eugene-springfield radio reaches every key buying demo€¦ · sirius xm radio was founded in 1990...

Eugene-Springfield Radio Reaches Every Key Buying Demo

Each week in Eugene-Springfield, radio is heard by…

91% Adults 18-34

91% Adults 18-49

92% Adults 25-54

92% Adults 35-64

2© 2012 Arbitron Inc.

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, Weekly Cume Rating, M-Sun 6a-12Mid.

Eugene-Springfield Listeners Spend Hours Listening to Radio

Each week, Eugene-Springfield listeners spend


16 hours listening to radio With an ever-growing number of media choices, Eugene-Springfield’s preference for and reliance on radio has endured year after year.

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, Weekly TSL, M-Su 6a-12mid.

Eugene-Springfield Radio Reaches Listeners Everywhere

57% Out of Home Listening

43% In the Home listening


Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, Average Composition, M-Su 6a-12mid.

Out of Home Listening Includes:•In-Car

•At-Work

•Other

Eugene-Springfield Radio Reaches Working Persons

95,600 Work Full-Time

51,600 Work Part-Time


61% of Eugene-Springfield Listeners work Full- or Part-time. Full-time is based on 35+ hours per week, while

part-time is based on 34 or less hours per week.

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons18+, Weekly Cume Persons, M-Sun 6a-12Mid.

Eugene-Springfield Consumers Tune to Radio During Prime Shopping Hours


You can reach

87%Of Eugene-Springfield consumerson the radio between 6AM and 7PM during the work week.

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons18+, Weekly Cume Rating, M-F 6a-7p.

RADIO TODAY BY THE NUMBERS

© 2012 Arbitron Inc.7

A Snapshot of Eugene-Springfield

Terrestrial Radio Remains Strong!


Pandora Media Inc. was founded in 2000

Sirius XM Radio was founded in 1990

Terrestrial Radio Remains Strong!


Pandora Media Inc. was founded in 2000

Sirius XM Radio was founded in 1990

Since Spring 2001, Weekly Cume Rating in the Eugene-Springfield market has only decreased by 4.2 percentage points. Even with countless more competition in the radio space, including satellite, online, mobile, etc, terrestrial radio remains strong with more than 88% of the market listening.

Since Spring 2001, Weekly Cume Rating in the Eugene-Springfield market has only decreased by 4.2 percentage points. Even with countless more competition in the radio space, including satellite, online, mobile, etc, terrestrial radio remains strong with more than 88% of the market listening.


Market Snapshot: County Composition

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, County Composition, M-Su 6a-12mid.

Market Snapshot: Age Composition


Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, AQH Composition, M-Su 6a-12mid.

Market Snapshot: Hour-by-Hour


Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, AQH Persons, M-F 6a-12mid.



7a-6p

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, AQH Persons, M-F 6a-12mid.



Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, AQH Persons, Sa-Su 6a-12mid.



10a-4p

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Persons12+, AQH Persons, Sa-Su 6a-12mid.



Retail Spending and Purchase Habits in Eugene-Springfield

Eugene-Springfield Radio Listeners Spend Money!


Eugene-Springfield

Radio Listeners Spent

in Metro Area Retail

Sales over the past 12

months.

Source: Arbitron Eugene-Springfield, OR, Sp12/Fa11, Retail Spending Power, Persons18+, M-Su 6a-12mid.

Eugene-Springfield RSP: Top 10 DailySpending Categories by Radio Listeners



Hospitals =

Supermarkets & Other Grocery Stores =

Warehouse Clubs & Superstores =

Offices of Physicians =

New Car Dealers =

Limited-Service Restaurant Sales =

Other Gas Stations =

Full-Service Restaurant Sales =

Department Stores =

Recreational Vehicle Dealers =

$1,879,000

$1,746,000

$1,507,000

$1,136,000

$1,019,000

$ 542,000

$ 486,000

$ 476,000

$ 458,000

$ 431,000



The 18+ population in Eugene-Springfield is 285,400

Men = 138,800 (48.6%)

Women = 146,600 (51.4%)




Men




Spending by Primary Demographic Age Breakout

Nearly 50% of the spending in Eugene-Springfield is by persons 45-64

Nearly 50% of the spending in Eugene-Springfield is by persons 45-64


Eugene-Springfield Consumers Tune to Radio During Prime Shopping Hours


Big Purchases Big Purchases PPlanned for the Next 12 Monthslanned for the Next 12 Months::

51,600Plan to Purchase/Lease a Vehicle

49,900Plan to Purchase a Large Appliance

69,200 Plan to Purchase Furniture

35,900Plan to Purchase Carpet & Flooring

41,800Plan to Purchase a Mattress

Source: Arbitron Eugene-Springfield, OR, Spring 2012 Qualitative Diary P18+, Target Persons, Plan to Buy Next 12 Months



Competitive Media Landscape in Eugene-Springfield

Competitive Media Info Found in the Qualitative Diary Data (Back Pages of the Diary)


Radio Is Eugene-Springfield’s Daily Companion


208,300 Have NOT Read an Online Newspaper in Past 7 Days.

80,400 Have NOT Read a Newspaper in Past 7 Days.

P18+ Qualitative Population: 286,400

154,500 Have NOT Read a Sunday Newspaper in Past 7 Days.

Source: Arbitron Eugene-Springfield, OR, Spring 2012 Qualitative Diary P18+, Target Persons



143,300 Do NOT Subscribe to Cable.



191,900 Do NOT Have a Satellite Dish.



217,400 Have NOT Viewed Late

Night Television in the Past 7 Days.

113,300 Have NOT Viewed Evening

Television in the Past 7 Days.

88,500 Have NOT Viewed the Local

TV News in Past 7 Days.





82,600 Spent Less Than 5 Hours

on the Internet in the Past 7 Days.

49,800 Have NOT Spent Time on

the Internet in the Past 7 Days.



46.2% of Eugene-Springfield Residents Spent Less Than 5 Hours or Zero Time on

the Internet in the Past 7 Days.



Political Highlights

Radio Reaches Eugene-Springfield Voters

»34% Democrat

»23% Republican

»18% Independent

»25% No Party Affiliation


70,200Eugene-Springfield listeners

have no party affiliation.

Advertising to these individuals

could help swing the vote.

Source: Arbitron Eugene-Springfield, OR, Spring 2012 Qualitative Diary P18+

Profile of Persons with No Political Affiliation


P18-34 represent 51.2% of this group


Profile of Persons with No Political Affiliation





Radio Resources

Arbitron Radio Resources May be Found at:www.arbitron.com



Mike Nelson

Sr. Account Manager

Arbitron

410-794-2861


eugene-springfield radio reaches every key buying demo€¦ · sirius xm radio was founded in 1990...

Documents