redefining radio' - cra conference october 2012 - sydney

A problem shared....

@cdickens

So what’s the UK radio problem?Radio Revenue is not ‘growing’, beyond inflation

T.S.L ,especially amongst young, is slowly decliningSample based estimates businesses are challenged

Radio Airtime is cost effective but not accountable enoughRadio yields are declining

Internet disrupting everything

82%source: BBC eartime research 2010/11

47m

3.2msource: RAJAR Q2:2012

Platform neutral

3.5 app downloads

500,000 Mobile Active Regular Users

More than ‘listen’

More than just ‘Pocket’

9m using UK Radio in one simple player & interface

RadioPlayer launched as a Mobile App last week

Over 20,000 episodes on

Demand

Over 18m YouTube views

77%Not on AM or FM

Know who your audience are?

[data oil image here]

DATA

the new oil

TARGET

In Stream

+ Location+ location

[map app image here]

MANCHESTER CITY 3 – QPR 2MANCHESTER CITY 3 – QPR 2Sunday May 13Sunday May 13thth 2012 16:10 2012 16:10Man City vs. QPRMan City vs. QPR

Sunday May 13Sunday May 13thth 2012 16:10 2012 16:10

Privacy matters

1 2 3 4 5 6Broadcast: Live Programming Commercial Break Live Programming

In Stream: Live Programming Targeted Ads Extra Content Live Programming

Branded Content: Live Programming Targeted Ads Branded Content Live Programming

1 2

1 2

How does InStream work?

50%Logged-in

61%Logged-in

Broadcast Logged In

On-air vs. Online: What have we learnt so far

Younger - More male - More upmarketMale

Female

Younger Older

Source: Absolute Radio Account listener-base,RAJAR Q4 2011

44.8% are more positive

Base: 192 targeted InStream listeners, 141 Broadcast listeners

Thinking about Budweiser and any advertising recently for the beer, how did it make you feel?

Active Location & Exact Age Targeting

Interactive , Visualized & Social

Digital metrics – ‘One to One’

What next for InStream?

Instream will work on third party apps

Broadcast one to many

Advertiseone to one

Source: Harris Interactive 16+ UK Online Omnibus (three-month roll)

Absolute Radio VR

Source : RAJAR 1999-2012

London 15+ Men Weekday Half Hour Shares

Absolute Radio Sales team voted ahead of peers

Commercial Radio Station of the Year 2012