The document outlines a market research project conducted by ireach for UTV Radio Solutions, focusing on the role of local radio in community engagement and advertising effectiveness. The research aimed to assess brand awareness and sales impact associated with local radio stations while identifying shared characteristics among them. Findings indicate a successful launch of the Urban Access advertising initiative, with a reported 20% increase in advertising sales, highlighting local radio's value in community connection.

1. iReach Market ResearchUTV Radio SolutionsSocial Community Attachment and EngagementOisin ByrneManaging Director, iReach Market Researchoisin.byrne@ireach.ie1

2. AgendaIntroduction to iReach Market ResearchIntroduction to UTV Radio SolutionsBackground to Research ProjectResearch MethodologySample InsightsBusiness Value and Measurable ResultsUTV Radio Solutions TestimonialQuestions and Close

3. Deeper Insights | Better ResearchInnovation Only Agency with Research PanelsOnline, Video and Mobile ResearchBest PracticesMethodologies, Data ValidationQA, Analysis and ReportingExcellence of PeopleResearch AnalystsProject ConsultantsLeading TechnologySupport for all Research MethodsRange of Reporting Options

4. Best in Class Fieldwork and AnalysisIntegrated Research Platform

5. Can we drive more business ?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?How do we protect the best that is local radio without impacting on sales opportunities across the network?

6. Background to Research Project Do local radio stations had the opportunity to be an integral part of their community?Can they be a common focal point for community attachment and engagement?Can such radio stations become the conversation or the glue at the heart of their local communities? Do advertisers need to consider the importance of local communities over a national audience, especially in challenging economic conditions?

7. Research ObjectivesMeasure 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 geographyTo identify the common characteristics that each of the 8 local radio stations share Focus on the role of radio stations in community social engagement and attachmentHelp Radio Advertisers maximise value from their campaigns Targeted traditional demographicsReal-world social networks and local communities

8. Research MethodologyQuantitative Computer Assisted Web Interface (CAWI) Survey using each of the 8 Local Radio Stations websites as a landing pageQuota controls set to match respondent levels to existing listenership at each of the 8 stations based on JNLR figuresOption for listeners to leave contact details for call back to complete survey on their behalf over the phoneParticipations invited to take part during radio programs and rotated to avoid any program biasIncentives rotated to avoid any age/demographic bias

9. Fieldwork and Data AnalysisAnalysis Variables extended to include Geographic and Community QuestionsDistances travelled for a range of personal, social, business and commerce related activitiesMeasure engagement in Community based activitiesMeasure attachment to Social or Community GroupsWork/Life BalanceMeasure Media consumption, All, Local Radio, National Radio, TV, Newsprint and OnlineMeasure Media consumption while involved in regular personal, social or community activitiesLocal and National Data Analysis

10. Business ResultsLaunch of Urban AccessIntegrated Nationwide offering for 8 Local Radio StationsPositioning unique strengths of each of the 8 stations as a community focal point or voiceSupport Local Radio as the glue or heart of local community conversationsHelp Advertisers full understand how their campaigns will engage and impact listenersNew Community Ad Offerings being built

11. Measurable Business ValueUTV Radio Solutions Advertising SalesThis 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. 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.UTV Radio Solutions grew market share in percentage of total advertising revenues in Ireland.

12. Questions and CloseThank you.12