In January we included a series of our Absolute features in a national research study conducted by Munro Global. They spoke to a representative sample of 800 people aged 20-54 across the country and found that We Pay Your Bills was one of our best performing features. Nationally, 5% of all 20-54s associate the feature with us, in London this rises to 10% and when you isolate our listeners it rises to 37%, only seven points below Who’s Calling Christian.

We Pay Your Bills is one of our Golden Square pillars and has featured on many stations around the world for many decades under a variety of names. In fact, eighteen years ago, my first paid job in radio was transcribing the phoned in entries for what we then called Write Your Own Cheque.

When we first ran Pay Your Bills here three years ago it hadn’t just been run by a station sharing 21% of our London audience. Other features have been adopted by stations in the past but normally only after a significant amount of time has passed and always with a new name.

Sources: Munro Global Jan 2009 and Rajar Q4 2008