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Within this presentation….
• 15 Weeks not 15 years
• Challenges we have faced
• What’s next?
Just a few numbers…
PR to a combined global circulation of 341m
After 15 weeks, not 15 years…
In ‘active’ terms Absolute overtook Virgin late September
Search Traffic
0
20
40
60
80
4Aug
11Aug
18Aug
25Aug
1Sep
8Sep
15Sep
22Sep
29Sep
6Oct
13Oct
20Oct
27Oct
3Nov
10Nov
17Nov
24Nov
1Dec
8Dec
15Dec
22Dec
29Dec
5Jan
12Jan
Per
cent
age
of to
tal s
earc
h tr
affic
“absolute”
“virgin”
Source: Google Analytics
Site visits are rising
Average daily site visits
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Q2 2008 Q3 2008 Q4 2008
Qua
rter
ly a
vera
ge d
aily
vis
its
Launch marketingLaunch marketingLaunch marketingLaunch marketing
Source: Google Analytics
Our music policy is clear
We are in pole position in London
We know we are playing more music
Source Neilson
And doing more live…
Zoo SessionsZoo SessionsZoo SessionsZoo SessionsThe CoralThe CoralThe CoralThe Coral
IgluIgluIgluIglu and Hartleyand Hartleyand Hartleyand HartleyThe KooksThe KooksThe KooksThe Kooks
The Ting TingsThe Ting TingsThe Ting TingsThe Ting TingsSeasick SteveSeasick SteveSeasick SteveSeasick Steve
Billy BraggBilly BraggBilly BraggBilly BraggColdplayColdplayColdplayColdplay
(Archive Session)(Archive Session)(Archive Session)(Archive Session)DelaysDelaysDelaysDelays
Jon AllenJon AllenJon AllenJon AllenJersey BuddJersey BuddJersey BuddJersey Budd
The FrayThe FrayThe FrayThe FrayTravisTravisTravisTravis
The RiflesThe RiflesThe RiflesThe RiflesPaul WellerPaul WellerPaul WellerPaul Weller
Kings of Leon Kings of Leon Kings of Leon Kings of Leon (not Zoo (not Zoo (not Zoo (not Zoo ––––
from Birmingham from Birmingham from Birmingham from Birmingham NIA)NIA)NIA)NIA)
Jason Jason Jason Jason MrazMrazMrazMrazKitty, Daisy Kitty, Daisy Kitty, Daisy Kitty, Daisy and Lewisand Lewisand Lewisand LewisStarsailorStarsailorStarsailorStarsailor
InterviewsInterviewsInterviewsInterviewsKings of LeonKings of LeonKings of LeonKings of LeonSimon Simon Simon Simon PeggPeggPeggPeggNoel GallagherNoel GallagherNoel GallagherNoel GallagherTravisTravisTravisTravisGiles MartinGiles MartinGiles MartinGiles MartinKaiser ChiefsKaiser ChiefsKaiser ChiefsKaiser ChiefsThe Ting TingsThe Ting TingsThe Ting TingsThe Ting TingsGrace JonesGrace JonesGrace JonesGrace JonesTom JonesTom JonesTom JonesTom JonesStereophonicsStereophonicsStereophonicsStereophonicsAdam AntAdam AntAdam AntAdam AntSlashSlashSlashSlashTom from KeaneTom from KeaneTom from KeaneTom from KeaneSnow PatrolSnow PatrolSnow PatrolSnow PatrolRicky Ricky Ricky Ricky GervaisGervaisGervaisGervaisAC/DCAC/DCAC/DCAC/DCStatus QuoStatus QuoStatus QuoStatus QuoSeasick SteveSeasick SteveSeasick SteveSeasick SteveBilly BraggBilly BraggBilly BraggBilly BraggSimple MindsSimple MindsSimple MindsSimple MindsPaul McCartneyPaul McCartneyPaul McCartneyPaul McCartneyBlurBlurBlurBlurStarsailorStarsailorStarsailorStarsailor
Involvement is up
• VIP sign-ups now over 500,000
• Over 600,000 podcast downloads since launch
• Streaming has increased steadily since launch – now up to 20,000 daily
Plus our initiativesPlus our initiativesPlus our initiativesPlus our initiatives
• Open playlist meetings
• OGS.com
Source : internal log files
Time spent on our website dwarfs competitors
Average time spent on site
00:00:00
00:07:12
00:14:24
00:21:36
00:28:48
00:36:00
00:43:12
00:50:24
AbsoluteRadio
Magic105.4
GalaxyRadio
PlanetRock
talkSPORTRadio
Whatson Classic FMHeart FM XFMOnline
CapitalRadio
Ave
rage
leng
th o
f vi
sit
(min
)
Source comscore
Rock Off exceeded expectations
c.143,000 new usersc.143,000 new usersc.143,000 new usersc.143,000 new users
31 forums debated 31 forums debated 31 forums debated 31 forums debated –––– 26 participated26 participated26 participated26 participated
c.50,000 votesc.50,000 votesc.50,000 votesc.50,000 votesc.10,000 postsc.10,000 postsc.10,000 postsc.10,000 posts
75% uplift in buzz75% uplift in buzz75% uplift in buzz75% uplift in buzznearly 10% of web trafficnearly 10% of web trafficnearly 10% of web trafficnearly 10% of web traffic
We created The Rock-Off: a competition to define the ultimate playlist of all time. A competition which would play on the competitive spirit of the forums and their passion for music. Each band forum would create its ultimate playlist which would be pitted against the playlists of rival forums and subjected to the raw scrutiny of a public vote. The forum to emerge victorious would won their own radio show broadcast live on Absolute Radio on Christmas Eve 2008.
Seeing strong marketing results
Base: All respondents - Other Lines
‘Yes’ response (%)
Thinking of radio stations, have you Thinking of radio stations, have you Thinking of radio stations, have you Thinking of radio stations, have you heard of Absolute Radio?heard of Absolute Radio?heard of Absolute Radio?heard of Absolute Radio?
12.4%
28.2%
Pre Post
Top % agree (8,9,10)
29.0%
15.3%19.5%
15.1%
PreLondon
PostLondon
Pre non-London
Post non-London
Is full of Energy...Is full of Energy...Is full of Energy...Is full of Energy...
Especially in London...
Top % agree (8,9,10)
22.6%
8.5%
12.8%
16.7%
PreLondon
PostLondon
Pre non-London
Post non-London
A station IA station IA station IA station I’’’’d recommendd recommendd recommendd recommend…………
Base: All respondents - Other Lines
TV beating benchmarks
Base: All respondents
54.7%
42.7%
Absolute Radio - Post Average
To put the ad recall into context we have used benchmarking data from similar research projects we have conducted. The average figure is taken from 11 research projects. Each project involved a media owner advertising their own radio station on TV. In some cases story board prompts were used, or in others the TV ad was played to respondents to aid recall.
Already getting cut through
Listeners say we are improving…
Base: Listened to Absolute or Virgin Radio in the p ast week
…but the journey has only just begun
The ‘name game’ is tough
Base: Aware of Virgin or Absolute
The listening is there – just sometimes mis-attributed
Remember – there was no time to use the Virgin Radio brand name beyond 90 days after acquisition.
And we live by RAJAR rules
1111stststst Absolute labeled diaries Absolute labeled diaries Absolute labeled diaries Absolute labeled diaries placed Sept 14placed Sept 14placed Sept 14placed Sept 14thththth
Name changed Sept 29Name changed Sept 29Name changed Sept 29Name changed Sept 29thththth
The card must ‘conform’
And there are up to And there are up to And there are up to And there are up to 60 cards for each 60 cards for each 60 cards for each 60 cards for each respondent to look respondent to look respondent to look respondent to look at at at at –––– choose choose choose choose –––– then then then then sticker the diarysticker the diarysticker the diarysticker the diary
And our card does conform but is complex
…………By nameBy nameBy nameBy name
…………By platformBy platformBy platformBy platform
…………By FM/AM By FM/AM By FM/AM By FM/AM
RAJAR Thursday 29th January
• Six months of data (3mths Virgin/3mths Absolute)
• We have planned for churn in listening – more so in reach than in hours
We know we are on track
RAJAR
Weekly music researchWeekly music researchWeekly music researchWeekly music research
Harris MthlyHarris MthlyHarris MthlyHarris Mthly
VIPsVIPsVIPsVIPs
IPSOS WklyIPSOS WklyIPSOS WklyIPSOS Wkly
Other Lines Ad TrackingOther Lines Ad TrackingOther Lines Ad TrackingOther Lines Ad Tracking
KPIKPIKPIKPI’’’’ssss
Edison Brand WorkEdison Brand WorkEdison Brand WorkEdison Brand Work
IPSOS IPSOS IPSOS IPSOS RajarRajarRajarRajar rererere----contactcontactcontactcontact
So… onwards 2009 and beyond
Our ambition remains…
““““Create an international music Create an international music Create an international music Create an international music and entertainment brand with and entertainment brand with and entertainment brand with and entertainment brand with
audio at its coreaudio at its coreaudio at its coreaudio at its core””””
Targeting growth via 30+ men
Strong volume potential Strong volume potential Strong volume potential Strong volume potential
Builds on perceived Builds on perceived Builds on perceived Builds on perceived strengthsstrengthsstrengthsstrengths
Differentiates Differentiates Differentiates Differentiates vsvsvsvsCommercial Radio Commercial Radio Commercial Radio Commercial Radio
Be known for something Be known for something Be known for something Be known for something
Source TGI
…………30303030----45 men45 men45 men45 menc.2,573,000c.2,573,000c.2,573,000c.2,573,000
And of course – more of the good stuff
Believe your own ears