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iReach Market Research,[object Object],UTV Radio Solutions,[object Object],Social Community Attachment and Engagement,[object Object],Oisin Byrne,[object Object],Managing Director, ,[object Object],iReach Market Research,[object Object],oisin.byrne@ireach.ie,[object Object],1,[object Object]
Agenda,[object Object],Introduction to iReach Market Research,[object Object],Introduction to UTV Radio Solutions,[object Object],Background to Research Project,[object Object],Research Methodology,[object Object],Sample Insights,[object Object],Business Value and Measurable Results,[object Object],UTV Radio Solutions Testimonial,[object Object],Questions and Close,[object Object]
Deeper Insights | Better Research,[object Object],Innovation ,[object Object],Only Agency with Research Panels,[object Object],Online, Video and Mobile Research,[object Object],Best Practices,[object Object],Methodologies, Data Validation,[object Object],QA, Analysis and Reporting,[object Object],Excellence of People,[object Object],Research Analysts,[object Object],Project Consultants,[object Object],Leading Technology,[object Object],Support for all Research Methods,[object Object],Range of Reporting Options,[object Object]
Best in Class Fieldwork and Analysis,[object Object],Integrated Research Platform,[object Object]
Can we drive more business ?,[object Object],How do we create new and competitive Advertising offerings that represent a family of 8 Local Radio Stations in a common (or nationwide) model in a shrinking and fast changing market?,[object Object],How do we protect the best that is local radio without impacting on sales opportunities across the network?,[object Object]
Background to Research Project,[object Object], Do local radio stations had the opportunity to be an integral part of their community?,[object Object],Can they be a common focal point for community attachment and engagement?,[object Object],Can such radio stations become the conversation or the glue at the heart of their local communities? ,[object Object],Do advertisers need to consider the importance of local communities over a national audience, especially in challenging economic conditions? ,[object Object]
Research Objectives,[object Object],Measure the effectiveness of local commercial radio in building brand awareness and product sales and to map it’s impact on consumers within their local community and geography,[object Object],To identify the common characteristics that each of the 8 local radio stations share ,[object Object],Focus on the role of radio stations in community social engagement and attachment,[object Object],Help Radio Advertisers maximise value from their campaigns ,[object Object],Targeted traditional demographics,[object Object],Real-world social networks and local communities,[object Object]
Research Methodology,[object Object],Quantitative Computer Assisted Web Interface (CAWI) Survey using each of the 8 Local Radio Stations websites as a landing page,[object Object],Quota controls set to match respondent levels to existing listenership at each of the 8 stations based on JNLR figures,[object Object],Option for listeners to leave contact details for call back to complete survey on their behalf over the phone,[object Object],Participations invited to take part during radio programs and rotated to avoid any program bias,[object Object],Incentives rotated to avoid any age/demographic bias,[object Object]
Fieldwork and Data Analysis,[object Object],Analysis Variables extended to include Geographic and Community Questions,[object Object],Distances travelled for a range of personal, social, business and commerce related activities,[object Object],Measure engagement in Community based activities,[object Object],Measure attachment to Social or Community Groups,[object Object],Work/Life Balance,[object Object],Measure Media consumption, All, Local Radio, National Radio, TV, Newsprint and Online,[object Object],Measure Media consumption while involved in regular personal, social or community activities,[object Object],Local and National Data Analysis,[object Object]
Business Results,[object Object],Launch of Urban Access,[object Object],Integrated Nationwide offering for 8 Local Radio Stations,[object Object],Positioning unique strengths of each of the 8 stations as a community focal point or voice,[object Object],Support Local Radio as the glue or heart of local community conversations,[object Object],Help Advertisers full understand how their campaigns will engage and impact listeners,[object Object],New Community Ad Offerings being built,[object Object]
Measurable Business Value,[object Object],UTV Radio Solutions Advertising Sales,[object Object],This study allowed UTV  to provide Advertisers in Ireland with independent measures of the effectiveness of local Radio Advertising within a common or integrated Advertising offering. ,[object Object],UTV Radio Advertising Sales have jumped +20% since Urban Access was launched, representing all of the local radio stations, each with unique strengths within their communities.,[object Object],UTV Radio Solutions grew market share in percentage of total advertising revenues in Ireland.,[object Object]
Questions and Close,[object Object],Thank you.,[object Object],12,[object Object]

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