
4th February 2010
EMBARGOED UNTIL 7AM THURSDAY 4th FEBRUARY
- Absolute Radio posts a 2.1% increase in total hours quarter on quarter
- The station announces a new marketing campaign set to roll out from the end of February focusing on Christian O’Connell, Frank Skinner and Dave Gorman
- Absolute Radio’s national listening via a digital platform has risen to 54%. It remains the only radio group to have hit the 50% digital listening penetration target set out in the Digital Britain report
This quarter, Absolute Radio has shown an increase in total hours – a strong indicator of listener satisfaction - of 2.1% quarter on quarter in today’s RAJAR results. Christian O’Connell’s breakfast audience has also increased by 5% to 845,000 per week quarter on quarter.
The station’s reach has dropped by 5.9% quarter on quarter. Absolute Radio is announcing a brand new marketing campaign set to roll out at from the end of February 2010. The creative will focus on the station’s new 7 Day Breakfast offering, featuring week day presenter Christian O’Connell and newly-signed comedic talent Frank Skinner and Dave Gorman who host Saturday and Sunday morning shows respectively.
Year on year the station records a drop of 20.9% in reach and 9.9% in total hours which, given the rebrand of the station, is well within our forecasts.
Absolute Radio is a pioneer within the radio industry with 54% of the station’s national listening now on a digital platform (up 9% year on year and 2.5% quarter on quarter) compared to the industry average of 20.9%. It remains the only radio group to have hit the 50% national digital listening penetration target set out in the Digital Britain report earlier this year.
Said Clive Dickens, Chief Operating Officer, Absolute Radio: “Total listening hours are a strong indicator of listener satisfaction and we are very pleased with this result. Our monthly live streamed hours which we released last week – a new measurement system of accurate data from internet devices, show that we also now have 6.9 million hours recorded listening for the brand network for December, an increase of 10.3% from September.”
With product satisfaction amongst our listeners growing, our focus will continue to be on increasing our reach, especially in the morning with our new breakfast marketing campaign.”
Absolute Radio is a music and entertainment brand with audio at its core that is in transition from an analogue to a digital world. Digital innovation is core to the station’s business and Absolute Radio continues to lead the radio industry.
Source: RAJAR / Ipsos - MORI / RSMB, period ending December 2009, all stations and groups results are reported on their specified reporting period and TSA.
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