Calum Macaulay talkSPORT – Outside the box – opportunities away from TV

Calum Macaulay, Managing Director of Talksports  tells the Betting on Football audience how to built multi-content and multi-channel brand. Whilst the majority of UK Radio broadcasters have witnessed a decline in revenues and audience, Talksports Radio have grown in all areas of coverage  and content, with over 3.5 million listeners tuning in everyday, making it the most popular sports radio broadcaster in the world.

Macaulay cites the importance of betting advertising to Talksports revenues,  stating that the radio broadcaster can rival UK TV mediums and deliver  better content and coverage for sports betting operators. Macaulay uses the example of Paddy Power Sponsorship of Talksports, which the Irish operators called its best ever sponsorship.

SBC Session Notes.

• Macaulay believes that  many broadcasters have been too singularly focused on delivering their prime content through one key channel. Talksports looks to deliver multi-channel content to its audience , it does not view itself primarily as a radio station. Macaulay cites that Talksport wants its content to be competitive and engaging on any format.
• With mass advertising saturation for gambling operators on all UK advertising mediums, Macaulay believes that advertisers have to be prepared to take risks and try new techniques. Talksports were the first UK advertiser to allow gambling product referrals by on air commentators, Macaulay states that these have been very successful for sports betting operators- stating repeat business from all operators that used the formats.
• Advertisers need to better asses brand values of where their brands/ products are being displayed. Too much media coverage is brought through blind purchases  with buyers only looking at audience figures rather than other acute values which may deliver better more loyal customers.
• Macaulay finishes by stating that all media owners and sports clubs, have to look to become multi-content providers , regardless of size or resources.  Their customers interact and engage on multiple verticals, so why are so many UK media owners and football clubs concentrating on singular formats!

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