0
Engagement
and Radio
1
May 2014
80%
Have called into
a station, met a
DJ in their
community, or
interacted in
some other
manner
70%
Consider radio
persona...
People Expect Personal Connection
From Radio
82%
A personal, para-
social interaction
with their
favorite Radio
personalit...
70%
Follow their
favorite
personality/
Radio station
on social
media
Radio’s Local Connection is Key
72%
Talk to their
fri...
Radio Connects Personally
82%
A personal,
para-social
interaction
with their
favorite
Radio
personality
5
79%
Listen
longe...
These personal connections are like “word of
mouth”. It’s better than a “like”.
Radio Has the Power of Persuasion
52%
6
51...
There Is an Emotional Attachment to Radio
7
9 out of 10 people who use radio heavily would be somewhat or very
disappointe...
More People Prefer Using Radio to Using
Facebook
62% 60% 62% 63%
60%
45%
53% 54%
45%
34%
Total <18 18-34 35-54 55+
My favo...
Radio Websites Reach Consumers In Their
Communities
• Radio stations have created hyper local
sites
• All assets combined ...
Radio and Social Networking Platforms
• 70% of people with favorite Radio
personalities follow them
• Personalities in jus...
AM/FM Radio Listeners Feel The Most Alert Which
Suggests a Higher Level of Attentiveness
27.6%
23.2%
18.1%
17.8%
13.7%
AM/...
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand ask...
And the best test of all for
engagement…
13
When Radio Stations
Invite Their Listeners…
They show up by the thousands.
Radio Provides the Power for
Advertisers to Engage Listeners
Move into our Virtual Neighborhoods
and Let Us Prove It
15
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Radio's engagement and power of persuasion

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Documents the emotional connection between radio listeners and radio personalities/stations that benefits advertisers.

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  • People relate to personalities on the radio much the way they relate to friends. Close friends. Influential friends. These are people who keep them company, who help shape their opinions, who come to their rescue and comfort them in times of crisis, whom people rely on to be there. Imagine the power of the emotional connection for advertisers that comes from being associated with, entwined into the voices, texts, tweets and Facebook comments of these personalities.Radio becomes as much a part of our lives as eating breakfast or driving to work.It helps us get up in the morning to face a new day. It keeps us connected to what’s going on in the world. To many it is the sound track of their lives. People are passionate about Radio and their stations. It reflects who they are or who they want to aspire to become.It allows us to be alone without being lonely. It allows us to go about our daily lives without putting our lives on hold as other media require us to doPeople don’t wear your brand, flaunt your brand or engage with your brand if there isn’t an emotional connection prompting them to participate. Their favorite radio stations are also among their favorite brands. --------------------------------------------------------------------------
  • In an effort to quantify the emotional connection people have with radio, the Annenberg School of Communication and Journalism at USC found that radio connects personally in many ways. (para-social interaction is the feeling that you know me and I know you)
  • In an effort to quantify the emotional connection people have with radio, the Annenberg School of Communication and Journalism at USC found that radio connects personally in many ways. (para-social interaction is the feeling that you know me and I know you)
  • In an effort to quantify the emotional connection people have with radio, the Annenberg School of Communication and Journalism at USC found that radio connects personally in many ways. (para-social interaction is the feeling that you know me and I know you)
  • In an effort to quantify radio’s power of persuasion, the Annenberg School of Communication and Journalism at USC found that radio’s relationship with it’s listeners can open up a lot of doors for advertisers.
  • Arbitron’s Infinite Dial study also shows that there is an emotional attachment to radio. 75% of us would be disappointed if our favorite station were no longer on air. That feeling can be seen in heavy TV and internet users and even more so with heavy radio users.
  •  Read the slide
  • This is a keen demonstration of the emotional connection radio stations and personalities have with their listeners. Put in your own station’s pictures. Talk about tribes or virtual neighborhoods – places where people want to belong. This is what radio creates.
  • Transcript of "Radio's engagement and power of persuasion"

    1. 1. Engagement and Radio 1 May 2014
    2. 2. 80% Have called into a station, met a DJ in their community, or interacted in some other manner 70% Consider radio personalities to be regular people like themselves, who are “relatable” and “authentic” and would truly miss them if they were gone 60% Talk about things on-air personalities have said, often through social media networks 60% Think radio hosts are “like a friend,” whose opinions they trust and value Source: Woodley, P.,Parasocial Interaction between On‐air Radio Personalities and Listeners. USC, Annenberg School for Communication & Journalism,, released April 14, 2014 This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”. Radio has the power of personal connection
    3. 3. People Expect Personal Connection From Radio 82% A personal, para- social interaction with their favorite Radio personality 79% Listen longer to a radio station because their favorite personality is on the air Sources: 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; *Mark Kassof & Co October 2012 survey of 732 adults 18-64 online **Mark Kassof & Co September 2013 survey of 989 online Adults 18-64 (60% of 18-24 agreed) This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”. 75% Describe their favorite station as comfortable, friendly, informed* 70% Agreed If you couldn’t listen to radio, you’d feel something important was missing from your life.**
    4. 4. 70% Follow their favorite personality/ Radio station on social media Radio’s Local Connection is Key 72% Talk to their friends about their favorite personality or program content Sources: 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; *Latitude Research, Open Mind Strategy May 2013 study of 1000+ participants; 55% Listen to their favorite personalities on computers or mobile devices when away from a Radio 66% Agree that their favorite radio stations reflect who they are as a person* A key difference between Music Players Streams and Broadcast Radio is the need for just music vs. the need for connection.
    5. 5. Radio Connects Personally 82% A personal, para-social interaction with their favorite Radio personality 5 79% Listen longer to the Radio stations because their favorite personality is on the air 70% Follow their favorite personality/ Radio station on social media 72% Talk to their friends about their favorite personality or program content Sources: 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 70% Consider radio personalities to be a good or best friend or companion* This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.
    6. 6. These personal connections are like “word of mouth”. It’s better than a “like”. Radio Has the Power of Persuasion 52% 6 51% 47% Sources: 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 Have considered or purchased a product or service recommended by their favorite personality Have considered or purchased a product/service advertised during their favorite Radio personality’s show Their favorite Radio personality influences their opinion
    7. 7. There Is an Emotional Attachment to Radio 7 9 out of 10 people who use radio heavily would be somewhat or very disappointed if their favorite station were no longer on-air % who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-air Source: The Infinite Dial 2011
    8. 8. More People Prefer Using Radio to Using Facebook 62% 60% 62% 63% 60% 45% 53% 54% 45% 34% Total <18 18-34 35-54 55+ My favorite radio station went away Facebook went away Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000 Panelists; August & September 2012;All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian Read: I would be very disappointed if…
    9. 9. Radio Websites Reach Consumers In Their Communities • Radio stations have created hyper local sites • All assets combined to deliver relevant and local information to listeners • Connects to neighborhoods where they live and work • Provide advertisers with geo-targeted opportunities • A digital presence increases response and conversion rates by nearly fourfold on average 9 Source: TargetSpot white paper April 2011
    10. 10. Radio and Social Networking Platforms • 70% of people with favorite Radio personalities follow them • Personalities in just the top 25 markets have more than 38 million Facebook friends and 60 million Twitter followers • Stations’ use of social network platforms extend the over-the-air connection • Databases remain a source for targeted marketing by advertisers • Visits to Radio station websites are increasing: – Up to 34% of adults in 2012 vs. 27% in 2010 visited in the past week 10 Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns & Associates; KMS research March 2014
    11. 11. AM/FM Radio Listeners Feel The Most Alert Which Suggests a Higher Level of Attentiveness 27.6% 23.2% 18.1% 17.8% 13.7% AM/FM Radio Live TV Mobile Web/App Internet Print © 2012 Arbitron Inc. % of Audience that Feels Alert Persons 25-54 Source: 2012.2 MBI TouchpointsTM Engagement
    12. 12. Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand asked not to be named). Radio advertising does positively impact the 5 key branding metrics 6 Study Average % Lift Affinity / Likeability Awareness Advocacy Consideration Purchase Intent 13% 20% 14% 38% 37% Radio-targeted consumers vs. Control groups Credibility and Emotional Connection
    13. 13. And the best test of all for engagement… 13
    14. 14. When Radio Stations Invite Their Listeners… They show up by the thousands.
    15. 15. Radio Provides the Power for Advertisers to Engage Listeners Move into our Virtual Neighborhoods and Let Us Prove It 15
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