Clare Baker, Absolute Radio’s marketing director, says: “The Absolute Radio brand lives across multiple platforms, some of which didn’t exist just two years ago – our brand is constantly growing and evolving with new technologies which this brand update reflects.”
“Our world is becoming increasingly social and mobile and this update reflects the changing times,” she adds.
The station, which rebranded from Virgin Radio in September 2008, has since launched several digital sub-brands including Absolute Radio 90s and Absolute 80s.
The network has invested heavily to increase its digital reach and promote digital devices.
More than half (55.2%) of the station’s listening across the network is via a digital platform. The network also recorded 332,000 hours of streaming on mobile, up 17.7% from August. It also has had over 1.5 million smartphone application downloads.
In the latest RAJAR figures, Absolute saw audiences across all platforms increase 4.2% to 1.6 million.