Magnet #63 12/08/22

#Magnet 63

This week we’re talking audio, and gaming partnerships, enjoy!

RAJAR Q2:

Last week, RAJAR announced 49m adults (88% of the adult (15+) UK population) continued to tune in to the radio each week throughout the second quarter of 2022. We found out that Smart Speakers now account for 10% of all Radio listening.  There have been mixed results for market leader Global this quarter, although it still claims the top two commercial radio brands: Heart, and Capital. Comparing results to Q1 22, Heart radio brand has seen a loss of 8.6% of its weekly listeners now at 9.7m, whilst Capital Network is down 6.6% at 7.2m.

However, sister station Capital Extra had maintained a strong audience reach of 1.5m listeners weekly. Their commercial rivals Bauer did manage to record one of this quarter’s few audience gains with Hits Radio seeing a 3% quarterly increase to 9.5 million weekly listeners drawing ever closer to Heart’s commercial network top spot. Magic has also reported a strong quarter growing 13.5% QoQ now reaching 3.9m listeners weekly.

Gaming partnerships:

In light of our recent blog post which included statistics about the video gaming audience, we wanted to highlight these partnerships:

Firstly, the French fashion house, Christian Dior, announced a collaboration with the iconic racing game, Gran Turismo 7. Designed by Kim Jones, the heritage-inspired, virtual capsule collection features exclusively in the game.

The National Trust, Xbox, and Minecraft have joined forces to virtually restore UK heritage sites to their heyday glory. Starting with Corfe Castle in Dorset, players will be transported 1,000 years into the past as part of Minecraft’s Education Edition, which is supported by Minecraft YouTubers and archaeologists.

Campaigns:

EasyJet aims to interest Spotify users in its holiday recommendations in a new campaign called "Listen and book".  The campaign invites Spotify users to have their Spotify listening analysed by a dedicated microsite that will recommend a personalised travel experience based on their music taste.

For example, if someone’s music taste is “calm, warm and dreamy” easyJet recommends the botanical gardens in Lisbon or a relaxing sauna in Helsinki.

EasyJet is backing the idea with ads on Spotify in France, Italy, Switzerland and the UK with media planning and buying by OMD.

Richard Sherwood, customer and marketing director at easyJet, said: “‘Listen & book’ will help our customers discover new destinations across our European network, using Spotify’s innovative technology to enhance our customer search and booking experience."