how data is transforming commercial radio - james wigley, … radio.pdf · 2018-02-06 · microsoft...
TRANSCRIPT
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How data is transforming commercial
radio - James Wigley, Director of
Digital Sales, Absolute Radio
23 May 2012iabuk.net/contact
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LOGGED-ON LISTENING WILL REDEFINE RADIO
#redefiningradio | @JTWigley
James Wigley | Digital Sales Director
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Interaction
Audience
Access
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SPURS VS FULHAM13.05.12 16.13
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+ Location
+ location
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50%LOGGED-IN
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61%LOGGED-IN
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Broadcast Online
On-air vs Online: a different timeline
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Absolute Radio in Rajar
51% London TSA
49% non-London TSA
Absolute Radio’s streaming
21% London area
79% non-London area
On-air vs Online: a different geography
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Younger - More male - More upmarket
Male
Female0%
10%
20%
30%
40%
50%
60%
70%
80%
ABC1 C2DE
Streaming Broadcast
Younger Older
Source: Absolute Radio Account listener-base,RAJAR Q4 2011
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1 2 3 4 5 6
Broadcast: 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
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InStream Advertising
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UNPROMTPED RECALL OF BRANDS
32%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Airtime InStream
InStream generates twice
the unprompted awareness
that regular airtime does.
Base: Unprompted awareness, 300 airtime, 300 InStream
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Broadcast
One-to-many
AdvertiseOne-to-one