Transcript Document

Radio. It’s On.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO
A mass medium delivering audio content to passionate
and loyal listeners across multiple platforms
RADIO TODAY
Personal
Mobile
Social
Local
Live
Interactive
RADIO
Experiential
RADIO. IT’S ON.
On Air
Online
On Target
A mass medium
capable of easily
delivering your
message to many
people
Digital capabilities
offering interactive
opportunities
An environment that
delivers consumers
who are engaged and
passionate about the
content
Targetable assuring
the right people are
exposed to your
message
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Offering
companionship and
information
A trusted medium
and always available
especially during
times of crisis
Delivers content
wherever and
whenever listeners
want it
Exposure to the
message when and
where consumers are
ready to buy or shop
CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
92% 92% 91% 91% 91%
93% 93% 93% 93% 92%
94% 94% 94% 94% 94%
P12+
P18-49
P25-54
Mar '14
Jun '14
Sep '14
Dec '14
Mar '15
Source: Nielsen Audio, RADAR® 121-124, March 2014-December 2014, March 2015 (Monday-Sunday 24-Hour Cume Estimates, All
Radio)
REACH AND TIME SPENT ACROSS DEMOS
Adults
18-34
Weekly
Reach:
91.2%
Adults
35-49
Weekly
Reach:
93.9%
Adults
50-64
Weekly
Reach:
93.6%
Weekly TSL:
11hrs:56min
Weekly TSL:
14hrs:32min
Weekly TSL:
15hrs:52min
Best Daypart:
3-7p
Reach: 79.8%
Best Daypart:
3-7p
Reach: 84.3%
Best Daypart:
10a-3p
Reach: 84.2%
Hispanic
12+
Weekly
Reach:
93.2%
AfricanAmerican
12+
Weekly
Reach:
91%
Weekly TSL:
13hrs:15min
Weekly TSL:
13hrs:55 min
Best Daypart:
10a-3p
Reach: 81.9%
Best Daypart:
10a-3p
Reach: 78.7%
Source: Nielsen Audio RADAR 124, March 2015 (Monday-Sunday 24-Hour TSL and Cume Estimates; MondaySunday Daypart Cume Estimates)
HIGH REACH VS. OTHER MEDIA OPTIONS
92%
Adults 18-34
92%
76%
77%
78%
42%
Listened to Radio
Past 7 Days
Read Any Newspaper Used Cell Phone to Watched Any TV Past Watched Any NonPast Week
Access Internet
Week (M-Su, 5a-2a) Premium Cable Past
Week
Source: Scarborough USA+, Release 1 2014 USA Adults 18-34
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 25-54
93%
85%
81%
86%
67%
50%
Listened to Radio
Past 7 Days
Read Any
Used Cell Phone to Watched Any TV Watched Any Non- Spent Any Time on
Newspaper Past Access Internet
Past Week
Premium Cable Internet Past Week
Week
Past Week
Source: Scarborough USA+, Release 1 2014 USA Adults 25-54
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 18+
90%
86%
83%
79%
55%
55%
Listened to Radio
Read Any
Used Cell Phone to Watched Any TV Watched Any Non- Spent Any Time on
Past 7 Days
Newspaper Past Access Internet
Past Week
Premium Cable Internet Past Week
Week
Past Week
Source: Scarborough USA+, Release 1 2014 USA Adults 25-54
LISTENERS CHOOSE RADIO OVER FACEBOOK
MOST USED SOURCE FOR MUSIC DISCOVERY
AM/FM
Radio
35%
Friends/
Family
21%
2014
Others
16%
Spotify
1%
AM/FM
Radio
29%
2015
YouTube
10%
Pandora
9%
Sirius XM
Facebook 4%
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Friends/
Family
22%
4%
Base: Those saying it is “Very Important” or
“Somewhat Important” to Keep Up-To-Date With
New Music
YouTube
10%
Others,
20%
Pandora
8%
Spotify
3%
Sirius XM,
Facebook 4%
4%
BROADCAST RADIO PLAYS MORE
“LIKED” SONGS
5.7
5.8
5.2
Total
5.5
5.5 5.6
6.0
5.5
6.1
5.6
4.8
CHR P1
AC/Variety Hits
P1
Country P1
Rock/Alt P1
5.9
4.9
Classic Rock/Hits Urban/Urban AC
P1
P1
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?
Based on 1,100 respondents 14-54 in PPM markets, 2014
5.3
MOST LISTENED TO AUDIO SOURCE
84%
Traditional AM/FM Radio
67%
69%
YouTube/Vevo & TV Music Ch.
36%
60%
CDs/LPs/Tapes
19%
54%
Streaming
Digital Music
Satellite
31%
41%
17%
Question: Which of the following
radio channels and sources did you
listen to on (target day/typical day)?
(n=1010)
19%
11%
Used Yesterday
Currently Used
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
FM-ENABLED SMARTPHONES
Over the next 3 years
30
million
phones will have an
FM Chip
To date, over:
• 2,335,000 app downloads
• 11,665 FM radio stations tuned to from the app
• 4,385,000 hours of listening through NextRadio
And ranked 9th in Google Play top free music apps
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
DELIVERS RELEVANT INTERACTIVITY
“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
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
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
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studies
Image Source: Clip Interactive
RADIO’S DIGITAL PLATFORMS ARE STEADILY
GROWING
Streaming
Over 7200
streaming
stations in 2014
Podcasts
HD Radio
46MM Americans
have downloaded a
podcast in the past
month
Over 23 Million HD
radio receivers are
in the marketplace
Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included; The Infinite Dial 2015 – Edison
Research / Triton Digital; HD Radio stat from iBiquity/HD Radio Alliance, 2014
MOST CHOSEN IN-CAR FEATURE
AM/FM Radio
80%
CD Player
68%
MP3 Smartphone
Player Access
48%
Satellite Radio
45%
Streaming Internet Radio/
Streaming Music Service
34%
Satellite Radio
25%
HD Radio
25%
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
Source: Ipsos In-Car Audio Study, February 2015
THE BATTLE FOR THE DASH
All major auto brands offered factory-installed HD Radio Technology as of 2014
185+
Brands with HD Radio Technology
166
Vehicle Lines with HD Radio Technology
154
HD Radio as Standard Equipment
109
86
76
67
90+
61
36
28
21
16
2010
2011
Source: iBiquity
35
33
2012
2013
2014
BROADCAST RADIO LISTENED TO MORE BY
PURE-PLAY LISTENERS
19.1
12.7
Pandora Listeners
Non-Pandora Listeners
Hours Per Week
Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ;
Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio
service in the past month; and at least sometimes use Pandora)
33
HEAVY PANDORA USERS ARE
HEAVY BROADCAST RADIO LISTENERS
Source: NuVoodoo study based on 1,110 respondents 14-54 in PPM markets - released 2014
CHANGING VIEWS OF PANDORA LISTENERS
Can't skip enough songs
Commercials are annoying
Using other services
No local information
Too predictable
2015
Gets boring
2014
Too many songs I don't like
Not enough music discovery
Too many political spots
NA
Miss hearing people
Computer/mobile device negative
0%
Source: Jacobs TechSurvey 11, 2015
10%
20%
30%
Among those listening less
40%
50%
60%
LISTENERS TAKE THEIR AUDIO ON THE GO
• On-demand content delivering sports, music,
information and entertainment downloads
whenever and wherever the listener wants it
• 66% of Smartphone users listen to online radio
every week
• 55% of listeners said they listen to their favorite
personalities on computers or mobile devices
when away from a radio
Source: The Infinite Dial 2014 – Edison Research / Triton Digital; USC, Annenberg School for Communication &
Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in
LA; Scarborough USA+ Release 2 of 2012
GREATEST SHARE OF AUDIO
100%
CDs
Digital/iPods/MP3s
Music Streaming Services
Satellite Radio
AM/FM Radio
0%
6a
7a
8a
9a
10a
11a
12p
1p
2p
3p
4p
5p
Source: 2014.1 USA TouchPoints. Percent Share of Audio Usage by Source. Adults 18-54. Average Mon-Fri. Note:
Radio includes HD Radio and radio station streaming, Music Streaming Services include iHeartRadio, Pandora,
Rdio, Slacker, Spotify, etc.
6p
7p
RADIO PEAKS DURING THE WORKDAY
39%
42% 43%
42% 42%
44%
45% 46%
How to read: Each day from
3-7p, radio reaches 41% of
Adults 18+.
41%
21%
6-10A
10A-3P
P18+
3-7P
P25-54
P35-64
Source: Nielsen Audio, RADAR 124, March 2015 (Persons 18+, 25-54 and 35-64, Monday-Sunday 24-Hour Daily Cume
Estimates, All Radio)
23% 22%
7P-12M
RADIO SPARKS BRAND CONVERSATION
Radio is a social medium
Heavy Radio listeners
(2+ hrs. daily)
generate
329 WOM impressions annually
…More than Heavy TV Viewers (5+ hrs. daily) at 218B
…Heavy Print readers (1+ hrs. daily) at 209B
…Heavy Internet users (5+ hrs. daily) at 208B
Source: Keller Fay Group 2013
RADIO BOOSTS CAMPAIGN EFFECTIVNESS
Source: Nielsen Catalina Solutions Copyright 2014
DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising topped Television,
Social Media, and Direct Mail and was
2x as effective as Newspapers in
A media advertiser saw a
16% conversion rate
for promos when
using radio
as a reminder medium,
building increased frequency.
Source: Nielsen Catalina Solutions Copyright 2014
influencing Healthcare choices.
REACHING MAIN STREET CONSUMERS
94%
92%
90%
Households who
plan to buy a
smartphone next
year
Ate at fastfood/sit down
restaurant 5 or
more times in
past month
A18+ shopped
any major
department store
in past 3 months
Household plans
to buy/lease a
new SUV or
luxury vehicle
next year
A18+ whose
household used
an accountant
this past year
A18+ who are
registered to vote
in district of
residence
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)
AN EMOTIVE MEDIUM
A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
49%
To get into a
better mood
46%
36%
Relax &
unwind when
tense
Take your
mind off
problems
35%
Get an
energy boost
33%
31%
29%
Hear things
that make
you laugh
Keep you
company
when alone
Add to the fun
when with
other people
Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64
DRIVEN BY AN EMOTIONAL CONNECTION
TO RADIO PERSONALITIES
80%
Have called into a station,
met a DJ in their
community, or interacted
in some other manner
66%
Agree that their favorite
radio stations reflect who
they are as a person*
Source: Woodley, P.. Parasocial Interaction between On-Air Radio Personalities and Listeners. USA, Annenberg Scholl
for Communication & Journalism, released April 2014; * Latitude Research and OpenMind Strategy, State of Listening
in America, May 2013.
70%
Consider radio
personalities to be regular
people like themselves
70%
This radio hosts are “like a
friend” whose opinions
they trust and value.
PERSONALITY TESTIMONIALS
DRIVE RADIO LISTENER TRUST
55%
36%
8%
2%
Increase
Decrease
Stay the same
I don't know
Does hearing one of your favorite radio station personalities provide testimonials for health care or
medical products or services make you trust that product or service…
RADIO’S EQUATION
MUSIC + INFO + EMOTION
What’s
Going On
Locally
39%
Prizes
12%
Get in a
Better
Mood
40%
Sports
16%
Source: Jacobs TechSurvey 11, 2015
Keeps Me
Company
45%
Charitable
Events
20%
In the
Habit
48%
Talk Shows
28%
News/
Weather/
Traffic
49%
Music
Surprises
28%
Main Reason for Listening to
Radio
Like to
Work with
Radio
55%
Escape
Life’s
Pressures
31%
DJs/
Hosts/
Shows
55%
Discover
New Music
34%
Hear
Favorite
Songs
67%
Emergency
Info
34%
NO COMMERCIAL SKIPPING
• 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
RADIO WORKS FOR THE CONSUMER
AND THE ADVERTISER
RADIO. IT’S ON.
On Air
Online
On Target
A mass medium
capable of easily
delivering your
message to many
people
Digital capabilities
offering interactive
opportunities
An environment that
delivers consumers
who are engaged and
passionate about the
content
Targetable assuring
the right people are
exposed to your
message
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Offering
companionship and
information
A trusted medium
and always available
especially during
times of crisis
Delivers content
wherever and
whenever listeners
want it
Exposure to the
message when and
where consumers are
ready to buy or shop