Radio. It’s On.
A mass medium delivering audio content to passionate and loyal listeners across multiple platforms
RADIO
RADIO TODAY
RadioLive
Local
Mobile
Personal
Social
Interactive
Experiential
On Air
A mass medium capable of easily delivering your
message to many people
Targetable assuring the right people are
exposed to your message
A trusted medium and always available
especially during times of crisis
On Line
Digital capabilities offering interactive
opportunities
Complements and enhances on air
campaign by reaching consumers using
multiple touch points
Delivers content wherever and
whenever listeners want it
On Target
An environment that delivers consumers
who are engaged and passionate about the
content
Offering companionship and
information
Exposure to the message when and
where consumers are ready to buy or shop
RADIO. IT’S ON.
244 Million P12+ tune in to
radio every week
Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)
92% of Americans 12+
every week
Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
RADIO’S REACH
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week (M-Su, 5a-2a)
Watched Any Non-Premium Cable Past
Week
Spent Any Time on Internet Past Week
93%
46%
78% 79%
91%
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2013 USA Adults 18-34
Adults 18-34
Listened to Radio Past 7 Days
Read Any News-paper Past Week
Watched Any TV Past Week
Watched Any Non-Premium Cable Past
Week
Spent Any Time on Internet Past Week
94%
52%
86%82% 85%
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2013 USA Adults 25-54
Adults 25-54
Listened to Radio Past 7 Days
Read Any News-paper Past Week
Watched Any TV Past Week
Watched Any Non-Premium Cable Past
Week
Spent Any Time on Internet Past Week
94%
52%
86%82% 85%
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2013 USA Adults 18+
Adults 18+
2:04
6:23
2:12 2:07
6:11
6:3111:08 10:51
P12+ Heavy RadioListeners
Heavy TVViewers
Heavy InternetUsers
Radio Time Spent TV and Internet Time Spent
Hours:Min
CONSISTENT TIME SPENT WITH RADIOEven Among Heavy Users of Other Media
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
MORE TIME SPENTTHAN EIGHT OTHER AVAILABLE MEDIA
LISTENERS CHOOSE RADIO OVER FACEBOOK
THE SOURCE FOR MUSIC DISCOVERY
Spotify
Music Blos
iHeartRadio
SiriusXM Satellite Radio
Apple iTunes
Information/Displays at Local Stores
Music TV Channels
Pandora
YouTube
Friends/Family
AM/FM Radio
14%
14%
18%
20%
30%
30%
33%
39%
48%
59%
66%
75%
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn About and Keep Up-To-Date With New Music
(47% of total P12+ population)
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
THE GREATEST “SHARE OF EAR”
RADIO IS THE TOP IN-CAR DEVICE
86% of drivers cite
radio as their primary
in-car entertainment
device
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
AND THE MOST USED IN-CAR DEVICE
Online Radio
Satellite Radio
MP3 Player/Owned Digital Music
CD Player
AM/FM Radio
6%
11%
13%
15%
58%
% Using “Almost All of the Times” or “Most of the Times” in the Car
Base: Driven / Ridden in Car in Last Month, Age 18+
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
M 18+ W 18+
Over151/4 Hours Per Week
Nearly 131/4 Hours Per Week
CONSISTENT AUDIENCE TUNE-IN
Source: Nielsen Audio, RADAR 121, June 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
14.8Hours
14.7Hours
14.4Hours
TUNE-IN TIME HIGHER AMONG HISPANIC AND AFRICAN AMERICAN LISTENERS
African American listeners and Hispanic listeners(versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 121, June 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL
Technology has expanded Radio’s delivery platforms to create an interactive, engaging and highly communicative environment
30 millionOver the next 3 years
phones will have anFM Chip
FM-ENABLED SMARTPHONES
To date, over:• 500,000 app downloads• 9,300 FM radio stations tuned to from the app• 550,000 hours of listening through NextRadio
Source: NextRadio + TagStation Insights
Source: NextRadio + TagStation Insights
22
TRENDS
Source: NextRadio + TagStation Insights
Streaming
Over 7200 streaming
stations in 2014
Podcasts
39MM Americans have downloaded a podcast in the
past month
HD Radio
Over 19 Million HD radio
receivers are in the marketplace
RADIO’S DIGITAL OFFERINGS ARE STEADILY INCREASING
Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included (HD Radio stat from iBiquity/HD Radio Alliance, 2014); The Infinite Dial 2014 – Edison Research / Triton Digital
THE BATTLE FOR THE DASHAll major auto brands will offer factory-installed HD Radio Technology during calendar year 2014
Brands with HD Radio Technology
Vehicle Lines with HD Radio Technology
HD Radio as Standard Equipment
90+
2010 2011 2012 2013 2014
185+
35
76
166
33
67
154
2861
109
2136
86
16
Source: iBiquity
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
124 Million P12+ have listened to
online radio in the past month
(am/fm streams or internet only streams)
82%
18%
% of weekly Online Radio listeners who listen to Broadcast Radio (versus those who do not)
ONLINE RADIO LISTENING COMPLEMENTS BROADCAST RADIO
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
27
BROADCAST RADIO LISTENED TO MORE BY PURE-PLAY LISTENERS
Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ; Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio service in the past month; and at least sometimes use Pandora)
Pandora Listeners Non-Pandora Listeners
19.1
12.7
Hours Per Week
• On-demand content delivering sports, music, information and entertainment downloads whenever and wherever the listener wants it
• 66% of Smartphone users listen to online radio every week
• 55% of listeners said they listen to their favorite personalities on computers or mobile devices when away from a radio
• Tablet and Smartphone users over-index for weekly AM/FM radio listening
Source: The Infinite Dial 2014 – Edison Research / Triton Digital; USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA; Scarborough USA+ Release 2 of 2012
LISTENERS TAKE THEIR AUDIO ON THE GO
• Applications like Facebook and Twitter allow listeners to publish audio, receive song and station event updates
• Expanding the listener and station relationship
• 70% of people with favorite Radio personalities follow them
• Databases and outbound texting ability remain a source for targeted marketing by advertisers
EXPANDING THE TWO-WAY DIALOGUE
Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L
RADIO DOMINATES THE 9 TO 5 WORKDAY
Magazine
Newspaper
Television
Internet
BROADCAST RADIO
15%
22%
36%
43%
48%
% of media time spent per dayAdults 25-54
BROADCAST RADIO
Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM
How to read: 48% of Adults 25-54 tune in to radio during the 9-5 workday.
REACHING LISTENERS OUTSIDE OF THEIR HOME
WHILE THEY ARE LISTENING IN CAR
All Demos Gen Y Gen X Baby Boomers
88%
87%
91%
87%
Source: GfK survey done for the Consumer Electronics Association, 2013
AND THROUGHOUT THEIR BUSY DAY
CLOSEST TO THE POINT OF PURCHASE
STRONGEST PRE-SHOPPING MEDIUMLEADING INTO 2PM PEAK SHOPPING HOUR
INLFUENCING WHERE TO SHOP FOR CARS
INFLUENCING HOME IMPROVEMENT PROJECTS
Called the advertised product or store
Visited advertiser’s website
Recommended advertised product to others
Watched advertised TV program
Talked about the ad or product with others
Attended advertised event or performance
Visited advertised store
Visited advertised restaurant
16%
28%
28%
38%
39%
40%
41%
43%
RADIO ADS DRIVE ACTION, BEHAVIOR AND RESPONSE
Source: The Infinite Dial 2013 – Arbitron, Inc. / Edison Research
Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours
RADIO SPARKS BRAND CONVERSATION
Drives ROI• Target’s Healthcare
campaign targeting empty nesters resulted in:• 6% lift in
prescription purchase intent
• 12% lift in over the counter medication purchase intent
• 28% lift in brand advocacy
• 6% lift in brand affinity
Drives Traffic• Cracker Barrel used
an on-air endorsement program to promote seasonal menu items and the launch of new salads. Campaign delivered:• Increased store
traffic• Sales
exceeding client expectations
Drives Interaction• Six Flags used an
integrated radio campaign to support their annual “Fright Fest” Halloween-themed event and experienced:• Record
attendance and revenue for the event
• Record season pass sales for that time of year
• Significant increases in both web traffic and social media buzz
RADIO IMPROVES MARKETING OBJECTIVES
Visit RAB.com for additional case studies
REACH INCREASES WHEN RADIO IS ADDEDTO A TV CAMPAIGN
MORE RADIO BOOSTS CAMPAIGN ROI
Reallocation of existing ad budgets to give
Radio 20% share of spend
increases overall campaign
ROI by 8X
Source: Radio Advertising Bureau UK – 2013
AN EMOTIVE MEDIUM
A POSITIVE ENVIRONMENT TO DELIVER AD MESSAGES
49%To get into a better mood
33% Hear
things that make you laugh
46%Relax & unwind when tense
31% Keep you company
when alone
36%Take your mind off problems
29%Add to the fun when with other
people
35%Get an energy boost
Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64
DRIVEN BY AN EMOTIONAL CONNECTION TO RADIO PERSONALITIES
A personal,parasocial interaction
with their favorite radio personality
82%
Follow their favorite personality/radio
station on social media
70%
Listen longer to the radio stations because
their favorite personality is on the
air
79%
Talk to their friend about their favorite
personality or program content
72%
Consider radio personalities to be a
good or best friend or companion*
70%
Source: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
• 2011 highlights 93% retention• 2006 highlights 92% retention
• No time shifting• No below the fold• No load times
Sources: 2011 Nielsen Audio, Media Monitors, and Coleman Insights
NO COMMERCIAL SKIPPING
RADIO WORKS FOR THE CONSUMERAND THE ADVERTISER
On Air
A mass medium capable of easily delivering your message to many people
Targetable assuring the right people are exposed to your message
A trusted medium and always available especially during times of crisis
RADIO. IT’S ON.