The Powerof Radio

Power of Radio

• Reach

• Resilience

• ROI

• Reinvention

• Radio reaches 93% of Americans with 235 million weekly listeners

• Radio reaches 96% of adults 18-49 with $75,000+ household income

• Radio reaches 94% of college graduates 18+

• Radio reaches 90% of American teens

Radio Reach Is Enormous

Source: Arbitron Radar – June 2008

180,000,000

190,000,000

200,000,000

210,000,000

220,000,000

230,000,000

240,000,000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Source: RADAR, Fall Survey Reports, Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume, 12+

Radio Listenership Is Growing

__________

Radio hasadded six

million listeners

since 2005

235 MillionListeners

Radio’s totalaudience has

grown 16%since 1994

Radio Listenership vs. Newspaper Readership

Sources: NY Times, Newspaper Association of America, Radio Advertising Bureau

Radio is steady-Newspaper is in free fall

% of U.S. Population

Americans Spend The Majority Of Listening Time With AM/FM Radio.

Sources: Local AM/FM Radio – Radio Today/American Radio Listening Trends; Online Radio – Arbitron Edison Infinite Dial 2008 Report; Satellite – Fall 2006 National Satellite Report

94%

4%2%

Percent of Time Spent Per Week by Audio Platform

AM/FM RadioSatellite RadioOnline Radio

Newspapers Are In Big Trouble

• In Detroit, newspaper delivery has been reduced to three days a week

• The Seattle P.I. printed its last edition on March 17

• The Minneapolis Star Tribune has filed for bankruptcy

• The Rocky Mountain News closed on February 27

• The Tucson Citizen closed on May 15

Source: The New York Times – 1/16/09

Significantly More People ListenTo Daytime Radio Than Watch Primetime

Network TV

• In Los Angeles, 94.7% of

Working Adults Listen to

Radio During the Week

• Only 51% Watch

Primetime Network TV

Source: Scarborough Research - 2008

• 27% of US homes have DVRs

• 63% of $100,000+ households have a DVR

• 85% of DVR owners skip 75% of the ads

DVRs Are Zapping The Life Out Of TV Ads

Source: Ipsos Mendelsohn Research | Source: Nielsen Nov 2008 Estimates | Content Agenda Aug 6, 2008

Sources: Radar 97, June 2008 (Monday-Sunday, 24hrs, based on daily cume 18+) ; ComScore May 2008

Radio Reaches 92 million More People Each Week Than Google

Reaches In An Entire Month

Sources: Deutsche Bank, Media Dynamic, Universal McCann, Radio Effectiveness, RADAR and June 2007 (Arbitron); Nielsen Online and JPMorgan; www.radioadlab.com

Radio Is The Most Cost Effective Medium

Cost Comparisons of Various Media (CPM)

The Internet Powers Radio’s Growth

• Entercom listenership over the Internet grew 65% in 2008

• Entercom listenershipon mobile devices is growing rapidly

Source: Webcast Metrics, December 2008, FlyCast Reports, Jan 09

“…the amount of radio consumed, its influence to purchase, combined with lower costs makes it a stronger media option.”

— Prosper Technologies/Big Research – Dec 2008

Major Auto Study Recommends Increasing Radio, Reducing TV

Source: Prosper Media Allocation Model/Big Research - 2008

Share of Media Spend

Case Studies

• Heavy radio campaign boosted Halloween candy sales up double digits. Radio helped advance Wal-Mart’s market share from 31 to 33 percent.

• Radio drove Wal-Mart’s exclusive sales of AC/DC’s CD to second largest new album of 2008.

Source: Advertising Age, November 2008

Wal-Mart’s Heavy RadioAdvertising Boosts Sales

Hershey’s Does More Radio Than TV Advertising And Results Soar

 

• Hershey’s ad spending increased 25% in 2008 and earnings were up 98%

• CEO David West said that Hershey’s has done more radio than TV advertising and “we've been feeling pretty good about the brand responses.”

• Hershey’s plans to increase ad spending by another 20% in 2009, continuing to focus on core brands

Source: Advertising Age, October 16, 2008

Radio Drives Leads and New Business for Wells Fargo Financial Services

 

• Exclusive Entercom six-week campaign in select markets simplified the savings/investment process and made it relevant and fun for younger consumers

• Integrated campaign generated tens of thousands of leads for Wells Fargo. Netbanker rated the program A+.

“Radio Advertising A+”NetBanker, March 2008

Radio Propels Unprecedented Listener Response For Subaru Dealer

 

• Creative audio and video cause-marketing campaign that planted a tree for each test drive

• Carter Subaru planted over 11,000 trees during the campaign and helped to reforest a natural reserve outside of Seattle

• “It’s only natural for Subaru to continue its engagement with Entercom – a passionate radio partner that consistently delivers results.”

- Danny Levine, President NationAd (Carter Subaru agency of record)

Testimonials

“Radio is greatly under monetized.Look at the time people spend with radio

versus the money currently being spent to advertise on radio – it’s out of whack.”

- Eric Schmidt, Google CEO - USA Today

Google’s CEO knows:Radio is highly undervalued

Eric Schmidt

“In multiple, separate market comparison tests of Citigroup ads in newspapers,

TV and Radio, Radio ads consistently pulled the best response.”

— John Mittnacht, Director, Global Advertising, Citi Global Wealth Management

Radio Pulls Best for Citigroup

John Mittnacht

“Our marketing partners at Entercom listened when we explained who Scion targets. They created a grassroots campaign that was viral and unique and allowed our creative audience to express themselves. The Snow Patrol Cover

Art contest was truly amazing!”— Bobbi Simpson, Northwest VP Marketing - Scion

Scion Champions Radio

The Powerof Radio