absolute radio-engaging-audience-adrian-fitch
DESCRIPTION
TRANSCRIPT
How Absolute Radio understand and
engage with its customers on the
right platforms
Laura Tannenbaum
Marketing Manager
Adrian Fitch
Insights Manager
3,389
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
15+ Network Reach
Source: Rajar
Absolute Radio
Radio 1
Radio 2 Radio 4
Five Live
BBC London
Capital
Choice
Classic FM
Gold
Heart
Kiss LBC FM
Magic
Smooth
Talk Sport
Xfm
6 Music
Planet Rock
20
30
40
50
60
70
80
90
25 30 35 40 45 50 55 60
Ma
le %
Average Age
London Reach Map Q3, 2013
Source: Rajar
Source: Nielsen Ad Dynamix and Harris Interactive
0
100
200
300
400
500
600
700
800
900
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
No
v 0
8
Ja
n 0
9
Ma
r 0
9
Ma
y 0
9
Ju
l 0
9
Se
p 0
9
No
v 0
9
Ja
n 1
0
Ma
r 1
0
Ma
y 1
0
Ju
l 1
0
Se
p 1
0
No
v 1
0
Ja
n 1
1
Ma
r 11
Ma
y 1
1
Ju
l 11
Se
p 1
1
Oc
t 11
Dec
11
Feb
12
Ap
r 1
2
Ju
n 1
2
Au
g 1
2
Oc
t 1
2
Dec
12
Feb
13
Ap
r 1
3
Ju
n 1
3
Au
g 1
3
Oc
t 1
3
Ma
rke
tin
g S
pen
d (
£k
)
Aw
are
nes
s (
%)
Absolute Radio’s Marketing and Awareness
Marketing (£k) Unprompted Awareness (%)
12
51
92
101
200
279
797
1,320
3,389
YouTube Subscribers
Logged in Listeners
App Users
Site Visitors
Twitter Followers
Facebook Fans
Newsletter Subscribers
Account Holders
Weekly Listeners
Network Audience (000s)
893
1,838
404 428
Analogue DAB DTV Internet
Absolute Radio Network Platform Reach
W3:13
Source: RAJAR
1,514
642
298
185
893
1,838
404 428
Analogue DAB DTV Internet
Absolute Radio Network Platform Reach
W3:08 W3:13
Source: RAJAR
22
38
33
3
0
3
30
38
26
2 1
2
Excellent 4 3 2 Poor Don't know
On a scale of 1-5, how good is Absolute Radio at not repeating songs too often?
Sep-12 Sep-13
Source: EMR Digital
0
25
50
75
100
Ind
ex
Mon-Fri Half-Hour Average Audience Q3, 2013
All Radio Absolute Radio
Source: RAJAR
24
39
50
58
17
19
17
16
28
19
21
13
13
13
9
9
17
10
2
3
having ads that are MORE RELEVANT to you
earning REWARDS for listening online
having FEWER ads in an ad break
having MORE MUSIC and FEWER ADS
Thinking about listening to the radio online via the Internet, how much do each of the following elements appeal to you as a listener?
A lot 2 3 4 Not at all
Source: EMR Digital Base: listen to the radio online at least fortnightly
61
15
7 4
1
12
24
18
12
6 5
34
14 11 11
4 9
52
10 8
13
5 9
55
7 7
13
6 7
59
Several times a day
Nearly every day
At least once a week
At least once a month
Less than once a month
Never use
How often, if at all, do you use the following social networking sites or services?
Facebook Twitter Google+ LinkedIn Instagram
Source: EMR Digital
2.7
4.8
7.1
7.8
5.2
3.5
4.4 4.3
6.4 6.5 6.6
5.7
5.3
6.3
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
Th
ou
sa
nd
s
Network Twitter Interactions
Retweets Replies
26.3
34.5
45.8
41.9
35.9
30.8
44.3
37.6 37.4
9.0
14.3 13.7 13.6 13.2 12.6 12.4
15.8 15.6
3.9
6.5
10.8
8.0 6.6
5.3
7.9 6.2 5.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
Th
ou
sa
nd
s
Network Facebook Interactions
Likes Comments Shares
26
29
24 22
31
24
25
22 24
30
0
5
10
15
20
25
30
35
Network Absolute Breakfast Hometime Classic 60s 70s 80s 90s 00s
Facebook Negative Feedback per Thousand Likes
454
0
100
200
300
400
500
600
700
Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13
Th
ou
sa
nd
s
YouTube Views
Absolute Radio
YouTube Activity September 2013
Views Ave Percent
Viewed Likes Dislikes Shares Comments
Subscribers gained
Benedict Cumberbatch reacts to sexiest man alive title: "I wish this happened when I was 17!"
22,706 84 200 1 6 35 4
Roger Waters explains the arguments over 'Comfortably Numb' 21,692 73 27 3 10 13 12
Original Darth Vader (Dave Prowse) Star Wars lightsaber fight with Christian O'Connell - 2013
18,025 44 32 27 0 28 6
David Tennant gets slapped by a fish 13,497 72 222 2 22 32 14
Jake Bugg refuses to comment on Cara Delevingne question at the Ivors 13,012 72 24 2 0 9 3
Kings of Leon Interview 2013 - Caleb & Nathan talk Supersoaker, Mechanical Bull & more!
9,253 40 28 0 1 14 4
Karl Pilkington Interview: Ricky Gervais and Stephen Merchant Conned Me Into TV Show
8,196 56 29 0 2 12 5
Tom Cruise crashes Top Gear interview at Jack Reacher London premiere 6,833 53 23 1 0 14 1
John Lydon On Lady Gaga and Madonna 6,483 79 19 1 3 23 1
Benedict Cumberbatch's theory on English baddies 6,292 85 50 0 2 17 3
Caleb Followill interview about 'Supersoaker' - new Kings of Leon track 5,056 74 5 0 0 0 1
Chris Ryan - Former SAS - How Fast Can He Punch? 4,701 71 3 2 0 5 0
AC/DC: Interview 4,331 29 9 0 1 7 3
Isle of Wight Festival 2013: Jake Bugg interview in a foot spa 4,090 45 11 1 0 5 2
Frank Lampard interview with Ian Wright 4,041 44 44 1 2 3 6
Noel Gallagher: why did Oasis split up? (High Flying Birds press conference) 3,885 73 15 1 0 10 2
Shane Macgowan lives up to his reputation at the NME Awards 3,825 73 6 0 3 5 0
Arctic Monkeys interview on Absolute Radio 3,749 24 11 0 0 2 2
David Tennant reveals he is now a double-dad 3,295 71 10 0 1 7 1
Simon Pegg and Alice Eve full-length Star Trek Into Darkness interview 3,154 62 21 0 0 1 1
