Aim awards presentation 1.2

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Presenatation to All Ireland Marketing Awards on iReach unique approach on Market Research in Ireland.

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Aim awards presentation 1.2

  1. 1. iReach Market Research<br />UTV Radio Solutions<br />Social Community Attachment and Engagement<br />Oisin Byrne<br />Managing Director, <br />iReach Market Research<br />oisin.byrne@ireach.ie<br />1<br />
  2. 2. Agenda<br />Introduction to iReach Market Research<br />Introduction to UTV Radio Solutions<br />Background to Research Project<br />Research Methodology<br />Sample Insights<br />Business Value and Measurable Results<br />UTV Radio Solutions Testimonial<br />Questions and Close<br />
  3. 3. Deeper Insights | Better Research<br />Innovation <br />Only Agency with Research Panels<br />Online, Video and Mobile Research<br />Best Practices<br />Methodologies, Data Validation<br />QA, Analysis and Reporting<br />Excellence of People<br />Research Analysts<br />Project Consultants<br />Leading Technology<br />Support for all Research Methods<br />Range of Reporting Options<br />
  4. 4. Best in Class Fieldwork and Analysis<br />Integrated Research Platform<br />
  5. 5. Can we drive more business ?<br />How do we create new and competitive Advertising offerings that represent a family of 8 Local Radio Stations in a common (or nationwide) model in a shrinking and fast changing market?<br />How do we protect the best that is local radio without impacting on sales opportunities across the network?<br />
  6. 6. Background to Research Project<br /> Do local radio stations had the opportunity to be an integral part of their community?<br />Can they be a common focal point for community attachment and engagement?<br />Can such radio stations become the conversation or the glue at the heart of their local communities? <br />Do advertisers need to consider the importance of local communities over a national audience, especially in challenging economic conditions? <br />
  7. 7. Research Objectives<br />Measure the effectiveness of local commercial radio in building brand awareness and product sales and to map it’s impact on consumers within their local community and geography<br />To identify the common characteristics that each of the 8 local radio stations share <br />Focus on the role of radio stations in community social engagement and attachment<br />Help Radio Advertisers maximise value from their campaigns <br />Targeted traditional demographics<br />Real-world social networks and local communities<br />
  8. 8. Research Methodology<br />Quantitative Computer Assisted Web Interface (CAWI) Survey using each of the 8 Local Radio Stations websites as a landing page<br />Quota controls set to match respondent levels to existing listenership at each of the 8 stations based on JNLR figures<br />Option for listeners to leave contact details for call back to complete survey on their behalf over the phone<br />Participations invited to take part during radio programs and rotated to avoid any program bias<br />Incentives rotated to avoid any age/demographic bias<br />
  9. 9. Fieldwork and Data Analysis<br />Analysis Variables extended to include Geographic and Community Questions<br />Distances travelled for a range of personal, social, business and commerce related activities<br />Measure engagement in Community based activities<br />Measure attachment to Social or Community Groups<br />Work/Life Balance<br />Measure Media consumption, All, Local Radio, National Radio, TV, Newsprint and Online<br />Measure Media consumption while involved in regular personal, social or community activities<br />Local and National Data Analysis<br />
  10. 10. Business Results<br />Launch of Urban Access<br />Integrated Nationwide offering for 8 Local Radio Stations<br />Positioning unique strengths of each of the 8 stations as a community focal point or voice<br />Support Local Radio as the glue or heart of local community conversations<br />Help Advertisers full understand how their campaigns will engage and impact listeners<br />New Community Ad Offerings being built<br />
  11. 11. Measurable Business Value<br />UTV Radio Solutions Advertising Sales<br />This study allowed UTV to provide Advertisers in Ireland with independent measures of the effectiveness of local Radio Advertising within a common or integrated Advertising offering. <br />UTV Radio Advertising Sales have jumped +20% since Urban Access was launched, representing all of the local radio stations, each with unique strengths within their communities.<br />UTV Radio Solutions grew market share in percentage of total advertising revenues in Ireland.<br />
  12. 12. Questions and Close<br />Thank you.<br />12<br />

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