Absolute Radio is a 15 year old, 36 year old branded radio station in the UK purchased by Bennett Coleman & Co in 2008. It has a weekly reach of over 47,000 listeners and is focusing on growing its digital presence through various online and mobile platforms like podcasting, streaming, and applications. This includes using social media like Twitter to engage listeners and drive online traffic to its website and digital platforms. The presentation outlines Absolute Radio's strategy to transition to being a digital and mobile media company while maintaining its core radio business.
2. Absolute R di B k
Ab l t Radio Background
d
• 15 years old
• 36 year old brand
• Largest under 45
commercial station
3. Absolute R di B k
Ab l t Radio Background
d
Bennett Coleman & Co Ltd
• Purchased by
Times of India in
June 2008
4.
5. Radio Reach is at 91% of UK
Population And Growing
All Radio Audience
47,000
46,000
45,000
44,000
43,000
42,000
41,000
W2:99 W2:00 W2:01 W2:02 W2:03 W2:04 W2:05 W2:06 W2:07 W2:08 W2:09
Source: RAJAR, ‘000s
,
6. Decide What Business
You re
You’re In...
2009 2012
15,000
00s
€ ‘00
10,000
10 000
5,000
0
Radio
Online
O li
Source: AA/ Spend in Euro
7. Radio Is Too Cheap
Average CPTs in Metropolitan area (16 34s £)
(16-34s,£)
50
45
40
35
30
25
20
15
10
5
0
TV Transport Freesheets Bus Roadside 48s Radio Roadside 6s
48s superside
Source: RAB
8. A branded mobile
branded,
digital company
that
th t owns a large
l
Radio Station
20. 59% think Absolute s
Absolute’s
music is better
A Lot Better A Little Better The Same
A Little Worse A Lot Worse Don't Know
21 38 29 8 22
0% 20% 40% 60% 80% 100%
Source: Harris Interactive. Do you think that the music Absolute Radio plays is better or
worse than the music Virgin Radio used to play?
21. Check Your Progress
Frequently
Better Same Worse Don't Know
30 43 7 20
0% 20% 40% 60% 80% 100%
Source: Edison Research
Base: Listened to Absolute Radio or Virgin Radio in the last week
24. Name Confusion
Spontaneous Awareness of Virgin Radio
Three Month Moving Average
P1s P2s
50
49
41
33
25 27
20 22 22
20 18
16 15 15 17
14 14
9 8
1
Source: Harris Interactive 16+ UK Online Omnibus
25. Podcasting
8.8m adults listen to podcasts, up 36% year on year
8,831
8,419
,
7,765 7,909
6,501
5,733
,
2008 Q1 2008 Q2 2008 Q3 2008 Q4 2009 Q1 2009 Q2
Source: RAJAR
26. Podcasting
600,000
553,718
• Record
500,000
550,000
400,000 podcasts
300,000
300 000 downloaded
in August
200,000
2009
100,000
• 3.7m since
0
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
launch
08 08 08 08 08 09 09 09 09 09 09 09 09