1. Unleash Your Superpowers
With The Power Of Radio
In Seattle And The USA
Presented by: Mary Beth Garber
Date: September 13, 2012

2. Radio is thriving because
it connects with listeners in
ways no other medium can
match.
Radio:
 Uses sound to create powerful emotional
connections between advertisers and
consumers unmatched by any other form of
communication

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 March
2012, underwritten and presented by Katz Media. www.sonicbrandstudy.com

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. Can you name this advertiser?
Here’s what the listeners remembered:
“Geico is where you can save 15% or more when you
switch insurance carriers.”
“Insurance and it makes me feel good know they are
available 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. 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. 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 Ceaser's cheesy
bread.”

8. Can you name this advertiser?
78% correctly identified the brand
Here’s what listeners said:
“Good, cared for. I've always loved the jingle. I'll
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. Can you name this advertiser?
Here’s what listeners remembered:
“That they're 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. Makes
me feel protected.”
“The red logo pops into my head. It makes me feel
secure.”
“I think of a person in a red shirt talking of insurance”

10. The Radio
Landscape
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. Perception

12. Fact: Radio Delivers
Massive Reach In Real Time
Radio is a pervasive part of
the average person’s media day.

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 life
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners

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
0
Are You
TYPICAL?
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. 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) Week
Source: Scarborough USA+, Release 1 2012 USA Adults 18-34, sample size 29,250.

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 Week
Source: Scarborough USA+, Release 1 2012 USA Adults 25-54, sample size 88,248

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
40min
Source RADAR 113 June 2012 Monday-Sunday 6AM-Midnight for Persons 12+

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) Week
Source: Scarborough USA+, Release 1 2012 Seattle Adults 18-34, sample size 617

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 Week
Source: Scarborough USA+, Release 1 2012 Seattle Adults 25-54, sample size 1,929

20.  QUESTION:
On a 7-day average, how long do 94%
of people 12+ in Seattle listen to the
radio each day?
ANSWER: 2hrs
15min
Source Arbitron PPM Seattle April/May/June 2012 Monday-Sunday 6AM-Midnight for Persons 12+

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
station
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 Scarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.

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
station
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 Scarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.

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
station
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 Scarborough Seattle- Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.

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
station
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 Scarborough Seattle - Release 1 2012, 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.

25. Fact: Engages and Influences
Listeners
Emotional Connection to Listeners
Benefits Advertisers

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 life
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners

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 important
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio
Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012

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 listeners
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio
Personality in Los Angeles

29. 29
There Is an 9 out of 10 people who use radio heavily would be somewhat or
Emotional very disappointed if their favorite station were no longer on-air
Attachment
to Radio
% who would be “very” or “somewhat” disappointed if
the AM or FM Radio station they listen to most were no longer on-air
Source: The Infinite Dial 2011

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 radio
Source: Arbitron PPM

31. Fact: Targetable Reach
By age, sex, qualitative, psychographic
and place of listening

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 Usage
Source: RADAR June 2012, Mon-Sun 6A-Mid Weekly Cume

33. 33
Prime
Consumer 94% 92% 93% 93%
Targets
Listen to
Radio
Purchased Women's 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
Radio
Reaches Adults 18-34
Younger 83%
82%
Shoppers 72%
During 66%
Retail
Hours
6-10A 10A-3P 3P-7P 7P-12M
Source: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)

35. 35
Radio
Reaches Adults 25-54
Shoppers
During 85% 86%
80%
Retail
Hours 63%
6-10A 10A-3P 3P-7P 7P-12M
Source: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)

36. 36
Reaching
Young Adults 18-34
Consumers
Year 94% 94% 94% 93% 93%
Round
JUN '11 SEP '11 DEC '11 MAR '12 JUN '12
Source: RADAR 109, 110, 111, 112, 113 - June 2011, September 2011, December 2011, March 2012, June 2012, (Mon-Sun 24-Hour Weekly Cume)

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 October
2009; Source: The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011; Arbitron /Edison “The Road Ahead” Oct 2011; “Radio
in the context of daily life” – MBI August 2011, Adults 18-49; RADAR June 2012;

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. “Lunchtime is
Primetime” for
QSRs
Over half of daily
traffic occurs
from 11am to
3pm
Source: 2012 USA TouchPoints

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 fast
food from 12 to 12:30 had listened to AM/FM
Radio at some point beforehand vs. 41% who
had watched TV.
Source: 2012 USA TouchPoints

41. Radio Moves
With The
Future
Digital Technology
Enhances Interaction for
Radio
Growth in Sphere of Influence, Growth
in Revenue Streams, Enables Activation

42. As New
Technology
Develops…
2001
2004
…Radio Listening Remains
2001
Consistent
2001
2000
2005
2007 2009
2010

43. Research Studies
Concur –  Radio listening is not decreasing, it’s just changing devices.
July 2012
Digital Audio
 Target Spot White Paper May 2012
Listening Is In
Addition To, Not  Jacobs Tech Survey 8 April 2012
Replacing 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 radio's
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. From the New  Radio. An alternative way to rock.
Apple
Conference –  FM radio keeps you up on what’s going on out
An Update on there – the game, the top news stories, your
favorite talk shows – or whatever you love
the 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. 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. 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 millions
Source: comScore Inc Ratings April-June 2012, RADAR June 2012, P18-34, 6A-12M

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 millions
Source: comScore Inc Ratings for April-June 2012, Average Daily Unique Visitors 25-54; RADAR June 2012, P25-54, 6A-12M

48. Produces
Fact: Outstanding, Cost
Effective Results
People listen and respond to radio
commercials

49. QUESTION: On average, what percentage of the
audience remains throughout a
commercial break on the radio?
ANSWER: 93%

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 Breaks
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011

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/Gender
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011

52. AM/FM Radio
Adds Average Day Reach, AM/FM Radio And Other Media Combinations
Considerable Persons 25-54
+5%
Reach +14%
When Used in 95.6
90.6 +60% 90.8
Combination
with Other 79.8 77.9
Media
59.0
48.8
AM/FM Radio Live TV AM/FM Radio + Internet AM/FM Radio + Live TV/Internet AM/FM Radio +
Live TV Internet Live TV/Internet
52 © 2012 Arbitron Inc.
Source: MBI TouchpointsTM

53. The
Combination of Average Day Reach, AM/FM Radio + Internet + TV By Time Of Day
AM/FM Radio Persons 25-54
50
with
TV and Internet
40
Raises Reach
Significantly
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/Internet
53 © 2012 Arbitron Inc.
Source: MBI TouchpointsTM

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%
Advocacy
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.

55. Radio is thriving because
it connects with listeners in
ways no other medium can
match. Radio Unleashes Your
Superpowers With
 Reach
 Targetability
 Digital Assets
 Results
 Thriving