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Absolute Radio June 2011


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June 2011 Enagagement Me

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Absolute Radio June 2011

  1. 1. Brand Update<br />June 2011<br />
  2. 2. Absolute Radio NetworkJune 2011 Brand Update<br />Rajar dataDiary data, 15+ Adult National sample <br />Harris InteractiveOnline CACI data 16+ National sample all adults<br />Digital KPIsGoogle Analytics and internal data <br />Communications SummaryTop PR campaigns and evaluation<br />
  3. 3. UK Radio MATRIX<br />
  4. 4. Rajar<br />UK Adults 15+ listening diary<br />Qtr 3, 2008 – Qtr 2, 2011<br />
  5. 5. Total Adult hours highest for AR since brand launch and highest in ten years for AR-Network<br />
  6. 6. AR – Network Reach moving ahead of Virgin’s pre-launch Reach for first time and Reach recovery for AR<br />
  7. 7. Listening Hours in London increased 20% for Absolute Radio and 36% for the Network – highest since launch<br />
  8. 8. Reach increased 18% for Absolute Radio while the Network increased 22%, moving ahead of VR pre-launch audience for first time<br />
  9. 9. London Reach increased 15% for Absolute Radio and 13% for the Absolute Radio Network – highest for 3.5 years<br />
  10. 10. Rajar still under reported Absolute Radio’s UK internet weekly live streaming listening by 53%in Q2<br />Source: Absolute Radio & Rajar<br />
  11. 11. Harris Interactive<br />UK Adults 16+ online omnibus<br />August 2010 – July 2011<br />
  12. 12. Brand awareness held steady at 5.8% unprompted while prompted dropped 0.1 of a point to 36.2%<br />Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)<br />
  13. 13. The AR Network’s prompted awareness dipped 0.1 of a point to 36.2%<br />Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)<br />
  14. 14. BBC Radio 1’s spontaneous awareness increased 0.3 of a point to 56.2%<br />Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)<br />
  15. 15. 18.7m UK adults (36.2%) are now aware of an Absolute brand station<br />Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)<br />
  16. 16. The Network’s 25-54 prompted awareness remained steady at 41.4%<br />Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)<br />
  17. 17. Only 7% of our core (P1s) and 5% of our users (P2s) now refer to us as Virgin Radio<br />Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)<br />
  18. 18. Capital received an estimated £3.3m in above the line marketing over the past year<br />1,559<br />1,028<br />972<br />910<br />803<br />701<br />590<br />416<br />198<br />162<br />141<br />112<br />Source: Nielsen AdDynamix<br />
  19. 19. Digital KPIs<br />Internal data and Google Analytics<br />
  20. 20. The Network sites generated 5.4m page views from 1.8m visits in June<br />Source: Google Analytics (Three-Month Rolling Average)<br />
  21. 21. 67% (1.2m) of the visits to the Network sites were from the UK, best month to date<br />Source: Google Analytics (Three-Month Rolling Average)<br />
  22. 22. 72% (3.9m) of the Network’s 5.4m total page views this month were from the UK<br />Source: Google Analytics (Three-Month Rolling Average)<br />
  23. 23. NetRatings estimates our online audience increased 13% this month while page views increased 29%<br />
  24. 24. Absolute Radio Network stations streamed 6.9m hours of live content to the UK this month, down 1%<br />
  25. 25. Worldwide streaming dipped 2% across the Network to 11.4m hours this month<br />
  26. 26. 2.13m installs of Absolute Radio Mobile Smart phone Apps to date, currently averaging 21,100 per week<br />Source: app stores<br />
  27. 27. The mobile apps had 219,000 combined ‘active users’ this month who generating 1.6m total sessions<br />Source: Flurry and Spodtronic<br />
  28. 28. Record 4 million podcasts downloaded this month, 59 million since brand launch – Audio on Demand<br />
  29. 29. Record 2.6m hours of audio & video on-demand content was consumed this month<br />Source: Server logs and YouTube<br />
  30. 30. 615,000 YouTube views this month (post launch record) with 64 new videos uploaded and subscribers increasing 7%<br />12m total views since launch<br />
  31. 31. Talk Sport continues to see significant increases in their YouTube views with illegal video content<br />Note: Absolute’s total includes all views since launch while other brands’ totals are only for currently available clips<br />
  32. 32. TalkSport’s Twitter following increased by 18% this month while ours increased by only 3%<br />
  33. 33. Absolute Radio Talent and Sub Brands on Twitter<br />
  34. 34. Capital Network and Kiss FM Facebook likes are up substantially due to the merging of the old station pages<br />
  35. 35. Absolute Radio Talent and Sub Brands on Facebook<br />
  36. 36. Communications Summary<br />
  37. 37. Top Campaigns & Stories<br />Consumer <br />IOW Pre-festival coverage opportunities, secured with Christian O’Connell interviews in the Daily Mirror and Southern Daily Echo with pictures and logo.<br />IOW Festival competition placement in the Metro and online outlets <br />IOW Festival Whistler Breakfast Show stunt Regional story Placement <br />IOW Festival Facebook and Twitter collaborations with artists and bands<br />IOW Festival Social Media Seeding with band and artist fansites<br />IOW festival. Blanket national, regional and online coverage achieved from DJ interviews.<br />IOW Video interviews placed with online outlets<br />Absolute Radio Comedy Tent at Cornbury<br />BrekFest PR, local press coverage achieved in the Surrey Mirror with full double page feature<br />Paul McCartney interview with Geoff Lloyd extensive national, regional and online coverage <br />Mobility Scooter Grand Prix Breakfast show stunt placed as exclusive in the Metro with Regional and online stories supplementing coverage.<br />Dermot O’Leary phone interview with Christian O’Connell online placement <br />HRC Rod Stewart interview with Ronnie Wood pre-placement of quotes in lead up to festival<br />HRC Blanket national, regional and online coverage achieved from DJ interviews, and roaming news-team interviews<br />HRC Videos placed with online outlets.<br />HRC Festival Facebook and Twitter collaborations with artists and bands<br />HRC – Bon Jovi Facebook and Twitter feeds posted call to action to tune into Absolute Radio’s Bon Jovi takeover coverage. Access to over 13 million fans worldwide<br />HRC - General Social Media Seeding with band and artist fansites<br />Trade<br />RadioToday presenter Profiles – Russ Williams profile delivered <br />Absolute Radio takes part in global experiment to help test IPV6 technology<br />Usage Figures set to boost Absolute Radio’s brands mobile ad spend placed with New Media Age.<br />Absolute Radio launches targeted spot ads placed with numerous trade titles<br />
  38. 38. PR Evaluation<br />Traditional PR Evaluation <br />570 press cuttings across consumer, national, regional, trade and online media <br />Circulation: 185,022,450<br />AVE: £ 1,100,094<br />PR Value: £ 3,300,282<br />Online PR link Click Through Stats Resulting From Placed Content <br />The Absolute Radio PR team generated 72 URL placed deep links<br />Top click through’s from<br />Stop Crying Your Heart Out (Oasis / Beady Eye BlogSpot)<br />Bon<br /><br /> <br />Beehive City .com<br />Twitter<br />7,750 total Absolute Radio Twitter Mentions<br />4,452,788 total impact<br />