19 September 2014
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Sky Radio Group’s innovative listening statistics app


In today’s competitive media environment it is more important than ever to be closely in contact with clients and create as many touchpoints with them as possible.

In this spirit Sky Radio Group, Netherlands (SRG) developed an easily accessible tool - SRG update app, which serves not only for marketing and sales purposes but also as a promotional tool for Sky Radio Group’s portfolio of media. The app is aimed at clients – agencies and advertisers - by delivering directly to their hands, up-to-date listening figures, alongside rate card information for the popular stations Sky Radio and Radio Veronica, classical music station Classic FM, innovative online audio platform MYradio and the group’s online display advertising.

How does it work?

As of March 2014 when the app was launched, SRG releases the latest listening figures from the Dutch audience measurement body NLO for their stations on a monthly basis. Statistics on reach, market share and radio consumption time per listener are available for each of SRG’s 70 target groups divided by age, gender, socio-economic class, shoppers etc.

The broadcaster’s packages and special offers are also presented, showing the conditions for various combinations of stations and day parts. Clients can therefore see the figures for their desired target group and decide on a package that best fits their needs.

The app is an extension of Sky Radio Group’s existing B2B activities, which includes regular newsletters, mailings and a Live Update showcase at the beginning of the year during which the group’s brands are presented to the market. It is the first app of its kind for the Dutch market. Initially launched as an iPad only app, the iPhone and Android versions will follow shortly.

Why does it matter to egta members?

With published audience figures typically presenting radio buyers with a huge array of figures across multiple brands and demographics, a solution to simplify the offer and present concise target group data makes life much easier for the client. The SRG update app is an example of a broadcaster embracing new ways of reaching out to its clients in an accessible and easy to use manner.

Target: Radio
What they said

» Sander van der Peet - Sky Radio Group

Background info

Please click on the links below to access the relevant documents:

» Sky Radio Group (please click here)

Download in PDF

Please click here download the PDF version

Next events

» Annual Radio Marketing and Sales Meeting

20 November (THU), Brussels
at the kind invitation of RMB


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