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When do you engage with radio stations?

Alison Winter, the Head of Audiences for BBC Radio & Music and Future Media, shared the BBC’s study on how, in an age of vast uncontrolled and on-demand content, radio stations can still mirror the behaviours of their audience.


This study monitored audiences online day to try and understand the four main “touch points” for a broadcaster. Listening, Sharing, Watching and Interacting. This helps a producer immediately know how they can stamp their brand-footprint on to listeners. 


An audience’s use of internet and online content hugely reflects their daily routine. There are peaks at certain points in the day and the BBC is now distributing content across broadcast, tablets, computers and mobile to reflect these peak times. 


The “Bed to Bed” project allows an in-detail analysis of online-habits for each station. Alison documented that for the BBC Radio 2 audience, people use their computer more in the mornings, their phones later at night, and their tablet throughout the day. 


Winter highlighted that younger audiences are still interacting with a radio brand. However, there are so many different ways of interacting. 


Radio stations no longer need to crow bar their own content randomly into an audience’s day. They can subtly utilise various methods of engagement to reinforce their own brand. This will ultimately have more of an impact to the lives of their listeners.