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Redefining Radio - Moscow

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Presentation delivered at the Russian Academy of Radio event, December 2012.

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Redefining Radio - Moscow

  1. 1. Redefining Radio@cdickens
  2. 2. So what’s the UK radio problem? Radio Revenue is not ‘growing’, beyond inflation T.S.L ,especially amongst young, is slowly declining Sample based estimates businesses are challengedRadio Airtime is cost effective but not accountable enough Radio yields are declining Internet disrupting everything
  3. 3. 82%source: BBC eartime research 2010/11
  4. 4. 47m
  5. 5. source: RAJAR Q2:2012 3.2m
  6. 6. Platform neutral
  7. 7. 3.5 app downloads 500,000 Mobile Active Regular Users
  8. 8. More than ‘listen’
  9. 9. More than just ‘Pocket’
  10. 10. 9m using UK Radio in one simple player & interface
  11. 11. RadioPlayer launched as a Mobile App last week
  12. 12. Over 20,000episodes on Demand
  13. 13. Over 18m YouTube views
  14. 14. Not on AM or FM77%
  15. 15. Know who your audience are?
  16. 16. [DATA OIL IMAGE HERE]DATAthe new oil
  17. 17. TARGETIn Stream
  18. 18. + location+ Location
  19. 19. MANCHESTER CITY 3 – QPR 2Man City vs. QPR 16:10 Sunday May 13th 2012Sunday May 13th 2012 16:10[MAP APP IMAGE HERE]
  20. 20. Privacymatters
  21. 21. Broadcast: How does InStream work? Live Programming Commercial Break Live Programming 1 2 3 4 5 6In Stream: Live Programming Targeted Ads Extra Content Live Programming 1 2 Branded Content: Live Programming Targeted Ads Branded Content Live Programming 1 2
  22. 22. 50%LOGGED-IN
  23. 23. 61%LOGGED-IN
  24. 24. On-air vs. Online: What have we learnt so far Broadcast Logged In
  25. 25. Younger - More male - More upmarket Male Younger Older FemaleSource: Absolute Radio Account listener-base,RAJAR Q4 2011
  26. 26. Thinking about Budweiser and any advertising recently for the beer, how did it make you feel? 44.8% are more positiveBase: 192 targeted InStream listeners, 141 Broadcast listeners
  27. 27. Active Location & Exact Age TargetingInteractive , Visualized & SocialDigital metrics – ‘One to One’
  28. 28. What next for InStream?
  29. 29. INSTREAM WILL WORK ON THIRD PARTY APPS
  30. 30. Broadcastone to manyAdvertiseone to one
  31. 31. Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)
  32. 32. VR Absolute RadioSource : RAJAR 1999-2012
  33. 33. LONDON 15+ MEN WEEKDAY HALF HOUR SHARES
  34. 34. Absolute Radio Sales team voted ahead of peers
  35. 35. CommercialRadio Station of the Year 2012

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