Audiometrics: measuring audio 
consumption in the UK

hello@totallyradiocentral.com
www.totallyradiocentral.com

September...
 Production: Award‐winning, innovative radio production of mainstream and specialist music, drama, 
documentary and comed...
We led three Technology Strategy Board‐funded projects looking at what's 
next for radio – partners included:

Audiometric...
‘Radio Connected’ Project
Amongst  the things we built  was a prototype ‘toolkit’ for our own 
production purposes, but on...
‘Radio Connected’ Project

New voices, ideas and techniques will come through as making radio 
is no longer restricted to ...
‘Radio Connected’ Project

More people will listen, make and share radio...
More participation online creates the commerci...
‘RadioDeck’ Project
It should be really simple to 'publish' live and podcast radio online 
and then make it searchable and...
‘RadioDeck’ Project

Audiometrics: Measuring Audio Consumption In The UK: September 2013

8
‘RadioDeck’ Project

UKRadioplayer

Audiometrics: Measuring Audio Consumption In The UK: September 2013

Mixcloud

TuneIn
...
‘RadioDeck’ Project

‐ Responsive Design
‐ HTML5 Player

Audiometrics: Measuring Audio Consumption In The UK: September 20...
‘totallyradio Music Licensing For Radio’ Project

Audiometrics: Measuring Audio Consumption In The UK: September 2013

11
‘totallyradio Music Licensing For Radio’ Project

Audiometrics: Measuring Audio Consumption In The UK: September 2013

12
‘Audiometrics’ Project

 Objective metric of listening to all forms of audio/radio
 Endorsed by Internet Advertising Bur...
Infrastructure in online audio sector is underdeveloped
broadcast radio sector

online radio/audio sector

(BBC radio, com...
UK leads Europe in online ad spend (2012 data)

[source: IAB Europe Adex 2013]
Audiometrics: Measuring Audio Consumption I...
Awareness of streaming services is high in UK

Audiometrics: Measuring Audio Consumption In The UK: September 2013

16
Audiometrics timeline
 Dipstick audience survey in January 2013 for internal use
 Questionnaire format refined and impro...
Audiometrics data

Audiometrics: Measuring Audio Consumption In The UK: September 2013

18
Audiometrics data

Audiometrics: Measuring Audio Consumption In The UK: September 2013

19
Audiometrics data

Audiometrics: Measuring Audio Consumption In The UK: September 2013

20
Audiometrics data

Audiometrics: Measuring Audio Consumption In The UK: September 2013

21
Audiometrics data
25%
21%

WEEKLY REACH: AUDIO SOURCES BY BRAND (%
UK adult population per week)

5%

3%
2%
2%
2%
1%
1%
1%...
Audiometrics data
40%
35%

WEEKLY REACH: AUDIO SOURCES BY BRAND (%
age group within UK adult population per week)

30%
25%...
totallyradiocentral.com

Daniel Nathan
daniel@totallyradiocentral.com

Grant Goddard
grant@totallyradiocentral.com

Audiom...
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'Audiometrics: Measuring Audio Consumption In The UK' by Daniel Nathan & Grant Goddard of TotallyRadio

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Presentation introducing the 'Audiometrics' product that measures audio consumption in the UK, presented to the Internet Advertising Bureau UK Research Breakfast on 1 October 2013 by Daniel Nathan and Grant Goddard of TotallyRadio.

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'Audiometrics: Measuring Audio Consumption In The UK' by Daniel Nathan & Grant Goddard of TotallyRadio

  1. 1. Audiometrics: measuring audio  consumption in the UK hello@totallyradiocentral.com www.totallyradiocentral.com September 2013
  2. 2.  Production: Award‐winning, innovative radio production of mainstream and specialist music, drama,  documentary and comedy  Consultancy: radio industry expertise in strategic, commercial, regulatory and operational issues,  from business plans to pioneering formats  Technology: creation and execution of collaborative strategies and applications that enhance the  listener's ability to engage with radio  totallyradio.com launched in 2000 as the UK’s first multi‐channel online radio content aggregator,  with support from Microsoft  Lead partner in three Technology Strategy Board‐funded partnership projects: Radio Connected and  RadioDeck, enhancing online radio connectivity; totallyradio music licensing wizard for radio Audiometrics: Measuring Audio Consumption In The UK: September 2013 2
  3. 3. We led three Technology Strategy Board‐funded projects looking at what's  next for radio – partners included: Audiometrics: Measuring Audio Consumption In The UK: September 2013 3
  4. 4. ‘Radio Connected’ Project Amongst  the things we built  was a prototype ‘toolkit’ for our own  production purposes, but one that has a more universal application. Audiometrics: Measuring Audio Consumption In The UK: September 2013 4
  5. 5. ‘Radio Connected’ Project New voices, ideas and techniques will come through as making radio  is no longer restricted to traditional broadcasters. Audiometrics: Measuring Audio Consumption In The UK: September 2013 5
  6. 6. ‘Radio Connected’ Project More people will listen, make and share radio... More participation online creates the commercial opportunities,  including; advertising, subscription as well as the paying royalties to  musicians and writers whose work is used. Audiometrics: Measuring Audio Consumption In The UK: September 2013 6
  7. 7. ‘RadioDeck’ Project It should be really simple to 'publish' live and podcast radio online  and then make it searchable and playable anywhere... Audiometrics: Measuring Audio Consumption In The UK: September 2013 7
  8. 8. ‘RadioDeck’ Project Audiometrics: Measuring Audio Consumption In The UK: September 2013 8
  9. 9. ‘RadioDeck’ Project UKRadioplayer Audiometrics: Measuring Audio Consumption In The UK: September 2013 Mixcloud TuneIn 9
  10. 10. ‘RadioDeck’ Project ‐ Responsive Design ‐ HTML5 Player Audiometrics: Measuring Audio Consumption In The UK: September 2013 10
  11. 11. ‘totallyradio Music Licensing For Radio’ Project Audiometrics: Measuring Audio Consumption In The UK: September 2013 11
  12. 12. ‘totallyradio Music Licensing For Radio’ Project Audiometrics: Measuring Audio Consumption In The UK: September 2013 12
  13. 13. ‘Audiometrics’ Project  Objective metric of listening to all forms of audio/radio  Endorsed by Internet Advertising Bureau UK  Founder member of Internet Advertising Bureau UK’s ‘Audio Council’ Data clients:  Online & non‐traditional radio/audio businesses  Media buyers  Potential advertisers on online audio services  Marketing agencies (IAB UK, IPA) Audiometrics: Measuring Audio Consumption In The UK: September 2013 13
  14. 14. Infrastructure in online audio sector is underdeveloped broadcast radio sector online radio/audio sector (BBC radio, commercial radio) Ofcom, DCMS RadioCentre, Radio Council Radio Advertising Bureau, Digital Radio  UK RAJAR regulation trade bodies marketing bodies ASMEC (defunct) Internet Advertising Bureau ‘Audio  Council’ metrics UK Radioplayer collaborations PRS/MCPS, PPL copyright Audiometrics: Measuring Audio Consumption In The UK: September 2013 PRS/MCPS, PPL 14
  15. 15. UK leads Europe in online ad spend (2012 data) [source: IAB Europe Adex 2013] Audiometrics: Measuring Audio Consumption In The UK: September 2013 15
  16. 16. Awareness of streaming services is high in UK Audiometrics: Measuring Audio Consumption In The UK: September 2013 16
  17. 17. Audiometrics timeline  Dipstick audience survey in January 2013 for internal use  Questionnaire format refined and improved  First full audience survey executed in April/May 2013  Results presented to IAB UK inaugural ‘Audio Council’ meeting in June 2013 First published survey:  3,112 respondents aged 15+  Face‐to‐face interviews & online questionnaire in April/May 2013  Sample quotas by age, sex, location  Outcomes weighted to UK adult population  Criterion for ‘weekly reach’ is listening for five minutes or more at any one time during the last seven  days Audiometrics: Measuring Audio Consumption In The UK: September 2013 17
  18. 18. Audiometrics data Audiometrics: Measuring Audio Consumption In The UK: September 2013 18
  19. 19. Audiometrics data Audiometrics: Measuring Audio Consumption In The UK: September 2013 19
  20. 20. Audiometrics data Audiometrics: Measuring Audio Consumption In The UK: September 2013 20
  21. 21. Audiometrics data Audiometrics: Measuring Audio Consumption In The UK: September 2013 21
  22. 22. Audiometrics data 25% 21% WEEKLY REACH: AUDIO SOURCES BY BRAND (% UK adult population per week) 5% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 8% 7% 10% 10% 15% 13% 20% 0% Audiometrics: Measuring Audio Consumption In The UK: September 2013 22
  23. 23. Audiometrics data 40% 35% WEEKLY REACH: AUDIO SOURCES BY BRAND (% age group within UK adult population per week) 30% 25% 20% 15% 10% 5% 15-24 25-34 Audiometrics: Measuring Audio Consumption In The UK: September 2013 35-44 45-54 55-64 BBC radio podcast [commercial service] BBC iPlayer Radio [commercial service] [commercial service] [commercial service] [commercial service] 0% 65+ 23
  24. 24. totallyradiocentral.com Daniel Nathan daniel@totallyradiocentral.com Grant Goddard grant@totallyradiocentral.com Audiometrics: Measuring Audio Consumption In The UK: September 2013 24

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