talkSPORT’s digital strategy helps boost its audience to 3.1m

22 Mar 2011

UK sports radio station talkSPORT has experienced its highest-ever audience figures at more than 3.1m people, thanks to its digital strategy.

Between 2010 and 2011, the sports station executed its digital strategy to complement its radio offerings, which included live streams, apps and online games.

“Our digital and online content strategies developed over the last 18 months have paid dividends in terms of numbers,” said Matt Davis, head of online at talkSPORT.

“We’re hugely pleased with the results so far. We’ve grown listen live streams 10 fold – the exclusive rights to Premier League commentaries have been important here – and have grown our general web traffic by a factor of eight in less than a year.

“iPhone apps have been fantastic for us, as have our online games like the talkSPORT predictor. And it’s only the start, as far we are concerned,” said Davis.

Managed hosting provider Tibus designed the underlying infrastructure for these initiatives. Based on their private cloud solution integrated with two specialist content delivery networks, the hosting platform was designed for rapid growth without needing big capital outlays.

“Clearly, sport and opinion is emotive and highly engaging content, so the underlying infrastructure is placed under very high demand in terms of flash crowds and immediacy,” said Andrew Maybin, network services director at Tibus.

“At Tibus, we’ll continue to facilitate the content initiatives the talkSPORT team comes up with – that’s our job.”