Radio reaches nearly all key demographics in the Seattle metro area each week. Listeners spend 10 hours per week listening, with over 2 hours spent on average daily. Radio listening peaks between 6AM and 7PM on weekdays. Car and other mobile listening accounts for the majority of radio consumption, especially on weekends. AM/FM radio remains the dominant audio platform in Seattle, reaching over half of adults aged 25-54 on a weekly basis.
2. PPM ratings are based on audience estimates and are the opinion of Arbitron
and should not be relied on for precise accuracy or precise representativeness
of a demographic or radio market.
USA Touchpoints is a service from the Media Behavior Institute. Touchpoints provides a rich view of consumer’s daily lives by looking their media usage, shopping behavior, emotional mindsets, social settings, and activities all from a single sample of approximately 2000 adults aged 18 to 64. The sample is derived from GfK/MRI’s survey of the American Consumer which provides the ability to fuse the results with other data sources. When I first saw Touchpoints it was clear that it could provide compelling insights about the value and power of radio in context with other media.
Touchpoints collects their data from by providing respondents with an App they use to track their behavior every half hour for ten days. The app is designed to collect a wide range of data with an easy to use interface.It collects location data to inform marketers where they are through the dayThe activities that consumers participate in The consumer’s social settingThe media they use during any given half hourAnd how they feel throughout the dayTouchpoints is not meant to be a currency for media transactions. It is intended to help marketers, advertisers, planners and media sellers have a richer understanding of consumers by providing insights into OVERALL media usage in context with what people are doing, where they are and who they are with during their daily lives.
Touchpoints provides a lot of data. 2000 people providing 10 days of information about their lives provided a portrait of nearly half a million hours of American life.The data includes 20 different locations, 23 life activities, 8 media categories, 17 emotional mindsets, 10 social settings and 33 different types of Internet choices.This presentation looks at data collected from late 2010 through January 2012 and it focuses in on the prime buying demo of persons 25 to 54.
So let’s start with a high level overview of AM/FM Radio
AM/FM Radio continues to be the most dominant audio platform among 25-54s in the face of the newer high profile digital choices. According to Touchpoints, Broadcast Radio reaches 85% of 25-54s during the week compared with only 25% reached by Satellite Radio and 15% reached by Internet Streaming Radio (including broadcast streams and pureplays).Remember these are Reach figures so they will add to more than 100% because people consume audio using combinations of these delivery vehicles. Let’s take a look at time spent with these audio options.
When we look at Time spent, we find that AM/FM Radio has an even greater advantage among 25-54s. 86% of aggregate time spent with audio is with Broadcast Radio, only 11% of time spent is with satellite and 3% is spent with Internet Streaming. Consumers spend 8x more time with Broadcast Radio than satellite and they spend 17X more time with AM/FM than the do with Internet Streaming. When it comes to over all reach and more importantly time spent, AM/FM continues to deliver the biggest audience by far.
When Touchpoints looks at listening during the work week they find AM/FM Radio’s prime time falls between 8AM and 8PM which are the prime shopping hours. In addition, the peak listening hour according to Touchpoints is 5-6PM which is the time when many commuters and workers shop on the way home. This listening pattern has very important implications about the advertising value of AM/FM Radio and we elaborate on that later in the presentation.These findings are consistent with PPM and what we have observed over the years.
The AM/FM Radio audio is also remarkably consistent through the week among 25-54s according to Touchpoints. It reaches between 60 and 64% of the population during a typical work day and about half of the population on a given Saturday or Sunday. Again these findings are consistent with what we have observed with PPM.
The AM/FM Radio audio is also remarkably consistent through the week among 25-54s according to Touchpoints. It reaches between 60 and 64% of the population during a typical work day and about half of the population on a given Saturday or Sunday. Again these findings are consistent with what we have observed with PPM.
Let’s take a look at the life context of listening to AM/FM radio. Where consumers are when they listen, who they are with and what they are doing.
First, More AM/FM Radio is consumed outside the home than any other major media. More than three quarters of usage of AM/FM radio occurs when consumers are away from their home such as commuting, working, shopping or other non-home life activities. That proportion is higher than Tablet/iPads, Mobile Web/App usage, the Internet, Social networking and traditional media such as Newspapers and Live TV. Radio’s out of home consumption is a crucial media value because it delivers its audience when they are near retail, restaurant, grocery and other shopping venues.Let’s look further at where specifically AM/FM Radio listening occurs.
Out of home use Rises during the weekend for AM/FM radio. Listening to AM/FM radio at an “other” away from home location jumps from 38% to 45% during the weekends. And it makes sense that the proportion of work place listening to AM/FM radio is lower during the weekends.Let’s go a step further and take a look at the “other” away from home locations.
Now let’s see how radio compares with other media choices.
AM/FM Radio is the second most widely consumed medium among 25-54s during a typical week. AM/FM radio reaches nearly 60% of 25-54s during a typical day compared with 80% for Live TV. Radio significantly outdistances the Internet, Social networking, Mobile Web/Apps, printed newspapers/magazines, and tablets.While radio is second to TV overall let’s see how it compares when we look at consumption on an hourly basis.
AM/FM Radio leads all other media during the Daytime in the work week when consumers are closest to their retail, restaurant and grocery purchasing decisions.
And AM/FM Radio’s lead expands when we look at the consumption of employed 25-54s who have more money to spend.
Finally, AM/FM Radio is much stronger throughout the day than all media other than Live TV during weekends.
We have saved the best for last. Recency is crucial for advertisers. The idea is to reach consumers as close the purchase decision making as possible. When you deliver consumers just before they arrive at a retail location, grocery store or restaurant/bar you have the opportunity to “have the last word” and persuade them to consider or buy your product or service instead of another.
AM/FM Radio offers the greatest proximity to shopping occasions. 19% of listeners to AM/FM Radio tune in during the half hour preceding occasions of shopping. Far higher than Mobile Web/App, Internet, Print media or Live TV.
When looking at the Touchpoints data we see that most shopping for 25-54soccurs during the daytime which is Radio’s primetime. And the peak shopping hour is between 1 and 2PM. Let’s take a look at how radio and other media deliver leading up to that shopping peak.
AM/FM Radio is the strongest Pre-shopping medium. It reaches four in ten 25-54s during the two hours before the peak shopping hour of 1-2PM.Radio leads Live TV by more than 10 points and it’s has a 2.5 X lead versus the Internet and 6-8X lead versus Mobile Web/App, Social networking and print media.
AM/FM Radio’s position relative to competing media expands closer to the shopping peak. AM/FM Radio as a 14 point lead versus live TV 90 minutes prior to the peak shopping hour
One hour before the peak shopping hour AM/FM Radio maintains a 14 point lead versus Live TV and the distance between it and the other choices expands further.
In the crucial half hour before the shopping peak, AM/FM Radio reaches more than twice the number of people as Live TV and four times the number reached by the Internet. This is the time right before consumers make their final buying decisions. And AM/FM Radio dominates during this the decision making “moment of truth.”
Now let’s see how radio compares with other media choices.