landscape 2012 engagement and radio 1. landscape 2012 2 82% a personal, para-social interaction with...
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LANDSCAPE 2012
Engagement and Radio
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LANDSCAPE 2012
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82%
A personal, para-social interaction with their favorite Radio
personality
79%
Listen longer to the Radio
stations because
their favorite personality
is on the air
70%
Follow their favorite
personality/Radio
station on social media
Radio Connects Personally
72%
Talk to their friends
about their favorite
personality or program
content
Sources: 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
70%
Consider radio
personalities to be a good
or best friend or
companion*
This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.
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These personal connections are like “word of mouth”. It’s better than a “like”.
Radio Has the Power of Persuasion
52%
3
51% 47%
Sources: 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
Have considered or purchased a product or
service recommended
by their favorite
personality
Have considered or purchased a
product/service advertised during their
favorite Radio personality’s
show
Their favorite Radio
personality influences
their opinion
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LANDSCAPE 2012
There Is an Emotional Attachment to Radio
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9 out of 10 people who use radio heavily would be somewhat or very disappointed if their favorite station were no longer on-air
% who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-air
Source: The Infinite Dial 2011
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LANDSCAPE 2012
People of All Ages Value Radio Over Facebook
5
Total <18 18-34 35-54 55+
62% 60% 62% 63%60%
45%
53% 54%
45%
34%
My favorite radio station went away Facebook went away
Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000 Panelists; August & September 2012;All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian
Read: I would be very disappointed if…
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LANDSCAPE 2012
Radio Websites Reach Consumers In Their Communities
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• Radio stations have created hyper local sites
• All assets combined to deliver relevant and local information to listeners
• Connects to neighborhoods where they live and work
• Provide advertisers with geo-targeted opportunities
• A digital presence increases response and conversion rates by nearly fourfold on average
Source: TargetSpot white paper April 2011
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LANDSCAPE 2012
Radio and Social Networking Platforms• 70% of people with favorite Radio
personalities follow them
• Personalities in just the top 25 markets have more than 15 million Facebook friends and 22 million Twitter followers
• Stations’ use of social network platforms extend the over-the-air connection
• Databases remain a source for targeted marketing by advertisers
• Visits to Radio station websites are increasing:
• Up to 34% of adults in 2012 vs. 27% in 2010 visited in the past week
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Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns & Associates; KMS research October 2012
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LANDSCAPE 2012
AM/FM Radio Listeners Feel The Most Alert Which Suggests a Higher Level of Attentiveness
AM/FM Radio
Live TV
Mobile Web/App
Internet
27.6%
23.2%
18.1%
17.8%
13.7%
© 2012 Arbitron Inc.
% of Audience that Feels AlertPersons 25-54
Source: 2012.2 MBI TouchpointsTM
Engagement
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LANDSCAPE 2012
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand asked not to be named).
Radio advertising does positively impact the 5 key branding metrics6 Study Average % Lift
Affinity / Likeability
Awareness
Advocacy
Consideration
Purchase Intent
13%
20%
14%
38%
37%
Radio-targetedconsumers vs.Control groups
Credibility and Emotional Connection
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LANDSCAPE 2012
And the best test of all for engagement…
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LANDSCAPE 2012
When Radio StationsInvite Their Listeners…They show up by the thousands.
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LANDSCAPE 2012
Radio Provides the Power for Advertisers to Engage Listeners
Move into our Virtual Neighborhoods and Let Us Prove It
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