where radio fits radio’s strengths in the media … touchpoints »rich multidimensional study of...

© 2012 Arbitron Inc.

Where Radio Fits Radio’s Strengths in the Media Landscape

Bill Rose

Senior Vice President of Marketing

Arbitron Inc.

September 21, 2012

Arbitron Initiatives to Help Make the Case for Radio

2 © 2012 Arbitron Inc.

Training Outreach Industry Studies

Radio landscape

presentations developed

in partnership with Katz

and the RAB

Testimonials from

advertiser champions

of radio

Research studies to

help make the case

for radio

USA TouchPoints

»Rich multidimensional study of consumers’ daily lives

»Captures media usage, shopping behavior, and emotional mindset from a single sample

»National probability sample of 2,000 persons aged 18-64

»Nested within GfK/MRI’s Survey of the American Consumer enabling a foundation for fusing other data sources


Create value for advertisers, agencies, and the

media through greatly enhanced advertising ROI

TouchPoints Uses an App to Collect a Variety of Consumer Data


Location Activities Social Setting Media Mood/Emotion

20 Locations

23 Activities

8 Mega Media Categories

17 Emotional Mindsets

10 Social

Settings

33 Internet

Site Types

2,000 People, 20,000 Days, 480,000 Hours of American Life


Headlines: AM/FM Radio Delivers

» Consistently big audiences, especially during the day when most shopping occurs

» “The last word” for advertisers reaching the most consumers right before they shop

» Enhanced reach when combined with other media

» An ad environment relevant to where consumers are going and what they are doing

» A highly engaged, attentive, and positively minded audience

» A variety of decision influencers


MBI TouchPoints Part I

A Look at AM/FM Radio Overview – Persons 25-54

AM/FM Radio Remains the Most Dominant Audio Platform

85

25

15

AM/FM Radio Satellite radio Internet streaming Radio

© 2012 Arbitron Inc. 8 Source: MBI TouchPointsTM

Percent Reached During the Week, Persons 25-54

Broadcast Only

(does not include streams)

Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms

AM/FM Radio 86%

Satellite radio 11%

Internet streaming

3%

© 2012 Arbitron Inc. 9

Percent of Aggregate Time Spent With Audio, Persons 25-54

Source: MBI TouchPointsTM

Daytime Is AM/FM Radio’s “Primetime”

0

10

20

30

40

50

60

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


Reach During the Work Week by Half Hour, Persons 25-54

5PM Is Radio’s

Weekday Peak Half-Hour


Radio’s Primetime (8AM-8PM)

The AM/FM Radio Audience Is Consistent Throughout the Week

60 63 62 63 64

54 48

Monday Tuesday Wednesday Thursday Friday Saturday Sunday


Reach by Day of Week, Persons 25-54


MBI TouchPoints Radio Analysis Part II

Life Context of AM/FM Radio Listening

Percent of Overall Usage Consumed Outside the Home, Persons 25-54

More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media

13 © 2012 Arbitron Inc. Source: MBI TouchPointsTM

12%

13%

27%

31%

40%

55%

57%

76%

Live TV

Game console

Social networking

Printed newspaper/magazine

Internet

Mobile Web/app

Tablet or iPad

AM/FM Radio

84%

56%

35% 38%

Car or other traveling My home or yard My workplace Other OOH location

Percent of AM/FM Radio Weekday Listening By Location, Persons 25-54


AM/FM Radio Is Used Most Away From Home During Weekdays



84%

56%

35% 38%

78%

57%

10%

45%

Car or othertraveling

My home or yard My workplace Other OOH location

Weekday Weekend


Out-of-Home Use Rises During the Weekend for AM/FM Radio Percent of AM/FM Radio Listening by Location, Persons 25-54

Retail Locations Account for 15% of AM/FM Radio Listening During Weekdays

15%

10% 9% 8%

5% 4%

3%

Source: MBI TouchPointsTM 16 © 2012 Arbitron Inc.

Percent of AM/FM Radio Weekday Listening by Location, Persons 25-54

Retail Locations Account for Nearly 20% of AM/FM Radio Listening During Weekends

Source: MBI TouchPointsTM 17 © 2012 Arbitron Inc.

20%

11%

14%

9%

6%

1% 1%

Percent of AM/FM Radio Weekend Listening by Location, Persons 25-54

AM/FM Radio Is Heard by a Variety of Decision Influencers

43%

37%

21%

14% 10%

7%

My children Partner orspouse

Co-workers Friends Brothers orsisters

Parent


Percent of AM/FM Radio Audience Occurring with Others, Persons 25-54

14%

14%

15%

19%

19%

19%

21%

26%

30%

31%

59%

61%

Snacking

Preparing food or cooking

Relaxing

Personal grooming or dressing

Shopping

Socializing

Housework or chores

Drinking

Having a meal

Working

Talking or chatting

Traveling or commuting


Radio Listening Occurs When People Are Engaged in a Wide Variety of Life Activities


Percent of AM/FM Radio Listeners Engaged in Given Activities, Persons 25-54

Radio provides

opportunities to reach

consumers when

advertising is relevant to

what they are doing.

MBI TouchPoints Radio Analysis Part III

How AM/FM Radio Stacks Up to Other Media Channels

80

59

49

19

16

13

9

4

Live TV

AM/FM Radio

Internet

Social Networking

Mobile Web/App

Printed Newspaper/magazine

Game console

Tablet or iPad


AM/FM Radio Is the Second Most Widely Consumed Medium


Average Day Reach During the Week, Persons 25-54

AM/FM Radio Leads Other Media During the Daytime Monday-Friday


Average Day Reach by Half-Hour During Weekdays, Persons 25-54

0

10

20

30

40

50


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

AM/FM radio beats every

medium until 4:30PM.

0

10

20

30

40

50


AM/FM Radio Live TV Internet Mobile Web/Apps Social Networking Printed Newspaper/magazine

AM/FM Radio’s Daytime Lead Expands Among Employed 25-54s During Weekdays


Average Day Reach by Half-Hour During Weekdays, Employed Persons 25-54



AM/FM Radio Is Stronger Than All Other Media Except TV During Weekends


0

10

20

30

40

50

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 pAM/FM Radio Live TV Internet Mobile Web/App Social Networking Print

Average Day Reach by Half-Hour During Weekends, Persons 25-54

AM/FM radio exceeds all

other media except TV.

MBI TouchPoints Radio Analysis Part IV

AM/FM Radio Boosts Other Media Channels

59

80

91

49

78

91 96

AM/FM Radio Live TV AM/FM Radio +Live TV

Internet AM/FM Radio +Internet

Live TV/Internet AM/FM Radio +Live TV/Internet

AM/FM Radio Adds Considerable Reach When Used in Combination With Other Media

+14%

+60%

+5%


Average Day Reach by Media Combinations, Persons 25-54

0

10

20

30

40

50


AM/FM Radio Live TV AM/FM Radio + Live TV


Average Day Reach, AM/FM Radio + TV by Time of Day, Persons 25-54

AM/FM Radio in Combination With TV Boosts the Reach of Both Media Throughout the Day

0

10

20

30

40

50


AM/FM Radio Internet AM/FM Radio + Internet

AM/FM Radio Increases Reach When Used Together With the Internet


Average Day Reach, AM/FM Radio + Internet by Time of Day, Persons 25-54

0

10

20

30

40

50


AM/FM Radio Live TV/Internet AM/FM Radio + Live TV/Internet


The Combination of AM/FM Radio With TV and Internet Raises Reach Significantly


Average Day Reach, AM/FM Radio + Internet + TV by Time of Day, Persons 25-54

MBI TouchPoints Radio Analysis Part V

Emotional Context of AM/FM Radio Consumption

Percent of Audience Feeling Positive*, Persons 25-54

AM/FM Radio Equals TV In Delivering Adults Who Are Feeling Positive

75%

75%

66%

66%

66%

63%

Live TV

AM/FM Radio

Internet

Mobile Web/App

Social Networking

Print

* Positive emotion includes confident, excited, happy, hopeful, interested, loving, or relieved.


Six in Ten AM/FM Radio Listeners Feel Happy

62%

59%

53%

50%

50%

46%

Live TV

AM/FM Radio

Social Networking

Internet

Mobile Web/App

Print


Percent of Audience Happy, Persons 25-54


A High Percentage of the AM/FM Radio Audience Feels Confident, Excited, or Hopeful

26%

22%

19%

17%

15%

14%

AM/FM Radio

Live TV

Mobile Web/App

Internet

Print

Social Networking

% of Audience Confident

17%

15%

12%

12%

9%

7%

Live TV

AM/FM Radio

Internet

Mobile Web/App

Social Networking

Print

% of Audience Excited

20%

20%

15%

15%

14%

12%

Live TV

AM/FM Radio

Print

Internet

Mobile Web/App

Social Networking

% of Audience Hopeful

Percent of Audience Confident, Excited, or Hopeful, Persons 25-54

Source: MBI TouchPointsTM © 2012 Arbitron Inc. 33

AM/FM Radio Listeners Feel the Most Alert Suggesting a Higher Level of Attentiveness

28%

23%

18%

18%

14%

AM/FM Radio

Live TV

Mobile Web/App

Internet

Print


Percent of Audience That Feels Alert, Persons 25-54


MBI TouchPoints Radio Analysis Part VI

Recency Effect: Radio Gets The Last Word

AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions


19%

7%

5%

2%

2%

AM/FM Radio

Mobile Web/App

Internet

Print

Live TV

Percent Exposed to Given Media Within the Half-Hour That Shopping Occurs,

Persons 25-54


The Peak Shopping Hour Is Between 1PM and 2PM


0

10

20

30


Shopping Peak (1PM-2PM)

Percent of Adults Shopping By Time of Day, Persons 25-54



By Far, AM/FM Radio Is the Strongest Pre-Shopping Medium

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%

31%

17%

8%

3%

3%

1%

22%

9%

5%

2%

1%

1%

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print


Reach for Given Medium in the Specified Time Period Before Peak

Shopping Hour, Persons 25-54

One Hour Before Two Hours Before Half-Hour Before Ninety Minutes Before

Shopping Peak (1PM-2PM)

6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P

AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print


AM/FM Radio Dominates Media Exposure Before Mall or Store Visits


37%

22%

15%

5%

5%

6%

33%

17%

10%

4%

4%

4%

26%

12%

6%

3%

1%

3%

19%

7%

2%

1%

1%

1%

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

One Hour Before Two Hours Before Half-Hour Before



Ninety Minutes Before

Mall or Store Peak (1:30PM-3PM)


AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print


AM/FM Radio Tops Media Exposure Prior to Grocery Store Visits


34%

20%

13%

3%

3%

1%

32%

16%

11%

3%

2%

1%

27%

9%

9%

2%

2%

1%

20%

4%

4%

1%

1%

0%

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print




Grocery Store Peak (5PM-6PM)


AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print


AM/FM Radio Reaches More 25-54s Before Visits to Quick-Service Restaurants Than Other Media


37%

13%

13%

5%

4%

4%

34%

10%

12%

4%

3%

4%

32%

8%

9%

3%

2%

4%

24%

6%

5%

3%

3%

1%

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print




Quick-Service Restaurant Peak (1PM-2PM)


AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print

What We Learned… AM/FM Radio Delivers

» Consistently big audiences, especially during the day when most shopping occurs

» “The last word” for advertisers reaching the most consumers right before they shop

» Enhanced reach when combined with other media

» An ad environment relevant to where consumers are going and what they are doing

» A highly engaged, attentive, and positively minded audience

» A variety of decision influencers


Arbitron Resources for Radio


»www.arbitron.com/home/radiotoday.htm •Radio Today: Listening trends and updates on how radio reaches American consumers

•Case studies

•Radio insights

•Presentations and brochures

»www.arbitron.com/home/studies.htm •Research studies to help radio

–Infinite Dial 2012: Navigating Digital Platforms

–What Happens When the Spots Come on: 2011 Edition

»my.arbitron.com •Arbitron client site

–This study and other resources to help our customers

Special Thanks To:


www.mediabehavior.com

where radio fits radio’s strengths in the media … touchpoints »rich multidimensional study of...

Documents