ABSOLUTE: Good end to 2010

Absolute Radio has seen a dip in audience levels mainly due to losses in the London marketplace.

However, the entire network of stations ended 2010 up 33 per cent in reach and 27 per cent in listening hours, year-on-year, and is on schedule with its long-term strategy.

The station said: "Absolute Radio experienced reported audience losses of 17% this quarter and 8% year on year attributed almost totally to the important but highly competitive London Market . We continue to work with RAJAR to reduce this volatility which has also affected other leading commercial brands this quarter."

Absolute 80s is doing well on Digital One – now with 665,000 listeners – whilst 90s and Classic Rock also post an increase.

“The Absolute Radio Network had a strong end to 2010. Our brand strategy is one of long-term growth and we have continued to drive this with the recent launch of Absolute Radio 00s. Looking ahead, we are investing heavily in Q1 with a national ‘Faces for Radio’ and an Apple iAd marketing campaign.” said Clive Dickens, Chief Operating Officer.

65.2 per cent of all Absolute listening is digital, compared with 25 per cent for radio overall.

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