Audiometrics:measuringaudio consumptionintheUK

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September2013

 Production: Awardwinning,innovativeradioproductionofmainstreamandspecialistmusic,drama, documentaryandcomedy Consultancy: radioindustryexpertiseinstrategic,commercial,regulatoryandoperationalissues, frombusinessplanstopioneeringformats Technology: creationandexecutionofcollaborativestrategiesandapplicationsthatenhancethe listener'sabilitytoengagewithradio totallyradio.com launchedin2000astheUKsfirstmultichannelonlineradiocontentaggregator, withsupportfromMicrosoft LeadpartnerinthreeTechnologyStrategyBoardfundedpartnershipprojects: RadioConnectedand RadioDeck,enhancingonlineradioconnectivity;totallyradiomusiclicensingwizardforradio

Audiometrics: Measuring Audio Consumption In The UK: September 2013

WeledthreeTechnologyStrategyBoardfundedprojectslookingatwhat's nextforradio partnersincluded:

Audiometrics: Measuring Audio Consumption In The UK: September 2013

RadioConnected Project Amongst thethingswebuiltwasaprototypetoolkit forourown productionpurposes,butonethathasamoreuniversalapplication.

Audiometrics: Measuring Audio Consumption In The UK: September 2013

RadioConnected Project

Newvoices,ideasandtechniques willcomethroughasmakingradio isnolongerrestrictedtotraditionalbroadcasters.

Audiometrics: Measuring Audio Consumption In The UK: September 2013

RadioConnected Project

Morepeoplewilllisten,makeand shareradio... Moreparticipationonlinecreatesthecommercialopportunities, including;advertising,subscriptionaswellasthepayingroyaltiesto musiciansandwriterswhoseworkisused.

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RadioDeck Project Itshouldbereallysimpleto'publish'liveandpodcastradioonline andthenmakeitsearchableandplayableanywhere...

Audiometrics: Measuring Audio Consumption In The UK: September 2013

RadioDeck Project

Audiometrics: Measuring Audio Consumption In The UK: September 2013

RadioDeck Project

UKRadioplayer

Mixcloud

TuneIn
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Audiometrics: Measuring Audio Consumption In The UK: September 2013

RadioDeck Project

ResponsiveDesign HTML5Player

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totallyradioMusicLicensingForRadio Project

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totallyradioMusicLicensingForRadio Project

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Audiometrics Project

Objectivemetricoflisteningtoallformsofaudio/radio EndorsedbyInternetAdvertisingBureauUK FoundermemberofInternetAdvertisingBureauUKsAudioCouncil

Dataclients: Online&nontraditionalradio/audiobusinesses Mediabuyers Potentialadvertisersononlineaudioservices Marketingagencies(IABUK,IPA)

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Infrastructureinonlineaudiosectorisunderdeveloped
broadcastradiosector (BBCradio,commercialradio) Ofcom,DCMS RadioCentre,RadioCouncil RadioAdvertisingBureau,DigitalRadio UK RAJAR UKRadioplayer PRS/MCPS,PPL regulation tradebodies marketingbodies metrics collaborations copyright PRS/MCPS,PPL ASMEC(defunct) InternetAdvertisingBureauAudio Council onlineradio/audiosector

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UKleadsEuropeinonlineadspend(2012data)

[source:IABEuropeAdex 2013] Audiometrics: Measuring Audio Consumption In The UK: September 2013 15

AwarenessofstreamingservicesishighinUK

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Audiometrics timeline
DipstickaudiencesurveyinJanuary2013forinternaluse Questionnaireformatrefinedandimproved FirstfullaudiencesurveyexecutedinApril/May2013 ResultspresentedtoIABUKinauguralAudioCouncil meetinginJune2013

Firstpublishedsurvey: 3,112respondentsaged15+ Facetofaceinterviews&onlinequestionnaireinApril/May2013 Samplequotasbyage,sex,location OutcomesweightedtoUKadultpopulation Criterionforweeklyreach islisteningforfiveminutesormoreatanyonetimeduringthelastseven days

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Audiometrics data

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Audiometrics data

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Audiometrics data

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Audiometrics data

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Audiometrics data
25% 21% 20% 10% 13% 8% 7% 0%
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WEEKLY REACH: AUDIO SOURCES BY BRAND (% UK adult population per week)

15%

3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%

5%

10%

Audiometrics data
40% 35% 30% 25% 20% 15% 10% 5% 0% [commercial service] [commercial service] [commercial service] [commercial service] BBC iPlayer Radio [commercial service] BBC radio podcast 65+
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WEEKLY REACH: AUDIO SOURCES BY BRAND (% age group within UK adult population per week)

15-24

25-34

35-44

45-54

55-64

Audiometrics: Measuring Audio Consumption In The UK: September 2013

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DanielNathan daniel@totallyradiocentral.com

GrantGoddard grant@totallyradiocentral.com

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