• What we’ve done
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• Magic 105.4
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Magic 105.4

Tracking

Since 2005, we’ve carried out a regular programme of tracking for Magic 105.4, London’s leading music station. The tracker aims to provide regular health checks on brand and station perceptions, measure Magic’s brand in relation to chief competitors on an ongoing basis, and measure the impact and effectiveness of communications activity and its influence on shifting perceptions.

The tracker is excellent value for money as it uses low cost online interviewing, with samples contacted from a representative online research panel. This also offers the flexibility to mount tracking waves at short notice, in response to decisions about advertising and other campaigns.

One of the earliest findings from the tracker was the identification of clear and distinct values which set Magic apart from other music stations. Our tracking has demonstrated the impact of advertising campaigns in supporting these values, together with the important role of on-air competitions in keeping people listening to Magic. Most recently, Magic’s innovative Good Mood TV campaign has succeeded in getting listeners to interact with the brand by contributing their own photographs.