The document compares radio advertising shares from 2005 to 2011, showing a decline in radio from 82% to around 27% as internet advertising shares rose. It suggests that radio can be redefined for the digital age by personalizing advertising using listener data like birthyear, gender and location. Charts show that over half of listeners to a digital radio platform were logged in, allowing for more targeted and accountable advertising that generates more positive feelings than traditional radio ads.

1. 82%
Source: BBC eartime research 2010/11

2. 35%
30%
25%
20%
15%
10%
5%
3.2% 2.9% 2.9% 2.7% 2.8% 2.7% 2.7%
0%
2005 2006 2007 2008 2009 2010 2011
Radio Share Internet Share
Source: AA/Warc Expenditure Report

3. Broadcast one-to-many
Advertise one-to-one

4. Listener Fewer adverts & more music
Advertiser Accountability & better targeting
Radio Redefined for the digital age

5. Birth
year, gender &
active location

6. 51%
Logged-in
Source: Absolute Radioplayer logins v anonymous unique average

7. 55%
Logged-in
Source: Absolute Radio app logins v anonymous unique average

8. Broadcast: Live Programming Commercial Break Live Programming
1 2 3 4 5 6
In Stream: Live Programming Targeted Ads Extra Content Live Programming
1 2

10. 2x
Unprompted
awareness
Source: EMR | Base: Unprompted awareness, 300 airtime, 300 InStream

11. 45% positive feelings
compared with 37%
for regular airtime.
Source: EMR | Base: Unprompted awareness, 300 airtime, 300 InStream