How data is transforming commercial

radio - James Wigley, Director of

Digital Sales, Absolute Radio

23 May 2012iabuk.net/contact

LOGGED-ON LISTENING WILL REDEFINE RADIO

#redefiningradio | @JTWigley

James Wigley | Digital Sales Director

Interaction

Audience

Access

SPURS VS FULHAM13.05.12 16.13

+ Location

+ location

50%LOGGED-IN

61%LOGGED-IN

Broadcast Online

On-air vs Online: a different timeline

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

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

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

InStream Advertising

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

Broadcast

One-to-many

AdvertiseOne-to-one