The Audience Product Strategy Building The Brand Digital Innovation Branded Content Results

agenda

Our listeners might have grown-up responsibilities like a mortgage, family and a good career, but they’d still jump at the chance of letting their hair down. Our name for them is:

They might not get to the gig, the game or the stand-up show as much as they used to, but they still love music,

football and comedy

the reluctant adult…

• 25 to 54 years old

• 60% male

• ABC1

• 50% London/South East

• likes to listen to ‘real music’

• is an armchair football fan

• loves a laugh and a bit of banter

• Interested in gadgets, not gossip

the reluctant adult…

music • comedy • footballthe three pillars of our content strategy

music • comedy • footballthe three pillars of our content strategy

real music is…

the song, not the video playing, not miming

gigs, not photo shoots tour buses, not voice coaches

built to last, not flavour of the month the lads from school, not an ad in The Stage

something to say, not something to sell

Fans of real music enjoy a deeper relationship with music Not just the biggest hit by an artist The find repetitive playlists irritating And variety drives longer listening

9

The Home of The Beatles, Stones & Motown

Where it all began, the music that still influences bands today

Platforms: DAB in London and parts of northern England, online, mobile

10

The UK’s Only 70s Radio Station

Feel-good, up-beat hits of the 1970s

Platforms: DAB in London, online, mobile

The UK’s Only 80s Radio Station

Upbeat, feel-good 1980s classics

Platforms: DAB Nationwide, Sky TV, Virgin Media cable, online, mobile

The UK’s Only 90s Radio Station

Britpop and indie classics

Platforms: DAB nationwide, Sky TV, online, mobile

13

21st Century Music

The best music from the year 2000 onwards

Platforms: DAB in London, online, mobile

14

More Rock, Every Hour, Than Any Other Radio Station

Playing undisputed rock classics

Platforms: DAB in London and parts of northern England, Sky, Virgin, online, mobile

music • comedy • footballthe three pillars of our content strategy

17

Frank Skinner One of the UK’s best known comedians 70.6% awareness as a radio presenter

Returning to live stand-up comedy Three primetime BBC1 TV shows in the past two years

18

The Christian O’Connell Breakfast Show The UK’s most awarded radio presenter

10 Sony Radio Academy Awards 2002-2012 Currently touring his Edinburgh stand-up show

Also presents on BBC Radio 5 Live and BT Sport

21

Geoff Lloyd’s Hometime Show

Engaging and entertaining broadcaster Lean-forward show where rivals are lean-back

Expert at delivering branded content Deep music knowledge

music • comedy • footballthe three pillars of our content strategy

24

The Premier League

Drive reach with exclusive content that fans will seek out Attract revenue from brands that advertise in football content A distinctive ‘Rock n Roll Football approach around football

entertainment aimed at the armchair fan

building the brand

interactive and dynamic marketing in app and outdoor

on-air and online promotions that mix traditional and social

29

Live Music - ‘We’ll Take You There’

From festivals and stadium gigs to intimate sessions, live music gives our music proposition credibility

and drives listening through ticket giveaways.

Lenny Kravitz @ The Box

Chris Martin @ Absolute Radio

Jarvis Cocker @ Absolute Radio

Paul Weller @ Absolute Radio

Foo Fighters @ Isle of Wight

Elbow Live @ St Pauls Cathedral

Lana del Rey @ Absolute Radio

Beady Eye @ Isle of Wight

Arcade Fire @ Hyde Park

Kaiser Chiefs @ Hard Rock Calling

Kasabian @ Isle of Wight

The Pierces @ 100 Club for Kronenbourg

Bon Jovi @ Hard Rock Calling

Elton John @ Union Chapel

Mumford and Sons @ Hyde Park Ronnie Wood @ Hard Rock Calling

digital

243,000Monthly Active Users of Absolute Radio mobile apps

Source: Internal server logs

4,747,814Installs of Absolute Radio mobile apps

Source: Internal server logs

0

31250

62500

93750

125000

Jan-1

2

Mar-12

May-12

Jul-1

2

Sep-12

Nov-12

Jan-1

3

Mar-13

May-13

Jul-1

3

Sep-13

Nov-13

Jan-1

4

Monthly unique logged-in listeners now over 120,000

Desktop

Both

Mobile

41

42

apps - be where the audience isWeekly Users

Mobile apps: 98,516Smart TV apps: 1,000 (approx)

Games consoles: 1,000 (approx)Tablet apps: launching April 2014

apps & online: next steps

2009 2011 2014

v7.0 designed to increase listening hours and reach

Car mode Simplified user interface for safe operation by drivers to encourage in-car use

Alarm clock Multi-day programmable alarm to wake the listener up with the station of their choice

Sleep timer Go to be with the app set to turn itself off at a time set by the user

AirPlay Send the audio to remote speakers to encourage at-home use on hifi systems

Tablet edition iPad version to reach new audience of tablet users

Put the brand in front of relevant audiences by disaggregating video on to artist’s YouTube channels.

New and valuable archive content can be deployed across social media platforms.

Content becomes more tactical for both the brand and client, freeing us to experiment more.

Use content to reach out to new audiences

Monetise all connected audio impressions

Extract greater value from user data

Optimise for the multi-platform web

Grow reach and hours

digital summary

branded content

51

everyone is a commercial programmer

By working closely with commercial teams, agencies and clients we can create promotions, sponsorship and ad-funded programmes which

engage the audience and communicate the advertiser’s message

creativity & flexibility

Win branded content business by taking a bespoke approach For Sky Movies 007 we rebranded Absolute Radio 00s as Absolute Radio 007, playing James Bond music all day

results

0

1000

2000

3000

4000

W4:08W1:0

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2W2:1

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2W4:1

2W1:1

3W2:1

3W3:1

3W4:1

3

Absolute Radio Network performance to date (reach)

Source: RAJAR Q4 2013

(000

s) 2,1431,673

2,223

2,814

3,2973,545

0

7000

14000

21000

28000

W4:08W1:0

9W2:0

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1W1:1

2W2:1

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2W4:1

2W1:1

3W2:1

3W3:1

3W4:1

3

Absolute Radio Network - performance to date (hours)

Source: RAJAR Q4 2013

(000

s) 13,74912,484 15,867

20,283 19,155

23,743