Radio Grows Business in Portland and Seattle 2012

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  • This presentation was designed in cooperation with Katz Media Group, the Radio Advertising Bureau and Arbitron, Inc.
  • Radio is an Old MediumRadio’s Listeners are all OldYoung People Don’t Listen to Radio Anymore New Technologies are Diminishing Time Spent with RadioRadio is DeadNot one of these is true – not at all. Here’s what IS true about radio.
  • Anthony Young, CEO of Mindshare published an article in Ad Age earlier this year where he described “a unique mobile, hyper-local, multi-platform channel that drives word of mouth and delivers scalable brand marketing campaigns for advertisers.” Do you know which media he was talking about? That’s right RADIO!
  • This is part 1 of the “Radio By The Numbers” Series. In this presentation we will focus on how radio delivers massive reach in real time. In parts 2 and 3, we will look at how radio engages and influences listeners, how digital technology is enabling expansion and interaction, delivering outstanding results for advertisers and how radio is thriving in the ever-evolving world of media.
  • Digging a little deeper, the study uncovered 4 emotional triggers that listeners value about their favorite radio station.#1 – Radio is on while they work. If work was really fun, they would call it “play”…which brings us to point #2#2 – Gets them in a better mood#3 – Radio provides a feeling of companionship, and ultimately…#4 – Radio provides an escape from the pressures of everyday life
  • There are more than 242 Million people 12 and older who listen to radio EACH WEEK! That’s nearly 93% of the U.S.
  • 93% of Americans 12+ listen to Radio every week. Conversely, 7% don’t. They’re all media planners. Or CMOs. All doing their surveys of one and concluding that, if they don’t listen, no one does. How many of you have iPads? Smartphones? DVRs? Listened to any online radio last week? Used Twitter? Do you look like the rest of the U.S.??? What a recent survey by USA Touchpoints shows us is that it is extremely unlikely that any of you use media or have the same allotment of devices as the average person in the USA. You can’t project what you do as being what the overwhelming majority of the people you want to reach do.
  • Looking at adults 18-34, Radio has the greatest weekly reach of youth versus other media. In this chart from Scarborough USA+, 93% of adults 18-34 have listened to radio in the past 7 days. This is GREATER that the weekly reach of Newspaper, TV, Cable and Internet.
  • Same chart, but this time we are looking at adults 25-54. Again, the reach of radio exceeds Newspaper, TV, Cable and Internet among the most popular demographic with advertisers.
  • Looking at adults 18-34, Radio has the greatest weekly reach of youth versus other media. In this chart from Scarborough USA+, 93% of adults 18-34 have listened to radio in the past 7 days. This is GREATER that the weekly reach of Newspaper, TV, Cable and Internet.
  • Same chart, but this time we are looking at adults 25-54. Again, the reach of radio exceeds Newspaper, TV, Cable and Internet among the most popular demographic with advertisers.
  • Looking at adults 18-34, Radio has the greatest weekly reach of youth versus other media. In this chart from Scarborough USA+, 93% of adults 18-34 have listened to radio in the past 7 days. This is GREATER that the weekly reach of Newspaper, TV, Cable and Internet.
  • Same chart, but this time we are looking at adults 25-54. Again, the reach of radio exceeds Newspaper, TV, Cable and Internet among the most popular demographic with advertisers.
  • At any given time of the day, this is the distribution by platform of audio entertainment listening for 18-34 Adults. It isn’t what % of adults 18-34 are using these platforms, it’s what % of all the devices being used at that moment. Radio dominates in share. But when it comes to cuming actual listeners, radio is miles ahead of the other platforms, as you have seen. Remember the “audio streaming” includes AM/FM radio station listening too.
  • 25-54 is 95% for 2:15, 18-34 is 94% for 2:00
  • 25-54 is 95% for 2:15, 18-34 is 94% for 2:00
  • Looking more closely at time spent with media, radio accounts for the second largest share of adult consumers’ media usage. The bubbles provide weekly and daily usage of each medium and the bars represent weekly reach.
  • Something that TV has known for years – that’s why one of the top five revenue categories for Radio is….TV! They know where to find the people they want to have view their shows that night. And most decisions are made at the last minute – to pick TV shows, to pick movies….
  • Something that TV has known for years – that’s why one of the top five revenue categories for Radio is….TV! They know where to find the people they want to have view their shows that night. And most decisions are made at the last minute – to pick TV shows, to pick movies….
  • Since we can’t use RADAR data to track TSL over the past five years, we turned to the only other source we could find that tracked that information. See for yourselves – people remain with Radio.
  • In fact, one of the greatest sources of growth in Radio comes from and increased number of young people using radio.
  • In fact, one of the greatest sources of growth in Radio comes from and increased number of young people using radio.
  • In fact, one of the greatest sources of growth in Radio comes from and increased number of young people using radio.
  • Unlike TV, where nearly half of viewers have a DVR, listening to radio is LIVE, not later. Messages on the radio are delivered when and where they will perform best for an advertiser.
  • Another benefit of radio is that it is the #1 out of home medium (except possibly for billboards which are NOT everywhere, while radio IS everywhere). This chart from USA TouchPoints shows the percentage of overall usage done outside of the home – by location.
  • No mass medium gets you closer the point of purchase than Radio.
  • On average, 12.3 million customers order from fast food restaurants during the 11a to 3p time periodRepresents 56% of all daily volume (traffic)
  • 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)
  • 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.
  • Radio is challenged by people’s need to interact with others through Facebook, YouTube and Twitter, to look for information from Google – but as long as Radio continues to hone its unique content and relationships with its listeners, these will be opportunities for Radio, not challenges.
  • Radio is challenged by people’s need to interact with others through Facebook, YouTube and Twitter, to look for information from Google – but as long as Radio continues to hone its unique content and relationships with its listeners, these will be opportunities for Radio, not challenges.
  • Nearly Everyone Uses Radio. In Real Time. Every Week.Radio reaches over 92% of virtually every segment of the population. That has been true year after year and remains true today.(Describe the RADAR service)
  • Nearly Everyone Uses Radio. In Real Time. Every Week.Radio reaches over 92% of virtually every segment of the population. That has been true year after year and remains true today.(Describe the RADAR service)
  • Nearly Everyone Uses Radio. In Real Time. Every Week.Radio reaches over 92% of virtually every segment of the population. That has been true year after year and remains true today.(Describe the RADAR service)
  • Let’s forget about demos for a minute, advertisers are concerned with reaching their CONSUMERS. As you can see from this Scarborough USA+ chart, radio reaches 90% or more of these important consumer groups EACH WEEK!
  • Let’s forget about demos for a minute, advertisers are concerned with reaching their CONSUMERS. As you can see from this Scarborough USA+ chart, radio reaches 90% or more of these important consumer groups EACH WEEK!
  • Let’s forget about demos for a minute, advertisers are concerned with reaching their CONSUMERS. As you can see from this Scarborough USA+ chart, radio reaches 90% or more of these important consumer groups EACH WEEK!
  • 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.
  • According to the 2011 Arbitron study (based on 17,896,325 unique commercial breaks), the average audience that remained through a commercial break was 93% of what was there prior to the break. Longer breaks maintain a lower percentage but most stopsets are between 3 & 4 minutes in length.
  • From the beginning of a commercial cluster through and to the end of the cluster, the level of audience tuned to the station stays at 90% or more of what it was before the break.
  • When an advertising campaign is trying to build awareness in a hurry for a new product, a Radio campaign gets their message into their consumers' minds. The same goes for trying to build traffic to an event. NuVoodoosampled 1,000 adults 18-49, across all music format preferences in 45 PPM markets.As the chart above shows, majorities of respondents told us that when any of these turned out to be something that interested them, they learned about it from the Radio. For the concert/event, over 80%, and for the movie, over 75%, of listeners, across all demographics, say Radio gave them the scoop. For the fast food product, again highly consistent across demos, 60% of listeners credit radio as a craving-builder. And for the new car they might want to buy, majorities of men and a near-majority of Women 18-34 say they were informed via radio. Women 35-49 car buyers were only slightly lower and still very impressive, at two in five crediting Radio.http://www.allaccess.com/nuvoodoo/archive/12922/are-advertising-messages-we-transmit-being
  • It is important to remember that online radio listeners also consume broadcast radio on a weekly basis. Advertisers should be considering how their message is reaching these consumers offline and online.
  • On a weekly basis, 29% of all people 12+ have tuned into online radio – an estimated 76 million people each week
  • Of those that listen to radio at work, 68% use a regular Radio – while the minority use a Computer of Smartphone.
  • One of the huge differences between Radio and music lists is that Radio is LOCAL. And we get involved in our local communities.
  • Smartphones are increasing in number – nearly half of all people have them now, over 60% of younger people do according to Pew. And while they offer an ability to use one’s own music or use music list services, they also offer ways for listeners to interact with their favorite radio stations.
  • Radio is the original interactive medium. The telephone has long been the only way to contact your local radio station or personality. In 2012, texting and social media are becoming more popular while email and phone calls are declining. This new social currency is opening up new opportunities for the advertiser as well.
  • The force is even stronger with young adults (18-24)
  • The graph above traces Pandora’s TSL for the past three years. In 2009 Pandora TSL was about an hour. At the time only computer listening was included in the ratings.Then in December 2009 mobile listening was added to the service’s ratings for the first time.Pandora TSL immediately started dropping. In just four months TSL plummeted to just 46 minutes. Aside from a few positive months in late 2010, the service’s TSL has continued its steady erosion throughout 2011, even accelerating towards the end of the year.Today Pandora TSL is down to 38 minutes, a loss of 34%.The precipitous decline in TSL coincides with a dramatic increase in the number of users listening on smart-phones and iPads.As Business Insider points out:While 88 percent of Pandora's listening hours came from desktop use in Q1 of 2010, by 2012, users spend (sic) 70 percent of their time on Pandora listening on their mobile devices.
  • What kind of impact is Satellite radio having?As you can see from Scarborough, satellite radio doesn’t deliver consumer targets in the US, nor does it compare to radio in the top markets.
  • 2000 Pandora 2001 iPod2001 XM Satellite Radio2002 Sirius Satellite Radio2004 Facebook2005 iPod connections in car2007 iPhone2007 Ford Sync2009 FM receiver in Nano iPod 2010 iPad
  • Nine different sources THIS YEAR ALONE have concluded that people are spending more time with audio entertainment, they are not spending less time with Radio.
  • 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.
  • Radio can be a primary platform for transmedia messaging. The story can start on air and move to online, mobile, social media with station personalities, events and appearances. And the connection to the brand (the radio station) carries over from one platform to the next, to the benefit of the advertiser.
  • This is an example of a transmedia campaign we recently did for Summit Entertainment’s “Sinister”. This is how multiplatform Radio works for an advertiser.
  • Radio Grows Business in Portland and Seattle 2012

    1. 1. LANDSCAPE 2012 Grows Business in Portland and Seattle Presented by Mary Beth Garber, Katz Radio Group November 8, 2012
    2. 2. LANDSCAPE 2012 perception
    3. 3. LANDSCAPE 2012 Who Says Radio is Thriving? • Scarborough USA Plus 2012 • RADAR September 2012 and 2011 • gfkMRI MediaDay 2012 • USA Touchpoints 2012.2 – MBI • comScore April – June 2012 • Burns Media/Triton Digital “Radio Tomorrow” Study September 2012 • USC Annenberg School of Communications and Journalism June 2012 • Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011 • Jacobs Media Tech 8 Survey April 2012 • Edison Media and Arbitron’s “Infinite Dial 2012” Study • Target Spot May 2012 • NPD Group November 2011 and February 2012 ……to name a few. No kidding.
    4. 4. 4LANDSCAPE 2012 “The reason people are still buying radio is because it works. Radio allows you to target with selectivity. Radio is kind of the original microtargeting and social media” Evan Tracey Campaign Media Analysis Group George Washington UniversitySource: Politico .com “Radio: The other air war” By: Josh Gerstein, November 1, 2012 04:34 AM EST
    5. 5. 5LANDSCAPE 2012 Delivers Massive Reach in Real Time Engages and Influences Listeners Digital Technology Enables Expansion and Interaction Delivers Outstanding Results Thriving This is how and why radio grows business for its advertisers.
    6. 6. LANDSCAPE 2012 mass reach
    7. 7. LANDSCAPE 2012 “What any content company aspires to is impact, and the best way to create impact is simultaneous mass. And the only way to reach simultaneous mass is by getting something on the radio." Mark Shimmel Chief Operating Officer Epic Records
    8. 8. 8 LANDSCAPE 2012 Radio’s Assets Drive Its Mass Reach 4 emotional triggers that listeners value…. A radio on Gets them A feeling An escape from while they get in a of pressures of work better mood companionship everyday lifeSource: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
    9. 9. 9 LANDSCAPE 2012 today’s radio audience 242 Million Portland: 2.0 million Seattle: 3.3 millionSource: RADAR 114 September 2012, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates); Arbitron PPM estimates forPortland OR Metro and Seattle-Tacoma Metro August/September/October 2012 Monday-Sunday 24-hour Weekly Cume Estimates Persons 12+
    10. 10. LANDSCAPE 2012 What Radio Delivers is Mass Reach % Population/Household Penetration 97 100 93 88 90 81 80 70 70 61 56 60 49 47 46 45 45 50 40 31 29 30 25 20 15 15 10 10 0 Are You Really TYPICAL?Source: TV HH, Nielsen May 2012; wkly Radio Arbitron RADAR 112, 113, 114 March/June/September 2012 M-Su M-M; Internet Pew Internet & American Life Project Setptember2012 Study; Mobile WebcomScore February 2011 via mobiThinking; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS July 2011 Nielsen Report; iPods/MP3s and Social Net Usage Edison MediaInfinite Dial: 2011; Twitter comScore September 2012; Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life Project May, June 2011; Tablets Pew Internet & American Life ProjectOctober 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012 12 Month
    11. 11. LANDSCAPE 2012 Radio Has Greatest Weekly Reach of Young Adults vs. Other Media Adults 93% 18-34 Weekly Media Exposure 89% 82% 81% 51% Listened to Radio Past 7 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on Days Past Week Week (M-Su, 5a-2a) Premium Cable Past Internet Past Week WeekSource: Scarborough USA+, Release 1 2012 USA Adults 18-34 (Sample Size: 29,250)
    12. 12. 12LANDSCAPE 2012 Radio’s Weekly Reach of Adults Is Greatest of Major Media Adults 93% Weekly Media Exposure 25-54 88% 82% 83% 58% Listened to Radio Past Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on 7 Days Past Week Week Premium Cable Past Internet Past Week WeekSource: Scarborough USA+, Release 1 2012 USA Adults 25-54 (Sample Size: 88,248)
    13. 13. LANDSCAPE 2012 Radio Has Greatest Weekly Reach of Young Adults vs. Other Media PORTLAND Adults 18-34 92% Weekly Media Exposure 90% 75% 64% 35% Listened to Radio Past 7 Read Any Newspaper Past Watched Any TV Past Week Watched Any Non-Premium Spent Any Time on Internet Days Week (M-Su, 5a-2a) Cable Past Week Past WeekSource: Scarborough USA+, Release 1 2012 Portland Adults 18-34, sample size 232
    14. 14. 14LANDSCAPE 2012 Radio’s Weekly Reach of Adults Is Greatest of Major Media Adults 25-54 PORTLAND 95% Weekly Media Exposure 88% 84% 70% 47% Listened to Radio Past 7 Read Any Newspaper Past Watched Any TV Past Watched Any Non- Spent Any Time on Internet Days Week Week Premium Cable Past Week Past WeekSource: Scarborough USA+, Release 1 2012 Portland Adults 25-54, sample size 776
    15. 15. LANDSCAPE 2012 Radio Has Greatest Weekly Reach of Young Adults vs. Other Media SEATTLE Adults 95% Weekly Media Exposure 18-34 92% 73% 74% 40% Listened to Radio Past 7 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on Days Past Week Week (M-Su, 5a-2a) Premium Cable Past Internet Past Week WeekSource: Scarborough USA+, Release 1 2012 Seattle Adults 18-34, sample size 617
    16. 16. 16LANDSCAPE 2012 Radio’s Weekly Reach of Adults Is Greatest of Major Media Seattle 93% Weekly Media Exposure Adults 25-54 88% 82% 83% 58% Listened to Radio Past 7 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on Days Past Week Week Premium Cable Past Internet Past Week WeekSource: Scarborough USA+, Release 1 2012 Seattle Adults 25-54, sample size 1,929
    17. 17. LANDSCAPE 2012 Radio’s Share of Audio Usage Dominates Throughout the Day Adults 18-64 % Share of Audio Usage by Source Average Weekday - Adults 18-64Source: 2012.2 MBI USA TouchPoints; Note: Internet streaming includes PC, mobile & tablet
    18. 18. LANDSCAPE 2012 Among young adults, AM/FM Radio’s share of audio usage remains dominant from morning until early evening Adults 18-34 % Share of Audio Usage by Source Average Weekday - Adults 18-34Source: 2012.2 MBI USA TouchPoints; Note: Internet streaming includes PC, mobile & tablet
    19. 19. LANDSCAPE 2012 QUESTION: On a 7-day average, how long do people listen to the radio each day? ANSWER: 2hrs 40min Source RADAR 114 September 2012 Monday-Sunday 6AM-Midnight for Persons 12+
    20. 20. LANDSCAPE 2012 QUESTION: On a 7-day average, how long do people in Portland listen to the radio each day? ANSWER: 2hrs 15min Source Arbitron PPM Portland Metro August/September/October 2012 Monday-Sunday 6AM-Midnight for Persons 12+
    21. 21. LANDSCAPE 2012 QUESTION: On a 7-day average, how long do people in Seattle listen to the radio each day? ANSWER: 2hrs 15min Source Arbitron PPM Seattle-Tacoma Metro August/September/October 2012 Monday-Sunday 6AM-Midnight for Persons 12+
    22. 22. LANDSCAPE 2012 Radio Accounts for Second Largest Share of Adult Consumers’ Media Usage % Weekly Reach of Media Adults 18-64 29:52/wk 4:16/day 18:24/wk 14:28/wk 2:38/day 2:04/day 96% 86% 84% 6:53/wk :59/day 7:14/wk 1:02/day 29% 23% Television AM/FM Radio Internet Newspapers MagazinesSource: 2012.2 MBI USA TouchPointsNote: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.
    23. 23. LANDSCAPE 2012 Young People Spend More Time With Radio Each Day Than With The Internet During the week, young Americans spend significant time with % Weekly Reach of Media Adults 18-34 Radio 24:02/wk 3:26/day 14:56/wk 2:08/day 17:23/wk 2:29/day 96% 90% 85% 8:31/wk 9:41/wk 1:13 day 1:23/day 19% 16% Television Internet AM/FM Radio Magazines Newspapers Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet; Newspaper and Magazine includes digital readership. Source: 2012.2 USA TouchPoints
    24. 24. LANDSCAPE 2012 Radio Reaches More Young People Than Any Other Medium From 5 a.m. – 5 p.m. 53% Adults 18-34 38% 5 am-9 am 9 am - 5 pm Radio TV Internet Magazine NewspaperSource: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun.
    25. 25. LANDSCAPE 2012 Radio Reaches More Young People Than Any Other Medium From 5 a.m. – 5 p.m. 51% Adults 25-54 40% 5 am-9 am 9 am - 5 pm Radio TV Internet Magazine NewspaperSource: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A25-54, Mon-Sun.
    26. 26. LANDSCAPE 2012 consistent performance
    27. 27. 27 27LANDSCAPE 2012 Radio Listening Has Remained Consistent Persons 12+ 2:11 2:05 2:05 2:06 2:07 2008 2009 2010 2011 2012Source: Arbitron and Edison Research Infinite Dial Studies
    28. 28. LANDSCAPE 2012 More Young People Listen to Radio Each Year 67,113 66,309 Adults 18-34 (000) Sept 11 Sept 12 And spend 2 hours a day with AM/FM radioSource: RADAR 110 September 2011 and RADAR 114, September 2012, Volume 1, (Monday-Sunday 6A-midnight Cume and DailyTSL Estimates Adults 18-34
    29. 29. LANDSCAPE 2012 More Young People in Portland Listen to Radio Each Year 538,800 554,300 Adults 18-34 Q3 11 Q3 12 And spend 2-1/2 hours a day with AM/FM radioSource: Arbitron PPM Portland OR Metro, Q3 2011 and Q3 2012 (Monday-Sunday 6A-midnight Cume Estimates Adults 18-34
    30. 30. LANDSCAPE 2012 More Young People in Seattle Listen to Radio Each Year 919,900 837,800 Adults 18-34 Q3 11 Q3 12 And spend 2 hours a day with AM/FM radioSource: Arbitron PPM Seattle-Tacoma Metro, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates Adults 18-34
    31. 31. LANDSCAPE 2012 strategic timing
    32. 32. LANDSCAPE 2012 listening to radio is live, not later • Messages are delivered when and where they will perform best for an advertiser
    33. 33. LANDSCAPE 2012 Radio Tops All Other Media in Outside of Home Usage % of overall usage done outside of home, by location Car/Transit Work Other Total OOH TV AM/FM Radio Internet Newspaper MagazinesSource: 2012 MBI USA TouchPoints Adults 25-54Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.
    34. 34. LANDSCAPE 2012 Radio Is the Strongest Pre-Shopping Medium 40% 37% 31% 29% 23% 22% 17% 15% 12% 9% 8% 6% 6% 5% 5% 5% 4% 4% 3% 3% 2% 1% 1% 1% AM/FM Radio Live TV Internet Mobile web/App Social Networking Print 2 hours before 90 minutes before 1 hour before Half-hour beforeSource: 2012 MBI USA TouchPoints Adults 25-54
    35. 35. LANDSCAPE 2012 “Lunchtime is Primetime” for QSRs Over half of daily traffic occurs from 11am to 3pm 56% of daily traffic occurs from 11am to 3pm ….and Radio dominates during this time period Source: 2012 USA TouchPoints
    36. 36. Proximity to the Purchase!LANDSCAPE 2012 60% of Lunchtime QSR Patrons have been engaging with AM/FM Radio prior to their visit! To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to Source: 2012 USA TouchPoints AM/FM Radio at some point beforehand vs. 41% who had watched TV.
    37. 37. 37LANDSCAPE 2012 engagement
    38. 38. 38LANDSCAPE 2012 Radio. An alternative way to rock. FM radio keeps you up on what’s going on out there – the game, the top news stories, your favorite talk shows – or whatever you love listening to.Source: From Apple’s online iPod Nano material 2012
    39. 39. LANDSCAPE 2012 Radio delivers: engagement
    40. 40. LANDSCAPE 2012 Radio delivers: credibility
    41. 41. LANDSCAPE 2012 Radio delivers: receptivity
    42. 42. LANDSCAPE 2012 Radio delivers: emotional connection
    43. 43. 43 LANDSCAPE 2012 Radio Connects Personally 82% 79% 72% 70% 70% A personal, Listen Talk to their Follow their Consider para-social longer to the friends favorite radio interaction Radio about their personality/ personalities with their stations favorite Radio to be a good favorite because personality station on or best Radio their favorite or program social media friend or personality personality content companion* is on the air This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a FavoriteRadio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
    44. 44. 44 LANDSCAPE 2012 Broadcast Radio Listeners Feel the Most Alert Broadcast Radio 28% Live TV 23% Mobile Web/App 18% Internet 18% % of Audience that Feels Alert A25-54 Print 14% Suggesting a Higher Attentiveness LevelSource: MBI USA TouchpointsTM
    45. 45. 45LANDSCAPE 2012 There Is an Emotional Attachment to Radio 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
    46. 46. 46LANDSCAPE 2012 More People Prefer Using Radio to Using Facebook 62% 60% 62% 63% 60% 53% 54% 45% 45% 34% Total <18 18-34 35-54 55+ My favorite radio station went away Facebook went away Read: I would be very disappointed if… 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
    47. 47. 47LANDSCAPE 2012 Radio – The Original Social Network Connects with Young AdultsOn a typical day in Adults the USA, 49 18-34of people 18-34: In Millions• 95% more will use Radio than will go to Facebook• 125% more will use 25 Radio than will go to 22 Google Search 15• 225% more will use Radio than will go to YouTube 3• 1430% more will use Radio than will go to Twitter RADIO Every day, about 70% of people 18-34 invite Radio to be a major part of their livesSource: comScore Inc Ratings for July - September 2012 Average Unique Visitors, RADAR 114 September 2012, P18-34, 6A-12M sample size 106,023
    48. 48. 48LANDSCAPE 2012 Radio – The Original Social Network Connects with AdultsOn a typical day in Adults the USA, 92 25-54of people 25-54: In Millions• 150% more will use Radio than will go to Facebook• 150% more will use Radio than will go to Google Search 37 36• 440% more will use Radio than will go to 17 YouTube 3• 2965% more will use Radio than will go to Twitter RADIO Every day, about 73% of people 25-54 invite Radio to be a major part of their livesSource: comScore Inc Ratings for July - September 2012 Average Daily Visitors, RADAR 114 September 2012, P25-54, 6A-12M sample size 190,433
    49. 49. 49LANDSCAPE 2012 targeted
    50. 50. LANDSCAPE 2012 radio reach 91% OVER of every age segment weeklySource: RADAR 114 September 2012, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
    51. 51. 51LANDSCAPE 2012 Nearly Everyone Uses Radio. In Real Time. Every Week. Radio reaches over 90% of virtually every segment of the population. That has been true year after year and remains true today. 92% 93% 95% 95% 95% 93% 95% 95% 95% 95% 91% P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp AA/Blk W 25-54 A 18-49 P 18-49 M 25-54 18-49 18-49 Col Col Ed Emp Ed, HH Weekly Radio Usage $75K+ Source: RADAR 114 September 2012, Mon-Sun 6A-Mid
    52. 52. 52LANDSCAPE 2012 Nearly Everyone in Portland Uses Radio. In Real Time. Every Week. Radio reaches over 90% of virtually every segment of the population. That has been true year after year and remains true today. 94% 94% 93% 93% 93% 96% 91% 88% 91% 92% P 12+ P12-24 P 18-34 P 25-54 P 35-64 AA/Blk W 25-54 A 18-49 Col P 18-49 Col M 25-54 18-49 Ed, HH Ed Emp $75K+ Weekly Radio UsageSource: Arbitron, PPM, October 2012, Portland OR Metro, Monday-Sunday 6am-mid.
    53. 53. 53LANDSCAPE 2012 Nearly Everyone in Seattle Uses Radio. In Real Time. Every Week. Radio reaches over 90% of virtually every segment of the population. That has been true year after year and remains true today. 93% 92% 94% 95% 93% 92% 93% 94% 95% 91% P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp W 25-54 A 18-49 Col P 18-49 Col M 25-54 18-49 Ed, HH Ed Emp $75K+ Weekly Radio UsageSource: Arbitron, PPM, October 2012, Seattle-Tacoma Metro, Monday-Sunday 6am-mid.
    54. 54. LANDSCAPE 2012 Radio Delivers Prime Consumer Targets 94% 92% 93% 93% Purchased Womens HH Planning to Buy/Lease a HH Financed Home Frequent Fast Food Business Clothing New Compact Car Mortgage Restaurants (in past year) (10x past month)Source: Scarborough USA+ 2012 Release 1 (12 months only)
    55. 55. LANDSCAPE 2012 Portland Radio Delivers Prime Consumer Targets 95% 93% 94% 94% Purchased Womens HH Planning to Buy/Lease a HH Financed Home Frequent Fast Food Business Clothing New Compact Car Mortgage Restaurants (in past year) (10x past month)Source: PORTLAND OR - Release 1 2012 Mar11-Feb12 Scarborough
    56. 56. LANDSCAPE 2012 Seattle Radio Delivers Prime Consumer Targets 96% 93% 96% 96% Purchased Womens HH Planning to Buy/Lease a HH Financed Home Frequent Fast Food Business Clothing New Compact Car Mortgage Restaurants (in past year) (10x past month)Source: SEATTLE-TACOMA - Release 1 2012 Mar11-Feb12 Scarborough (12 months only)
    57. 57. 57LANDSCAPE 2012 influence
    58. 58. 58LANDSCAPE 2012 Radio Has the Power of Persuasion 52% 51% 47% Their favorite Have Have Radio considered or considered or personality purchased a purchased a influences product/service product or their opinion advertised service during their recommended favorite Radio by their personality’s favorite show personality These personal connections are like “word of mouth”. It’s better than a “like”.Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With aFavorite Radio Personality in Los Angeles
    59. 59. 59LANDSCAPE 2012 Radio Holds Its Audience Levels During Commercial Breaks 100% 100% 99% 95% 96% 92% 90% 87% 85% 85% Weighted Average: 93% 80% 75% 1-min 2-min 3-min 4-min 5-min 6+-min breaks breaks breaks breaks breaks breaks Percent of Lead-In Audience During Commercial BreaksSource: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
    60. 60. 60LANDSCAPE 2012 Across Ages and Gender Tune-in Is High During Commercial Breaks 100% 98% 93% 92% 93% 93% 92% 90% 89% 80% 60% 40% 20% 0% 6+ 12-17 18-34 25-54 35-64 65+ Male Female Radio’s Audience Delivery During an Average Minute of Commercial Breaks by Age/GenderSource: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
    61. 61. 61LANDSCAPE 2012 Radio Drives Product Awareness Concert or event you wanted to attend A new movie you wanted to see New sandwich or meal you wanted to try Deal on a new car that sounded appealing to you 0% 20% 40% 60% 80% 100% Total Men 18-34 Men 35-49 Women 18-34 Women 35-49 Sources: NuVoodoo - 1,000 Adults 18-49, all music format preferences in 45 PPM markets 2011
    62. 62. LANDSCAPE 2012 Radio Influences and Builds Brands Six Study Average % Lift: Radio-Targeted Consumers vs. Control Groups Awareness 13% Consideration 20% Purchase Intent 14% Affinity / Likeability 38% Advocacy 37% Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-12; conducted for Katz Marketing Solutions; one advertiser requested anonymity
    63. 63. 63LANDSCAPE 2012 The Future of Radio – The Next Five Years
    64. 64. 64LANDSCAPE 2012 “Radio isn’t going away. Radio’s going everywhere.” Kinsey Wilson, Head of Content, NPR
    65. 65. 65LANDSCAPE 2012 expansion
    66. 66. 66LANDSCAPE 2012 Radio Continues to Expand Its Universe • In addition to on air and promotional events, radio engages its users through • Websites • Opt-in loyalty club databases • Streaming • Mobile advertising • Social network integration with stations and on air personalities • Listener generated content on air • Shazam-like technology that allows transactions and performance accountability Opportunities for advertisers to capitalize on the station/listener relationship
    67. 67. 67 LANDSCAPE 2012 Weekly Online Listening on the Rise Estimated 76 Million In 2012 29% 22% 17% 17% 13% 2008 2009 2010 2011 2012 % Who Have Listened to Online Radio in Last Week Base: Total Population 12+Source: The Infinite Dial 2012 – Arbitron Inc./Edison Research
    68. 68. 68 LANDSCAPE 2012 At Work Listening Occurs Across Devices – New Habits That Will Continue To Grow Radio Stations on Your Computer Over Internet 18% Radio Stations on a Regular “Think about how you listen to 13% Radio the Radio while at work. 68% Do you most often listen to…?” On a Mobile Device Such as a Smartphone 13% Dont Know 1% Base: Persons 18+ Employed Full-Time or Part-Time and Listen to the Radio While Working (27% of Total 18+ Population)Source: The Infinite Dial 2012 – Arbitron Inc./Edison Research
    69. 69. 69 LANDSCAPE 2012 Radio and Social Networking Platforms • 70% of people with favorite Radio personalities follow them • Personalities in just the top 25 markets have more than 15 million Facebook friends and 22 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 weekSource: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns &Associates; KMS research October 2012
    70. 70. 70LANDSCAPE 2012 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 averageSource: TargetSpot white paper April 2011
    71. 71. 71LANDSCAPE 2012 Audio on Mobile • On-demand content delivering sports, music, information and entertainment downloads whenever the listener wants it • 36% of Smartphone users have listened to music/audio in past 30 days • 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 listeningSources: 2011 Mobile Consumer Report, Experian/Simmons; Source:USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite RadioPersonality in LAScarborough USA+ Release 2 of 2011
    72. 72. 72LANDSCAPE 2012 Radio’s Use of Mobile and Social Media to Interact with Listeners Is on the Rise Q: Which method do you use to communicate with any AM or FM radio station or one of its DJs? Adults Twitter 5% 18-34 Facebook 32% 2011 2012 Text message 25% Email 18% Telephone 72% 0% 20% 40% 60% 80% 100%Source: Arbitron Inc./Edison Research National Media Survey 2012 (multiple answers accepted)Sample size: 484 people who have ever communicated with a radio station (24% of US population 12+) 72
    73. 73. 73LANDSCAPE 2012 Young Adults Are Using Mobile and Social Media to Interact with Radio More Often Q: Which method do you use to communicate with any AM or FM radio station or one of its DJs? Adults Twitter 9% 18-24 Facebook 41% 2011 2012 Text message 28% Email 16% Telephone 70% 0% 20% 40% 60% 80% 100%Source: Arbitron Inc./Edison Research National Media Survey 2012 (multiple answers accepted)Sample size: 484 people who have ever communicated with a radio station (24% of US population 12+) 73
    74. 74. LANDSCAPE 2012 Radio’s Role is Unique • The entertainment experience expectation of listeners to Radio is very different from that of music-only platforms (like Pandora, Spotify, iPods, cds etc.) • Listeners look for • Connections to personalities • A place to which to belong (a neighborhood, a tribe…) • Content curated by a program director who understands the needs/likes/values of “the neighborhood” • Local information (gossip, news, traffic, weather, opinions, events, opportunities…) • The ability to talk with, communicate with personalities and/or stations and get direct answers or actions Radio connects listeners and advertisers
    75. 75. LANDSCAPE 2012 Pandora, Spotify and Myriad Other Music Services Are Vying for Listeners’ Attention Down 29% in 6 months But listeners are spending less time listening with each session.
    76. 76. LANDSCAPE 2012 Satellite Radio Doesn’t Deliver Consumer Targets in USA or Top Markets 93% 95% 93% 94% 93% 93% 93% 94% 93% 93% 92% 12% 14% 10% 11% 9% 9% 11% 9% 8% 6% 6% USA LA NY Chicago SF Phila Wash DC Atlanta Boston Seattle Portland OR Radio Listen to Satellite Radio Source: Scarborough USA Plus Release 1 2012 (Feb 2011 – Feb 2012) Adults 18+, M-Su 6a-Mid Metro Areas and Scarborough Metros, most current release
    77. 77. LANDSCAPE 2012 As New Technology Develops… 2001 2004 …Radio Listening Remains 2001 Consistent 2001 2000 2005 2007 2009 2010
    78. 78. LANDSCAPE 2012 Research Studies Concur – Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening • Burns/Triton Study October 2012 • U.S.A. Touchpoints September, 2012 • Alan Burns Women Study July 2012 • Target Spot White Paper May 2012 • Jacobs Tech Survey 8 April 2012 • The Infinite Dial: 2012* • iHeart poll Clear Channel iHeartRadio Study released April 3, 2012 • NPD’s Ben Arnold quoted in Audio4cast February 27, 2012 “Terrestrial radio is just one of many music alternatives for Pandora listeners, and Pandora listening is not coming at terrestrial radios expense.” • Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora in past 2 days Burns/Triton Digital Users Are More Likely to Be Heavier Users of Radio*
    79. 79. The best demonstration of engagement betweenLANDSCAPE 2012 listeners and radio stations… When Radio Stations Invite Their Listeners… They show up by the thousands
    80. 80. 80LANDSCAPE 2012 transmedia Transmedia storytelling (also known as multi-platform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.
    81. 81. 81LANDSCAPE 2012 Radio Combined With Digital Platforms Increases Advertiser Revenue• Reached 15 million Facebook and Twitter followers of Radio stations and personalities• Nearly 195,000 tweets sent in support of Small Business Saturday• American Express saw a 23% increase in cardmember transactions at small business merchants• An estimated 103 million Americans shopped at independently-owned small business on November 26 Back again this year! Source: American Express Case Study
    82. 82. 82LANDSCAPE 2012 Summit Entertainment’s “SINISTER”
    83. 83. LANDSCAPE 2012 83
    84. 84. 84LANDSCAPE 2012 Grows Business For Advertisers Delivers Massive Reach in Real Time Engages and Influences Listeners Digital Technology Enables Expansion and Interaction Delivers Outstanding Results A Thriving Future
    85. 85. LANDSCAPE 2012 for additional information….. www.arbitron.com www.katz-media.com/ourcompanies/RA/Pages/main.aspx www.rab.com www.radioadlab.org www.radiomercuryawards.com www.researchexcellence.com www.thebestofradio.com www.katzradioprimer.com www.mediabehavior.com/what-we-do (USA TouchPoints) Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of any of the above, and such use may constitute an infringement of the holders rights.

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