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Borrell arbitron webinar may 31 2012 distribution copy

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This presentation was made by Gordon Borrell on May 31, 2012 during a webinar sponsored by Arbitron. It describes the findings of Borrell Associates' research into nearly 3,000 radio stations' …

This presentation was made by Gordon Borrell on May 31, 2012 during a webinar sponsored by Arbitron. It describes the findings of Borrell Associates' research into nearly 3,000 radio stations' digital sales efforts.

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  • 1. Benchmarking Radio’s Digital RevenuesMay 31, 2012 Special Presentation for Arbitron clients
  • 2. About this presentationThe following presentation was made by CEOGordon Borrell during a webinar on May 31, 2012. © 2012 Borrell Associates Inc.
  • 3. Today’s Agenda About Borrell Associates The Digital Revenue Stream: How Big? Benchmarking Digital Perceptions Q&A
  • 4. www.borrellassociates.com Range of clients
  • 5. Research Components Advertisers  Spending: Database of 23 million advertisers  Receipts: Database of 5,700 online media companies  Verification & Forecasting: Annual surveys of 10,000+ businesses Consumers  Scarborough, Claritas  Ongoing surveys of web users
  • 6. Arbitron Survey Revenue Data  2,338 local radio stations/640 clusters  Voluntary participation  Surveyed from Dec. 2011-February 2012 Perceptions  288 stations  Online survey + follow-up phone interviews
  • 7. Benchmarking Annual Report • 10th year • 5,756 companies Specific reports for: • Television Bureau of Advertising • Local Media Association • Individual media companies • Arbitron
  • 8. The Digital Stream: How Big?
  • 9. Strong Growth Ahead for Local Online $30 $27.9www.borrellassociates.com $26.6 $ in Billions $24.8 $22.7 +21% $19.9 $16.4 $13.6 11.2% CAGR $12.9 $13.4 $8.2 $5.5 $4.2 $2.0 $2.1 $- 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012f 2013f 2014f 2015f 2016f© 2012 Borrell Associates Inc. All Rights Reserved.
  • 10. Radio’s Online Performancewww.borrellassociates.com +35% How $303 million stacks up against $16.4b 2011 Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  • 11. Total Local Ad-Sales Force Radio haswww.borrellassociates.com the second- largest ad sales force. Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
  • 12. Local Sales Reps Selling Online Adswww.borrellassociates.com …but the fifth- largest “digital- ready” sales staff. Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
  • 13. ‘Digital Ready’ Local Sales Forceswww.borrellassociates.com Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  • 14. Gross Online Revenue Per Sales Repwww.borrellassociates.com Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  • 15. Advantage: Radio
  • 16. Radio Listeners are More Connected Radio listeners are up to 48%www.borrellassociates.com Index to U.S. more likely than the average U.S. consumer to use a PC, laptop or mobile device. Source: Scarborough Research/Arbitron, 2011
  • 17. Radio listeners are 52% more likely to use the Internet to browse for a brand online. Exposure towww.borrellassociates.com Radio Boosts Brand Browsing By 52%Average Uplift in Brand Browsing Across 32 CampaignsSource: RAB U.K. Radiio Multiplier Effect, 2008
  • 18. Hands-on-the-Keyboard Phenomenonwww.borrellassociates.com
  • 19. Benchmarking
  • 20. Whatwww.borrellassociates.com Radio Clusters Made in 2011 Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  • 21. Marketwww.borrellassociates.com Share of Locally Spent Digital $
  • 22. Marketwww.borrellassociates.com Share of Locally Spent Digital $
  • 23. Per-Station Revenue by Market Sizewww.borrellassociates.com Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  • 24. Per-Cluster Revenue by Market Sizewww.borrellassociates.com Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  • 25. Digital Perceptions
  • 26. 94% 45% Perceptionswww.borrellassociates.com of Audio 94% Streaming Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  • 27. Obstacleswww.borrellassociates.com to Selling Digital Products Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  • 28. What Mightwww.borrellassociates.com Remove Barriers to Selling? Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  • 29. Observations Radio is doing a relatively poor job in online sales …Yet radio has several advantages Three things might make a big difference:  Educating advertisers  Training sales staff  Hiring digital specialists
  • 30. Q&ADownload this presentation atwww.borrellassociates.com/radiobenchmarksGordon Borrell, CEOPhone: 757-221-6641gborrell@borrellassociates.com

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