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Auto Dealers Win with Radio in Seattle

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Radio reaching key markets that in the marketing for new cars and consumer goods and services.

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Auto Dealers Win with Radio in Seattle

  1. 1. RADIO TODAY BY THE NUMBERS Radio Delivers for Seattle, WA with Insights from MBI Touchpoints1© 2012 Arbitron Inc.
  2. 2. PPM ratings are based on audience estimates and are the opinion of Arbitronand should not be relied on for precise accuracy or precise representativenessof a demographic or radio market.
  3. 3. Seattle Radio Reaches Every Key Buying Demo Each week in Seattle, radio is heard by… 92% Adults 18-34 94% Adults 18-49 94% Adults 25-54 94% Adults 35-64Source: Arbitron Seattle, WA; JAN-Oct 2012, Weekly Cume Rating, M-Sun 6a-12Mid.© 2012 Arbitron Inc. 3
  4. 4. Seattle Listeners Spend Hours Listening to Radio Each week, Seattle listeners spend 10 hours listening to radio With an ever-growing number of media choices, Seattle’s preference for and reliance on radio has endured year after year. Seattle’s Avg. Daily TSL = 2 Hours 15 MinutesSource: Arbitron Seattle, WA; JAN-Oct 2012, Weekly TSL, P18+ M-Sun 6a-12Mid.© 2012 Arbitron Inc. 4
  5. 5. Seattle Radio Reaches Multicultural Listeners Each week Seattle radio reaches... 93 % of Hispanic Persons 93 % of Other Persons Other Persons are classified as all persons that are not of Hispanic ethnicitySource: Arbitron Seattle, WA ; JAN-Oct 2012, Weekly Cume Rating; P6+ M-Sun 6a-12Mid.© 2012 Arbitron Inc. 5
  6. 6. Seattle Radio Reaches Working Persons 1,480,300 Work Full- or Part-Time 623,900 Don’t Work 60% of Seattle, WA Persons 18+ Work Full- or Part-timeSource: Arbitron Seattle, WA; JAN-Oct 2012, P18+ Avg Daily Population; M-Sun 6a-12Mid.© 2012 Arbitron Inc. 6
  7. 7. Seattle Consumers Tune to Radio During Prime Shopping Hours You can reach 77 %of Seattle, WA consumers on the radio between 6AM and 7PM during the work week.Source: Arbitron Seattle, WA : Jan 12-Oct 12 , Weekly Cume Rating, P18+ M-F 6a-7p.© 2012 Arbitron Inc. 7
  8. 8. 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. 8
  9. 9. TouchPoints Uses an App to Collect a Variety of Consumer Data Location Activities Social Setting Media Mood/Emotion© 2012 Arbitron Inc. 9
  10. 10. 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. 10
  11. 11. MBI TouchPoints Part IA Look at AM/FM Radio Overview –Persons 25-54
  12. 12. AM/FM Radio Remains the Most Dominant Audio Platform Percent 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. 12
  13. 13. Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms Percent 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. 13
  14. 14. Daytime Is AM/FM Radio’s “Primetime” Reach During the Work Week by Half Hour, Persons 25-54 60 5PM Is Radio’s 50 Weekday Peak Half-Hour 40 30 20 10 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. 14
  15. 15. Seattle Radio Reaches Listeners Everywhere Monday- Friday, Especially Whey They’re On the Go and Mobile. 6-7a 154,500 96,600 7-8a 164,000 163,400 Home 8-9a 125,500 179,600 Out-of-Home 9-10a 103,800 196,600 10-11a 89,500 216,100 11a-12n 87,800 237,800 12n-1p 83,300 253,200 1-2p 82,200 246,400 2-3p 81,600 261,500 3-4p 82,900 278,800 4-5p 90,300 281,400 5-6p 90,900 245,400 6-7p 83,600 165,500 7-8p 67,700 110,900 8-9p 56,500 82,700 9-10p 52,300 58,800 10-11p 45,100 37,20011p-12mid 39,500 23,800 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000Source: Arbitron Seattle, WA; JAN-OCT 2012, P18+ AQH Persons; Home vs Out-of-Home; M-F 6a-12Mid.© 2012 Arbitron Inc. 15
  16. 16. The AM/FM Radio Audience Is Consistent Throughout the Week Reach 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. 16
  17. 17. Seattle, WA Average Daily Cume Rating for P25-54 Reach by Day of Week, Persons 25-54 70 64.9 65 63 63.8 64.3 60 55.4 50 48.1 40 30 20 10 0 Monday Tuesday Wednesday Thursday Friday Saturday SundaySource: Arbitron Seattle, WA ; JAN-OCT 2012, P25-54 Avg Daily Cume Rating by Day of Week© 2012 Arbitron Inc. 17
  18. 18. Life Context of AM/FMRadio Listening
  19. 19. 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% 19 Source: MBI TouchPointsTM© 2012 Arbitron Inc.
  20. 20. Out-of-Home Use Rises During the Weekend for AM/FM Radio Percent of AM/FM Radio Listening by Location, Persons 25-54 84% 78% Weekday Weekend 56% 57% 45% 38% 35% 10% Car or other traveling My home or yard My workplace Other OOH location 20 Source: MBI TouchPointsTM© 2012 Arbitron Inc.
  21. 21. Seattle Radio Reaches Listeners Everywhere Saturday- Sunday, Especially Whey They’re On the Go and Mobile. 6-7a 80,100 22,600 Home 7-8a 92,600 36,800 8-9a 95,400 57,400 Out-of-Home 9-10a 110,800 90,300 10-11a 120,400 123,500 11a-12n 107,900 153,500 12n-1p 99,700 175,600 1-2p 96,700 179,600 2-3p 94,000 176,700 3-4p 92,600 170,100 4-5p 93,400 160,100 5-6p 81,400 143,200 6-7p 77,200 118,300 7-8p 69,800 97,800 8-9p 60,900 75,100 9-10p 56,200 56,800 10-11p 46,200 40,10011p-12mid 41,100 25,200Source: Arbitron Seattle,WA; JAN-OCT 2012, P18+ AQH Persons; Home vs Out-of-Home; Sa-Su 6a-12Mid.© 2012 Arbitron Inc. 21
  22. 22. How AM/FM Radio Stacks Up toOther Media Channels
  23. 23. 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 16 Printed Newspaper/magazine 13 Game console 9 Tablet or iPad 4 Source: MBI TouchPointsTM© 2012 Arbitron Inc. 23
  24. 24. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  25. 25. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  26. 26. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  27. 27. Recency Effect:Radio Gets The Last Word
  28. 28. AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions Percent 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. 28
  29. 29. The Peak Shopping Hour Is Between 1PM and 2PM Percent of Adults Shopping By Time of Day, Persons 25-54 30 Shopping Peak (1PM-2PM) 20 10 0 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. 29
  30. 30. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  31. 31. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  32. 32. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  33. 33. RADIO TODAY BY THE NUMBERS© 2012 Arbitron Inc.
  34. 34. Automotive Analysis for theSeattle, WA Metro Area
  35. 35. Seattle Radio Listeners Spend More than $5.2 Billion Annually at New Car Dealers $432,330,000 Monthly $99,768,000 Weekly $14,214,000 Daily $0 $200,000,000 $400,000,000 $600,000,000Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; New Car Dealers© 2012 Arbitron Inc. 35
  36. 36. Seattle Radio Listeners Spend More than $651 Million Annually at Used Car Dealers $54,252,000 Monthly $12,520,000 Weekly $1,784,000 Daily $0 $20,000,000 $40,000,000 $60,000,000Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; Used Car Dealers© 2012 Arbitron Inc. 36
  37. 37. Annual Spending in New Car Dealers in the Seattle, WA Metro Area Demographic Profile:Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; New Car Dealers© 2012 Arbitron Inc. 37
  38. 38. Monthly Sales Projections in New Car Dealer Spending in the Seattle, WA Metro AreaSource: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power-Monthly Factor Report; New Car Dealers© 2012 Arbitron Inc. 38
  39. 39. Profile of Seattle, WA : Demographic Info Households that Plan to Buy Any New Vehicle Next Year 25 20 20.4 20 15.9 17.4 15 12.8 13.5 10 5 0 36.5 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 63.5 50 43.6 40 30 20 15.1 17.7 11.9 Male Female 10 8 3.7 0 Under $25K $25K-$35K $35K-$50K $50K-$75K $75K-$100K $100K+Source: Scarborough Seattle WA; R1 Mar11-Feb12, P18+ % Composition© 2012 Arbitron Inc. 39
  40. 40. Profile of Seattle WA : Household Info Number of Vehicles Household Owns None 8.0% 1 22.4% 2 41.6% 3 15.9% 4 or More 11.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0%Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target© 2012 Arbitron Inc. 40
  41. 41. Profile of Seattle, WA: Spending Info How Much Households Plan to Pay for a New Vehicle Next Year 50,000 40,000 30,000 20,000 10,000 0Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ Target Persons© 2012 Arbitron Inc. 41
  42. 42. Profile of Seattle, WA : Vehicle Info Type of New Vehicle Household Plans to Buy Next Year Luxury Vehicle 29,300 Sport Utility Vehicle 46,000 Pickup Truck 23,800 Compact Car 38,300 Full-Size Car 20,600 Van or Mini-Van 13,500 Midsize Car 32,800 0 10,000 20,000 30,000 40,000 50,000Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ Target Persons© 2012 Arbitron Inc. 42
  43. 43. Profile of Seattle, WA: Dealer Info Primary Reason Household Used Dealer for Last New Vehicle 6% 6% Price-Value 23% Selection 9% Dealer Reputation Location 10% Other Service 18% Warranty 14% Dealer Financing 16%Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target© 2012 Arbitron Inc. 43
  44. 44. Profile of Seattle, WA : Miles Traveled Number of Miles Traveled One Way to Buy/Lease Last New Vehicle 17.6% 18.1% 20.0% 18.0% 16.0% 14.0% 10.7% 12.0% 8.5% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% Less than 10 10-19 Miles 20-29 Miles 30+ Miles MilesSource: Scarborough Seattle, WA; R1 Mar11-Feb12, P18+ % of Target© 2012 Arbitron Inc. 44
  45. 45. Profile of Seattle, WA: Auto Repair Info Household Auto Repairs Done in Past Year – Paid Labor Oil Filter/Oil Change New Tires Tune-up/Spark Plugs Brake Repair Other Car Repair Car Battery Anti-Freeze/Coolant Transmission Repair Paint/Body Work Shocks/Struts Car Radio/Stereo Muffler 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target© 2012 Arbitron Inc. 45
  46. 46. RADIO TODAY BY THE NUMBERS Leonard Madrid Arbitron, Inc. Sr. Account Manager 310-318-0426 Leonard.madrid@arbitron.com46© 2012 Arbitron Inc.

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