SERVICES
Our radio and digital audio service combines the reach of FM radio with the targeting options of streaming, internet radio and programmatic audio. As an independent media agency, Media People compares offers across Poland’s radio groups and digital platforms, selecting the mix on the basis of audience fit, reach, frequency and cost.
Audio accompanies people throughout the day: in the car, at work and through streaming services. Media People plans campaigns across traditional radio and digital audio, using Radio Track research and platform data to select suitable stations, audiences and times of day. Our independence allows us to assess broadcaster offers against the same campaign objectives.
We combine FM radio and digital audio to reach listeners across different moments, devices and listening habits.
As part of the audio campaign management, we carry out a comprehensive strategic process:
selection among the three nationwide radio groups (RMF, ZPR/Time, Eurozet/Agora) and among independent local and regional stations covered by the Radio Track survey, tailored to specific markets, categories, campaign goals, and target groups.
Media People has negotiated framework agreements with all key radio groups in Poland. These terms affect only the price and availability of inventory, never which broadcaster is recommended. We evaluate station selection based on a single, consistent set of six criteria (including goal achievement potential, message delivery quality, medium characteristics, contextual fit, availability and flexibility, and cost-effectiveness) regardless of which broadcaster is being considered.
purchasing advertisements on streaming platforms (Spotify, Tidal, Deezer, YouTube Music) and in internet radio, in a direct or programmatic model.
Real-time buying with demographic, behavioural, contextual and location targeting, using the measurement available for each platform.
preparation of voiceover scripts and production of voiceover recordings tailored to the specifics of the medium.
analysis of plan execution based on GRP, Reach 1+/3+, OTS/Frequency, CPP, and SHR metrics in traditional radio, as well as LTR, unique users count, and ad-server data in digital, concluded with a post-buy report.
The audio planning service supports companies at every stage of the sales funnel:
A radio campaign can be launched almost overnight (producing the spot takes 2-5 business days), making radio an ideal medium for seasonal promotions and sales.
Local and regional stations, combined with digital geotargeting, help reach audiences in specific cities and regions.
This is a segment with the highest radio listenership (86% in the 40–59 age group), where radio is the strongest companion medium during the workday and while driving.
Radio reaches 82% of business owners in Poland weekly.
we define the listener profile and key performance indicators (reach, frequency, cost); the preliminary selection of radio stations is based on daily reach and the Affinity Index from Radio Track data (an Affinity Index above 100 means the station is listened to by the target group more than proportionally).
We recommend the proportions between FM radio and digital audio, comparing offers from all radio groups (RMF, Eurozet, ZPR) and digital platforms, without favouring any broadcaster.
We prepare a broadcast schedule that prioritises dayparts with the best reach-to-CPP ratio and includes discounts under our framework agreements with broadcasters.
We coordinate the delivery of creative materials and the campaign launch across all channels. Radio campaigns can be launched practically overnight.
We monitor performance and adjust parameters in digital audio campaigns in real time (targeting, budget allocation between platforms).
We provide a results summary with a post-buy analysis, including GRP, CPP, and the achievement of the planned reach.
Our aim is a cost-effective brand presence across broadcast and digital audio:
Reaching listeners at relevant moments, from the morning commute to evening streaming.
Radio and digital audio can reinforce other campaign channels. We assess their contribution to awareness, response and business results using the research and measurement available for each campaign.
Accurate data on unique listeners and the Listen-Through Rate (LTR) for streaming, complemented by companion banner results (clicks and CTR) and conversions tracked using UTM-tagged links.
media buying based on the affinity index and performance data compared across all broadcasters, never on the commercial terms of a single group.
Radio Track / Kantar Polska 2025; Media People materials, 2026.
FM radio is a linear medium broadcast to a mass, anonymous audience. Its strengths are reach (82% of Poles weekly), habit (87% of listeners use a maximum of 2 stations), and trust (68% of Poles consider radio news to be reliable). Digital audio (Spotify, Tidal, internet radio) allows you to target a specific user by demographics, behaviour, and location. In an effective campaign, both channels work together.
No. The recommendation is based exclusively on listenership data (Radio Track, Kantar Media) and cost-efficiency indicators (CPP, CPT). Media People has negotiated commercial terms with all major radio groups in Poland, which, thanks to the scale of purchasing, translates into more favorable prices; these terms never influence which broadcaster is recommended.
In traditional radio, we operate with data from the Radio Track study (GRP, Reach 1+/3+, OTS/Frequency, CPP, SHR), whereas in digital audio, we measure, among other things, the number of unique listeners, LTR (Listen-Through Rate), and conversions from UTM links or a tracking pixel.
Drive time is more expensive, but more effective in terms of reach. Digital audio allows you to start with smaller budgets while maintaining high targeting precision. We prepare quotes individually after analysing the campaign's goals.
Yes. We provide support at the script stage, voiceover selection, and final sound production. We ensure that the message sounds appropriate both on FM radio and on Spotify or other digital audio channels. Production usually takes 2–5 business days.
We plan and buy media across all major radio groups in Poland (RMF, Eurozet/Agora, ZPR/Time), as well as independent stations, without favouring any of them.
Your brand deserves to be heard.
Contact us, and we will prepare an independent audio strategy that combines the reach of all radio groups with digital capabilities and the best cost-effectiveness.
