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Where radio-fits-1

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  • 1. Where Radio Fits Radio’s Strengths in the Media Landscape Bill Rose Senior Vice President of Marketing Arbitron Inc. September 21, 2012© 2012 Arbitron Inc.
  • 2. Arbitron Initiatives to Help Make the Case for Radio Training Outreach Industry StudiesRadio landscape Testimonials from Research studies topresentations developed advertiser champions help make the casein partnership with Katz of radio for radioand the RAB © 2012 Arbitron Inc. 2
  • 3. USA TouchPoints»Rich multidimensional study of consumers’ daily lives»Captures media usage, shopping behavior, and emotional mindset from a single sample»National probability sample of 2,000 persons aged 18-64»Nested within GfK/MRI’s Survey of the American Consumer enabling a foundation for fusing other data sources Create value for advertisers, agencies, and the media through greatly enhanced advertising ROI © 2012 Arbitron Inc. 3
  • 4. TouchPoints Uses an App toCollect a Variety of Consumer DataLocation Activities Social Setting Media Mood/Emotion © 2012 Arbitron Inc. 4
  • 5. 2,000 People, 20,000 Days,480,000 Hours of American Life 20 23 Locations Activities 8 17 Mega Media Emotional Categories Mindsets 10 33 Social Internet Settings Site Types © 2012 Arbitron Inc. 5
  • 6. Headlines: AM/FM Radio Delivers» Consistently big audiences, especially during the day when most shopping occurs» “The last word” for advertisers reaching the most consumers right before they shop» Enhanced reach when combined with other media» An ad environment relevant to where consumers are going and what they are doing» A highly engaged, attentive, and positively minded audience» A variety of decision influencers © 2012 Arbitron Inc. 6
  • 7. MBI TouchPoints Part IA Look at AM/FM Radio Overview –Persons 25-54
  • 8. AM/FM Radio Remains theMost Dominant Audio PlatformPercent Reached During the Week, Persons 25-54 85 25 15 AM/FM Radio Satellite radio Internet streaming Radio Broadcast Only (does not include streams) Source: MBI TouchPointsTM © 2012 Arbitron Inc. 8
  • 9. Consumers Spend Far More Time WithAM/FM Radio Than Other Audio PlatformsPercent of Aggregate Time Spent With Audio, Persons 25-54 Satellite radio 11% Internet streaming 3% AM/FM Radio 86% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 9
  • 10. Daytime Is AM/FM Radio’s “Primetime” Reach During the Work Week by Half Hour, Persons 25-5460 5PM Is Radio’s50 Weekday Peak Half-Hour40302010 Radio’s Primetime (8AM-8PM)0 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p Source: MBI TouchPointsTM © 2012 Arbitron Inc. 10
  • 11. The AM/FM Radio Audience IsConsistent Throughout the WeekReach by Day of Week, Persons 25-54 63 62 63 64 60 54 48 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: MBI TouchPointsTM © 2012 Arbitron Inc. 11
  • 12. MBI TouchPoints Radio Analysis Part IILife Context of AM/FMRadio Listening
  • 13. More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media Percent of Overall Usage Consumed Outside the Home, Persons 25-54 AM/FM Radio 76% Tablet or iPad 57% Mobile Web/app 55% Internet 40%Printed newspaper/magazine 31% Social networking 27% Game console 13% Live TV 12% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 13
  • 14. AM/FM Radio Is Used MostAway From Home During WeekdaysPercent of AM/FM Radio Weekday Listening By Location, Persons 25-54 84% 56% 38% 35%Car or other traveling My home or yard My workplace Other OOH location Source: MBI TouchPointsTM © 2012 Arbitron Inc. 14
  • 15. Out-of-Home Use Rises During theWeekend for AM/FM RadioPercent of AM/FM Radio Listening by Location, Persons 25-54 84% 78% Weekday Weekend 56% 57% 45% 38% 35% 10% Car or other My home or yard My workplace Other OOH location traveling Source: MBI TouchPointsTM © 2012 Arbitron Inc. 15
  • 16. Retail Locations Account for 15% ofAM/FM Radio Listening During WeekdaysPercent of AM/FM Radio Weekday Listening by Location, Persons 25-54 15% 10% 9% 8% 5% 4% 3% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 16
  • 17. Retail Locations Account for Nearly 20% ofAM/FM Radio Listening During WeekendsPercent of AM/FM Radio Weekend Listening by Location, Persons 25-54 20% 14% 11% 9% 6% 1% 1% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 17
  • 18. AM/FM Radio Is Heard by aVariety of Decision InfluencersPercent of AM/FM Radio Audience Occurring with Others, Persons 25-54 43% 37% 21% 14% 10% 7%My children Partner or Co-workers Friends Brothers or Parent spouse sisters Source: MBI TouchPointsTM © 2012 Arbitron Inc. 18
  • 19. Radio Listening Occurs When People AreEngaged in a Wide Variety of Life ActivitiesPercent of AM/FM Radio Listeners Engaged in Given Activities, Persons 25-54 Traveling or commuting 61% Talking or chatting 59% Working 31% Having a meal 30% Drinking 26% Housework or chores 21% Radio provides Socializing 19% opportunities to reach Shopping 19% consumers when Personal grooming or dressing 19% advertising is relevant to what they are doing. Relaxing 15% Preparing food or cooking 14% Snacking 14% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 19
  • 20. MBI TouchPoints Radio Analysis Part IIIHow AM/FM Radio Stacks Up toOther Media Channels
  • 21. AM/FM Radio Is the Second Most Widely Consumed Medium Average Day Reach During the Week, Persons 25-54 Live TV 80 AM/FM Radio 59 Internet 49 Social Networking 19 Mobile Web/App 16Printed Newspaper/magazine 13 Game console 9 Tablet or iPad 4 Source: MBI TouchPointsTM © 2012 Arbitron Inc. 21
  • 22. AM/FM Radio Leads Other Media During the Daytime Monday-Friday Average Day Reach by Half-Hour During Weekdays, Persons 25-545040 AM/FM radio beats every30 medium until 4:30PM.20100 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p AM/FM Radio Live TV Internet Mobile Web/App Social Networking Print Source: MBI TouchPointsTM © 2012 Arbitron Inc. 22
  • 23. AM/FM Radio’s Daytime Lead Expands Among Employed 25-54s During Weekdays Average Day Reach by Half-Hour During Weekdays, Employed Persons 25-5450403020100 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p AM/FM Radio Live TV Internet Mobile Web/Apps Social Networking Printed Newspaper/magazine Source: MBI TouchPointsTM © 2012 Arbitron Inc. 23
  • 24. AM/FM Radio Is Stronger Than All Other Media Except TV During Weekends Average Day Reach by Half-Hour During Weekends, Persons 25-54504030 AM/FM radio exceeds all20 other media except TV.100 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p AM/FM Radio Live TV Internet Mobile Web/App Social Networking Print Source: MBI TouchPointsTM © 2012 Arbitron Inc. 24
  • 25. MBI TouchPoints Radio Analysis Part IVAM/FM Radio Boosts OtherMedia Channels
  • 26. AM/FM Radio Adds Considerable ReachWhen Used in Combination With Other MediaAverage Day Reach by Media Combinations, Persons 25-54 +5% +14% 96 91 +60% 91 80 78 59 49AM/FM Radio Live TV AM/FM Radio + Internet AM/FM Radio + Live TV/Internet AM/FM Radio + Live TV Internet Live TV/Internet Source: MBI TouchPointsTM © 2012 Arbitron Inc. 26
  • 27. AM/FM Radio in Combination With TV Boosts the Reach of Both Media Throughout the Day Average Day Reach, AM/FM Radio + TV by Time of Day, Persons 25-5450403020100 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p AM/FM Radio Live TV AM/FM Radio + Live TV Source: MBI TouchPointsTM © 2012 Arbitron Inc. 27
  • 28. AM/FM Radio Increases Reach When Used Together With the Internet Average Day Reach, AM/FM Radio + Internet by Time of Day, Persons 25-5450403020100 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p AM/FM Radio Internet AM/FM Radio + Internet Source: MBI TouchPointsTM © 2012 Arbitron Inc. 28
  • 29. The Combination of AM/FM Radio With TV and Internet Raises Reach Significantly Average Day Reach, AM/FM Radio + Internet + TV by Time of Day, Persons 25-5450403020100 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p AM/FM Radio Live TV/Internet AM/FM Radio + Live TV/Internet Source: MBI TouchPointsTM © 2012 Arbitron Inc. 29
  • 30. MBI TouchPoints Radio Analysis Part VEmotional Context of AM/FM RadioConsumption
  • 31. AM/FM Radio Equals TV In DeliveringAdults Who Are Feeling PositivePercent of Audience Feeling Positive*, Persons 25-54 Live TV 75% AM/FM Radio 75% Internet 66% Mobile Web/App 66%Social Networking 66% Print 63% * Positive emotion includes confident, excited, happy, hopeful, interested, loving, or relieved. Source: MBI TouchPointsTM © 2012 Arbitron Inc. 31
  • 32. Six in Ten AM/FM Radio ListenersFeel Happy Percent of Audience Happy, Persons 25-54 Live TV 62% AM/FM Radio 59%Social Networking 53% Internet 50% Mobile Web/App 50% Print 46% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 32
  • 33. A High Percentage of the AM/FM Radio Audience Feels Confident, Excited, or Hopeful Percent of Audience Confident, Excited, or Hopeful, Persons 25-54 % of Audience Confident % of Audience Excited % of Audience Hopeful AM/FM Radio 26% Live TV 17% Live TV 20% Live TV 22% AM/FM Radio 15% AM/FM Radio 20% Mobile Web/App 19% Internet 12% Print 15% Internet 17% Mobile Web/App 12% Internet 15% Print 15% Social Networking 9% Mobile Web/App 14%Social Networking 14% Print 7% Social Networking 12% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 33
  • 34. AM/FM Radio Listeners Feel the Most AlertSuggesting a Higher Level of AttentivenessPercent of Audience That Feels Alert, Persons 25-54 AM/FM Radio 28% Live TV 23% Mobile Web/App 18% Internet 18% Print 14% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 34
  • 35. MBI TouchPoints Radio Analysis Part VIRecency Effect:Radio Gets The Last Word
  • 36. AM/FM Radio Offers the Greatest MediaProximity to Shopping OccasionsPercent Exposed to Given Media Within the Half-Hour That Shopping Occurs,Persons 25-54 AM/FM Radio 19% Mobile Web/App 7% Internet 5% Print 2% Live TV 2% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 36
  • 37. The Peak Shopping Hour Is Between 1PM and 2PM Percent of Adults Shopping By Time of Day, Persons 25-5430 Shopping Peak (1PM-2PM)20100 6a 7a 8a 9a 10 a 11 a 12 p 1p 2p 3p 4p 5p 6p 7p 8p 9p 10 p 11 p Source: MBI TouchPointsTM © 2012 Arbitron Inc. 37
  • 38. By Far, AM/FM Radio Is the Strongest Pre-Shopping Medium Reach for Given Medium in the Specified Time Period Before Peak Shopping Hour, Persons 25-54 Two Hours Before Ninety Minutes Before One Hour Before Half-Hour Before AM/FM Radio 40% 37% 31% 22% Live TV 29% 23% 17% 9% Internet 15% 12% 8% 5% Mobiel Web/App Mobile 6% 4% 3% 2%Social NetworkingSocial Networking 6% 5% 3% 1% Print Print 5% 4% 1% 1% 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P Shopping Peak (1PM-2PM) Source: MBI TouchPointsTM © 2012 Arbitron Inc. 38
  • 39. AM/FM Radio Dominates Media Exposure Before Mall or Store Visits Reach for Given Medium in the Specified Time Period Before Peak Shopping Hour, Persons 25-54 Two Hours Before Ninety Minutes Before One Hour Before Half-Hour Before AM/FM Radio 37% 33% 26% 19% Live TV 22% 17% 12% 7% Internet 15% 10% 6% 2% Mobiel Web/App Mobile 5% 4% 3% 1%Social Networking 5% 4% 1% 1% Print 6% 4% 3% 1% 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P Mall or Store Peak (1:30PM-3PM) Source: MBI TouchPointsTM © 2012 Arbitron Inc. 39
  • 40. AM/FM Radio Tops Media Exposure Prior to Grocery Store Visits Reach for Given Medium in the Specified Time Period Before Peak Shopping Hour, Persons 25-54 Two Hours Before Ninety Minutes Before One Hour Before Half-Hour Before AM/FM Radio 34% 32% 27% 20% Live TV 20% 16% 9% 4% Internet 13% 11% 9% 4% Mobile Mobiel Web/App 3% 3% 2% 1%Social Networking 3% 2% 2% 1% Print 1% 1% 1% 0% 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P Grocery Store Peak (5PM-6PM) Source: MBI TouchPointsTM © 2012 Arbitron Inc. 40
  • 41. AM/FM Radio Reaches More 25-54s Before Visits to Quick-Service Restaurants Than Other Media Reach for Given Medium in the Specified Time Period Before Peak Shopping Hour, Persons 25-54 Two Hours Before Ninety Minutes Before One Hour Before Half-Hour Before AM/FM Radio 37% 34% 32% 24% Live TV 13% 10% 8% 6% Internet 13% 12% 9% 5% Mobile Mobiel Web/App 5% 4% 3% 3%Social Networking 4% 3% 2% 3% Print 4% 4% 4% 1% 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P Quick-Service Restaurant Peak (1PM-2PM) Source: MBI TouchPointsTM © 2012 Arbitron Inc. 41
  • 42. What We Learned…AM/FM Radio Delivers» Consistently big audiences, especially during the day when most shopping occurs» “The last word” for advertisers reaching the most consumers right before they shop» Enhanced reach when combined with other media» An ad environment relevant to where consumers are going and what they are doing» A highly engaged, attentive, and positively minded audience» A variety of decision influencers © 2012 Arbitron Inc. 42
  • 43. Arbitron Resources for Radio»www.arbitron.com/home/radiotoday.htm • Radio Today: Listening trends and updates on how radio reaches American consumers • Case studies • Radio insights • Presentations and brochures»www.arbitron.com/home/studies.htm • Research studies to help radio –Infinite Dial 2012: Navigating Digital Platforms –What Happens When the Spots Come on: 2011 Edition»my.arbitron.com • Arbitron client site –This study and other resources to help our customers © 2012 Arbitron Inc. 43
  • 44. Special Thanks To: www.mediabehavior.com © 2012 Arbitron Inc. 44