Kiss Insight
BEHAVIOURAL TARGETING 19 June 2009
Wouldn't it be great if we could advertise the right products to the right people without wasting others' precious time? Kiss Confidential has seen behavioural targeting and it's the future, but how does this translate to radio....
One of the key trends for marketing for 2009 looks set to be Behavioural Targeting. It's more of an online concept at the moment but the fundamental idea is that you understand people's profiles and behaviours so well, by studying what they do and where they go, that you can then only offer them the right ads, perfectly suited to their likes and dislikes, at the right time. Due to the more reactive way that Rajar works it’s hard to apply the same rigours to Radio but you can still get a greater idea of the listening behaviours of your audience if you dig a bit deeper than you normally might.
The graphs below look at listening to Kiss 100 overall and some of our key dayparts and show where that listening comes from. But we've not just looked at age breaks as you might normally see on a media plan. We've also included by platform (FM, DAB, Digital TV and Online) and location (at home, in car, at work/elsewhere). By looking at and combining this data you get the fullest profile possible of who is listening, how they're listening and where they are listening for each show.
Some of the key headlines we found were:
- Whilst Breakfast and Drive have higher proportions of in car listening the majority of listening to those shows is still done at home
- Nearly 2/3rds of listening to Justin Wilkes' show is coming from people over 25
- Just over a third of listening to Neev's show is coming from the over 35s
- Online listening doesn't register significantly until Swerve's show where it makes up a massive 23% of the listening (compared to just 5% for the station overall). The 11pm to 1am specialist shows is also strong for online with 17% of the listening coming from there
- Listening to the 11pm to 1am shows is twice as likely to be done on DAB when compared to the station average.
- Whilst just 14% of FNK listening is done in car for SNK it is 35%
- Listeners to SNK are also twice as likely to listen to it via their digital TV when compared to the average of the station as a whole.
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