Presentation introducing the 'Audiometrics' product that measures audio consumption in the UK, presented to the Internet Advertising Bureau UK Research Breakfast on 1 October 2013 by Daniel Nathan and Grant Goddard of TotallyRadio.

1. Audiometrics: measuring audio
consumption in the UK
hello@totallyradiocentral.com
www.totallyradiocentral.com
September 2013

2.  Production: Award‐winning, innovative radio production of mainstream and specialist music, drama,
documentary and comedy
 Consultancy: radio industry expertise in strategic, commercial, regulatory and operational issues,
from business plans to pioneering formats
 Technology: creation and execution of collaborative strategies and applications that enhance the
listener's ability to engage with radio
 totallyradio.com launched in 2000 as the UK’s first multi‐channel online radio content aggregator,
with support from Microsoft
 Lead partner in three Technology Strategy Board‐funded partnership projects: Radio Connected and
RadioDeck, enhancing online radio connectivity; totallyradio music licensing wizard for radio
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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3. We led three Technology Strategy Board‐funded projects looking at what's
next for radio – partners included:
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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4. ‘Radio Connected’ Project
Amongst the things we built was a prototype ‘toolkit’ for our own
production purposes, but one that has a more universal application.
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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5. ‘Radio Connected’ Project
New voices, ideas and techniques will come through as making radio
is no longer restricted to traditional broadcasters.
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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6. ‘Radio Connected’ Project
More people will listen, make and share radio...
More participation online creates the commercial opportunities,
including; advertising, subscription as well as the paying royalties to
musicians and writers whose work is used.
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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7. ‘RadioDeck’ Project
It should be really simple to 'publish' live and podcast radio online
and then make it searchable and playable anywhere...
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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8. ‘RadioDeck’ Project
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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9. ‘RadioDeck’ Project
UKRadioplayer
Audiometrics: Measuring Audio Consumption In The UK: September 2013
Mixcloud
TuneIn
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10. ‘RadioDeck’ Project
‐ Responsive Design
‐ HTML5 Player
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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11. ‘totallyradio Music Licensing For Radio’ Project
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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12. ‘totallyradio Music Licensing For Radio’ Project
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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13. ‘Audiometrics’ Project
 Objective metric of listening to all forms of audio/radio
 Endorsed by Internet Advertising Bureau UK
 Founder member of Internet Advertising Bureau UK’s ‘Audio Council’
Data clients:
 Online & non‐traditional radio/audio businesses
 Media buyers
 Potential advertisers on online audio services
 Marketing agencies (IAB UK, IPA)
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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14. Infrastructure in online audio sector is underdeveloped
broadcast radio sector
online radio/audio sector
(BBC radio, commercial radio)
Ofcom, DCMS
RadioCentre, Radio Council
Radio Advertising Bureau, Digital Radio
UK
RAJAR
regulation
trade bodies
marketing bodies
ASMEC (defunct)
Internet Advertising Bureau ‘Audio
Council’
metrics
UK Radioplayer
collaborations
PRS/MCPS, PPL
copyright
Audiometrics: Measuring Audio Consumption In The UK: September 2013
PRS/MCPS, PPL
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15. UK leads Europe in online ad spend (2012 data)
[source: IAB Europe Adex 2013]
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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16. Awareness of streaming services is high in UK
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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17. Audiometrics timeline
 Dipstick audience survey in January 2013 for internal use
 Questionnaire format refined and improved
 First full audience survey executed in April/May 2013
 Results presented to IAB UK inaugural ‘Audio Council’ meeting in June 2013
First published survey:
 3,112 respondents aged 15+
 Face‐to‐face interviews & online questionnaire in April/May 2013
 Sample quotas by age, sex, location
 Outcomes weighted to UK adult population
 Criterion for ‘weekly reach’ is listening for five minutes or more at any one time during the last seven
days
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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18. Audiometrics data
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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19. Audiometrics data
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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20. Audiometrics data
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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21. Audiometrics data
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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22. Audiometrics data
25%
21%
WEEKLY REACH: AUDIO SOURCES BY BRAND (%
UK adult population per week)
5%
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%
8%
7%
10%
10%
15%
13%
20%
0%
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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23. Audiometrics data
40%
35%
WEEKLY REACH: AUDIO SOURCES BY BRAND (%
age group within UK adult population per week)
30%
25%
20%
15%
10%
5%
15-24
25-34
Audiometrics: Measuring Audio Consumption In The UK: September 2013
35-44
45-54
55-64
BBC radio
podcast
[commercial
service]
BBC iPlayer
Radio
[commercial
service]
[commercial
service]
[commercial
service]
[commercial
service]
0%
65+
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24. totallyradiocentral.com
Daniel Nathan
daniel@totallyradiocentral.com
Grant Goddard
grant@totallyradiocentral.com
Audiometrics: Measuring Audio Consumption In The UK: September 2013
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