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Unleash Your Superpowers                         With The Power Of Radio                         In Seattle And The USAPre...
Radio is thriving becauseit connects with listeners inways no other medium canmatch.                                Radio:...
Our sense of      hearing is the                           What Can A Few Seconds Of Sound Buy?      most      powerful of...
Can you name this advertiser?87% correctly identified the brand Here’s what listeners said: “It makes me smile” “It makes ...
Can you name this advertiser?Here’s what the listeners remembered:“Geico is where you can save 15% or more when youswitch ...
Can you name this advertiser?86% correctly identified the brand Here’s what listeners said: “It makes me think of pizza.” ...
Can you name this advertiser?Here’s what the listeners remembered:“You get two pizzas for one great price.”“2 Pizza deal f...
Can you name this advertiser?78% correctly identified the brand Here’s what listeners said: “Good, cared for. Ive always l...
Can you name this advertiser?Here’s what listeners remembered:“That theyre helpful.”“Reliable and there for you”“Like a go...
The RadioLandscape                Radio Empowers               Delivers Massive Reach In Real Time               Engages...
Perception
Fact:   Radio Delivers        Massive Reach In Real Time        Radio is a pervasive part of        the average person’s m...
13       Radio’s        Assets                                4 emotional triggers that listeners value….       Drive Its ...
Changing                                                   Commercial Broadcast/Internet Advertising Vehicles       Techno...
Weekly Media     Radio Has The                                                                                            ...
Weekly Media                                                                                                              ...
    QUESTION:                                            On a 7-day average, how long do 93%                             ...
Weekly Media     Radio Has The                                                                                            ...
Weekly Media                                                                                                              ...
     QUESTION:                                              On a 7-day average, how long do 94%                          ...
Radio And The    Internet Have                               Adults 18-34 are 52% more likely to be heavy users of    Heav...
Radio And The    Internet Have                               Adults 25-54 are 42% more likely to be heavy users of    Heav...
Radio And The     Internet Have                               Adults 18-34 are 100% more likely to be heavy users of     H...
Radio And The     Internet Have                                   Adults 25-54 are 47% more likely to be heavy users of   ...
Fact:   Engages and Influences        Listeners        Emotional Connection to Listeners        Benefits Advertisers
26       Radio’s        Assets                                  4 emotional triggers that listeners       Drive Its       ...
27                                                   Radio Connects Personally             82%                            ...
28     Radio Has     the Power                                            52%                               51%           ...
29There Is an                                9 out of 10 people who use radio heavily would be somewhat orEmotional       ...
30                              Radio Is Always Available,                             Especially in Times of Crisis      ...
Fact:   Targetable Reach        By age, sex, qualitative, psychographic        and place of listening
Nearly Everyone       Uses Radio.       In Real Time.       Every Week.                              Radio reaches over 91...
33      Prime    Consumer                                         94%            92%               93%               93%  ...
34        Radio       Reaches                                                                       Adults 18-34       You...
35       Radio      Reaches                                                                   Adults 25-54      Shoppers  ...
36       Reaching        Young                                                                                            ...
“The Right                                         90% of purchasing decisions made day of           Place at the        ...
More of total                                                   Adults 18-64, % of overall usage done outside of home, by ...
“Lunchtime is         Primetime” for             QSRs         Over half of daily          traffic occurs          from 11a...
Proximity to the Purchase!              60% of            Lunchtime           QSR Patrons            have been            ...
Radio MovesWith TheFuture              Digital Technology              Enhances Interaction for              Radio        ...
As NewTechnologyDevelops…                  2001                 2004    …Radio Listening Remains              2001        ...
Research StudiesConcur –              Radio listening is not decreasing, it’s just changing devices.                     ...
From the New     Radio. An alternative way to rock.AppleConference –     FM radio keeps you up on what’s going on outAn ...
Throughout the           AM/FM Radio’s Share of Audio Usage      day, Radio is            Remains Dominant Throughout the ...
On a typical day in the         USA, of people 18-34:        85% more will use                                           ...
On a typical day in the          USA, of people 25-54:         130% more will use             Radio than will go to      ...
ProducesFact:   Outstanding, Cost        Effective Results        People listen and respond to radio        commercials
QUESTION:   On average, what percentage of the            audience remains throughout a            commercial break on the...
50    Radio Holds    Its Audience                                                       100%        Levels                ...
51   Across Ages   and Gender,                                                                                            ...
AM/FM RadioAdds                    Average Day Reach, AM/FM Radio And Other Media CombinationsConsiderable            Pers...
TheCombination of         Average Day Reach, AM/FM Radio + Internet + TV By Time Of DayAM/FM Radio            Persons 25-5...
6 Study Average % Lift                                                     Radio advertising does positively impact  Radio...
Radio is thriving becauseit connects with listeners inways no other medium canmatch.                          Radio Unleas...
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Unleash your super powers seattle and usa 9-13-2012

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Unleash your super powers seattle and usa 9-13-2012

  1. 1. Unleash Your Superpowers With The Power Of Radio In Seattle And The USAPresented by: Mary Beth GarberDate: September 13, 2012
  2. 2. Radio is thriving becauseit connects with listeners inways no other medium canmatch. Radio:  Uses sound to create powerful emotional connections between advertisers and consumers unmatched by any other form of communication
  3. 3. Our sense of hearing is the What Can A Few Seconds Of Sound Buy? most powerful of our five • Incredibly detailed descriptions of the advertisers’ senses. product, benefits, pricing • Vivid descriptions of the advertiser’s spokesperson --Martin and mascot Lindstrom, “Buy -ology” Further proof that what we hear, even for a second, can impact what we “see” .Source: Critical Mass Media Audio Signatures Study of 24 audio signatures among 250 respondents, conducted March2012, underwritten and presented by Katz Media. www.sonicbrandstudy.com
  4. 4. Can you name this advertiser?87% correctly identified the brand Here’s what listeners said: “It makes me smile” “It makes me feel like I want to get to know that little green fellow better!” “I love it. Feel happy/excited” “Makes me laugh. and I always know its a Geico commercial.”
  5. 5. Can you name this advertiser?Here’s what the listeners remembered:“Geico is where you can save 15% or more when youswitch insurance carriers.”“Insurance and it makes me feel good know they areavailable anytime.”And here’s what they “saw”:“Just the image of the gecko. These always make me laugh.”“Makes me think of the green gecko”“I think of the Geico Gekko”
  6. 6. Can you name this advertiser?86% correctly identified the brand Here’s what listeners said: “It makes me think of pizza.” "It makes me hungry. I can just smell it.” “It makes me want to eat their pizza... i used to eat it all the time in college and now i want one now :(“
  7. 7. Can you name this advertiser?Here’s what the listeners remembered:“You get two pizzas for one great price.”“2 Pizza deal from Little caesars”“5 dollar hot and ready”And here’s what they “saw”:“Yummy pizza...”“Images of baby Pan Pans (my favorite).”“It makes me think of pizza and Little Ceasers cheesybread.”
  8. 8. Can you name this advertiser?78% correctly identified the brand Here’s what listeners said: “Good, cared for. Ive always loved the jingle. Ill look to them when I decide to buy and insure a home.” “A good neighbor.... it makes me feel relieved” “State Farm insurance is a reliable company.”
  9. 9. Can you name this advertiser?Here’s what listeners remembered:“That theyre helpful.”“Reliable and there for you”“Like a good neighbor, State Farm is there!”Here’s what people “saw”:"Pictures of homes with white picket fences. Makesme feel protected.”“The red logo pops into my head. It makes me feelsecure.”“I think of a person in a red shirt talking of insurance”
  10. 10. The RadioLandscape Radio Empowers  Delivers Massive Reach In Real Time  Engages and Influences Listeners  Targetable Reach  Digital Technology Enhances Interaction  Produces Outstanding, Cost Effective Results  Thriving
  11. 11. Perception
  12. 12. Fact: Radio Delivers Massive Reach In Real Time Radio is a pervasive part of the average person’s media day.
  13. 13. 13 Radio’s Assets 4 emotional triggers that listeners value…. Drive Its Mass Reach A radio on Gets them get A feeling An escape from while they in a better of companionship pressures of work mood everyday lifeSource: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
  14. 14. Changing Commercial Broadcast/Internet Advertising Vehicles Technology Has Affected Which % Population/Household Penetration Media People 100 97 93 Own, Have 88 Mass Media 90 78 Access To And 80 70 Use 70 61 56 60 49 47 50 45 45 43 40 31 29 30 18 15 20 13 10 10 0Are YouTYPICAL?Source: TV HH, Nielsen May 2011; wkly Radio Arbitron RADAR June 2012 M-Su M-M; Mobile Web comScore Feb 2011 via mobiThinking; DVR, Nov, 2010 NielsenWire;Cable & ADS July 2011 Nielsen Report; iPods/MP3s and Social Net Usage Edison Media Infinite Dial: 2011; Video Game Consoles from Lichtman Rseearch June 2010;Twitter comScore Dec 2011; Video Game Console, Internet usage, Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life Project Dec 2010,May, June 2011; Tablets Audio4cast March 20, 2012; satellite radio, Scarborough USA Plus - Release 2 2011 12 Month
  15. 15. Weekly Media Radio Has The Exposure Greatest Adults 18-34 Weekly Reach 93% of Young 89% Adults vs 82% 81% Other Media In The USA 51% Listened to Radio Read Any Watched Any TV Watched Any Non- Spent Any Time on Past 7 Days Newspaper Past Past Week (M- Premium Cable Past Internet Past Week Week Su, 5a-2a) WeekSource: Scarborough USA+, Release 1 2012 USA Adults 18-34, sample size 29,250.
  16. 16. Weekly Media Exposure Radio’s Weekly Adults 25-54 Reach of Adults 93% is Greatest of 88% Major Media In 82% 83% The USA 58% Listened to Radio Read Any Watched Any TV Watched Any Non- Spent Any Time on Past 7 Days Newspaper Past Past Week Premium Cable Past Internet Past Week Week WeekSource: Scarborough USA+, Release 1 2012 USA Adults 25-54, sample size 88,248
  17. 17.  QUESTION: On a 7-day average, how long do 93% of people 12+ in the USA listen to the radio each day? ANSWER: 2hrs 40minSource RADAR 113 June 2012 Monday-Sunday 6AM-Midnight for Persons 12+
  18. 18. Weekly Media Radio Has The Exposure Greatest Adults 18-34 95% Weekly Reach of Young 92% Adults vs Other Media 73% 74% In Seattle 40% Listened to Radio Read Any Watched Any TV Watched Any Non- Spent Any Time on Past 7 Days Newspaper Past Past Week (M- Premium Cable Past Internet Past Week Week Su, 5a-2a) WeekSource: Scarborough USA+, Release 1 2012 Seattle Adults 18-34, sample size 617
  19. 19. Weekly Media Exposure Radio’s Weekly Adults 25-54 95% Reach of Adults is Greatest of 90% Major Media In 82% 78% Seattle 45% Listened to Radio Read Any Watched Any TV Watched Any Non- Spent Any Time on Past 7 Days Newspaper Past Past Week Premium Cable Past Internet Past Week Week WeekSource: Scarborough USA+, Release 1 2012 Seattle Adults 25-54, sample size 1,929
  20. 20.  QUESTION: On a 7-day average, how long do 94% of people 12+ in Seattle listen to the radio each day? ANSWER: 2hrs 15minSource Arbitron PPM Seattle April/May/June 2012 Monday-Sunday 6AM-Midnight for Persons 12+
  21. 21. Radio And The Internet Have Adults 18-34 are 52% more likely to be heavy users of Heaviest Weekly radio than heavy users of television in the USA. Usage Among Adults 18-34 in 50.0% 54% The USA 40.0% 41% 30.0% 27% 20.0% 27% 60% of listening 10.0% is to only one 0.0% radio Radio Internet Television Newspaper stationNote: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues readand includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.Source Scarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.
  22. 22. Radio And The Internet Have Adults 25-54 are 42% more likely to be heavy users of Heaviest Weekly radio than heavy users of television in the USA. Usage Among Adults 25-54 in 50.0% The USA 47% 40.0% 45% 30.0% 33% 34% 20.0% 60% of listening 10.0% is to only one 0.0% radio Radio Internet Television Newspaper stationNote: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues readand includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming.Source Scarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.
  23. 23. Radio And The Internet Have Adults 18-34 are 100% more likely to be heavy users of Heaviest Weekly radio than heavy users of television in Seattle. Usage Among Adults 18-34 in 50.0% 53% Seattle 40.0% 46% 30.0% 31% 20.0% 23% 60% of listening 10.0% is to only one 0.0% radio Radio Internet Television Newspaper stationNote: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues readand includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming. Source Scarborough Seattle- Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.
  24. 24. Radio And The Internet Have Adults 25-54 are 47% more likely to be heavy users of radio than heavy users of television in Seattle. Heaviest Weekly Usage Among 50.0% Adults 25-54 in 45.0% Seattle 47% 47% 40.0% 35.0% 30.0% 32% 34% 25.0% 20.0% 15.0% 60% of 10.0% listening is 5.0% to only one 0.0% radio Radio Internet Television Newspaper stationNote: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues readand includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming. Source Scarborough Seattle - Release 1 2012, 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.
  25. 25. Fact: Engages and Influences Listeners Emotional Connection to Listeners Benefits Advertisers
  26. 26. 26 Radio’s Assets 4 emotional triggers that listeners Drive Its value… Mass Reach Why people pick radio for their audio entertainment source •A radio on while they work •Gets them in a better mood •A feeling of companionship •An escape from pressures of everyday lifeSource: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
  27. 27. 27 Radio Connects Personally 82% 75% 70% 72% 70% A personal, Radio on Follow their Talk to their Consider para-social because their favorite friends about radio interaction favorite personality/ their favorite personalities with their personality radio personality to be a good favorite station on or program or best is on-air radio social content friend or personality media companion* Because he actually replies to you and makes you feel importantSources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite RadioPersonality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
  28. 28. 28 Radio Has the Power 52% 51% 47% of Persuasion Have Have Their favorite considered or Radio considered or purchased a purchased a personality product/service influences product or advertised service their opinion during their recommended favorite Radio by their personality’s favorite show personality They are very down to earth people, just like their listenersSources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite RadioPersonality in Los Angeles
  29. 29. 29There Is an 9 out of 10 people who use radio heavily would be somewhat orEmotional very disappointed if their favorite station were no longer on-airAttachment to Radio % who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-airSource: The Infinite Dial 2011
  30. 30. 30 Radio Is Always Available, Especially in Times of Crisis February 2nd 2011 March 11th 2011 August 23rd 2011 August 28th 2011 Chicago Blizzard West Coast Tsunami East Coast Earthquake Hurricane Irene 30% increase 40% increase 5-fold increase Double PM drive Cume AM drive Share Afternoon Cume Midday Cume on News Radio on News Radio on News Radio on News Radio in Chicago in four major cities in Washington DC in New York people rely on radioSource: Arbitron PPM
  31. 31. Fact: Targetable Reach By age, sex, qualitative, psychographic and place of listening
  32. 32. Nearly Everyone Uses Radio. In Real Time. Every Week. Radio reaches over 91% of virtually every segment of the population. That that has been true year after year and remains true today. 93% 95% 95% 95% 93% 95% 95% 95% 96% 91% 93% 100% 80% 60% 40% 20% 0% P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp 18-49 AA/Blk W 25-54 A 18-49 P 18-49 M 25-54 18-49 Col Ed, HH Col Ed Emp $75K+ Weekly Radio UsageSource: RADAR June 2012, Mon-Sun 6A-Mid Weekly Cume
  33. 33. 33 Prime Consumer 94% 92% 93% 93% Targets Listen to Radio Purchased Womens HH Planning to HH Financed Home Frequent Quick Business Clothing Buy/Lease a New Mortgage Serve Restaurants (in past year) Compact Car (10x past month)Source: Scarborough USA+ 2012 Release 1 (12 months only)
  34. 34. 34 Radio Reaches Adults 18-34 Younger 83% 82% Shoppers 72% During 66% Retail Hours 6-10A 10A-3P 3P-7P 7P-12MSource: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)
  35. 35. 35 Radio Reaches Adults 25-54 Shoppers During 85% 86% 80% Retail Hours 63% 6-10A 10A-3P 3P-7P 7P-12MSource: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)
  36. 36. 36 Reaching Young Adults 18-34 Consumers Year 94% 94% 94% 93% 93% Round JUN 11 SEP 11 DEC 11 MAR 12 JUN 12Source: RADAR 109, 110, 111, 112, 113 - June 2011, September 2011, December 2011, March 2012, June 2012, (Mon-Sun 24-Hour Weekly Cume)
  37. 37. “The Right  90% of purchasing decisions made day of Place at the Right Time” purchase –  70% just prior to purchase A Real Benefit for  82% of all shopping trips unplanned shopping Advertisers  72% of drivers frequently or sometimes shop on their way home from work  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: Nielse nVideo Consumer Mapping Study, Council for Research Excellence, with Ball State U. June 2010. Arbitron In Car Study October2009; Source: The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011; Arbitron /Edison “The Road Ahead” Oct 2011; “Radioin the context of daily life” – MBI August 2011, Adults 18-49; RADAR June 2012;
  38. 38. More of total Adults 18-64, % of overall usage done outside of home, by location Radio usage is done out of 80% home vs any other major 60% media – giving advertisers the last word before 40% purchase 20% Radio Reaches More People 0% During Working Hours Than Any Car/Transit Work Other Total OOH Other Major TV AM/FM Radio Internet Newspaper Magazines Medium How to read: While 76% of all AM/FM Radio usage happens out of home, only 8% of all TV usage happens out of home.Source: 2012 USA TouchPoints, Adults 18-64 2,000 e-diary sample using gfjMRI database; gfKMRI, Scarborough USA 1 2012;
  39. 39. “Lunchtime is Primetime” for QSRs Over half of daily traffic occurs from 11am to 3pmSource: 2012 USA TouchPoints
  40. 40. 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 fastfood from 12 to 12:30 had listened to AM/FMRadio at some point beforehand vs. 41% whohad watched TV. Source: 2012 USA TouchPoints
  41. 41. Radio MovesWith TheFuture Digital Technology Enhances Interaction for Radio Growth in Sphere of Influence, Growth in Revenue Streams, Enables Activation
  42. 42. As NewTechnologyDevelops… 2001 2004 …Radio Listening Remains 2001 Consistent 2001 2000 2005 2007 2009 2010
  43. 43. Research StudiesConcur –  Radio listening is not decreasing, it’s just changing devices. July 2012Digital Audio  Target Spot White Paper May 2012Listening Is InAddition To, Not  Jacobs Tech Survey 8 April 2012Replacing AM/FM  The Infinite Dial: 2012*Radio Listening  iHeart poll Clear Channel iHeartRadio Study released April 3, 2012  U.S.A. Touchpoints February 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 Digital Users Are More Likely to Be Heavier Users of Radio*
  44. 44. From the New  Radio. An alternative way to rock.AppleConference –  FM radio keeps you up on what’s going on outAn Update on there – the game, the top news stories, your favorite talk shows – or whatever you lovethe iPod Nano listening to. Just plug in your headphones and taps to see the controls. Flick the radio dial to change stations. Tap to set your favorites. Need to take a break? With Live Pause, you won’t miss a minute. Just tap to pause the song or show, then tap again to continue. You can even rewind as far back as 15 minutes, so you can be sure of the lyrics you’re belting out. Or fast-forward to catch to a live broadcast.
  45. 45. Throughout the AM/FM Radio’s Share of Audio Usage day, Radio is Remains Dominant Throughout the Day the dominant source of audio entertainment.Source: 2012 USA Touchpoints
  46. 46. On a typical day in the USA, of people 18-34:  85% more will use On a typical day in the USA, of people 18-34: Radio than will go to Facebook 50 49.0  100% more will use Radio than will go to Google Search 40  215% more will use 30 26.4 24.3 Radio than will go to YouTube 20 15.6  1430% more will use Radio than will go to 10 3.2 Twitter 0 Persons 18-34 in millionsSource: comScore Inc Ratings April-June 2012, RADAR June 2012, P18-34, 6A-12M
  47. 47. On a typical day in the USA, of people 25-54:  130% more will use Radio than will go to On a typical day in the USA, of people 25-54: Facebook 100 92.1 90  135% more will use Radio than will go to 80 Google Search 70  400% more will use 60 Radio than will go to YouTube 50 40.1 39.0  3070% more will use 40 Radio than will go to 30 Twitter 18.5 20 10 3.0 0 Radio Facebook Google YouTube Twitter Search Persons 25-54 in millionsSource: comScore Inc Ratings for April-June 2012, Average Daily Unique Visitors 25-54; RADAR June 2012, P25-54, 6A-12M
  48. 48. ProducesFact: Outstanding, Cost Effective Results People listen and respond to radio commercials
  49. 49. QUESTION: On average, what percentage of the audience remains throughout a commercial break on the radio?ANSWER: 93%
  50. 50. 50 Radio Holds Its Audience 100% Levels 99% 96% 92% During 87% 85% Commercial Breaks Weighted Average: 93% 1-min breaks 2-min breaks 3-min breaks 4-min breaks 5-min breaks 6+-min breaks Percent of Lead-In Audience During Commercial BreaksSource: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
  51. 51. 51 Across Ages and Gender, 98% 93% 92% 93% 93% 92% Tune-in Is 90% 89% High During Commercial Breaks 6+ 12-17 18-34 25-54 35-64 65+ Male Female Radio’s Audience Delivery During an Average Minute of Commercial Breaks by Age/GenderSource: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
  52. 52. AM/FM RadioAdds Average Day Reach, AM/FM Radio And Other Media CombinationsConsiderable Persons 25-54 +5%Reach +14%When Used in 95.6 90.6 +60% 90.8Combinationwith Other 79.8 77.9Media 59.0 48.8AM/FM Radio Live TV AM/FM Radio + Internet AM/FM Radio + Live TV/Internet AM/FM Radio + Live TV Internet Live TV/Internet52 © 2012 Arbitron Inc. Source: MBI TouchpointsTM
  53. 53. TheCombination of Average Day Reach, AM/FM Radio + Internet + TV By Time Of DayAM/FM Radio Persons 25-54 50withTV and Internet 40Raises ReachSignificantly 30 20 10 0 6 a 7 a 8 a 9 a 10 a11 a12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p11 p AM/FM Radio Live TV/Internet AM/FM Radio + Live TV/Internet53 © 2012 Arbitron Inc. Source: MBI TouchpointsTM
  54. 54. 6 Study Average % Lift Radio advertising does positively impact Radio-targeted consumers vs. the 5 key branding metrics Control groups Awareness 13% Consideration 20% Purchase Intent 14% 38% Affinity / Likeability 37% AdvocacySource: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.
  55. 55. Radio is thriving becauseit connects with listeners inways no other medium canmatch. Radio Unleashes Your Superpowers With  Reach  Targetability  Digital Assets  Results  Thriving

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