Splinter & PopUp Brands The Niche Extension Chris Stevens – Ignite Jingles
What is a splinter brand?
Extend the time listeners spent with your stations Reasons for Test new formats splinter stations Passion projects for staff You’ve already done the hard work!
Case Study – Kisstory � Launched April 2013 � Was a daily slot on Kiss � A collection of throwback mixes already existed � Passion for the brand from the audience � Now the UK’s biggest digital station
Kiss & Kisstory Figures (Weekly) Kiss’s Main Listeners to Kisstory – 2.32 Station – 4.19 both stations – million million 963,000 Listening to Kiss Network Kisstory but not (including Kiss Kiss – 1.359 Fresh) - 5379 million Source: Rajar Q2 2019
Costs / Time Commitment Issues Confusion (including commands for smart speakers) If the splinter brand gains traction, you might also gain competitors
You may attract competitors!
Absolute Heart 80s 80s 1.779m 1.495m Shared listening – 299.8k
They can be seasonal / event based Why do a Can be entirely sponsored splinter or While podcasts are a great way to extend the value of your popup speech shows, splinter stations are great for music output Great for smart speakers and phone apps station? They reward a loyal audience with additional channels
Chris Stevens Ignite Jingles chris@ignitejingles.com
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