Rab Digital Presentation


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  • You can help the Radio Heard Here campaign by promoting the message throughout your individual stations.
  • Rab Digital Presentation

    1. 1. A Conversation About Radio in the Digital World
    2. 2. The Indisputable, Proven Facts … Reach Consumers across all demographic segments Sources: RADAR 97, June 2008 Daypart Usage Report / All Radio Stations / Average Weekly Cume, Mon.-Sun., 24-hours / Persons 12+ 95 % 235,000,000 People reached by Radio every week
    3. 3. The Indisputable, Proven Facts … Relevance With household incomes of $50,000 + Planning to buy a new car within 12 months 95 % Source: Scarborough USA+ 2006 Release 2 (12 months only) 90 % Spending $150 per week on groceries 90 %
    4. 4. The Indisputable, Proven Facts … Receptivity Source: “What Happens When the Spots Come On,” by Arbitron, Media Monitors, & Coleman Research, 2006 <ul><li>92% of consumers listen through commercial breaks </li></ul><ul><li>Radio has eliminated clutter by reducing commercial content by 13% over the past year </li></ul><ul><li>(vs. Broadcast and Cable TV increasing by 2-5%) </li></ul>
    5. 5. The Indisputable, Proven Facts … Sources: Sonoro Audio Survey, May, 2008 Jupiter Research, 2008 RADAR 97, June 2008 - Persons 12+ Total Week Cume Audience; comScore Top 50 Properties (U.S.), June 2008 - Unique Visitors <ul><li>Despite the growing number of other options … </li></ul><ul><li>Radio is the #1 choice for audio entertainment </li></ul><ul><li>Radio is the #1 source for music discovery </li></ul><ul><li>Radio reaches 44 million more people each week in the U.S. than the Internet reaches in a month   </li></ul>
    6. 6. Traditional Media is Here to Stay - Reach Weekly Media Reach Persons 18+ Source: MRI, Spring 2008; RADAR 97, June 2008; NAA/Scarborough 2007; MPA/MRI, Fall 2007; MRI, Spring 2008
    7. 7. Traditional Media is Here to Stay - Usage Average Time Spent with Consumer Media Per Person Per Year Source: Veronis Suhler Stevenson Communications Industry Forecast 2008-2012
    8. 8. National Advertisers Continue to Invest in Radio <ul><ul><li>Radio spending from the top 10 national and network advertisers </li></ul></ul><ul><ul><li>has more than doubled over the past 10 years. </li></ul></ul>1997 $199 million 2007 $449 million Source: TNS
    9. 9. <ul><li>Print and video are different experiences when they move to digital </li></ul>
    10. 10. The Rolling Stones sound like the Rolling Stones across audio channels
    11. 11. <ul><li>Total Marketing Spend </li></ul>1970’s 2007 40% Source: Branded Entertainment Marketing Forecast, PQ Media, 2008 23% Advertising Traditional advertising’s share of total media spend is shifting.
    12. 12. Branded Entertainment Marketing Doubled over the last 5 years, growing to <ul><ul><ul><li>Source: Branded Entertainment Marketing Forecast, PQ Media, 2008 </li></ul></ul></ul>14.7% increase $22 billion in 2007 <ul><ul><li>Event Sponsorship - $19 B </li></ul></ul><ul><ul><li>Product Placement - $3 B </li></ul></ul><ul><ul><li>Advergaming and Webisodes - $200 M </li></ul></ul>
    13. 13. Large Advertisers are Shifting to Non-Media Marketing Source: MAGNA Global, Company Reports Liz Claiborne Marketing and Advertising 6-Year CAGR
    14. 14. Source: MAGNA Global, Company Reports Hershey Promotion and Advertising Expense 6-Year CAGR Large Advertisers are Shifting to Non-Media Marketing
    15. 15. The digital age has brought us far more than the Internet <ul><li>Direct to consumer </li></ul><ul><li>Data transparency </li></ul><ul><li>Scan data </li></ul><ul><li>RFID </li></ul>
    16. 16. <ul><li>Reach, Relevancy, Receptivity </li></ul><ul><li>On-Air, Online, On-site, On Demand </li></ul><ul><li>Buy from FM </li></ul><ul><li>RADIO HEARD HERE </li></ul>Radio has a story to tell
    17. 17. Projected Off-Air Revenue Growth Exceeding $2 Billion in 2009
    18. 18. Experiential Marketing <ul><li>Local – even national advertisers want that local footprint </li></ul><ul><li>Connecting with consumers on Main street </li></ul><ul><li>Radio stations have “fans” </li></ul>
    19. 19. <ul><li>Radio-ready MP3 players like the Zune </li></ul><ul><li>Radio is the #6 downloaded free application on the new iPhone </li></ul><ul><li>FM Adaptor for the iPod </li></ul><ul><li>Cell phones and Radio are the top two platform/devices with the most impact on consumers </li></ul>Expanded Distribution Options Extending Brand Value to New Platforms Sources: Arbitron/Edison, 2008 Multimedia Intelligence, Online Media Daily, 7/1/08
    20. 20. <ul><li>Local Radio station website traffic increased 27% in the past year while Internet pure-play sites declined 6% </li></ul><ul><li>Radio station website revenue increased from $18M to $255M in 5 years </li></ul>Radio Websites are Local Sources: JP Morgan, Internet Radio Scorecard, February 2008; Borell’s “What Local Media Websites Earn” 2008 survey
    21. 21. New Technologies <ul><li>E-mail and text-message marketing </li></ul><ul><li>Mobile phones for two-way communication </li></ul><ul><li>Sponsored Podcasts - 23 million people per month listen to an audio podcast </li></ul>Radio On-Demand Marketing Source: The Infinite Dial 2008, Arbitron, Edison Media E-Mail Podcast Text
    22. 22. Radio On-Demand Marketing In-Car Dash
    23. 23. Radio Buy Button In Home/Office iTunes Tagging
    24. 24. Buy From FM “ It’s addictive, awesome, and completely natural. What better way to discover new performers and songs than listening to the Radio?” -- David Pogue, New York Times , 9/18/08
    25. 25. The Opportunity for Radio Buy from FM – Song Marketplace 10 songs per hour x 24/7/365 40 million Songs across 450 stations 1 billion Songs across 10,000 stations
    26. 26. Radio Directional GPS Marketing In-Car Dash
    27. 27. Radio Brands Drive Loyalty <ul><li>Every Radio station is a distinctive brand </li></ul><ul><li>Loyal listeners will follow the brand </li></ul><ul><li>Multiple listener touch points </li></ul><ul><li>360 – degree experience </li></ul>
    28. 28. Be an advocate for Radio <ul><li>Energize your staff </li></ul><ul><li>Engage your advertisers </li></ul><ul><li>Enlighten your family and friends </li></ul>