Strategies for Absolute Radio's digital future
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Absolute Radio is a 15 year old, 36 year old branded radio station in the UK purchased by Bennett Coleman & Co in 2008. It has a weekly reach of over 47,000 listeners and is focusing on growing its digital presence through various online and mobile platforms like podcasting, streaming, and applications. This includes using social media like Twitter to engage listeners and drive online traffic to its website and digital platforms. The presentation outlines Absolute Radio's strategy to transition to being a digital and mobile media company while maintaining its core radio business.
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Strategies for Absolute Radio's digital future
- 1. Absolute Radio Radiodays 2009 y Adam Bowie Head of Strategy & Planning September 2009
- 2. Absolute R di B k Ab l t Radio Background d • 15 years old • 36 year old brand • Largest under 45 commercial station
- 3. Absolute R di B k Ab l t Radio Background d Bennett Coleman & Co Ltd • Purchased by Times of India in June 2008
- 5. Radio Reach is at 91% of UK Population And Growing All Radio Audience 47,000 46,000 45,000 44,000 43,000 42,000 41,000 W2:99 W2:00 W2:01 W2:02 W2:03 W2:04 W2:05 W2:06 W2:07 W2:08 W2:09 Source: RAJAR, ‘000s ,
- 6. Decide What Business You re You’re In... 2009 2012 15,000 00s € ‘00 10,000 10 000 5,000 0 Radio Online O li Source: AA/ Spend in Euro
- 7. Radio Is Too Cheap Average CPTs in Metropolitan area (16 34s £) (16-34s,£) 50 45 40 35 30 25 20 15 10 5 0 TV Transport Freesheets Bus Roadside 48s Radio Roadside 6s 48s superside Source: RAB
- 8. A branded mobile branded, digital company that th t owns a large l Radio Station
- 12. Onegoldensquare.com • 3,000 visitors per i it month • 160,000 page views • Relaunching this month
- 13. Open Playlist Meetings • Weekly • Listeners can apply • Clients also invited
- 14. Open and Honest About Rotations • Published online li • Compare plays with rival stations • Debate
- 16. The Li Th Line-Up U
- 17. Live Music
- 18. Listeners’ Passion LIVE STORIES TO GO HERE
- 19. Song of the Decade
- 20. 59% think Absolute s Absolute’s music is better A Lot Better A Little Better The Same A Little Worse A Lot Worse Don't Know 21 38 29 8 22 0% 20% 40% 60% 80% 100% Source: Harris Interactive. Do you think that the music Absolute Radio plays is better or worse than the music Virgin Radio used to play?
- 21. Check Your Progress Frequently Better Same Worse Don't Know 30 43 7 20 0% 20% 40% 60% 80% 100% Source: Edison Research Base: Listened to Absolute Radio or Virgin Radio in the last week
- 22. Google Search Terms Source: Google Insights
- 23. Google Search Terms Source: Google Insights
- 24. Name Confusion Spontaneous Awareness of Virgin Radio Three Month Moving Average P1s P2s 50 49 41 33 25 27 20 22 22 20 18 16 15 15 17 14 14 9 8 1 Source: Harris Interactive 16+ UK Online Omnibus
- 25. Podcasting 8.8m adults listen to podcasts, up 36% year on year 8,831 8,419 , 7,765 7,909 6,501 5,733 , 2008 Q1 2008 Q2 2008 Q3 2008 Q4 2009 Q1 2009 Q2 Source: RAJAR
- 26. Podcasting 600,000 553,718 • Record 500,000 550,000 400,000 podcasts 300,000 300 000 downloaded in August 200,000 2009 100,000 • 3.7m since 0 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug launch 08 08 08 08 08 09 09 09 09 09 09 09 09
- 27. iTunes
- 29. Comedy
- 30. YouTube • Over 3m views • 3 times the viewing • Revenue generating ti
- 31. Streamed Hours Worldwide Streamed Hours Worldwide Unique Listeners q 5,000,000 1,000,000 4,500,000 900,000 4,000,000 800,000 3,500,000 700,000 3,000,000 600,000 2,500,000 500,000 2,000,000 400,000 1,500,000 300,000 1,000,000 200,000 500,000 500 000 100,000 100 000 0 0 May 09 Jun 09 Jul 09 Aug 09 May 09 Jun 09 Jul 09 Aug 09
- 32. Digital future – mobile mobile, online & DAB
- 33. Radio via Mobile 7.1m adults listen to the radio via their mobile 7.1 6.2 4.5 3.5 2.8 2.3 Q2 04 Q2 05 Q2 06 Q2 07 Q2 08 Q2 09 Source: RAJAR
- 36. iAmp installs and session launches Apr 09 May 09 Jun 09 Jul 09 Aug 09 700000 631853 600000 500000 400000 300000 200000 129785 100000 0 Installs Launches
- 37. Listening Windows Media iTunes Flash iPhone IceCast Android OGG AAC+
- 39. New Services
- 40. Social Networking Twitter Followers 6,000 5,678 5,000 4,758 4,394 4,000 3,000 2,000 1,000 0 Absolute Xfm Kerrang Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09
- 41. Twitter
- 42. iPod Nano
- 43. Absolute Radio Radiodays 2009 y Adam Bowie Head of Strategy & Planning September 2009