Transcript Document

Radio. It’s On.
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
On Line
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
Over 244 Million
P12+ tune in to
radio
every week
Source: Nielsen Audio, RADAR 120, March 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)
RADIO’S REACH
92%
of Americans 12+
every week
Source: Nielsen Audio, RADAR 120, March 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 18-34
Source: Scarborough USA+, Release 2 2013 USA Adults 18-34
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 25-54
Source: Scarborough USA+, Release 2 2013 USA Adults 25-54
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 18+
Source: Scarborough USA+, Release 2 2013 USA Adults 18+
CONSISTENT TIME SPENT WITH RADIO
Even Among Heavy Users of Other Media
11:08
6:31
10:51
6:11
6:23
2:04
P12+
Heavy Radio
Listeners
Radio Time Spent
2:12
2:07
Heavy TV
Viewers
Heavy Internet
Users
TV and Internet Time Spent
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
Hours:Min
MORE TIME SPENT
THAN EIGHT OTHER AVAILABLE MEDIA
LISTENERS CHOOSE RADIO OVER FACEBOOK
THE SOURCE FOR MUSIC DISCOVERY
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn
About and Keep Up-To-Date With New Music
(47% of total P12+ population)
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
RADIO IS THE TOP IN-CAR DEVICE
86%
of drivers cite
radio
as their primary
in-car
entertainment
device
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
AND THE MOST USED IN-CAR DEVICE
% Using “Almost All of the Times” or “Most of the Times” in the Car
Base: Driven / Ridden in Car in Last Month, Age 18+
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
CONSISTENT AUDIENCE TUNE-IN
Over
151/3
Hours Per
Week
M 18+
Nearly
131/2
Hours Per
Week
Source: Nielsen Audio, RADAR 120, March 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
W 18+
TUNE-IN TIME HIGHER AMONG HISPANIC
AND AFRICAN AMERICAN LISTENERS
14.9
Hours
14.9
Hours
14.5
Hours
African American listeners and Hispanic listeners
(versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 120, March 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Technology has expanded Radio’s
delivery platforms to create an
interactive, engaging and highly
communicative environment
FM-ENABLED SMARTPHONES
Over the next 3 years
30
million
phones will have an
FM Chip
To date, over:
• 240,000 app downloads
• 7,700 FM radio stations tuned to from the app
• 190,000 hours of listening through NextRadio
Source: NextRadio + TagStation Insights
Source: NextRadio + TagStation Insights
TRENDS
Source: NextRadio + TagStation Insights
21
RADIO’S DIGITAL OFFERINGS ARE STEADILY
INCREASING
Streaming
HD Radio
Nearly 6400
streaming
stations in 2014
Over 19 Million
HD radio
receivers are in
the marketplace
Podcasts
39MM Americans
have downloaded
a podcast in the
past month
Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included (HD Radio stat from
iBiquity/HD Digital Radio Alliance, 2014); The Infinite Dial 2014 – Edison Research / Triton Digital
124 Million
P12+ have listened to
online radio
in the past month
(am/fm streams or internet only streams)
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
ONLINE RADIO LISTENING COMPLEMENTS
BROADCAST RADIO
82%
18%
% of weekly Online Radio listeners who
listen to Broadcast Radio
(versus those who do not)
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
BROADCAST RADIO LISTENED TO MORE BY
PURE-PLAY LISTENERS
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)
25
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
•
Tablet and Smartphone users over-index
for weekly AM/FM radio listening
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
EXPANDING THE TWO-WAY DIALOGUE
• Applications like Facebook and Twitter
allow listeners to publish audio, receive
song and station event updates
• Expanding the listener and station
relationship
• 70% of people with favorite Radio
personalities follow them
• Databases and outbound texting ability
remain a source for targeted marketing
by advertisers
Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012,
Woodley, P. and Movius, L
RADIO DOMINATES THE 9 TO 5 WORKDAY
BROADCAST RADIO
How to read: 48% of Adults
25-54 tune in to radio during
the 9-5 workday.
Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to
population. Base: Adults 25-54; Daypart: 9AM-5PM
REACHING LISTENERS OUTSIDE OF THEIR HOME
WHILE THEY ARE LISTENING IN CAR
Source: GfK survey done for the Consumer Electronics Association, 2013
AND THROUGHOUT THEIR BUSY DAY
CLOSEST TO THE POINT OF PURCHASE
STRONGEST PRE-SHOPPING MEDIUM
LEADING INTO 2PM PEAK SHOPPING HOUR
INLFUENCING WHERE TO SHOP FOR CARS
INFLUENCING HOME IMPROVEMENT PROJECTS
RADIO ADS DRIVE ACTION, BEHAVIOR
AND RESPONSE
Base: Visited a Supermarket, Department Store, Retail Shop or
Restaurant in Past 24 Hours
Source: The Infinite Dial 2013 – Arbitron, Inc. / Edison Research
RADIO SPARKS BRAND CONVERSATION
RADIO IMPROVES MARKETING OBJECTIVES
Drives ROI
Drives Traffic
Drives Interaction
• Target’s Healthcare
campaign targeting
empty nesters resulted in:
• 6% lift in prescription
purchase intent
• 12% lift in over the
counter medication
purchase intent
• 28% lift in brand
advocacy
• 6% lift in brand affinity
• Cracker Barrel used an
on-air endorsement
program to promote
seasonal menu items and
the launch of new salads.
Campaign delivered:
• Increased store traffic
• Sales exceeding client
expectations
•Six Flags used an integrated
radio campaign to support
their annual “Fright Fest”
Halloween-themed event
and experienced:
•Record attendance and
revenue for the event
•Record season pass sales
for that time of year
•Significant increases in
both web traffic and social
media buzz
Visit RAB.com for additional case studies
REACH INCREASES WHEN RADIO IS ADDED
TO A TV CAMPAIGN
MORE RADIO BOOSTS CAMPAIGN ROI
Reallocation of existing ad budgets
to give
Radio 20%
share of spend
increases overall campaign
ROI by 8X
Source: Radio Advertising Bureau UK – 2013
AN EMOTIVE MEDIUM
A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
46%
49%
To get into
a better
mood
33%
Hear
things that
make you
laugh
Relax &
unwind
when
tense
36%
35%
Take your
mind off
problems
Get an
energy
boost
31%
29%
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
82%
79%
Listen longer to the
radio stations because
their favorite
personality is on the
air
A personal,
parasocial interaction
with their favorite
radio personality
70%
Follow their favorite
personality/radio
station on social media
72%
Talk to their friend
about their favorite
personality or program
content
70%
Consider radio
personalities to be a
good or best friend or
companion*
Source: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and
Movius, L. People With a Favorite Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey
of 2,010 women 15-54 in May 2012
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
On Line
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