iReach Market Research

Oisin ByrneManaging Director,

iReach Market Research

oisin.byrne@ireach.ie1

UTV Radio Solutions

Social Community Attachment and Engagement

Agenda

• Introduction to iReach Market Research• Introduction to UTV Radio Solutions• Background to Research Project• Research Methodology• Sample Insights• Business Value and Measurable Results• UTV Radio Solutions Testimonial• Questions and Close

Deeper Insights | Better Research

• Innovation – Only Agency with Research Panels– Online, Video and Mobile Research

• Best Practices– Methodologies, Data Validation– QA, Analysis and Reporting

• Excellence of People– Research Analysts– Project Consultants

• Leading Technology– Support for all Research Methods– Range of Reporting Options

Best in Class Fieldwork and Analysis

Integrated Research Platform

• 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?

Can we drive more business ?

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?

Research Objectives

• Measure 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 geography

• To 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 attachment

• Help Radio Advertisers maximise value from their campaigns – Targeted traditional demographics– Real-world social networks and local communities

Research Methodology• Quantitative Computer Assisted Web Interface

(CAWI) Survey using each of the 8 Local Radio Stations websites as a landing page

• Quota controls set to match respondent levels to existing listenership at each of the 8 stations based on JNLR figures

• Option for listeners to leave contact details for call back to complete survey on their behalf over the phone

• Participations invited to take part during radio programs and rotated to avoid any program bias

• Incentives rotated to avoid any age/demographic bias

Fieldwork and Data Analysis

• Analysis Variables extended to include Geographic and Community Questions– Distances travelled for a range of personal, social,

business and commerce related activities– Measure engagement in Community based activities– Measure attachment to Social or Community Groups– Work/Life Balance– Measure Media consumption, All, Local Radio, National

Radio, TV, Newsprint and Online– Measure Media consumption while involved in regular

personal, social or community activities• Local and National Data Analysis

Business Results

• Launch of Urban Access– Integrated Nationwide offering for 8 Local Radio

Stations– Positioning unique strengths of each of the 8

stations as a community focal point or voice– Support Local Radio as the glue or heart of local

community conversations– Help Advertisers full understand how their

campaigns will engage and impact listeners– New Community Ad Offerings being built

Measurable Business Value

UTV Radio Solutions Advertising Sales• This 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.

Questions and Close

Thank you.

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