How data is transforming commercial radio - James Wigley, … Radio.pdf · 2018-02-06 · Microsoft...
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How data is transforming commercial radio - James Wigley, Director of Digital Sales, Absolute Radio 23 May 2012 iabuk.net/contact
Transcript of How data is transforming commercial radio - James Wigley, … Radio.pdf · 2018-02-06 · Microsoft...
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
