacation..., radio has the advantage of following us everywhere and, as a result, represents an essential media for advertisers. Hit Radio's positioning towards a young target should, logically, make it the media of choice this summer.

While most media outlets take a break - double issues for the press, summer programs for TV - radio maintains, or even increases, its audience levels during the summer. As Hit Radio station has become a real societal phenomenon in a few months, advertisers and agencies are closely watching the audience figures of the radio station, an emblem of a new Moroccan youth. This is an opportunity for Comnews to take stock with Younes Bouhmedi, Director of Hit Radio station.

1. Younes Bouhmedi, after several months on air, where are you in terms of your audience share, particularly among the young target?
Regarding audience measurement, there is a system, RadioScan, which is still imperfect but has the advantage of existing and providing trends. In terms of penetration, Hit Radio is positioned as a leader or challenger depending on the areas, in the 12-24 age range. For the 25-35 age range, Hit Radio is in 3rd or 4th position depending on the areas. Our own studies, which involved more than 20,000 young people under 30, indicate that we are number 1 with nearly 30% audience share, just ahead of 2M.

2. Will you be modifying or adapting your program schedule this summer?
The radio's program schedule is not yet fully "on air" for the summer; we will continue to launch the planned programs. A new schedule should appear after Ramadan.

3. According to the first available information, does summer correspond to an increase, maintenance, or decrease in your advertising sales?
We started selling our advertising space in February of this year. We are experiencing a steady increase in the number of new advertisers. This seems to be a trend that is not linked to the summer period.

4. What type of advertisers do you attract during the summer? Are they different from those you have the rest of the year?
Some advertisers are particularly active during the summer, especially for leisure activities: festivals, tourism, ice cream...

5. From a creative point of view, do the advertising spots you broadcast this summer immerse us in a summer atmosphere, as print advertisements do?
Yes, this is often the case. For brands, it is important to differentiate the message depending on the period and also depending on the target audience. It's a matter of efficiency.

Youness Boumehdi
General Manager

Article from ComNews, July/August 2007 issue
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