why radio 2017
TRANSCRIPT
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RADIO. IT’S ON.
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TODAY’S MEDIA LANDSCAPE
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A mass medium delivering audio content to passionate and loyal listeners across multiple platformsRADIO
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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RADIO TODAY
RADIOLive
Local
Mobile
Personal
Social Interactive
Experiential
Engaging
Emotional
Immediate
Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
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On Air
A mass medium capable of easily delivering your
message to many people
Targetable assuring the right people are
exposed to your message
A trusted medium and always available
especially during times of crisis
Online
Digital capabilities offering interactive
opportunities
Complements and enhances on air
campaign by reaching consumers using multiple touch
points
Delivers content wherever and
whenever listeners want it
On Target
An environment that delivers consumers
who are engaged and passionate about the
content
Offering companionship and
information
Exposure to the message when and
where consumers are ready to buy or shop
RADIO. IT’S ON.
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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RADIO’S INCREDIBLE REACH
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RADIO BOASTS HIGHEST MASS REACH AMONG POPULAR MEDIA
Adults 18+ P18-34 P35-49
93% 92% 95%87%
77%
89%
50%44%
57%
43%
52% 51%
80%
89%93%
37%40%
55%
Radio TV PC TV-Connected Devices Smartphone Tablet
Source: Nielsen Comparable Metrics Report Q2 2016
Weekly Reach (% of Population)
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved
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Listened to Radio Past 7
Days
Watched Broadcast TV
Past Week
Watched Any Non-Premium
Cable Past Week
Used Cell-phone to Access In-
ternet
Visited Face-book Past
Month
Visited YouTube Past Month
Read Any Newspaper
Past Week
Used Netflix Past Month
Visited Pandora
Past Month
Listened to Satellite Radio
Past Week
Visited Spotify Past Month
93%
81%75%
80%
71%
51% 51%
39%35%
13%10%
HIGHEST REACH AMONG ALL MEDIA OPTIONSAdults 18+
Source: Scarborough USA+, 2016 Release 1 Adults 18+ (February 2015 – April 2016)
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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Listened to Ra-dio Past 7 Days
Used Cell-phone to Access In-
ternet
Visited Face-book Past
Month
Watched Any Non-Premium
Cable Past Week
Watched Broadcast TV
Past Week
Visited YouTube Past Month
Used Net -flix Past
Month
Read Any Newspaper Past Week
Visited Pandora Past Month
Visited Spotify Past Month
Listened to Satellite Radio
Past Week
91%87%
80%
72% 72%
64%
52%46% 44%
17%
10%
HIGHEST REACH AMONG ALL MEDIA OPTIONSAdults 18-34
Source: Scarborough USA+, 2016 Release 1 Adults 18-34 (February 2015 – April 2016)
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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Listened to Radio Past 7
Days
Watched Broadcast TV
Past Week
Used Cell-phone to Access In-
ternet
Watched Any Non-Premium
Cable Past Week
Visited Face-book Past
Month
Visited YouTube Past Month
Read Any Newspaper Past Week
Used Netflix Past Month
Visited Pan-dora
Past Month
Listened to Satellite Radio
Past Week
Visited Spotify Past Month
93%
81% 80%75%
71%
51% 51%
39%35%
13%10%
HIGHEST REACH AMONG ALL MEDIA OPTIONSAdults 25-54
Source: Scarborough USA+, 2016 Release 1 Adults 18+ (February 2015 – April 2016)
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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CONSISTENT REACH LEVELS
Source: Nielsen Audio, RADAR® 127-131, December 2015, March 2016 – December 2016 (Monday-Sunday 24-Hour Cume Estimates, All Radio)
P18+ P18-34 P18-49 P25-54
91% 91% 92% 93%91% 91% 92% 93%91% 91% 92% 93%91% 91% 92% 93%
Dec '15 Mar '16 June '16 Sep '16 Dec '16
A MEDIUM FOR ALL SEASONS
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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P18+ P18-34 P25-54 P35-64
72%68%
76% 77%81%
78%82% 84%
80% 79%83% 84%
55%
61% 60% 58%
RADIO PEAKS DURING THE WORKDAY
How to read: Each week in the 3-7p daypart, radio reaches 83% of Adults 25-54.
Source: Nielsen Audio, RADAR 131, December 2016 (Persons 18+, 18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
6-10
A
10A-
3P
3-7P
7P-1
2M
6-10
A
10A-
3P3-
7P
7P-1
2M
6-10
A
10A-
3P
3-7P
7P-1
2M
6-10
A
10A-
3P
3-7P
7P-1
2M
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PEOPLE LISTEN AND LISTEN
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RADIO’S TSL IS CONSISTENT ACROSS ALL GROUPS
Adults 18+ African-Americans 18+ Hispanics 18+
32:32 47:58
25:26
13:04
13:34
13:52
3:58
4:09
4:00
6:41
7:43
5:01
12:01
12:47
14:31
3:47
3:53
1:49
TV Radio TV-Connected Devices PC Smartphone Tablet
WEEKLY TIME SPENT – ELECTRONIC DEVICES
Source: Nielsen Comparable Metrics Report Q2 2016
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
HRS:MINWeekly
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RADIO IS AN IMPORTANT PART OF TWEENS’ AND TEENS’ DAILY MEDIA
Avg Time Among All
% Who Use
Avg Time Among Who Use
Tween Teen Tween Teen Tween Teen
Total Time Spent Listening to Music :51 1:54 57% 81% 1:29 2:20
Computer :02 :16 3% 12% --- 2:11
Smartphone :10 :41 12% 40% 1:25 1:41
Tablet :06 :07 10% 8% :57 1:36
Radio :20 :27 34% 34% :58 1:20
CDs :04 :05 5% 6% 1:13 1:16
iPod/MP3 Player :09 :18 12% 17% 1:17 1:46
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Source: The Common Sense Consensus: Media Use by Tweens and Teens , 2015
Tween: 8-12 yrsTeen: 13-18 yrs
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• 2011 highlights 93% retention• 2006 highlights 92% retention
• No time shifting• No below the fold• No load times
Sources: 2011 Nielsen Audio, Media Monitors, and Coleman Insights
NO COMMERCIAL SKIPPING
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
RADIO LISTENERS ARE RECEPTIVE TO ADS
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RADIO IS IMPORTANT TO LISTENERS
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No Broadcast Radio Broadcast Radio < 1 Hour
Broadcast Radio
1-2 Hours
Broadcast Radio >
2 Hours
53%
65% 66% 69%
Facebook: Daily Usage
How to read: Among those who listen to Broadcast Radio more than two hours a day, 69% use Facebook daily.
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Source: NuVoodoo, Based on 1,100 respondents 14-54 in PPM markets, 2015
RADIO LISTENERS USE SOCIAL MEDIAHEAVY RADIO LISTENERS ARE FACEBOOK FANS, TOO
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LISTENERS FAVOR RADIO OVER FACEBOOK
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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BROADCAST RADIO PLAYS MORE “LIKED” SONGS THAN PANDORA
Total CHR P1 AC/Variety Hits P1
Country P1 Rock/Alt P1 Classic Rock/Hits P1
Urban/Urban AC P1
5.7 5.8 5.56
5.66.1 5.9
5.2 5.5 5.6 5.54.8 4.9
5.3
Imagine you tune into the station you listen to most for music and listen to the next 10 songs. How many will be songs you like a lot?Imagine you start a session on Pandora and listen to ten songs without skipping any of them. How many will be songs you like a lot?
Source: NuVoodoo, Based on 1,100 respondents 14-54 in PPM markets, 2014
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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RADIO: MOST USED SOURCE FOR MUSIC DISCOVERY
AM/FM Radio 29%
Friends/ Family 22%
YouTube 10%
Pandora8%
Sirius XM 4%Facebook4%Spotify
3%
Others; 17%
2016
Source: The Infinite Dial 2016 – Edison Research / Triton Digital
Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With New Music
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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TV Laptop/ Computer
Radio Newspaper/ Magazines
(paper)
Cell Phone Tablet Smart TV/ Game Console
E-reader
87%
69% 65% 61%56%
29%
11% 10%
% Using each medium last week to get news
AMERICANS TURN TO RADIO FOR NEWS
Source: The Media Insights Project, 2014; based on a nationally representative telephone survey of 1,492 adults , Jan 9 -Feb 16, 2014
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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Prizes 13%
Sports 18%
Charitable Events 20%
Traffic 24%
Weather 26%
Music Surprises 28%
Talk Shows 32%
Emergency Info 33%
Escape Life’s Pressures 33%
RADIO’S EQUATION
Main Reason for Listening to Radio
MUSIC + INFO + EMOTION
Source: Jacobs TechSurvey 12, 2016, n-39503
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Discover New Music 33%
What’s Going On Locally 36%
Get in a Better Mood 40%
News 41%
Keeps Me Company 47%
In the Habit 51%
Like to Work with Radio 55%
DJs/ Hosts/ Shows 58%
Hear Favorite Songs 64%
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RADIO IN-CAR
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MOST CHOSEN IN-CAR FEATURE
HD Radio
Satellite Radio
Streaming Internet Radio/ Streaming Music
Service
Satellite Radio
MP3 Smartphone
Player Access
CD Player
AM/FM Radio
25%
25%
34%
45%
48%
68%
80%
Source: Ipsos In-Car Audio Study, February 2015
Q: Disregarding any associated costs, if you could select only up to 3 of the following options to be available on your next car entertainment systems, which 3 would you select?
Preference for Entertainment Options in Next Car
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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TIME SPENT LISTENING IN-CAR
Source: Edison Research: Sharing the Road: The Changing In-Car Audio Space, 2016
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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RADIO IN-CAR HAS GREATEST SHARE
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Source: Edison Research: Sharing the Road: The Changing In-Car Audio Space, 2016
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AM/FM Radio
CD Device that connects to car stereo so
all can hear
Device that plays through its speakers so all can hear
Device you play through
headphones and only you hear
SiriusXM Radio
In-Dash App
67%
28%
39%
15%11% 13%
4%
RADIO OUTRANKS PERSONAL DEVICES FOR MUSIC IN-CAR AMONG MILLENNIALS
Source: Nielsen Music 360 2015 ReportPresentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Thinking about the past 12 months, how do you typically listen to music while in car?
Base: Listens to music while in car, Millennials
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MOST USED IN-CAR AUDIO SOURCE WEEKDAYS
Among those who spend at least some time in a car
93% AM/FM Radio42% Personal Music
25% Talking on phone
23% Satellite Radio
14% Pandora
9% Other streaming services
7% Podcasts
5% Audio Books
Source: Jacobs TechSurvey 12, 2016
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
average weekday – multiple answers allowed
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THE BATTLE FOR THE DASHAll major auto brands offered factory-installed HD Radio Technology as of 2014
Brands with HD Radio Technology
Vehicle Lines with HD Radio Technology
HD Radio as Standard Equipment
90+
2010 2011 2012 2013 2014
185+
35
76
166
33
67
154
2861
109
2136
86
16
Source: iBiquity
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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RADIO ACROSS PLATFORMS AND DEVICES
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Source: 1) Pew Research Center, January 2016
LISTENERS TAKE THEIR AUDIO ON THE GO
• On-demand content delivering sports, music, information and entertainment downloads whenever and wherever the listener wants it
• 87% of smartphone owners ages 18-29 have listened to an online radio or music service on their phone.1
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL
Expanding Radio’s delivery platforms to
create an interactive, engaging and
highly communicative environment
via devices and apps
Image Source: Tune-In and iHeartRadio
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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FM RADIO EXPERIENCE ON SMARTPHONES
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Delivers real-time view of what’s playing on-air Live interaction with favorite local radio stations Use 3x less battery and 20x less data compared to streaming radio apps
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
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Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
As of January 2017:• Over 10.5 million app downloads• Nearly 16,000 FM radio stations tuned to from the app • Over 26 million hours of listening through NextRadio• And 4/5 in Google Play Store user rating
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“Content cards” provide information and highly relevant interactive tools:• Click to buy (song or other related content)• Upcoming concerts and album releases for artist currently playing• Recent station playlist
DELIVERS RELEVANT INTERACTIVITY
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/ Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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MORE TECHNOLOGY THAT CONVERTS LISTENING TO ENGAGEMENT
Technology converts radio listening into an engaging user experience, empowering listeners to see what they hear and take action.
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studiesImage Source: Clip InteractivePresentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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HD Radio
25.1MM Vehicles
equipped with HD Radio
Podcasts
98MM Americans have ever listened to a
podcast
Streaming
Nearly 7900 streaming
stations in 2015
RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING
Source: HD Radio stat from iBiquity/HD Radio, 2016; The Infinite Dial 2016 – Edison Research / Triton Digital; Inside Radio / M Street Corp., December 2016; No Canadian or Mexican stations are included Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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RADIO VS. OTHER AUDIO OPTIONS
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AM/FM RADIO REACHES SIGNIFICANTLY MORE PEOPLE THAN DIGITAL AUDIO
AM/FM Radio Pandora Spotify
72%
14%6%
AM/FM Radio has 5X the
daily reach of Pandora
AM/FM Radio has 12X the
daily reach of Spotify
% of Adults 18+ who listen daily
Source: Source: Edison Research, “Share of Ear,” Q4 2015-Q1 2016, Q2-Q3 2016. Persons 18+Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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HEAVY PANDORA USERS ARE HEAVY BROADCAST RADIO LISTENERS
Source: NuVoodoo study based on 1,110 respondents 14-54 in PPM markets - released 2014
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
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CHANGING VIEWS OF PANDORA LISTENERS
Computer/mobile device negative
Miss hearing people
Too many political spots
Not enough music discovery
Too many songs I don't like
Gets boring
Too predictable
No local information
Using other services
Commercials are annoying
Can't skip enough songs
0% 10% 20% 30% 40% 50% 60%
20152014
Source: Jacobs TechSurvey 11, 2015
NA
Among those listening less
Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
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RADIO DELIVERS RESULTS
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RADIO DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising topped Television, Social Media, and Direct Mail and
was 2x as effective as Newspapers in influencing Healthcare choices.
As a consumer gets closer to buying a vehicle, advertising influence
goes up with Radio edging out all others in last 30 days.
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Source: Automotive and Healthcare F.C.T. Reports 2013 & 2014, Radio Advertising Bureau and Presslaff Interactive
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Source: Nielsen Studies 2014-2016
$23$21
$17$15 $14
$9
$6$4
$3 $3 $2 $2
Dept Stores
TelcoMass Merch
HomeImprvt
Snacks Beer SoftDrinks
Candy QSR BfastBar
Grocery AutoAftermkt
$10:$1 average
Radio payback per $1 investment
Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
RADIO HAS POSITIVE IMPACT ON PRODUCT SALES
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% Who Shopped At Retailer % Retailer's Market Share
RADIO ADS BROUGHT IN MORE CUSTOMERS AND LIFTED MARKET SHARE
Source: Nielsen Buyer Insights (NBI), Sales Effectiveness Analysis, Auto Aftermarket Retailer, Persons 18+. Unexposed: 12,329; Exposed: 14,147. Pre-period = 3/1/15-6/30/15. Test period = 3/1/16-6/28/16.
+48%
Not only did AM/FM Radio grow the client’s sales, Radio
increased the number of new vs existing customers by
64% when the ads were running.
Not Exposedto Radio Ads
Not Exposedto Radio Ads
Exposedto Radio Ads
Exposedto Radio Ads
+71%
Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
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RADIO REACHES YOUR TARGET
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REACHING MAIN STREET CONSUMERS
94%A18+ who drank
any iced specialty coffee – past week
A18+ whose household plans lease a vehicle in
the next 12 months
93%A18+ whose
household plans to buy/lease new luxury vehicle in
the next 12 months
A18+ whose household plans
to buy a Smart TV in the next 12
months
92%A21+ whose
household has a home mortgage
A18+ who household used a personal attorney
in the past year
Source: Scarborough USA+ 2015 Release 1 (February 2015 – April 2016)
Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
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RADIO AND ITS PERSONALITIESA Friend Within the Community
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On Air
A mass medium capable of easily delivering your
message to many people
Targetable assuring the right people are
exposed to your message
A trusted medium and always available
especially during times of crisis
Online
Digital capabilities offering interactive
opportunities
Complements and enhances on air
campaign by reaching consumers using multiple touch
points
Delivers content wherever and
whenever listeners want it
On Target
An environment that delivers consumers
who are engaged and passionate about the
content
Offering companionship and
information
Exposure to the message when and
where consumers are ready to buy or shop
RADIO. IT’S ON.
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved