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Absolute Radio
Radiodays 2009
       y
        Adam Bowie
 Head of Strategy & Planning
      September 2009
Absolute R di B k
Ab l t Radio Background
                      d


             • 15 years old
             • 36 year old brand
             • Largest under 45
               commercial station
Absolute R di B k
Ab l t Radio Background
                      d

              Bennett Coleman & Co Ltd




             • Purchased by
               Times of India in
               June 2008
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
             ,
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
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
A branded mobile
  branded,
 digital company
that
th t owns a large
            l
  Radio Station
Find the Virgin
Marketing The Brand
Onegoldensquare.com
             • 3,000
               visitors per
                i it
               month
             • 160,000
               page views
             • Relaunching
               this month
Open Playlist Meetings
               • Weekly
               • Listeners
                 can apply
               • Clients also
                 invited
Open and Honest About
      Rotations
             • Published
               online
                  li
             • Compare plays
               with rival
               stations
             • Debate
The Li
Th Line-Up
        U
Live Music
Listeners’ Passion


            LIVE STORIES
            TO GO HERE
Song of the Decade
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?
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
Google Search Terms




Source: Google Insights
Google Search Terms




Source: Google Insights
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
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
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
iTunes
Comedy
YouTube
          • Over 3m
            views
          • 3 times the
            viewing
          • Revenue
            generating
                   ti
Streamed Hours
            Worldwide Streamed Hours                      Worldwide Unique Listeners
                                                                       q
5,000,000                                     1,000,000

4,500,000                                      900,000

4,000,000                                      800,000

3,500,000                                      700,000

3,000,000                                      600,000

2,500,000                                      500,000

2,000,000                                      400,000

1,500,000                                      300,000

1,000,000                                      200,000

 500,000
 500 000                                       100,000
                                               100 000

       0                                             0
            May 09 Jun 09   Jul 09   Aug 09               May 09 Jun 09   Jul 09   Aug 09
Digital future – mobile
                 mobile,
     online & DAB
Radio via Mobile
            7.1m adults listen to the radio via their mobile
                                                                7.1

                                                       6.2



                                           4.5

                               3.5
                   2.8
      2.3




   Q2 04          Q2 05       Q2 06      Q2 07       Q2 08     Q2 09
Source: RAJAR
Applications: iAmp
Applications: iAmp
iAmp installs and
         session launches
            Apr 09   May 09   Jun 09   Jul 09   Aug 09
700000
                                                                    631853
600000


500000


400000


300000


200000
                        129785
100000


     0
          Installs                                       Launches
Listening

            Windows Media
            iTunes
            Flash
            iPhone
            IceCast
            Android
            OGG
            AAC+
Applications: LiveAmp
New Services
Social Networking
                                      Twitter Followers
6,000                     5,678


5,000                                                      4,758
                                                                                       4,394

4,000


3,000


2,000


1,000


   0
          Absolute                               Xfm                         Kerrang
        Jan-09   Feb-09      Mar-09     Apr-09    May-09   Jun-09   Jul-09   Aug-09
Twitter
iPod Nano
Absolute Radio
Radiodays 2009
       y
        Adam Bowie
 Head of Strategy & Planning
      September 2009

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Radio Days Sweden

  • 1. Absolute Radio Radiodays 2009 y Adam Bowie Head of Strategy & Planning September 2009
  • 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
  • 11.
  • 12. Onegoldensquare.com • 3,000 visitors per i it month • 160,000 page views • Relaunching this month
  • 13. Open Playlist Meetings • Weekly • Listeners can apply • Clients also invited
  • 14. Open and Honest About Rotations • Published online li • Compare plays with rival stations • Debate
  • 15.
  • 18. Listeners’ Passion LIVE STORIES TO GO HERE
  • 19. Song of the Decade
  • 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
  • 22. Google Search Terms Source: Google Insights
  • 23. Google Search Terms Source: Google Insights
  • 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
  • 28.
  • 30. YouTube • Over 3m views • 3 times the viewing • Revenue generating ti
  • 31. Streamed Hours Worldwide Streamed Hours Worldwide Unique Listeners q 5,000,000 1,000,000 4,500,000 900,000 4,000,000 800,000 3,500,000 700,000 3,000,000 600,000 2,500,000 500,000 2,000,000 400,000 1,500,000 300,000 1,000,000 200,000 500,000 500 000 100,000 100 000 0 0 May 09 Jun 09 Jul 09 Aug 09 May 09 Jun 09 Jul 09 Aug 09
  • 32. Digital future – mobile mobile, online & DAB
  • 33. Radio via Mobile 7.1m adults listen to the radio via their mobile 7.1 6.2 4.5 3.5 2.8 2.3 Q2 04 Q2 05 Q2 06 Q2 07 Q2 08 Q2 09 Source: RAJAR
  • 36. iAmp installs and session launches Apr 09 May 09 Jun 09 Jul 09 Aug 09 700000 631853 600000 500000 400000 300000 200000 129785 100000 0 Installs Launches
  • 37. Listening Windows Media iTunes Flash iPhone IceCast Android OGG AAC+
  • 40. Social Networking Twitter Followers 6,000 5,678 5,000 4,758 4,394 4,000 3,000 2,000 1,000 0 Absolute Xfm Kerrang Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09
  • 43. Absolute Radio Radiodays 2009 y Adam Bowie Head of Strategy & Planning September 2009