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On Air. On Line. On Target. 2012

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On Air. On Line. On Target. 2012

  1. 1. Radio: On Air On Line On Target And ThrivingPresented to:Presented by: Mary Beth Garber EVP/Radio Analysis and InsightsDate: May 2, 2012
  2. 2. Perception
  3. 3. A unique mobile, hyper-local, multi-platform channel that drives word of mouth and delivers scalable brand marketing campaigns for advertisers. Anthony Young CEO, MindShare North America (Digital) Published in Ad Age on January 10, 2012
  4. 4. Fact: Radio is Aliveand Thriving
  5. 5. ON AIRFacts About RadioUsage
  6. 6. Changing Technology Has Affected Which Media People Own, Have Access To And Use – But Radio and TV Remain Primary and Dominant % Population/Household Penetration 100 90 97 93 88 Are You TYPICAL? 78 Mass Media 80 70 70 61 60 56 49 47 50 45 45 43 40 31 29 30 18 20 15 13 10 10 0Source: TV HH, Nielsen May 2011; wkly Radio Arbitron RADAR March 2012 M-Su M-M; Mobile Web comScore Feb 2011 via mobiThinking; DVR, Infinite Dial 2012;Cable & ADS Feb 2012 Nielsen Report; iPods/MP3s, Infinite Dioal 2011; Registered Deal Users, Internet Radio and Social Net Usage Edison Media Infinite Dial: 2012;Internet and Twitter comScore Feb 2012Video Game Console, Internet usage, Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American LifeProject Dec 2010, May, June 2011; Tablets Audio4cast March 20, 2012; Satellite Radio Scarborough USA + Rel 1 2012
  7. 7. Radio Is The Dominate Medium To Reach Adults 18-34 In The USAWeekly Media ExposureAdults 18-34 100% 90% 80% 89.0% 83.3% 86.3% 70% 81.2% 60% 50% 40% 30% 37.6% 20% 10% 0% Listen to Radio Past 5 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on Days Past Week Week (M-Su, 5a-2a) Premium Cable Past Internet Past Week WeekSource: Scarborough USA+, Release 2 2011 USA Adults 18-34.
  8. 8. Radio And TV Are Dominate Media To Reach Adults 25-54 In The USAWeekly Media ExposureAdults 25-54Source: Scarborough USA+, Release 2 2011 USA Adults 25-54.
  9. 9. Radio And TV Dominate Media Reach Of Young People In PortlandWeekly Media ExposureAdults 18-34 100.0% 90.0% 80.0% 92.0% 87.7% 70.0% 78.7% 60.0% 67.2% 50.0% 40.0% 51.1% 30.0% 36.7% 20.0% 10.0% 0.0% Listen to Radio Read Any Watched Any TV Watched Any Spent Any Time on Watched Past Week Newspaper Past Past Week (M-Su, Cable Past Week Internet Past Primetime on Any Week 5a-2a) (M-Su, 5a-2a) Week 5 Networks Past WeekNote: Networks included are ABC, CBS, NBC, FOX , and CW.Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34.
  10. 10. Radio And TV Dominate Media Reach Of Young People In PortlandWeekly Media ExposureAdults 25-54 100.0% 90.0% 94.7% 80.0% 84.8% 85.4% 70.0% 72.7% 60.0% 62.8% 50.0% 40.0% 47.3% 30.0% 20.0% 10.0% 0.0% Listen to Radio Read Any Watched Any TV Watched Any Spent Any Time on Watched Past Week Newspaper Past Past Week (M-Su, Cable Past Week Internet Past Primetime on Any Week 5a-2a) (M-Su, 5a-2a) Week 5 Networks Past WeekNote: Networks included are ABC, CBS, NBC, FOX , and CW.Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54.
  11. 11. Radio And The Internet Have Heaviest Weekly Usage Among Adults 18-34 in the USAAdults 18-34 are 50% more likely to be heavy users ofradio than heavy users of television in the USA. 50.0%60% of 52%listening 40.0% 42%is to onlyone radio 30.0%station 28% 20.0% 27% 10.0% 0.0% Radio Internet Television NewspaperNote: Radio and TV usage are based on time spent. Newspaper usage is based on number ofdifferent issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaperwebsite usage and Radio streaming.Source Scarborough USA Plus - Release 2 2011 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.
  12. 12. Radio And The Internet Have Heaviest Weekly Usage Among Adults 25-54 in the USAAdults 25-54 are 39% more likely to be heavy users ofradio than heavy users of television in the USA. 50.0% 45.0%60% of 40.0% 46% 45%listening 35.0%is to only 30.0% 33%one radio 34% 25.0%station 20.0% 15.0% 10.0% 5.0% 0.0% Radio Internet Television NewspaperNote: Radio and TV usage are based on time spent. Newspaper usage is based on number ofdifferent issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaperwebsite usage and Radio streaming.Source Scarborough USA Plus - Release 2 2011 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.
  13. 13. Radio And The Internet Have Heaviest Weekly Usage Among Adults 18-34 in PortlandAdults 18-34 are 83% more likely to be heavy users ofradio than heavy users of television in Portland. 50.0% 60% of 53% listening 40.0% 44% is to only one radio 30.0% station 29% 20.0% 24% 10.0% 0.0% Radio Internet Television Newspaper Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34 Heaviest Two Quintiles.
  14. 14. Radio And The Internet Have Heaviest Weekly Usage Among Adults 18-34 in PortlandAdults 25-54 are 52% more likely to be heavy users ofradio than heavy users of television in Portland. 50.0% 60% of 50% listening 40.0% 45% is to only one radio 30.0% 33% 35% station 20.0% 10.0% 0.0% Radio Internet Television Newspaper Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54 Heaviest Two Quintiles.
  15. 15. During the week, Americans spend significant time with AM/FM Radio % Weekly Reach of Media Minutes Per User Adults 18-64 96% 86% 77% 30:35/wk 18:24/wk 4:23/day 12:40/wk 2:39/day 33% 1:49/day 23% 6:52/wk 6:27/wk :59/day :55 day Magazines Newspapers Internet AM/FM Radio TelevisionNote: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet;Newspaper and Magazine includes digital readership.Source: 2012 USA TouchPoints
  16. 16. Even Among Young Adults Radio Is #2 In Weekly Reach Minutes % Weekly Reach of Media Per User Adults 18-34 96% 83% 85% 24:01/wk 3:26/day 18:34/wk 13:08/wk 2:40/day 1:53/day 17% 19% 5:02/wk 4:23/wk :43/day :38/day Magazines Newspapers Internet AM/FM Radio TelevisionNote: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet;Newspaper and Magazine includes digital readership. Source: 2012 USA TouchPoints
  17. 17. People Are Committed To Radio  People listen to Radio 17 times a week on average  People listen to Radio 5 days a week on average  Intentional listening - over 85% of a station’s radio listening comes from those who spend over an hour a week with the station  People spend 60% of their total Radio listening time with just one Radio stationAverage Time Spent with Station by Preference Level per week in PPM /45 market* avg., P12+ / Apr-May-Jun 2011 * All PPM non-embedded markets Sources: Top 20 PPM Metros, Jul-Aug-Sep 2011, M-Su 6a-12Mid, AQH Persons 6+ by Listening Threshold
  18. 18. Radio’s Reach of People of All Ages Continues To Be Big And Consistent Q4 PPM Measured Markets: Radio’s Weekly Reach 2009/2010/2011 100 90 80 70 60 50 40 30 20 10 0 P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64 Weekly Cume Among 30 PPM Markets that have been Currency 3+ Years The average variation over the 3 year span was less than 1%.Source: © 2011 Arbitron Inc.; ATL BAL BOS CHI CIN CLV DFW DEN DET HOU KAC LAS LAX MIA MIN NYK PHL PHX PIT POR RIV SAC SLCSAN SND SFR SEA STL TAM WAS; Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Cume Rating/ M-Su 6a-12Mid
  19. 19. Radio Reach Continues To Be Big And Consistent Q4 Diary Measured Markets: Radio’s Weekly Reach 2009/2010/2011 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64 The average % variation over the 3 year span was less than 1%.Source: 223 Arbitron Diary Markets, Fall 2008 – Fall 2011, Metro Survey Area, Cume Rating M-Su 6a-12Mid
  20. 20. Radio’s Reach of People of All Ages in Portland Continues To Be Big And Consistent Q4 PPM Portland OR: Radio’s Weekly Reach 2009/2010/2011 100 90 80 70 60 50 40 30 20 10 0 P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64 The average variation over the 3 year span was 2%.Source: © 2011 Arbitron Inc POR Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Cume Rating/ M-Su 6a-12Mid
  21. 21. But isn’t Radio Losing Listening Time?
  22. 22. Nearly Everyone Uses Radio. In Real Time. Total Hours Spent Listening to Radio Remain Massive and Consistent 15.0 14.6 14.6 14.6 10.0 5.0 0.0 RADAR September 2011 RADAR December 2011 RADAR March 2012 Total Hours of Listening in a Month in BillionsSource: RADAR September 2011, December 2011, March 2012, Persons 12+, Monday – Sunday 6A-Mid
  23. 23. Radio Listening By People Of All Ages Continues To Be Big And Consistent Q4 PPM Measured Markets: Weekly Time Spent Listening 2009/2010/2011 16 14 12 10 8 6 4 2 0 P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64 Weekly Time Spent Listening Among 30 PPM Markets that have been Currency 3+ Years Expressed in Quarter Hours The average variation over the 3 year span was little more than 2%.Source: © 2011 Arbitron Inc.; ATL BAL BOS CHI CIN CLV DFW DEN DET HOU KAC LAS LAX MIA MIN NYK PHL PHX PIT POR RIV SAC SLCSAN SND SFR SEA STL TAM WAS; Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Wky ATE/ M-Su 6a-12Mid
  24. 24. Radio Listening By People Of All Ages Continues To Be Big And Consistent Q4 Diary Measured Markets: Weekly Time Spent With Radio 2009/2010/2011 21:36 19:12 16:48 14:24 12:00 9:36 7:12 4:48 2:24 0:00 P12+ A12-24 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64 Weekly Time Spent Listening Among 223 Diary Markets The average % variation over the 3 year span was less than 4%.Source: Arbitron NRD Report, 223 Arbitron Diary markets, Fall 2008 – Fall 2011, Metro Survey Area, M-Su 6a-12Mid Time Spent Listening – Hrs/Min
  25. 25. Radio Listening By People Of All Ages Continues To Be Big And Consistent Q4 Portland OR: Weekly Time Spent Listening 2009/2010/2011 16 14 12 10 8 6 4 2 0 P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64 Weekly Time Spent Listening Expressed in Quarter Hours The average variation over the 3 year span was little more than 3%.Source: © 2011 Arbitron Inc.; POR; Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Wky ATE/ M-Su 6a-12Mid
  26. 26. As New Technology Develops… 2001 2004 …Radio Listening Remains 2001 Consistent 2001 2000 2005 2007 2009 2010
  27. 27. Fact: New DevicesComplement – Not Diminish– Radio Usage
  28. 28. Time spent with all media is at an all time high. People are not using new devices at the expense of radio.New Technologies definitely have not “killed the radio star”
  29. 29. Research Studies Concur –Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening Jacobs Tech Survey 8 April 2012 The Infinite Dial: 2012” iHeart poll Clear Channel iHeartRadio Study released April 3, 2012 U.S.A. Touchpoints Feb 29, 2012 NPD’s Ben Arnold quoted in Audio4cast February 27, 2012 Terrestrial radio is just one of many music alternatives for Pandora listeners, and Pandora listening is not coming at terrestrial radios expense. Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora in past 2 days
  30. 30. AM/FM Radio is the most listened to audio source by Americans each day 56% Daily Reach (%) by Audio Source A18-64 11% 9% 8% 7% AM/FM iPods / MP3 Satellite CD Players Internet Radio players Radio StreamingSource: 2012 USA TouchPoints
  31. 31. Even among young adults,AM/FM Radio still is the dominant audio source Daily Reach (%) by Audio Source 52% A18-24 18% 11% 8% 8% AM/FM Radio iPods / MP3 Satellite CD Players Internet players Radio Streaming31 Source: 2012 USA TouchPoints
  32. 32. AM/FM Radio’s Share of Audio Usage Remains Dominant Throughout the DaySource: 2012 USA Touchpoints
  33. 33. The Social Network Called Radio is 70% Bigger Than the Social Network Called Facebook Among Adults 18-34 On a typical day in the USA, of people 18-34:  70% more will use Radio than will go to facebook (48.6 vs 28.6 million)  115% more will use Radio than will go to Google Search (48.6 vs 22.7 million)  230% more will use Radio than will go to Youtube (48.6 vs 15.2 million)  1835% more will use Radio than will go to Twitter (48.6 vs 2.6 million) Every day, 70% of people 18-34 invite Local Radio to be a major part of their lives. Let Radio connect you with our listeners.Sources: comScore Inc Ratings for Oct/Nov/Dec 2011; RADAR December 2011, persons 18-34, 24 hours
  34. 34. The Social Network Called Radio is 115% Bigger Than the Social Network Called Facebook Among Adults 25-54 On a typical day in the USA, of people 25-54:  115% more will use Radio than will go to facebook  165% more will use Radio than will go to Google Search  470% more will use Radio than will go to Youtube  4085% more will use Radio than will go to Twitter Every day, 75% of people 25-54 invite Local Radio to be a major part of their lives. Let Radio connect you with our listeners.Sources: comScore Inc Ratings for October 2011; RADAR 110, Sept 2011, persons 25-54, 24 hours;
  35. 35. Radio Leads All Other Media As Biggest Source For Music Discovery Broadcast Radio Movies Mean age 50, 15% of per capita music sales Broadcast Radio Online Video Sites Mean Age 30, 46% of per capita music sales Broadcast Radio TV – All Forms If young people didn’t use Radio, this could not be true.Source: NARM and NPD Group study conducted in August 2011 with 3,771 completed online surveys ; Digital MusicNews November 15, 2011
  36. 36. Radio Remains The Primary Driver For Selling MusicSource: Jacobs Media Survey Tech 8, Jan31-Feb 15, 2012, 57,358 radio listeners
  37. 37. Fact: People Listen andRespond To RadioCommercials
  38. 38. People Hear Your Ads on Radio Radio Holds 93% of Lead-In Audience Levels Throughout Commercial Breaks Radio Engages ListenersSource: Arbitron, Media Monitors and Coleman analyzed 17.9 million radio commercial breaks from October 2010 toSeptember 2011 across the aggregate markets measured by PPM and Media Monitors, comparing the audience levelfor each minute of a commercial break to the audience for the minute before the commercials began.
  39. 39. The Majority of Radio Listeners Stay With Their Primary Station In The Car
  40. 40. Radio advertising does positively impact the 5 key branding metrics 6 study Average % Lift: Radio-targeted consumers vs. Control groups Awareness + 13% Consideration + 20% Purchase Intent + 14% Affinity / Likeability + 38% Advocacy + 37%Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.
  41. 41. Radio’s Assets: What Makes Radio So Valuable To AdvertisersON TARGET
  42. 42. Advertiser Advantage:Unilateral LiveMass Reach
  43. 43. Nearly Everyone Uses Radio. In Real Time. Every Week. Radio reaches over 92% of virtually every segment of the population. That that has been true year after year and remains true today.Source: RADAR March 2012, Mon-Sun 6A-Mid
  44. 44. Advertiser Benefit: EmotionalConnection to Listeners
  45. 45. Listening Main Reasons Main Reasons AM/FM Reasons – pyramid
  46. 46. Radio Provides The Power of Personal Connection  82% have parasocial relationships with radio personalities  75% turn on the radio because they know their favorite personality is on the air  79% listen longer to that radio station because their favorite personality is on the air  72% talk to their friends about their favorite personality or what they heard on the program  70% follow their favorite personality and/or radio station on social media  55% listen on computers or mobile devices when away from a radio “Because he actually replies to you and makes you feel important.”Source: USC, Annenberg School for Communication & Journalism, PSI Study Nov 2012, Woodley, P. and Movius, L.
  47. 47. Radio Provides The Power Of Persuasion  52% feel their favorite radio personality influences their opinion  51% have considered or purchased a product/service advertised during their favorite radio personality’s show  47% have considered or purchased a product/service based on the recommendation of their favorite radio personality “They are very down to earth people, just like their listeners.” “He makes you feel like he knows you personality and he plays my favorite music.” Radio can share this relationship with its advertisersSource: USC, Annenberg School for Communication & Journalism, PSI Study Nov 2012, Woodley, P. and Movius, L.
  48. 48. When Radio Stations Invite Their Listeners…They show up by the thousands.
  49. 49. Unique Benefit: Control ofTiming of Message Delivery
  50. 50. Virtually All Radio Listening Is Done In Real Time The message gets through when it’s relevant – whether online, wireless or over the air
  51. 51. “The Right Place at the Right Time” – A Real Benefit for Advertisers  90% of purchasing decisions made day of purchase^  70% of purchasing decisions are made in store*  82% of all shopping trips unplanned shopping**  72% of drivers shop on their way home from work***  68% make shopping decisions while in the car***  95% of working people listen to the radio during the day and/or in their cars on the way home each week^^ Radio gets your message across when the timing is right – just before people decide what to buy or where to shop.Source: ^Nielsen Video Consumer Mapping Study, Council for Research Excellence, with Ball State U. June 2010. *Research Access April30, 2012; **The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011 * **Arbitron In Car Study October 2009;; RADAR March2012; ^^RADAR March 2012
  52. 52. Most Radio Usage Occurs Outside The Consumer’s Home (76%) – Far More Than Any Other Medium Media Usage by Location (% share of time spent ) A18-64Source: 2012 USA TouchPoints
  53. 53. “Lunchtime is Primetime” for QSRsOver half of daily traffic occurs from 11am to 3pm 56% of daily traffic occurs from 11am to 3pm ….and Radio dominates during this time period Source: 2012 USA TouchPoints
  54. 54. Proximity to the Purchase! 60% of Lunchtime QSR Patrons have been engaging with AM/FM Radio prior to their visit! To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to AM/FM RadioSource: 2012 USA TouchPoints at some point beforehand vs. 41% who had watched TV.
  55. 55. During weekdays, grocery shopping peaks from 5:30 to 6:00pm Over half of daily traffic occurs from 1pm to 6pm 1pm to 6pm represents: • 52% of all daily grocery traffic among adults 18-64 • 54% of daily traffic among MomsSource: 2012 USA TouchPoints
  56. 56. Proximity to Purchase! Grocery patrons engage with AM/FM Radio more than any other medium in the hours surrounding grocery shoppingMedia used by these same grocery patrons from 1pm to 6pm:A18-64 / Moms 51% / 48% - AM/FM Radio 46% / 40% - Television 22% / 25% - Internet 6% / 4% - Newspaper 4% / 4% - Magazines To be read: 51% of adults 18-64 who shopped for groceries between 1 and Source: 2012 USA TouchPoints 6pm also listened to AM/FM Radio during those same hours
  57. 57. Advertiser Benefit: Psychographically targeted virtual neighborhoods on multiple platformsONLINE
  58. 58. Radio’s Multi-Platform, Digital Doorways Add Depth to Your Campaigns  Think of it as having a personality walk your business or product through the neighborhood doing personal introductions.  Taking you to the places only the “locals” frequent.  Allowing you to take your story and continue telling it from one platform to another.  A digital presence increases response and conversion rates by nearly fourfold on average.Source: TargetSpot white paper April 2011
  59. 59. Online Radio – Triples Ad Response Adding internet radio to an over-the-air campaign more than triples ad response. - Of those who recalled hearing a broadcast ad: 59Source: © 2011 TargetSpot, Inc. – Research by Parks Associates. All rights reserved.
  60. 60. Multiplatform Campaigns Drive Revenue MultiplesAmerican Express “Small Business Saturday” Reached 15 million radio station and personalities’ Facebook and Twitter followers Nearly 195,000 tweets sent in support of Small Business Saturday in November by consumers, business owners and stations American Express saw 23% increase in Cardmember transactions at small business merchants on Small Business Saturday. An estimated 103 million Americans shopped at independently-owned small businesses on November 26, 2011.*
  61. 61. What Makes Radio Work Well For Advertisers – The FactsAlive and ThrivingConsistently Massive Reach and Listening -- in Real TimeMass Medium but with Targeting, Multiplatform and Unique Timing OpportunitiesCredibility and Emotional Connections Can Be Shared with AdvertisersMulti-level Results and ROI Generator
  62. 62. Radio Is Thriving Because It Connects With Listeners In Ways No Other Medium Can MatchThat’s why one of the respondents to theUniversity of Southern California study aboutRadio Personalities said: “long live radio”It’s that simple
  63. 63. Media Definitions Used in USA TouchpointsAM/FM Radio Television Newspapers Magazines • Does not include • Watching live or DVR • Via print copy • Via print copy Streaming • Network TV • Via PC • Via PC • Cable TV • Via mobile • Via mobile • Premium Channels • Via tablet • Via tablet • Via eReader • Via eReader Internet (does not include email, apps or software programs) • Via PC • Via Mobile • Via Tablet • Apparel and beauty • Auction (e.g., eBay) • Automotive • Banking (e.g., paying bills online) • Chatting • Computer and consumer electronics • Coupons and rewards • Face-to-face chat or Skype • Investments and insurance • Food and cooking • Online games • Health, fitness and nutrition • Hobbies • Home and garden • Kids, games and toys • Maps and travel information • Music, radio or podcasts • News • Portals (e.g., AOL, Yahoo!) • Reading books, newspapers or magazines online • Search • Shopping • Social networking • Sports event • Sports information • Travel planning • Watching full TV episodes • Watching movies (e.g., Netflix) • Watching short video clips • Weather • Adult entertainment

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