Every week we ask a panel of London listeners aged 25-44 to give us feedback on a selection of the music on our playlist and as part of that process we usually ask a handful of additional insight questions about the station and the brand. Recently we repeated a series of questions we’d asked twice last year and got some interesting tracked insights.

The Absolute Radio brand is steadily making its way into our listeners’ minds with almost 60% now thinking of us first as Absolute Radio. There is still a job to be done however with a little over a third still thinking of us as Virgin Radio.

85% of our listeners think the music we play now is either the same or better than the music we used to play. We of course need to be a little careful when looking at this question as people who may think our music is significantly worse are unlikely to be listening as much and therefore won’t qualify for this sample or survey. Rather, we should be looking here for early indicators of any dissatisfaction from our current listeners.

We routinely hear from our community and listeners that they just want to hear lots of music without the inane chatter that seems to dominate so many other stations. It was very encouraging to see that our score for the station who plays the most music without interruption increased again.

Adrian