Radio and television remain the dominant media for reaching people, despite increased time spent with new media devices. While people are using more types of technology and media, they have not reduced their time with radio and TV. Radio and TV have the highest weekly reach among both younger and older adults in Portland, Oregon, exceeding other media like newspapers, internet, and cable. Radio and TV also dominate as media partners for people planning to buy or lease a new car, showing their continued importance.

1. Time spent with all media is at an all time
high. People are not using new devices
at the expense of radio but as
supplement experience.
People are multi-tasking with technology.

2. Technology Introduces New Media
But Radio and TV Remain Primary and Dominant
% Population/Household Penetration
* Income is a key driver for media choice
97
100 93
88
90
78
80 70
70 61
56
60
49 47
50 45 45 43
40 31 29
30
18
20 15 13
10
10
0
Source: 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 Life Project Dec 2010, May,
June 2011; Tablets Audio4cast March 20, 2012; Satellite Radio Scarborough USA + Rel 1 2012

3. Radio and TV Dominate Media Reach of
Adults 18-43 weekly In Portland
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
Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34.

4. Radio and TV Dominate Media Reach of
Adults 25-54 Weekly in Portland
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
Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54.

5. Radio & TV are dominant media partners for people planning to buy/lease a
new car next year in PNW and US.
100.0%
90.0% 94.6%
90.7% 90.4%
80.0%
80.2% 78.6%
70.0%
71.0% 70.3%
Weekly Media Exposure
68.1%
60.0%
61.3%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Watched Any Listen to Radio Watched Any Spent Any Time Watched Any Read Any Watched Any Watched Watched Any
TV Past Week Past Week Primetime TV on Internet Network TV Newspaper Cable Past Primetime on Primetime
(M-Su, 5a-2a) Past Week Past Week Past Week (M- Past Week Week (M- Any 5 Networks Cable Past
Su, 5a-2a) Su, 5a-2a) Past Week Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: Scarborough, September 2010 – August 2011, Portland Metro, Adults 18+ Who Plan To Buy or Lease a New Car In the Next Year – Thanks to KATZ MEDIA GROUP