This document discusses the state of radio and its continued reach and relevance. Some key points: - Over 243 million people in the US tune into radio each week, with 92% of Americans listening weekly. - Radio has higher reach than other media like TV, internet, and newspapers among various demographics like adults aged 18-34. - Listeners spend consistent time with radio, even more so than heavy users of TV and the internet. Hispanic and African American listeners spend nearly 16 hours per week with radio. - Technology has expanded radio's delivery beyond traditional broadcasts to online streaming and mobile apps, with over 120 million people streaming online radio monthly. - Radio drives purchase behavior, with many

1. Radio. It’s On.Radio. It’s On.

2. A mass medium delivering audio content to
passionate and loyal listeners across multiple
platforms
RADIO

3. RADIO TODAY

4. RADIO. IT’S ON.

5. Over 243 Million
P12+ tune in to
radio
every week
Source: Arbitron, RADAR 116, March 2013 Arbitron (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

6. 92%
of Americans 12+
every week
Source: Arbitron, RADAR 116, March 2013 Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume
Estimates)
RADIO’S REACH

7. HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2012 USA Adults 18-34 (Sample Size: 28,781)
Adults 18-34

8. 2:04
6:23
2:12 2:07
6:11
6:31
11:08
10:51
P12+ Heavy Radio
Listeners
Heavy TV
Viewers
Heavy Internet
Users
Radio Time Spent TV and Internet Time Spent
Hours:Min
CONSISTENT TIME SPENT WITH RADIO
Even Among Heavy Users of Other Media
Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research

9. Read: I would be very disappointed if…
LISTENERS CHOOSE RADIO OVER FACEBOOK
Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000
Panelists; August & September 2012; All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with
2010 Census; Heavily Caucasian

10. THE SOURCE FOR MUSIC DISCOVERY
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn
About and Keep Up-To-Date With New Music
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research

11. RADIO IS THE TOP IN-CAR DEVICE
84%
of drivers cite
radio
as their primary
in-car
entertainment
device
Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research

12. M 18+ W 18+
Nearly 16
Hours Per
Week
Nearly
14 Hours
Per Week
CONSISTENT AUDIENCE TUNE-IN
Source: Arbitron, RADAR 116, March 2013, Arbitron (Monday-Sunday 24-Hour Weekly TSL Estimates)

13. 15.6
Hours
15.4
Hours
15.0
Hours
TUNE-IN TIME HIGHER AMONG HISPANIC
AND AFRICAN AMERICAN LISTENERS
African American listeners and Hispanic listeners
(versus General Market, P 25-54)
Source: Arbitron, RADAR 116, March 2013, Arbitron (Monday-Sunday 24-Hour Weekly TSL Estimates)

14. TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Technology has expanded
Radio’s delivery platforms to
create an interactive, engaging
and highly communicative
environment

15. RADIO’S DIGITAL OFFERINGS ARE STEADILY
INCREASING
Source: Inside Radio / M Street Corp., 2013; No Canadian or Mexican stations are included (HD Radio stat from
iBiquity/HD Digital Radio Alliance, 2013); The Infinite Dial 2013 - Arbitron Inc./Edison Media Research

16. Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research
120 Million
P12+ have listened to
online radio
in the past month

17. -3,000
2,000
7,000
12,000
17,000
22,000
27,000
32,000
Mo-Fr6A-7A
Mo-Fr7A-8A
Mo-Fr8A-9A
Mo-Fr9A-10A
Mo-Fr10A-11A
Mo-Fr11A-12P
Mo-Fr12P-1P
Mo-Fr1P-2P
Mo-Fr2P-3P
Mo-Fr3P-4P
Mo-Fr4P-5P
Mo-Fr5P-6P
Mo-Fr6P-7P
Mo-Fr7P-8P
Mo-Fr8P-9P
Mo-Fr9P-10P
Mo-Fr10P-11P
Mo-Fr11P-12A
AQHPersons18+
Local Broadcast
Streaming Audience…
AUDIO STREAMING MIRRORS THE WORK DAY
Source: Local Streaming Station Audience, Arbitron PPM, February 2013, Persons 18+ (41 stations from 31 metros)
LISTENING PEAKS between 8AM – 5PM8-9
AM
4-5
PM

18. 82%
18%
% of weekly Online Radio listeners who
listen to Broadcast Radio
(versus those who do not)
ONLINE RADIO LISTENING COMPLEMENTS
BROADCAST RADIO
Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research

19. BROADCAST RADIO LISTENED TO MORE BY
PURE-PLAY LISTENERS
Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ;
Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio
service in the past month; and at least sometimes use Pandora)
19

20. • On-demand content delivering sports,
music, information and entertainment
downloads whenever and wherever the
listener wants it
• 44% of Smartphone users listen to
online radio (18% listen daily)
• 55% of listeners said they listen to their
favorite personalities on computers or
mobile devices when away from a radio
• Tablet and Smartphone users over-
index for weekly AM/FM radio listening
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research; USC, Annenberg School for Communication &
Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in
LA; Scarborough USA+ Release 2 of 2012
LISTENERS TAKE THEIR AUDIO ON THE GO

21. • Applications like Facebook and Twitter
allow listeners to publish audio, receive
song and station event updates
• Expanding the listener and station
relationship
• 70% of people with favorite Radio
personalities follow them
• Databases and outbound texting ability
remain a source for targeted marketing
by advertisers
EXPANDING THE TWO-WAY DIALOGUE
Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012,
Woodley, P. and Movius, L

22. RADIO DOMINATES THE 9 TO 5 WORKDAY
BROADCAST RADIO
Source: GfK MRI – MediaDay Doublebase 2012 (Fieldwork 2011-2012/Doublebase Respondents) weighted to
population. Base: Adults 25-54; Daypart: 9AM-5PM

23. REACHING LISTENERS OUTSIDE OF THEIR HOME
Source: 2013.1 MBI USA TouchPoints Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet;
Newspaper and Magazine includes digital readership.

24. AND THROUGHOUT THEIR BUSY DAY
Source: MBI USA TouchpointsTM
% of AM/FM radio listeners engaged in given activities
Persons 25-54

25. Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research
CLOSEST TO THE HALF-HOUR
BEFORE PURCHASE
% who (item) just before arriving at store of last shopping visit

26. RADIO ADS DRIVE ACTION, BEHAVIOR
AND RESPONSE
Source: The Infinite Dial 2013 – Arbitron Inc., Edison Research
Base: Visited a Supermarket, Department Store, Retail Shop or
Restaurant in Past 24 Hours

27. RADIO IMPROVES MARKETING OBJECTIVES
Visit RAB.com for additional case studies

28. REACH INCREASES WHEN RADIO IS ADDED
TO A TV CAMPAIGN
Source: MBI TouchpointsTM
Campaign Average Weekly Reach
Financial
Services 1
Financial
Services 2
Auto 2 Home
Improvement
QSR 2 QSR 1 Auto 1

29. • 2011 highlights 93% retention
• 2006 highlights 92% retention
• No time shifting
• No below the fold
• No load times
Sources: 2011 Arbitron Inc., Media Monitors, and Coleman Insights
NO COMMERCIAL SKIPPING

30. A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000
Panelists; August & September 2012; All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with
2010 Census; Heavily Caucasian

31. DRIVEN BY AN EMOTIONAL CONNECTION
TO RADIO PERSONALITIES
A personal,
parasocial interaction
with their favorite
radio personality
82%
Follow their favorite
personality/radio
station on social
media
70%
Listen longer to the
radio stations because
their favorite
personality is on the
air
79%
Talk to their friend
about their favorite
personality or
program content
72%
Consider radio
personalities to be a
good or best friend or
companion*
70%
Source: 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

32. RADIO. IT’S ON.