Absolute RadioAbsolute RadioRadiodays 2009y

Adam BowieHead of Strategy & Planning

September 2009

Ab l t R di B k dAbsolute Radio Background

• 15 years old15 years old• 36 year old brand• Largest under 45

commercial station

Ab l t R di B k dAbsolute Radio Background

Bennett Coleman & Co Ltd

• Purchased by Times of India inTimes of India in June 2008

Radio Reach is at 91% of UKRadio Reach is at 91% of UK Population And GrowingPopulation And Growing

All Radio Audience47,000

45,000

46,000

43,000

44,000

41,000

42,000

Source: RAJAR, ‘000s

41,000W2:99 W2:00 W2:01 W2:02 W2:03 W2:04 W2:05 W2:06 W2:07 W2:08 W2:09

,

Decide What BusinessDecide What Business You’re In...You re In...

2009 2012

10 000

15,000

00s

5,000

10,000

€‘0

0

0

Radio O liRadio Online

Source: AA/ Spend in Euro

Radio Is Too CheapAverage CPTs in Metropolitan area (16 34s £)

4550

Average CPTs in Metropolitan area (16-34s,£)

303540

152025

05

10

TV Transport Freesheets Bus Roadside 48s Radio Roadside 6sTV Transport 48s

Freesheets Bus superside

Roadside 48s Radio Roadside 6s

Source: RAB

A branded mobileA branded, mobile digital companydigital company

th t lthat owns a large Radio Station

Find the Virgin

Marketing The Brand

Onegoldensquare.com

• 3,000 i itvisitors per

month• 160,000

page views• Relaunching

this month

Open Playlist Meetings

• Weekly• Listeners

can apply• Clients also

invited

Open and Honest AboutOpen and Honest About RotationsRotations

• Published lionline

• Compare plays with rival stations

• Debate

Th Li UThe Line-Up

Live Music

Listeners’ Passion

LIVE STORIESTO GO HERE

Song of the Decade

59% think Absolute’s59% think Absolute s music is bettermusic is better

A Lot Better A Little Better The SameA 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?worse than the music Virgin Radio used to play?

Check Your ProgressCheck Your Progress FrequentlyFrequentlyBetter Same Worse Don't Know

30 43 7 20

0% 20% 40% 60% 80% 100%Source: Edison ResearchBase: Listened to Absolute Radio or Virgin Radio in the last weekBase: Listened to Absolute Radio or Virgin Radio in the last week

Google Search Terms

Source: Google Insights

Google Search Terms

Source: Google Insights

Name ConfusionSpontaneous Awareness of Virgin Radio

Three Month Moving Average

504941

P1s P2s

2520

16 20

4133

2722 22

18 1716 14 149 8

1

18 15 15 17

Source: Harris Interactive 16+ UK Online Omnibus

Podcasting

8,4198,831

8.8m adults listen to podcasts, up 36% year on year

5,7336,501

7,765 7,909,

,

2008 Q1 2008 Q2 2008 Q3 2008 Q4 2009 Q1 2009 Q2Source: RAJAR

Podcasting553,718

500,000

600,000

• Record 550,000

300 000

400,000

550,000podcasts downloaded

200,000

300,000 downloaded in August 2009

0

100,000

2009• 3.7m since

launch0Aug 08

Sep 08

Oct 08

Nov 08

Dec 08

Jan 09

Feb 09

Mar 09

Apr 09

May 09

Jun 09

Jul 09

Aug 09

launch

iTunes

Comedy

YouTube• Over 3m

viewsviews• 3 times the

viewingviewing• Revenue

tigenerating

Streamed HoursWorldwide Streamed Hours Worldwide Unique Listeners

4,500,000

5,000,000

900,000

1,000,000

q

3,000,000

3,500,000

4,000,000

600,000

700,000

800,000

2,000,000

2,500,000

3,000,000

400,000

500,000

600,000

500 000

1,000,000

1,500,000

100 000

200,000

300,000

0

500,000

May 09 Jun 09 Jul 09 Aug 090

100,000

May 09 Jun 09 Jul 09 Aug 09

Digital future mobileDigital future – mobile, online & DABonline & DAB

Radio via Mobile

7.1

7.1m adults listen to the radio via their mobile

4.5

6.2

2.32.8

3.5

4.5

2.3

Q2 04 Q2 05 Q2 06 Q2 07 Q2 08 Q2 09Source: RAJAR

Applications: iAmp

Applications: iAmp

iAmp installs andiAmp installs and session launchessession launches

631853700000

Apr 09 May 09 Jun 09 Jul 09 Aug 09

500000

600000

300000

400000

129785200000

0

100000

Installs Launches

Listening

Windows MediaiTunesFlashiPhoneIceCastAndroidAndroidOGGAAC+

Applications: LiveAmp

New Services

Social Networking5,6786,000

Twitter Followers

4,7584,394

4,000

5,000

2,000

3,000

0

1,000

0

Absolute Xfm Kerrang

Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09

Twitter

iPod Nano

Absolute RadioAbsolute RadioRadiodays 2009y

Adam BowieHead of Strategy & Planning

September 2009