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- 2. 1924 1906 Radio has had a voice in the American Family since 1906
- 3. 629,000 Listeners 18+ in Metro Grand Rapids Source: RADAR 92, Arbitron, March 2007, All Radio Stations, Total Weekly Cume, Mon.-Sun., 24-hours, 18+
- 4. Radio Accompanies Listeners Throughout the Day
- 5. Share of Media Consumption Source: Veronis Suhler Stevenson, Communications Industry Forecast, 2006-2010 (selected media)
- 6. Radio is Mobile and Wireless
- 8. 93% Radio is Ever Present Weekly reach Source: RADAR 92, Arbitron, March 2007, All Radio Stations, Total Weekly Cume, Mon.-Sun., 24-hours, 12+
- 9. 86% Radio is Relevant TSL retention since 1996 (Time Spent Listening) Source: Fall 1996-2006 Arbitron American Radio Trends Time Spent Listening Estimates. Monday-Sunday 6:00am-Midnight, Persons 12+. Based on Arbitron's 94 Continuous Measurement Markets.
- 10. 41 Source: U.S. Census Bureau, Statistical Abstract of the United States: 2007, December 2006 Radio Newspape r Internet 2007 Projected Media Time
- 11. 92% Radio is Receptive Retention of lead-in audience during breaks Source: “What Happens When the Spots Come On,” by Arbitron, Media Monitors, & Coleman Research, 2006
- 12. Lifestyle-driven content Targeted formats Personal connections Emotional bonds Radio has Strong Audience Loyalty
- 14. Source: Arbitron Inc./Edison Media Research 2006 study “The Infinite Dial: Radio’s Digital Platforms” Radio Reaches 30 Million Streaming Listeners a Week
- 15. Who is the JQ99 listener?
- 16. Adults 25-54 60% Female Household Income $50-$75K + 90% Own their Home 82% have children under 18 70,000 + listeners
- 17. Who is The Pledge Listener?
- 18. Adults 25-64 50% Male, 50% Female 14,000+ listeners Household Income $75K + Information Seekers – Bill Bennett’s Morning in America Dr. Laura Dennis Prager Dave Ramsey
- 19. Are JQ 99 & 1260 The Pledge Holland only stations?
- 20. Ottawa County Women 25-54 JQ 99 is #1 The Pledge is #14
- 21. Metro Area Kent & Ottawa County Women 25-54 JQ 99 is #4 The Pledge is #19
- 22. Immediacy Additional Benefits of Radio Early Response Affordability Frequency
- 23. Radio reaches your Customers Radio’s reach, relevancy and receptivity are unparalleled Lifestyle driven audio neighborhoods facilitate targeting Immediacy, early response, affordability and frequency Radio + Listeners = Your Business Success Conclusion
- 24. Want to increase your sales? Let me introduce you to 84,000 potential customers Contact: debra@jq99.com
Editor's Notes
- Most Americans prior to 1924 election never had the opportunity to hear a presidential candidate speak They relied on newspapers, word of mouth, waxed discs or the lucky few saw a candidate at a whistle stop Radio changed all that -- and brought the candidates into voters’ homes -- voters heard Calvin Coolidge and John Davis on the radio and decided for themselves for whom to vote In democratizing the political process, radio reached voters across race, age, gender and geographic location
- With sights on the 2008 election cycle, radio is still a powerful medium to reach your voters for a winning election. Over 210 million people of voting age tune in to Radio every week.
- It accompanies them throughout the day As they wake up Drop their kids off at school Drive to work Preparing dinner
- Americans spend almost 30% of their media time with Radio -- approximately 3 hours a day.
- Radio is integrated in their lives -- not an appointment medium -- but as companion traveling with them from place to place, task to task
- Beyond these numbers, what does radio offer a political campaign? Reach, relevancy, and receptivity offer unique advertising advantages to reach these 210MM voting age listeners
- 93% weekly reach for all adults 18+ 96% of Hispanic adults 18+ 95% of African American adults 18+ 96% of Women 35-64
- Radio is relevant. Even with all the new technology, Radio has retained 86 percent of its 1996 Time Spent Listening levels. In a world that has vastly changed over the past decade, this is an amazing statement of stability and relevancy and a concrete example of Americans’ enduring appetite for Radio.
- Another way of looking at it is from the recent Census Bureau report that projects consumers will spend what amounts to a total of 41 twenty-four-hour days listening to the Radio in 2007. Comparatively, according to the same report, consumers are expected to spend what amounts to only seven twenty-four-hour days out of the entire year with the Internet and with newspapers. Only television ranked higher
- Lastly, Radio is receptive, holding onto more than 92 percent of its lead-in audience during commercial breaks. This data from Arbitron and Coleman Research shatters pre-conceived notions and incorrect aspects of Radio audience dropout during commercial breaks.
- Beyond Radio’s three R’s -- radio also has strong audience loyalty Radio is entrenched in listeners’ lives and rooted in their local communities. The lifestyle-driven content of Radio’s targeted formats establishes uniquely personal connections and emotional bonds with listeners In fact, the average person spends the majority of their listening time with just 2 to 3 radio stations. They choose to go to those stations every day, over and over again. These become destinations for entertainment, comfort, information and association.
- These loyalties help to create audio neighborhoods Whether it be soccer moms, Nascar dads or, single anxious females These neighborhoods are comprised of people with shared content tastes and socio-political outlooks And offer a way to target voters beyond zip codes
- .. Which is important given that Radio reaches approximately 30 million listeners a week with online streaming and web-exclusive audio content. Americans are seeking out the unique Radio experience on the Internet, mobile phones, and MP3 players. These new platforms are a natural extension for Radio and provide you with another opportunity to reach and connect with defined voter groups in their preferred audio neighborhood. These platform extensions are also an example of Radio’s synergy with new and traditional media. Research studies on Radio’s synergistic attributes reveal that a media mix that includes Radio can be more powerful than television-only or Internet-only campaigns, with exceptional results in message recall.
- Radio advertising enables immediate and swift response. A Radio ad can be produced on very short notice, giving political candidates an opportunity to respond quickly to attacks. Radio is an effective early-response weapon when negative ads hit. You can produce and place a Radio ad overnight and still strategically target voters – something the 1992 Clinton campaign did effectively to shore up their base supporters when they were being attacked Radio advertising -- both production and placement -- is generally less expensive than television -- enabling more frequency. Repetition of radio political advertisements, according to Jay Barth and Marvin Overby, two political scientists, helps candidates. The more voters hear a radio political ad, the higher the credence they give to the information learned in the radio spots.