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Radio Alive and Kicking - Research Director
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Radio Alive and Kicking - Research Director Presentation Transcript

  • 1. Presentation to AAF Birmingham© 2011 Research Director, Inc.
  • 2. Radio: Alive and Kicking© 2011 Research Director, Inc.
  • 3. Historically Radio Has Been an Effective Tool for Advertisers • Radio has a tremendous ability to target the right consumers cost-efficiently • Messages can be tailored as each station delivers a unique audience • Radio stations have an ability to focus in on a geography that is important to a particular advertiser© 2011 Research Director, Inc.
  • 4. Unlike Other Advertising Choices, Radio Has Stood the Test of Time© 2011 Research Director, Inc.
  • 5. Change Is Everywhere© 2011 Research Director, Inc.
  • 6. A Lot Has Changed in Forty Years Entertainment Out Albums 3 Networks Printed Newspapers Event TV© 2011 Research Director, Inc.
  • 7. A Lot Has Changed in Forty Years Entertainment Out In Albums iPods 3 Networks 300 Channels Printed Newspapers 24 Hour News Cycle Event TV DVR & Netflix People Have More Entertainment Choices Than Ever Before© 2011 Research Director, Inc.
  • 8. A Lot Has Changed in Forty Years Lifestyle Out Father Knows Best One Land Line per Family Rest & Relaxation 10 Minute Drive Snail Mail© 2011 Research Director, Inc.
  • 9. A Lot Has Changed in Forty Years Lifestyle Out In Father Knows Best Two-Income Families One Land Line per Family Cell phones for Everybody Rest & Relaxation “Crackberries” 10 Minute Drive 2 Hour Commute Snail Mail Social Networks People’s Lives Have Become Busier Every Day© 2011 Research Director, Inc.
  • 10. Throughout All of This, Radio Remains Relevant© 2011 Research Director, Inc.
  • 11. The More Things Change, the Better Radio Looks Radio’s ability to adapt to people’s changing lifestyle and entertainment options is its secret to success. It was relevant to consumers in 1970 and is equally relevant in 2011. This makes radio an ideal advertising choice.© 2011 Research Director, Inc.
  • 12. Radio Remains Relevant • In an average week, 92.7% of the population tunes to the radio • On an average weekday, 75.2% of the population tunes to the radio • Radio continues to deliver the demos that advertisers are looking for • Satellite (SiriusXM) has minimal impact on radio • Local radio stations still command listeners’ attention© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB
  • 13. Radio’s Weekly Reach Has Not Changed© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB
  • 14. Radio’s Weekday Reach Has Not Changed© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB
  • 15. With More Entertainment Choices,People’s Time with Radio Has Decreased Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB© 2011 Research Director, Inc. Source: Reports Supplied by RAB
  • 16. With More Entertainment Choices, People’s Time with Radio Has Decreased From 1970 to 2009, average daily time spent listening has gone from 148 minutes to 132. A 10.8% drop over forty years.© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB Reports/1975-2009 Fall Reports Supplied by RAB Source: RADAR 1970-1975 Spring
  • 17. A 10.8% Drop over 40 Years • Radio’s AQH listening is about 90% of what is was in 1970 • Network TV viewership erosion from cable and on-demand has been drastic • Newspaper circulation declines have been well documented© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB
  • 18. © 2011 Research Director, Inc.
  • 19. © 2011 Research Director, Inc.
  • 20. While Other Traditional Advertising Vehicles Have Shown Declines, Radio Listening Is Steady Over 40 Years of Change So How Has Radio Done It?© 2011 Research Director, Inc.
  • 21. Radio’s Success Is Simple • Continue to be relevant to the listener • Adapt to a changing lifestyle • Deliver what the listener expects • Focus on the core audience© 2011 Research Director, Inc.
  • 22. Radio’s Success Is Simple • Continue to be relevant to the listener • Adapt to a changing lifestyle • Deliver what the listener expects • Focus on the core audience© 2011 Research Director, Inc.
  • 23. Radio Has Adapted • Radio stations now deliver their content: – With terrestrial towers – Over the Internet – Through smart phones As people have more entertainment options, radio will be there© 2011 Research Director, Inc.
  • 24. The Internet Has Had an Impact on Radio • People have changed how they get a portion of their audio entertainment from terrestrial towers to the web • Radio has made the adjustment to take advantage of this new entertainment vehicle© 2011 Research Director, Inc.
  • 25. Online Radio Continues to Grow Percent of People Who Have Listened to Online Radio in the Past Week 22% 17% 17% 12% 11% 13% 8% 8% 8% 5% 6% 2% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011© 2011 Research Director, Inc. Source: Edison Research & Arbitron, Inc., “The Infinite Dial 2011: Navigating Digital Platforms,” 2011
  • 26. Why Should Advertisers Use Birmingham Radio? • Every station delivers a unique audience • Segment your potential consumers by – Geography – Lifestyle – Demographics • Tailor your message for optimal effectiveness© 2011 Research Director, Inc.
  • 27. Birmingham Radio’s Weekly Reach Birmingham Radio Average Weekly Reach Fall 2002-Summer 2011 100% 90% 80% 70% 60% 50% 40% SP11 SP03 SP04 SP05 SP06 SP07 SP08 SP09 SP10 FA02 SU03 SU04 SU05 SU06 SU07 SU08 SU09 SU10 FA03 FA04 FA05 FA06 FA07 FA08 FA09 FA10 SU11 WI11 WI03 WI04 WI05 WI06 WI07 WI08 WI09 WI10© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, FA02-SU11
  • 28. Just About Everyone Tunes into Birmingham Radio Persons 12+ In an average week, 91.7% of Birmingham consumers tune to the radio, and they spend 17 hours and 30 minutes with the medium© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10
  • 29. Just About Everyone Tunes into Birmingham Radio Adults 18-34 Adults 18-49 In an average week, 93.5% of In an average week, 94.5% of Adults 18-34 tune to the Adults 18-49 tune to the radio, and they spend 16 hours radio, and they spend 18 hours and 45 minutes with the medium and 15 minutes with the medium© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10
  • 30. Just About Everyone Tunes into Birmingham Radio Adults 25-54 Adults 35-64 In an average week, 94.9% of In an average week, 94.2% of Adults 25-54 tune to the Adults 35-64 tune to the radio, and they spend 18 hours radio, and they spend 19 hours and 45 minutes with the medium with the medium© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10
  • 31. Just About Everyone Tunes into Birmingham Radio African American Persons 12+ Other Persons 12+ In an average week, 94.4% of In an average week, 90.7% of African Americans tune to the non-African Americans tune to radio, and they spend 21 hours the radio, and they spend 15 and 45 minutes with the hours and 45 minutes with the medium medium© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10
  • 32. People Are Listening throughout the Week Persons 12+ Reach by Daypart 75.5% 76.5% 69.1% 71.2% 43.0% M-F 6a-10a M-F 10a-3p M-F 3p-7p M-F 7p-12m S-S 6a-12m© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10
  • 33. People Are Listening throughout the Week Persons 12+ Reach by Daypart 75.5% 76.5% 69.1% 71.2% 5:00 4:15 6:15 4:45 43.0% 3:30 M-F 6a-10a M-F 10a-3p M-F 3p-7p M-F 7p-12m S-S 6a-12m© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10
  • 34. With over 25 Different Stations, There Is Something for Everyone in Birmingham© 2011 Research Director, Inc.
  • 35. How Does Birmingham Radio Compare with Other Advertising Choices?© 2011 Research Director, Inc.
  • 36. Radio Leaves Newspaper on the Front Porch Adults 18+ Weekly Reach 89.3% 57.0% Radio Newspaper© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 37. Radio Leaves Newspaper on the Front Porch Adults 18-54 Weekly Reach 94.3% 52.6% Radio Newspaper© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 38. Both Television and Radio Have a Strong Reach Adults 18+ Weekly Reach 89.3% 90.5% Radio Televison© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 39. But with Adults 18-54, Radio Out-Reaches Television Adults 18-54 Weekly Reach 94.3% 90.9% Radio Televison© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 40. How Does Radio Compare to the Internet? Adults 18+ Weekly Reach 89.3% 69.9% Radio Internet© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 41. How Does Radio Compare to the Internet? Adults 18-54 Weekly Reach 94.3% 80.0% Radio Internet© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 42. How Does Radio Compare to Other Advertising Vehicles? Adults 18+ Radio’s Weekly Reach vs. Website’s Monthly Reach 89.3% Mon-Sun 6a-12m 58.5% 42.7% 32.5% 29.8% 25.1% 22.7% Radio Google Facebook Yahoo You Tube Mapquest Amazon© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 43. How Does Radio Compare to Other Advertising Vehicles? Adults 18+ Radio’s Weekend Reach vs. Website’s Monthly Reach 65.0% 58.5% Sat-Sun 6a-12m 42.7% 32.5% 29.8% 25.1% 22.7% Radio Google Facebook Yahoo You Tube Mapquest Amazon© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 44. How Does Radio Compare to Other Advertising Vehicles? Adults 18-54 Radio’s Weekly Reach vs. Website’s Monthly Reach 94.3% Mon-Sun 68.5% 6a-12m 53.4% 39.0% 37.9% 27.9% 24.9% Radio Google Facebook You Tube Yahoo Amazon Mapquest© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 45. How Does Radio Compare to Other Advertising Vehicles? Adults 18-54 Radio’s Weekend Reach vs. Website’s Monthly Reach 70.0% 68.5% Sat-Sun 53.4% 6a-12m 39.0% 37.9% 27.9% 24.9% Radio Google Facebook You Tube Yahoo Amazon Mapquest© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011
  • 46. The Average Consumer Spends Over a Quarter of Their Media Time with Radio Adults 18+ Share of Media Consumption Radio Internet 26% 7% Includes both basic and premium channels Cable Newspaper 38% 6% Broadcast TV 23%© 2011 Research Director, Inc. Source: Veronis Suhler Stevenson, “Communications Industry Forecast,” 2009
  • 47. Radio Reaches and Holds Its Listeners Longer Than Other Advertising Choices© 2011 Research Director, Inc.
  • 48. People Listen through Commercial Breaks • Radio commercial breaks hold an average of 92% of the lead-in audience© 2011 Research Director, Inc. Source: Coleman, Media Monitors, & Arbitron, Inc., “What Happens When the Spots Come On,” 2006
  • 49. Only One Ad Is Aired at a Time • Each ad stands on its own, and doesn’t compete with other ads playing at the same time© 2011 Research Director, Inc.
  • 50. Radio’s Is Everywhere • Radio Is Everywhere – At home – In the car – In the office© 2011 Research Director, Inc.
  • 51. Radio Is Local • Every market has its own unique blend of radio© 2011 Research Director, Inc.
  • 52. Radio’s Advantage • Each Radio Station Delivers a Unique Consumer Group – Gender – Age – Geography – Ethnic Group© 2011 Research Director, Inc.
  • 53. Conclusion • Radio has adapted to constant changes in entertainment and lifestyle • Radio continues to be more effective than other advertising vehicles at reaching Birmingham consumers • An investment in Radio will have a positive effect on your business© 2011 Research Director, Inc.
  • 54. Radio:© 2011 Research Director, Inc.