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' digital sales efforts.

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Borrell arbitron webinar may 31 2012 distribution copy

  1. 1. Benchmarking Radio’s Digital RevenuesMay 31, 2012 Special Presentation for Arbitron clients
  2. 2. About this presentationThe following presentation was made by CEOGordon Borrell during a webinar on May 31, 2012. © 2012 Borrell Associates Inc.
  3. 3. Today’s Agenda About Borrell Associates The Digital Revenue Stream: How Big? Benchmarking Digital Perceptions Q&A
  4. 4. www.borrellassociates.com Range of clients
  5. 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. 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. 7. Benchmarking Annual Report • 10th year • 5,756 companies Specific reports for: • Television Bureau of Advertising • Local Media Association • Individual media companies • Arbitron
  8. 8. The Digital Stream: How Big?
  9. 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. 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. 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. 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. 13. ‘Digital Ready’ Local Sales Forceswww.borrellassociates.com Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  14. 14. Gross Online Revenue Per Sales Repwww.borrellassociates.com Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  15. 15. Advantage: Radio
  16. 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. 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. 18. Hands-on-the-Keyboard Phenomenonwww.borrellassociates.com
  19. 19. Benchmarking
  20. 20. Whatwww.borrellassociates.com Radio Clusters Made in 2011 Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  21. 21. Marketwww.borrellassociates.com Share of Locally Spent Digital $
  22. 22. Marketwww.borrellassociates.com Share of Locally Spent Digital $
  23. 23. Per-Station Revenue by Market Sizewww.borrellassociates.com Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  24. 24. Per-Cluster Revenue by Market Sizewww.borrellassociates.com Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
  25. 25. Digital Perceptions
  26. 26. 94% 45% Perceptionswww.borrellassociates.com of Audio 94% Streaming Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  27. 27. Obstacleswww.borrellassociates.com to Selling Digital Products Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  28. 28. What Mightwww.borrellassociates.com Remove Barriers to Selling? Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
  29. 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. 30. Q&ADownload this presentation atwww.borrellassociates.com/radiobenchmarksGordon Borrell, CEOPhone: 757-221-6641gborrell@borrellassociates.com

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