radio delivers massive reach in real time - nielsen audio · radio delivers massive reach in real...

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LANDSCAPE 2013 [ PART 1 ]

Radio Delivers Massive Reach in Real Time

LANDSCAPE

2013

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LANDSCAPE 2013

“What any content company aspires to is impact, and the best way to create impact is

simultaneous mass.

And the only way to reach simultaneous mass is by getting something on the radio.”

Mark Shimmel, COO, Epic Records

Source: Advertising Week 2012 Conference

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LANDSCAPE 2013

Delivers Massive Reach in Real Time

Engages and Influences Listeners

Digital Technology Enables Expansion and Interaction

Delivers Outstanding Results

Thriving

PART 1

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LANDSCAPE 2013

mass reach

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Radio remains important to listeners “Favorite songs” and local personalities

rank highest

Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners

Radio’s Assets Drive Its Mass Reach

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4 emotional triggers that listeners value….

A radio on while they

work

Gets them get

in a better mood

A feeling

of companionship

An escape from

pressures of everyday life

Radio’s Assets Drive Its Mass Reach

Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners

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243 Million today’s radio audience

Source: RADAR 116 March 2013, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates), 395,844 sample

If the radio audience were a country, it

would be the 4th largest in the world!

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LANDSCAPE 2013

90% of every age segment weekly

OVER

radio reach

Source: RADAR 116 March 2013, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates), 395,844 sample

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Nearly Everyone Uses Radio. In Real Time. Every Week.

92% 91% 92% 95% 94% 95% 93% 95% 95% 95% 95%

P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp18-49

AA/Blk18-49

W 25-54 P 18-49Col Ed,

HH $75K+

P 18-49Col Ed

M 25-54Emp

Weekly Radio Usage

Source: RADAR 116 March 2013, Mon-Sun 6A-Mid

Radio reaches over 90% of virtually every segment of the population.

That has been true year after year and remains true today.

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LANDSCAPE 2013

Radio Has Greatest Weekly Reach of

Young Adults vs. Other Media

Source: Scarborough USA+, Release 2 2012 USA Adults 18-34 (Sample Size: 28,781)

94%

51%

81% 80%

91%

Listened to RadioPast 7 Days

Read AnyNewspaper Past

Week

Watched Any TVPast Week (M-Su,

5a-2a)

Watched Any Non-Premium Cable Past

Week

Spent Any Time onInternet Past Week

Weekly Media Exposure

Adults

18-34

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Radio’s Weekly Reach of Adults

Is Greatest of Major Media

Source: Scarborough USA+, Release 2 2012 USA Adults 25-54 (Sample Size: 86,420)

94%

58%

87% 82%

85%

Listened to RadioPast 7 Days

Read AnyNewspaper Past

Week

Watched Any TVPast Week

Watched Any Non-Premium Cable Past

Week

Spent Any Time onInternet Past Week

Weekly Media Exposure

Adults

25-54

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Radio Delivers Prime Consumer Targets

94% 94% 93% 94%

Purchased Women'sBusiness Clothing

(in past year)

HH Planning to Buy/Lease aNew Compact Car

HH Financed HomeMortgage

Frequent Fast FoodRestaurants

(10x past month)

Source: Scarborough USA+ 2012 Release 2 (12 months only)

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LANDSCAPE 2013

% Share of Audio Usage by Source Average Weekday – Adults 18-64

Radio’s Share of Audio Usage Dominates Throughout the Day

Source: 2013.1 MBI USA TouchPoints

Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.

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LANDSCAPE 2013

Radio Dominates Among Audio Options

5% 9%

13% 15%

57%

MusicStreaming

Service

SatelliteRadio

iPods / MP3players

CD PlayersAM/FM Radio

Non-Exclusive Daily Reach (%) by Audio Source - A18-64

Adults

18-64



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LANDSCAPE 2013

Young Adults Prefer Broadcast Radio

8% 9%

16%

20%

51%

MusicStreaming

Service

SatelliteRadio

CD PlayersiPods / MP3players

AM/FM Radio

Non-Exclusive Daily Reach (%) by Audio Source - A18-34

Adults

18-34



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1%

4%

10%

11%

16%

58%

HD Radio

Online Radio

Satellite Radio

iPod/Mp3 Player

CD player

AM/FM Radio

% Using “Almost All of the Time” or “Most of the Time” In The Car

AM/FM Radio Is The King of In-Car Media

Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research

Base: Driven/Ridden in Car in Last Month, age 18+

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% Population/Household Penetration

The Second Most Used Platform Today

Source: TV HH, Nielsen Cross Platform Report March 2013; wkly Radio, Arbitron RADAR 116 March 2013 M-Su M-M; Internet, Pew Internet & American Life

Project Setptember2012 Study; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS November 2012 Nielsen Report;

Online Radio, Smartphones, iPods/MP3s, Tablets and Social Net Usage Edison Media Infinite Dial: 2013; Hi speed Internet Access from Pew Internet &

American Life Project May, June 2012 Tablets Pew Internet & American Life Project October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012

12 Month; Twitter, Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users.

Interviews were conducted in English and Spanish and on landline and cell phones

95 92 88

81

70

60 58 53 51

47 46

33 32 29

13 10

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On a 7-day average, how long do people

listen to the radio each day?

QUESTION:

ANSWER:

2hrs 36min

Source RADAR 116 March 2013 Monday-Sunday 6AM-Midnight for Persons 12+

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Radio Accounts for Second Largest Share

of Adult Consumers’ Media Usage

Source: 2012.2 MBI USA TouchPoints / Note: TV includes time-shifted viewing; AM/FM Radio includes radio station streaming; Internet excludes email,

but includes internet usage via PC, mobile, tablet, and eReader; Newspapers and Magazines include digital readership; Book includes via print, PC,

mobile, tablet, and eReader; Streaming Movie includes via PC, mobile, tablet, and eReader.

.

Share of Daily Media Minutes

Adults 18-64

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Radio – The Original Social Network Connects with Young Adults

Source: comScore Inc Ratings for February 2013 Average Daily Unique Visitors 18-34, factored to include mobile and pc; RADAR 116 March 2013, P18-34, 6A-12M

On a typical day in the USA,

of people 18-34: • 65% more will use

Radio than will go to Google Search

• 70% more will use Radio than will go to Facebook

• 150% more will use Radio than will go to YouTube

• 850% more will use Radio than will go to Twitter

48

29 28

19

5

Every day, more than 2/3 of people 18-34 invite Radio to be a major part of their lives

RADIO

Adults

18-34

In Millions

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8%

14%

15%

16%

30%

37%

39%

41%

44%

55%

73%

78%

Spotify

iHeartRadio

Music Blogs

SiriusXM Satellite Radio

Information/Displays at Local Store

Apple iTunes

Pandora

Facebook

Music Television Channels

YouTube

Friends/Family

AM/FM Radio

% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music

AM/FM Radio Is The Top Source

For Music Discovery

Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research

Base: Those saying it is “Very Important” or “Somewhat Important” to Learn About and Keep Up-To-Date With New Music

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consistent performance

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Men and Women Tune-in Weekly

Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-Mid Weekly Cume ) Men 18+ and Women 18+ Listeners

106,740 107,112

Mar '12 Mar '13

Men 18+ (000)

111,931 112,519

Mar '12 Mar '13

Women 18+ (000)

And spend more than 2-1/2 hours a day with AM/FM radio

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LANDSCAPE 2013

16,518 15,303

17,191 16,788

Mar'12 Mar'13

Multi-Cultural Radio Listening Remains

Consistently Strong

Women 18+ (000)

12,337

14,247

12,674

14,600

Mar '12 Mar '13

And spend more than 2 hours a day with AM/FM radio

Men 18+ (000) Women 18+ (000) Men 18+ (000)

Hispanics African-American

Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-Mid Weekly Cume) Hispanic and African-American Men 18+ and

Women 18+

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LANDSCAPE 2013

More Young People Listen to Radio Each Year

66,407 66,476

50000

52000

54000

56000

58000

60000

62000

64000

66000

Adults 18-34 (000)

Mar '12 Mar '13

Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates) Adults 18-34

And spend nearly 2-1/2 hours a day with AM/FM radio

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LANDSCAPE 2013

Satellite Radio Doesn’t Deliver Consumer Targets in USA or Top Markets

94% 95% 93% 94% 92% 93% 92% 93% 93% 93% 93%

11% 9% 11% 10% 9% 13% 14%

11% 10% 12% 12%

USA LA NY Chicago SF Phila Wash DC Atlanta Boston Dallas Houston

Radio Listen to Satellite Radio

Source: Scarborough Release 2 2012 (Aug 2011 – Aug 2012) Adults 18+, M-Su 6a-Mid Metro Area

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strategic timing

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listening to radio is live, not later • Messages are delivered when and where

they will perform best for an advertiser

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LANDSCAPE 2013

38%

53%

0%

10%

20%

30%

40%

50%

5 am-9 am 9 am - 5 pm

Radio TV Internet Magazine Newspaper

Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun.

Radio Reaches More Young People Than

Any Other Medium From 5 a.m. – 5 p.m.

Adults

18-34

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Radio Is the Most Used Medium Closest to the Point of Purchase

81.8 %

0% 20% 40% 60% 80% 100%

Radio

TV live

Internet via pc

Other computer applications

Music/audio (no radio)

Other media

Mobile

TV DVD

TV DVR

Games

Books

Newspapers

TV VOD

Magazines

Other reading

Newspapers online

E-books

Magazines online % of Weekday Afternoon Reach


Adults

18-49

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0

10

20

30

6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p

SHOPPING PEAK

(1P-2P)

% of Adults Shopping By Time of Day

Persons 25-54

Shopping Peaks Between 1 – 2 P.M.


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40%

29%

15%

6% 6% 5%

37%

23%

12%

4% 5%

4%

31%

17%

8%

3% 3%

1%

22%

9%

5%

2% 1% 1%

0%

10%

20%

30%

40%

AM/FM Radio Live TV Internet Mobile web/App Social Networking Print

2 hours before 90 minutes before 1 hour before Half-hour before

Adults

25-54

Radio Is the Strongest Pre-Shopping Medium


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When The Lights Go Out…

Sandy

Arrives

The Day

After

Sandy

Leaves

Market

% Inc.

10/29 Avg

vs. 10/22

% Inc.

10/30 Avg

vs. 10/23

% Inc.

10/31 Avg

vs. 10/24

NY Metro 70% 8% 12%

Nassau-Suffolk 245% 40% 27%

Middlesex-

Somerset Union 195% 57% 43%

Stamford/Norwalk 367% 63% 79%

Staten Island 42% -3% 47%

Monmouth NJ 247% 69% 153%

October 29th 2012

Hurricane Sandy

Source: PPM New York Metro by County, November Wk 2-3 2012, Mon. 7p-12m, Tues. 6a-12m, Wed. 6a-12m, P6+PUMM

radio goes on

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LANDSCAPE 2013

for additional information…..

www.arbitron.com

www.katz-media.com/ourcompanies/RA/Pages/main.aspx

www.rab.com

www.radioadlab.org

www.radiomercuryawards.com

www.researchexcellence.com

www.thebestofradio.com

www.raisingthevolume.com

www.mediabehavior.com/what-we-do (USA TouchPoints)

Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of any of the above, and such use may constitute an infringement of the holder's rights.

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LANDSCAPE 2013

Catch Parts Two and Three…

Let’s look up Radio’s reach in your market at www.my.arbitron.com

For a copy of the presentation visit www.arbitron.com/radiotoday

Radio Delivers Massive Reach In Real Time

Radio Engages and Influences Listeners

Digital Technology Enables Expansion and Interaction

radio delivers massive reach in real time - nielsen audio · radio delivers massive reach in real...

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