VIDEO TALKS published on 18 Jun 2023

Audience research and reality checks

Audience research is something we come across regularly, and it is more important than ever for public service media. Today, music-based radio stations exist in a highly competitive and changing listening environment in which they are constantly seeking to understand audiences’ needs, stay relevant and continue appealing to their listeners. This session looks at how some stations are taking an audience-centric approach to what they do, using research as a tool to adapt their programming to the ever-changing needs of their listeners. 

This Music and Radio 60-minute session is a partnership between the EBU Music Unit and the EBU Media Intelligence Service.


The P3 Journey - How a youth station in decline reinvented itself — Simon Gooch (Swedish Radio)
Using audience insights to inform BBC music radio schedules — Kim McNally-Luke (BBC)


Paul Loughrey, Head of Audience Insights, RTÉ (moderator)
Simon Gooch, Head of P3 and Head of Music Strategy, Swedish Radio
Kim McNally-Luke, Head of Audience Research, BBC Music: Pop & Classical