WEEKLY REACH

  

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WEEKLY REACH BY DAYPART

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. ,  , ,  . .  LISTENING BY LOCATION
Wherever they are,  Americans tune in to Radio!  This truly mobile medium

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AUDIENCE RETENTION

In the face of new media competition,  Radio remains a vital part of
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LISTENERS LISTEN AND LISTEN

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RAD|0’S ROI ADVANTAGE

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Radio iscost efficient and highly effective for

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Radio is the only completely mobile,  fully accessible,  highly diverse,  free medium.  RA D I 0  FE

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Radio Marketing Guide

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The Power of Radio marketing in the us

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Transcript of "Radio Marketing Guide"

  1. 1. WEEKLY REACH listeners continue to tum to Radio for news, information and entertainment despite an evemncreasing selection of media options Reach 92°/ "of all U. S. consumers every week. .. 235,1 79,000 Source: RADAR" 100, March 2009 l '= Copyright Arbitron [Monday~Sunday 24~HourWeekly Cume Estimate)
  2. 2. WEEKLY REACH BY DAYPART Radios reach is consistently high Weekdays and weekends. th rough daypans Americans young and old find reasons to tune in to Radio at Average weekly Reach To make sure their messages . _._ get maximum exposure, 10am ‘ 3pm smart advertisers run ads 7pm » Mid 53.3% 24-8% I Souu: RADAR"I0fl, MaidI%, @(q)yrylMflllI lMMr. hy»Suh1WnH]Ol-Inhithlhpm
  3. 3. 7%‘ . llyour target is the ftfricaii Aiiietitaii iiiailtet Wlill 3.7 l9 billion . - lll buying power, yuull find that '93 pifiujlll of your tonsumer base listens to Radio earl) '. ver: k. 7‘ AFRICAN-AMERICAN CONSUMERS 4. - - % ‘ 'ttlLllU li: ‘tlCl‘i6?E» of/ lfl’lCalt~Rl11€llCaRS every week Soume: RADAR ‘1o0.Maich 2009, © Copyright Arbitron Cume Rating Estirnates for AfricarrAmeri(ans
  4. 4. s . . - . 0 Radio reaches i 4’ Source: RADAR ‘ too, March 2oo9, to Copyright Aiiirrmn of . . E H I Sp a n [C (0 n5 U m erg Curne'RatinqandTirneSpenll. istening Btimatesforllispanics ; ily'; l i | ‘i[; _:: _!: ., '.. . - " 4 R C _. A*‘ c " ’ ' . I / f : _i. ~'; “)_ , ’ ‘C . ; qj . / ~ ~’ '1 . l 7‘ , , . ’ . _ __ , . ‘R ’_ , -s: ‘/_: ":, ‘. raj. ‘-‘—, 3 r‘ I‘! :‘-1 ‘ 3' F C . 7 ' , .4. g. A V 4' .11, _ The Hispanic market is hot with $1.5 trillion in buying potter. " ‘lo zero in or this l'l1C»>l 3‘ ‘ _ ‘desirable consumersegmefit, make sure Radio isa key component in y‘oui'rri’ed; a mix. A ‘N W . . V. » igx. »
  5. 5. Two—thirds oflrkto 24—year—olds nowlisten to Radioasmuch ormorethan they C . _ I did in recent years, dting "music choices and variety"as the reason they're spending more time tuned in. Perhaps that‘s why Radio retains an impressive 86% of its 2005 l2—24Time Spent Listening! Radio reaclies % oi‘l/ lillenials Wee Source: RADAR ' 100, March 2009, 0 Copyright Arbitron Cume Ratiiiq and Time Spent Listening Estiniates tor Persons 12-24 Paragon Media Strategies"‘Second Annual Youth Radio and l-lew Media Study, " (Spring 2008)
  6. 6. Target customers who "live the good life. " if you're one of the manyadvertiserswhomust reach affluent, well-educated consumers, you'll find them tuned in to Radio. I I" M “ ‘ tr‘ " 7-. I ). ‘»‘w‘, -IP’: ‘LA A A .1.‘ I - - r-' ‘ "i . r.__; 0 = ’Rd' it it 4’ a Ioreac es iofthosewith . _ i ‘s “ . .«. _ me ~, householdincome Source: RADAR ” 100, Mardi 2009, -Mopyright Arbitron (Monday-Sunday 24 Hours, Weekly Cu me Estimates)
  7. 7. AVERAGE DAILYREACH rea5i53°71 (tiiaii U5, Consumers Every day. .. 181,003,000 ‘°"i: ;.*¢. :.: :;: ;': .:*. =.'*; ..*°: .°: .‘i. :r~. .:. ..*"r°" ‘N 4 1| With nearly three out of every four Americans over age 12 tuning in on any given day, Radio represents an excellent vehide for advertisers to deliver their messages to a large number of prospects.
  8. 8. I I, I ‘H Source: Mediamark Research & Intelligence LLC, Americans spend increasing amounts of time in their cars — longer commutes, running errands, and taking the kids (and themselves) from activity to activity, 24/7. Radio — the medium that invented ”drive time"— is always along forthe ride. y% A I I. 0fConsumers intheir I» I ‘ [/4 _ on a typical O A: fie nut ’ 7 ' 2008 Doublebase Radio Listening by Location: listen Most I
  9. 9. . , , , . . LISTENING BY LOCATION Wherever they are, Americans tune in to Radio! This truly mobile medium reaches people at home, on the road, in the workplace, and in numerous other spots where they gather to shop and play. Radio reaches consumers everywhere Source: Mediamark Research & Intelligence LLC, Fall 2007
  10. 10. AUDIENCE RETENTION In the face of new media competition, Radio remains a vital part of American life, retaining its listening audience and delivering consumers. Overthe -as n last 5 I , years. . ;Radio£fa§retairLe(tI.9o° ‘L. 1 ‘_its‘tiin_’é'§pe ( _ listening/ P’ I, rce: RADAR Listening Tre -v IRAI)/ H 8488.92.96.11 I‘ March )t')t')"_> March 2009) -:1/krb - Average WeeklyTimeg ' 1 Listening Estimates - I i’ ‘ - _ ‘ Morirlay Sunday 24- . -
  11. 11. .2.) LISTENERS LISTEN AND LISTEN . ‘l, i_l= .,l_'l‘-f 'l, l.l'l. l=. l". .l. 'l’-. .l . Il_I}. 'l! ,|_I, lJplTlIl_| ,I . , T’ Cab| e35% / ’ . / v fly Q ‘ ’; .o Radio 28% . ‘.oirn(: o Zrcr-ltox+: «1rnir; .ui‘nrur: s~1pzunivflii 3.-. ir: «-. ~-I. '.r: :-fir. » 'u: u1:I'rar. iin~m-iiiru Broadcast TV -1(aw:1I310)IrialIIIIIllIIlT¢li'lo)IL'I| IIilIL1l| ' 24% : m:«». n 'rr1oi: «Imr. Newspaper 6% ' Internet 7% -—. ..- ' 3 -) D riff : l 3 The average consumer spends more than a month a year (777 hours or 32 days) listening to Radio. 3 g ' More time spent listening means more opportuniies to biultstrongs brands and engage consumers.
  12. 12. I ‘L ' Radio is truly a medium for all seasons! Radio's consistent levels of audience reach across all four quarters of the year are a definite plus! .» ‘ V Persons using Radio I Persons 12+ _/ Mar '08 93 o I I . numb “fit Jun’08 I 92 9 Sep '03 I 92,9 ___ "7Iilll‘ Dec '08 I 92 5 Mar '09 I 92 o 11 V , ‘ 1 : i= 2 ii’ ' , I I . . I I r . 0 "’ _« _ Source: RADAR Listening Trends (RADAR 96—RADAR 100, March 2008—March 2009) © Arbitron. ’ 4 . E _ Persons using Radio based on’ Monday-Sunday, 24-hour clock estimates.
  13. 13. RAD|0’S ROI ADVANTAGE A recent study of real campaigns in four markets determined that incremental Radio advertising consistently and significantly increased product sales and delivered meaningful profit for each dollar of advertising. Radio demonstrated that it can function as a primary medium for advertising. _. _.__ 7;: /;rri: ‘{. *F-5175*: "j: ;I. .-it; -'o'rIrI, r.. . O improves . s A’ "I __ - r r H -s - __. ‘ ' ' I V _ V‘ ‘ I-‘ M. ; ’ "Radio's ROI Advantage"- Millward Brown and lnfonnation Resources, Inc .6. ‘ 2:»--4 (| R|) for Radio Ad Lab, 20042005 ’ — . - -,
  14. 14. Whether consumers are buying books, dothes, or appliances; Radio readies all key retail categories. . -I: Source: Scarborough USA+ 2008 Release 2 (12 months only)
  15. 15. Radio iscost efficient and highly effective for automotive marketers. I ‘E; «-54’ ’ ( 4"""': ‘ __ I 2*» ‘T A ’ Miveryweekgg I I ‘I :3 "Pr Grit '5 I " ‘V 5'7 -""‘l ' I ' I '. i.i'. I II ". 'I")"'i II“. ‘ . . A. ’. .' ‘.2 . . -3 5.4 T . ‘Kit / | of all those who plan to I Q L , boy asemgg fr *2 Source: Scarborough USA+ 2008 Release 2 (12 months only) ‘I " it "“
  16. 16. RADIO REACHES FINANCIAL CONSUMERS 0 Radio % S ,5 b h reaches up to u‘§i‘sfS'or§§"R: i;‘; ‘:: ’2 (12 months only) °‘fi" major 9 credit card / I - '1? it 'consumerswith buyingpower. 4.42‘
  17. 17. Radio offers supermarkets and ‘ restaurants efficient and effective . .c : ~ - -’: -ea; .9 . alternatives to print. Everiwesk, f I I I I I I % reaches. . ofthose 'r- ' : " who spend $150 °"< ; Ii ~ I t; IfI. l in an average week ', Source: Scarborough USA+ 2008 Release 2 (12 months only) . We - A ‘ I 2 nun. ‘ ‘a, nuriygr: g L A vi‘ V .
  18. 18. /- I RADIO REACHESBEER, W|NE&L| QUOR CONSUMERS _; - '%oT'*: *-I - ,5,‘ ~: ' J’ ‘VII - -'5 . I’ 7 K} ‘ a / ‘(I/ (t_’_; . «« . “€‘ ’ L} / ' V, » _ ~ e___ — / ll, , ' ‘ N, ~ . / ~ "III/ ‘ I a - -I . . I . /Iii / /// y 5: ‘ " ‘/ ‘V R . lb. ’ I I . ‘ l€aCh€S ofpersonsaged21oroIder 32:23.-%a': ::: :i: .%: I.:2°°8 I Imawho drank I . omestic (non-light) —. -"V5.2 : I beer ' » a : , inthepastweek Radio is an effective marketing tool for reaching the beverage marketplace.
  19. 19. RADIO REACHES REAL ESTATE CONSUMERS Every week, R d . -E , . °___, '_ -E °_g__° ___‘. '.°. .5.,3R~?17@; ..‘é»?1* gggnly) a I_Qreaches: A ~ A A V ’o“fi5's"é‘T7 ’ % 1 A 9|‘i9 My 21 ‘vi "' P U, H U U) 5’ [J U ": ,<J; r.m; :un: :'. ucr; ;.w in the coming year Radio reaches consumers in the market to purchase homes.
  20. 20. Every yveek, T I e I ‘I I II 7 reaches I %°Iv3l°III§ehousehoId I I T0 a political organizai'ion Radio reaches politically active consumers. Source: Scarborough USA+ 2008 Release 2 (12 months only)
  21. 21. ONLINE LISTENING million consumers tune into Onnne Radioeverv , ,,. ,_. .—, —-. —.-. _month ' Arbitron Inc, /Edison Research, ' j’TT1e"lnfinite Dial, " P__ersonsJ 2+ Radio is heard by consumers on air and online.
  22. 22. _ RAD| O&THE| NTERNET Unaided recall f Source: Radio Ad Lab, Radio and the Intemet 0 brandnames "- W354 times . ~ higher with ‘ 0. , . the mix oTRad. |‘0‘ _
  23. 23. I I ‘ / /—~ , -/ I. - _/ ‘ I m I have ir_iitia_ted “I II Illi iI"i based on = ‘ I “I % Source: Blfiresearch Simultaneous Media Usage Study (SIMM11) — December2008,Adults l&+ . - . I The most popular searches indude maps/ directions, trave| , product infomiation, dothing, movies, and restaurants.
  24. 24. ~— . .. _.. "9 I , ,-, ,{é‘. . I - --. - ; - . _ I :1: _/2 . Z, A . . . ,- I / -’ -‘ a. .. . . . . . E" V ’- - ‘ an M. 4.- “gx . _. AR“ H ‘- g A ' -‘. oiIIit'-«illif; -!, ._'i, 'c, -Er. miInll? "*'(§L$', LJ)'}3'lAilI¥| =§: =.'mii: <a ‘, jig-IIIIILISFT’ §]~"fl'tclIl‘lflla'i1 i: Ia1fiiihlf>3 Q. .. 7 A _, / ‘-3.. - I E: ; t,. .——-- P” “ . .: ‘N # III Mostmnsumeis -"". . todayhave access , __, ., toagreatnumber , 3-» of channels via cable orsatellite TVdelivery. Add to tliatTTVo and otlierpersonal video A recording devires — ‘ / ‘ what’sa Tvadvertiser to do? Adding Radio to W enhances your diancesofreadiing ‘ ri, Wand non-TV — I ‘— c -: .rf I; . /0 of the viewers, even ‘V 3 duringTV's . .— I j _, primetime! / - I’ ‘ ‘I I ‘ I iwhowatch 'j: :., primetimeIT
  25. 25. .5 ‘.5: reaches __ | ___ 0 V; I ‘ A) ofreaderg Source: The Media Audit—Year2007/2008 _i' ‘ who usuany, 88-Market Report (Based on Daily Newspaper , I _ - L-. ?. A Readership estimates) the ‘ — ll 1 / / I ' ’ f Xx‘ / I/7 / / I Using Radio in conjunction with newspaper helps / —/ you readi consumers who don’treadthe paperand strengthens the impact of your message on those who did see the newspaper ad. I 7 f O 1- F‘ fl F‘ -
  26. 26. WHEN THE SPOTS COME ON adio . C0mmerC| a|breaks hold an average of 92°/ Oofthelead-in o audience Source: "When the Spots Come On" - Coleman, Media Monitors ‘W’, Arbitron, 2006 O Commerdals are an important part of the listening experience. Listeners don't tune out during commerdal sets.
  27. 27. RADIO ENGAGES EMOTIONALLY “Engaging Emotions Through Effective Radio Ads”is part of the ongoing series, "Radio and the Consumer's Mind: How Radio Works, " August 2008. See the complete study at www. RadioAdLab. org. Engaged Customers Strong Brand Awareness What's the Connection? Effective Radio Ads 4;; / ,
  28. 28. Radio is the only completely mobile, fully accessible, highly diverse, free medium. RA D I 0 FE ° J‘ I , ‘9 . . . ~“~. .‘"‘~‘ I g . , — q . :J¢ -'‘”'. t“ Qx _ Qt r. , - ' A " qr .1 E , ‘ [t-. .F‘. ac. -;. .L. . IS O G 4 _ I 1 I “R there’sa, I I ~ « r’ [ I ,4’ I
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