“COOLFahrenheit” under RS Plc announced the successful completion of the transformation into digital music station, being the first and only station joining force with “Nielsen” to apply reliable and accurate online rating system that reflects the actual number of listeners without duplicated counting on different platforms. The company plans to spend 100 million baht in 2018 to highlight the new concept Every Moment with You by planning for 2 signature activities along with other mega campaigns for the whole year. It expects to meet the target of earning 500 million baht in this year.
LAT PHRAO – Prinn Muensuksaeng, Managing Director of Coolism Co, the operator of COOLFahrenheit radio station, revealed that COOLFahrenheit met another successful stepping stone in transforming business into a new brand “COOLFahrenheit” in 2017, positioning itself as a Thai music station presenting music lifestyle content to audiences via on-air and online platforms. Such the success has assisted the company to gain more listeners, contradicting to the overall declining radio audiences.
This can be proved by the research conducted by Nielsen Media Research (Thailand) Co. which indicated that our overall listeners have reached 5.3 million as many of them have shifted from other stations, 4 million via online platform and 1.3 million on-air listeners. The Digial Content Rating (DCR) shows that over 420 million minutes were listened per month and the sessions of listening were high as 34 million times per month, emphasizing the championship of always being Thailand’s No.1 music station.
“The growth of online audiences has encouraged us, as the market’s leader, to initiate the standard establishment, upgrade the measurement system, and introduce transparent effective and reliable online media without over claimed data as the company can provide all clear details regarding the online audiences. This will answer questions for new generation markers who regard the segmentation and database as their core issues. COOLFahrenheit is the
first and only music station which now joins Nielsen on the DCR rating system that offers accurate and reliable data as the rating units reflect the true number of listeners, without duplicated counting on different platforms. The system also gives interesting profiles of listeners such as age range, listening time and listening minutes per day. The information will allow our customers to analyze and create strategies for their business and be able to compare the value of media purchase,” said Mr. Prinn.
The company has set aside 100 million baht of budget for 2018 to spend on highlighting the new concept EVERY MOMENT WITH YOU and try to present MUSIC LIFESTYLE CONTENT in all important moments of life of the listeners. The company plans to develop the new version of COOLISM application by adding new features, in addition to the current strength of HD+ sound quality. It is the platform perfectly serving GEN C audiences aged between 20 and 44 years, who love to consume the online media. The company aims to meet the target of achieving 500 million baht of revenue at the end of 2018.
At the same time, the company focuses in create the Loyalty and Engagement between audiences and brands so it has used COOLpriviledge and COOLdegree as significant strategies. COOLprivilege will offer special privileges for registered application users who provide personal details the right to win monthly lucky draws for gifts from leading brands. This strategy has received warm responses from partners who support with the gifts and the audiences with participation of around 1 million times a month.
COOLdegree opens opportunities for the exchange of every minute of online listening for accumulated points for the right to win draws for gifts every month. This strategy also receives good response from the audiences. With these two strategies, the company has gained useful lifestyle database of the audiences, allowing further analysis and better the accuracy of marketing planning.
Moreover, the company will continue to organize 2 signature activities – COOLouting that allows listeners to go with their whole coworkers in the office for the outing and Ink EAT ALL AROUN which “Ink” M.L. Parsan Svasti will lead to taste delicious foods for the whole year. There are also other campaigns such as “Salad Sode Road Trip” which has been inspired from insightful information of single people, Party มี #น., the cool party with #น. and Ink EAT AROUND the World #Revolution of Taste in Germany. The company is confident that all activities and campaigns will meet the audiences’ demands, allowing the company to maintain its championship as Thailand’s No. 1 music station for the 18th year in a row
