A presentation explaining the importance of hours in RAJAR and other relevant details.

1. Not another bloody Powerpoint!
Clive Dickens
Tony Moorey

2. RAJAR update*
• Quarterly measurement
• Over 340 stations measured, including 60+ BBC
• 130,000 participants per year – over 30,000 per quarter
• Participants only measured for 1 week
• Participants aged 4-99, 15+ classified as ‘adult’
*Radio Joint Audience Research

3. Reach (Number of listeners)

4. Hours – Time spent listening
+ + +
+
+

5. Reach vs Hours

6. Reach vs Hours – Depth vs Breadth
Reach Hours 20
17 17
15
12 12
10 10
9
7
Station A Station B Station C Station D Station E

7. Why ? Commercial Impacts
0.00 2.00 4.00 6.00 8.00 10.00
Person A
Person B
Person C
1 impact 3 impacts 2 impacts

8. 25% are listening more now
Have you been listening to Absolute Radio more or
less since it changed from Virgin Radio?
25 62 11 2
More Same Less Don't know

9. Half our listeners still first think of us as
Virgin Radio
Which name usually first comes to mind when
thinking about Absolute Radio?
Don't know
4%
Absolute
Radio
42%
Virgin Radio
54%

10. Brand awareness building
25-54 Unprompted Awareness 25-54 Prompted Awareness
74.8
74.8
73.1 73.9 73.7
71.7 73.0 72.4
72.1
24.3
22.1
20.8
16.5
14.6
13.2
11.4
11.2
8.1 21.8
19.6
16.8 15.3
15.3
5.2 5.1
4.6
4.0 4.2
9.3
1.6
Virgin Radio Absolute Virgin Radio Absolute
Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08
Dec-08 Jan-09 Feb-09 Mar-09 Dec-08 Jan-09 Feb-09 Mar-09

11. ENTERTAINING RELUCTANT ADULTS

13. ABSOLUTE MORE MUSIC

14. ABSOLUTE LIVE SUMMER (not just Festivals)

15. GUITARS FOR SCHOOLS

16. DISTRIBUTION – DAB, ANDROID,
OVI, BLACKBERRY & iPHONE

17. The
Billy Connelly
Absolute Business Plan

18. Improved Performance
EXPECT CHANGE
The Absolute Bid
Plug the 80s quiz
More Revenue
More Music, More Content
Plug No Repeat Guarantee
SENSE OF No Ofcom complaints
URGENCY More Awards
More Meetings