Bauer Media has launched branched out its flagship Absolute brand to speak to a new audience with Absolute Radio 10s.
UK stations are cashing in on brand equity and branching out their brands in the digital age to encompass more decades and genres. Now Absolute sees its hosts lead listeners through a choice of eight playlists.
Absolute Radio 10s will focus on Ed Sheeran, Drake, Florence & The Machine, Coldplay, The Killers, and more, sitting alongside Absolute Radio’s other decade stations, Absolute Radio 00s, 90s, and 80s – which is a decade old next month.
Dave Berry will continue to lead weekday Breakfast, Bush and Richie take Hometime, while Frank Skinner and Jason Manford take on weekend mornings.
Steve Parkinson, group managing director of Bauer Media National brands, said: "Digital product development has always been at the core of what Bauer stands for. Ten years after the launch of the original game-changer Absolute 80s, we launch Absolute Radio 10s which anticipates a new listener need. This brand-new radio station will offer the very best music from the latest decade from the much-loved and trusted Absolute Radio brand, partnered with high-quality programming made possible using our unique playlist option technology”.
It comes just days after Bauer Media launched its fourth new radio station this year: Magic at the Musicals, looking to tap into rising theatre attendence.
The recent Rajar results found that connected device listening was up to 13% of all listening.