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How Absolute Radio understand and
engage with its customers on the
right platforms
Laura Tannenbaum
Marketing Manager
Adrian Fitch
Insights Manager
3,389
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
15+ Network Reach
Source: Rajar
Absolute Radio
Radio 1
Radio 2
Radio 4
Five Live
BBC London
Capital
Choice
Classic FM
Gold
Heart
Kiss
LBC FM
Magic
Smooth
Talk Sport
Xfm
6 Music
Planet Rock
20
30
40
50
60
70
80
90
25 30 35 40 45 50 55 60
Male%
Average Age
London Reach Map
Q3, 2013
Source: Rajar
Source: Nielsen Ad Dynamix and Harris Interactive
0
100
200
300
400
500
600
700
800
900
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Nov08
Jan09
Mar09
May09
Jul09
Sep09
Nov09
Jan10
Mar10
May10
Jul10
Sep10
Nov10
Jan11
Mar11
May11
Jul11
Sep11
Oct11
Dec11
Feb12
Apr12
Jun12
Aug12
Oct12
Dec12
Feb13
Apr13
Jun13
Aug13
Oct13
MarketingSpend(£k)
Awareness(%)
Absolute Radio’s Marketing and Awareness
Marketing (£k) Unprompted Awareness (%)
12
51
92
101
200
279
797
1,320
3,389
YouTube Subscribers
Logged in Listeners
App Users
Site Visitors
Twitter Followers
Facebook Fans
Newsletter Subscribers
Account Holders
Weekly Listeners
Network Audience (000s)
893
1,838
404 428
Analogue DAB DTV Internet
Absolute Radio Network
Platform Reach
W3:13
Source: RAJAR
1,514
642
298
185
893
1,838
404 428
Analogue DAB DTV Internet
Absolute Radio Network
Platform Reach
W3:08 W3:13
Source: RAJAR
22
38
33
3
0
3
30
38
26
2
1
2
Excellent 4 3 2 Poor Don't know
On a scale of 1-5, how good is Absolute Radio at not repeating
songs too often?
Sep-12 Sep-13
Source: EMR Digital
0
25
50
75
100
Index
Mon-Fri Half-Hour Average Audience
Q3, 2013
All Radio Absolute Radio
Source: RAJAR
24
39
50
58
17
19
17
16
28
19
21
13
13
13
9
9
17
10
2
3
having ads that are MORE RELEVANT to you
earning REWARDS for listening online
having FEWER ads in an ad break
having MORE MUSIC and FEWER ADS
Thinking about listening to the radio online via the Internet, how much
do each of the following elements appeal to you as a listener?
A lot 2 3 4 Not at all
Source: EMR Digital Base: listen to the radio online at least fortnightly
61
15
7
4
1
12
24
18
12
6 5
34
14
11 11
4
9
52
10
8
13
5
9
55
7 7
13
6 7
59
Several times
a day
Nearly every
day
At least once
a week
At least once
a month
Less than
once a month
Never use
How often, if at all, do you use the following social networking
sites or services?
Facebook Twitter Google+ LinkedIn Instagram
Source: EMR Digital
2.7
4.8
7.1
7.8
5.2
3.5
4.44.3
6.4
6.5 6.6
5.7
5.3
6.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
Thousands
Network Twitter Interactions
Retweets Replies
26.3
34.5
45.8
41.9
35.9
30.8
44.3
37.6 37.4
9.0
14.3 13.7 13.6 13.2 12.6 12.4
15.8 15.6
3.9
6.5
10.8
8.0
6.6
5.3
7.9
6.2 5.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
Thousands
Network Facebook Interactions
Likes Comments Shares
26
29
24
22
31
24
25
22
24
30
0
5
10
15
20
25
30
35
Network Absolute Breakfast Hometime Classic 60s 70s 80s 90s 00s
Facebook Negative Feedback per Thousand Likes
454
0
100
200
300
400
500
600
700
Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
Thousands
YouTube Views
Absolute Radio
YouTube Activity
September 2013
Views
Ave Percent
Viewed
Likes Dislikes Shares Comments
Subscribers
gained
Benedict Cumberbatch reacts to sexiest man alive title: "I wish this happened
when I was 17!"
22,706 84 200 1 6 35 4
Roger Waters explains the arguments over 'Comfortably Numb' 21,692 73 27 3 10 13 12
Original Darth Vader (Dave Prowse) Star Wars lightsaber fight with Christian
O'Connell - 2013
18,025 44 32 27 0 28 6
David Tennant gets slapped by a fish 13,497 72 222 2 22 32 14
Jake Bugg refuses to comment on Cara Delevingne question at the Ivors 13,012 72 24 2 0 9 3
Kings of Leon Interview 2013 - Caleb & Nathan talk Supersoaker, Mechanical Bull
& more!
9,253 40 28 0 1 14 4
Karl Pilkington Interview: Ricky Gervais and Stephen Merchant Conned Me Into
TV Show
8,196 56 29 0 2 12 5
Tom Cruise crashes Top Gear interview at Jack Reacher London premiere 6,833 53 23 1 0 14 1
John Lydon On Lady Gaga and Madonna 6,483 79 19 1 3 23 1
Benedict Cumberbatch's theory on English baddies 6,292 85 50 0 2 17 3
Caleb Followill interview about 'Supersoaker' - new Kings of Leon track 5,056 74 5 0 0 0 1
Chris Ryan - Former SAS - How Fast Can He Punch? 4,701 71 3 2 0 5 0
AC/DC: Interview 4,331 29 9 0 1 7 3
Isle of Wight Festival 2013: Jake Bugg interview in a foot spa 4,090 45 11 1 0 5 2
Frank Lampard interview with Ian Wright 4,041 44 44 1 2 3 6
Noel Gallagher: why did Oasis split up? (High Flying Birds press conference) 3,885 73 15 1 0 10 2
Shane Macgowan lives up to his reputation at the NME Awards 3,825 73 6 0 3 5 0
Arctic Monkeys interview on Absolute Radio 3,749 24 11 0 0 2 2
David Tennant reveals he is now a double-dad 3,295 71 10 0 1 7 1
Simon Pegg and Alice Eve full-length Star Trek Into Darkness interview 3,154 62 21 0 0 1 1
Questions?
Laura Tannenbaum
laura.tannenbaum@absoluteradio.co.uk
Adrian Fitch
adrian.fitch@absoluteradio.co.uk

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Absolute radio-engaging-audience-adrian-fitch

  • 1. How Absolute Radio understand and engage with its customers on the right platforms Laura Tannenbaum Marketing Manager Adrian Fitch Insights Manager
  • 3. Absolute Radio Radio 1 Radio 2 Radio 4 Five Live BBC London Capital Choice Classic FM Gold Heart Kiss LBC FM Magic Smooth Talk Sport Xfm 6 Music Planet Rock 20 30 40 50 60 70 80 90 25 30 35 40 45 50 55 60 Male% Average Age London Reach Map Q3, 2013 Source: Rajar
  • 4. Source: Nielsen Ad Dynamix and Harris Interactive 0 100 200 300 400 500 600 700 800 900 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 Nov08 Jan09 Mar09 May09 Jul09 Sep09 Nov09 Jan10 Mar10 May10 Jul10 Sep10 Nov10 Jan11 Mar11 May11 Jul11 Sep11 Oct11 Dec11 Feb12 Apr12 Jun12 Aug12 Oct12 Dec12 Feb13 Apr13 Jun13 Aug13 Oct13 MarketingSpend(£k) Awareness(%) Absolute Radio’s Marketing and Awareness Marketing (£k) Unprompted Awareness (%)
  • 5. 12 51 92 101 200 279 797 1,320 3,389 YouTube Subscribers Logged in Listeners App Users Site Visitors Twitter Followers Facebook Fans Newsletter Subscribers Account Holders Weekly Listeners Network Audience (000s)
  • 6. 893 1,838 404 428 Analogue DAB DTV Internet Absolute Radio Network Platform Reach W3:13 Source: RAJAR
  • 7. 1,514 642 298 185 893 1,838 404 428 Analogue DAB DTV Internet Absolute Radio Network Platform Reach W3:08 W3:13 Source: RAJAR
  • 8.
  • 9. 22 38 33 3 0 3 30 38 26 2 1 2 Excellent 4 3 2 Poor Don't know On a scale of 1-5, how good is Absolute Radio at not repeating songs too often? Sep-12 Sep-13 Source: EMR Digital
  • 10. 0 25 50 75 100 Index Mon-Fri Half-Hour Average Audience Q3, 2013 All Radio Absolute Radio Source: RAJAR
  • 11.
  • 12. 24 39 50 58 17 19 17 16 28 19 21 13 13 13 9 9 17 10 2 3 having ads that are MORE RELEVANT to you earning REWARDS for listening online having FEWER ads in an ad break having MORE MUSIC and FEWER ADS Thinking about listening to the radio online via the Internet, how much do each of the following elements appeal to you as a listener? A lot 2 3 4 Not at all Source: EMR Digital Base: listen to the radio online at least fortnightly
  • 13.
  • 14.
  • 15. 61 15 7 4 1 12 24 18 12 6 5 34 14 11 11 4 9 52 10 8 13 5 9 55 7 7 13 6 7 59 Several times a day Nearly every day At least once a week At least once a month Less than once a month Never use How often, if at all, do you use the following social networking sites or services? Facebook Twitter Google+ LinkedIn Instagram Source: EMR Digital
  • 16. 2.7 4.8 7.1 7.8 5.2 3.5 4.44.3 6.4 6.5 6.6 5.7 5.3 6.3 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Thousands Network Twitter Interactions Retweets Replies
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. 26.3 34.5 45.8 41.9 35.9 30.8 44.3 37.6 37.4 9.0 14.3 13.7 13.6 13.2 12.6 12.4 15.8 15.6 3.9 6.5 10.8 8.0 6.6 5.3 7.9 6.2 5.6 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Thousands Network Facebook Interactions Likes Comments Shares
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. 26 29 24 22 31 24 25 22 24 30 0 5 10 15 20 25 30 35 Network Absolute Breakfast Hometime Classic 60s 70s 80s 90s 00s Facebook Negative Feedback per Thousand Likes
  • 30.
  • 31. 454 0 100 200 300 400 500 600 700 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Thousands YouTube Views Absolute Radio
  • 32. YouTube Activity September 2013 Views Ave Percent Viewed Likes Dislikes Shares Comments Subscribers gained Benedict Cumberbatch reacts to sexiest man alive title: "I wish this happened when I was 17!" 22,706 84 200 1 6 35 4 Roger Waters explains the arguments over 'Comfortably Numb' 21,692 73 27 3 10 13 12 Original Darth Vader (Dave Prowse) Star Wars lightsaber fight with Christian O'Connell - 2013 18,025 44 32 27 0 28 6 David Tennant gets slapped by a fish 13,497 72 222 2 22 32 14 Jake Bugg refuses to comment on Cara Delevingne question at the Ivors 13,012 72 24 2 0 9 3 Kings of Leon Interview 2013 - Caleb & Nathan talk Supersoaker, Mechanical Bull & more! 9,253 40 28 0 1 14 4 Karl Pilkington Interview: Ricky Gervais and Stephen Merchant Conned Me Into TV Show 8,196 56 29 0 2 12 5 Tom Cruise crashes Top Gear interview at Jack Reacher London premiere 6,833 53 23 1 0 14 1 John Lydon On Lady Gaga and Madonna 6,483 79 19 1 3 23 1 Benedict Cumberbatch's theory on English baddies 6,292 85 50 0 2 17 3 Caleb Followill interview about 'Supersoaker' - new Kings of Leon track 5,056 74 5 0 0 0 1 Chris Ryan - Former SAS - How Fast Can He Punch? 4,701 71 3 2 0 5 0 AC/DC: Interview 4,331 29 9 0 1 7 3 Isle of Wight Festival 2013: Jake Bugg interview in a foot spa 4,090 45 11 1 0 5 2 Frank Lampard interview with Ian Wright 4,041 44 44 1 2 3 6 Noel Gallagher: why did Oasis split up? (High Flying Birds press conference) 3,885 73 15 1 0 10 2 Shane Macgowan lives up to his reputation at the NME Awards 3,825 73 6 0 3 5 0 Arctic Monkeys interview on Absolute Radio 3,749 24 11 0 0 2 2 David Tennant reveals he is now a double-dad 3,295 71 10 0 1 7 1 Simon Pegg and Alice Eve full-length Star Trek Into Darkness interview 3,154 62 21 0 0 1 1