This document summarizes the key attributes and strengths of radio advertising. It notes that radio is a mass medium that can easily deliver messages to many people through both traditional broadcast and digital platforms. Radio provides targeted advertising opportunities to reach the right audiences while also being a trusted medium. It complements on-air campaigns with online content and enhances campaigns by connecting with consumers across multiple touchpoints. Radio delivers engaged listeners who are passionate about content and exposes brands to consumers when they are ready to buy.

1. Radio. It’s On.

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

3. RADIO TODAY
RadioLive
Local
Mobile
Personal
Social
Interactive
Experiential

4. On Air
A mass medium
capable of easily
delivering your
message to many
people
Targetable assuring
the right people are
exposed to your
message
A trusted medium
and always available
especially during
times of crisis
On Line
Digital capabilities
offering interactive
opportunities
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Delivers content
wherever and
whenever listeners
want it
On Target
An environment that
delivers consumers
who are engaged and
passionate about the
content
Offering
companionship and
information
Exposure to the
message when and
where consumers are
ready to buy or shop
RADIO. IT’S ON.

5. 244 Million
P12+ tune in to
radio
every week
Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

6. 92%
of Americans 12+
every week
Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
RADIO’S REACH

7. 93%
46%
78% 79%
91%
Listened to Radio Past 7
Days
Read Any Newspaper
Past Week
Watched Any TV Past
Week (M-Su, 5a-2a)
Watched Any Non-
Premium Cable Past
Week
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2013 USA Adults 18-34
Adults 18-34

8. 94%
52%
86%
82%
85%
Listened to Radio
Past 7 Days
Read Any Newspaper
Past Week
Watched Any TV Past
Week
Watched Any Non-
Premium Cable Past
Week
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2013 USA Adults 25-54
Adults 25-54

9. 94%
52%
86%
82%
85%
Listened to Radio
Past 7 Days
Read Any Newspaper
Past Week
Watched Any TV Past
Week
Watched Any Non-
Premium Cable Past
Week
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2013 USA Adults 18+
Adults 18+

10. 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 – Nielsen Audio, Edison Research

11. MORE TIME SPENT
THAN EIGHT OTHER AVAILABLE MEDIA

12. LISTENERS CHOOSE RADIO OVER FACEBOOK

13. THE SOURCE FOR MUSIC DISCOVERY
14%
14%
18%
20%
30%
30%
33%
39%
48%
59%
66%
75%
Spotify
Music Blos
iHeartRadio
SiriusXM Satellite Radio
Apple iTunes
Information/Displays at Local Stores
Music TV Channels
Facebook
Pandora
YouTube
Friends/Family
AM/FM Radio
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn
About and Keep Up-To-Date With New Music
(47% of total P12+ population)
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
Source: The Infinite Dial 2014 – Edison Research / Triton Digital

14. THE GREATEST “SHARE OF EAR”

15. RADIO IS THE TOP IN-CAR DEVICE
86%
of drivers cite
radio
as their primary
in-car
entertainment
device
Source: The Infinite Dial 2014 – Edison Research / Triton Digital

16. AND THE MOST USED IN-CAR DEVICE
6%
11%
13%
15%
58%
Online Radio
Satellite Radio
MP3 Player/Owned
Digital Music
CD Player
AM/FM Radio
% Using “Almost All of the Times” or “Most of the Times” in the Car
Base: Driven / Ridden in Car in Last Month, Age 18+
Source: The Infinite Dial 2014 – Edison Research / Triton Digital

17. M 18+ W 18+
Over
151/4
Hours Per
Week
Nearly
131/4
Hours Per
Week
CONSISTENT AUDIENCE TUNE-IN
Source: Nielsen Audio, RADAR 121, June 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

18. 14.8
Hours
14.7
Hours
14.4
Hours
TUNE-IN TIME HIGHER AMONG HISPANIC
AND AFRICAN AMERICAN LISTENERS
African American listeners and Hispanic listeners
(versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 121, June 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

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

20. 30 million
Over the next 3 years
phones will have an
FM Chip
FM-ENABLED SMARTPHONES
To date, over:
• 500,000 app downloads
• 9,300 FM radio stations tuned to from the app
• 550,000 hours of listening through NextRadio
Source: NextRadio + TagStation Insights

21. Source: NextRadio + TagStation Insights

22. 22
TRENDS
Source: NextRadio + TagStation Insights

23. Streaming
Over 7200
streaming
stations in 2014
Podcasts
39MM Americans
have downloaded
a podcast in the
past month
HD Radio
Over 19 Million
HD radio
receivers are in
the marketplace
RADIO’S DIGITAL OFFERINGS ARE STEADILY
INCREASING
Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included (HD Radio stat from
iBiquity/HD Radio Alliance, 2014); The Infinite Dial 2014 – Edison Research / Triton Digital

24. THE BATTLE FOR THE DASH
All major auto brands will offer factory-installed HD Radio Technology during calendar year 2014
Brands with HD Radio Technology
Vehicle Lines with HD Radio Technology
HD Radio as Standard Equipment
90+
2010 2011 2012 2013 2014
185+
35
76
166
33
67
154
28
61
109
21
36
86
16
Source: iBiquity

25. Source: The Infinite Dial 2014 – Edison Research / Triton Digital
124 Million
P12+ have listened to
online radio
in the past month
(am/fm streams or internet only streams)

26. 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 – Nielsen Audio, Edison Research

27. 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)
27
19.1
12.7
Pandora Listeners Non-Pandora Listeners
Hours Per Week

28. • On-demand content delivering sports,
music, information and entertainment
downloads whenever and wherever the
listener wants it
• 66% of Smartphone users listen to
online radio every week
• 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 2014 – Edison Research / Triton Digital; 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

29. • 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

30. RADIO DOMINATES THE 9 TO 5 WORKDAY
15%
22%
36%
43%
48%
Magazine
Newspaper
Television
Internet
BROADCAST RADIO
% of media time spent per day
Adults 25-54
BROADCAST RADIO
Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to
population. Base: Adults 25-54; Daypart: 9AM-5PM
How to read: 48% of Adults
25-54 tune in to radio during
the 9-5 workday.

31. REACHING LISTENERS OUTSIDE OF THEIR HOME

32. WHILE THEY ARE LISTENING IN CAR
88%
87%
91%
87%
All Demos Gen Y Gen X Baby Boomers
Source: GfK survey done for the Consumer Electronics Association, 2013

33. AND THROUGHOUT THEIR BUSY DAY

34. CLOSEST TO THE POINT OF PURCHASE

35. STRONGEST PRE-SHOPPING MEDIUM
LEADING INTO 2PM PEAK SHOPPING HOUR

36. INLFUENCING WHERE TO SHOP FOR CARS

37. INFLUENCING HOME IMPROVEMENT PROJECTS

38. 16%
28%
28%
38%
39%
40%
41%
43%
Called the advertised product or store
Visited advertiser’s website
Recommended advertised product to others
Watched advertised TV program
Talked about the ad or product with others
Attended advertised event or performance
Visited advertised store
Visited advertised restaurant
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

39. RADIO SPARKS BRAND CONVERSATION

40. Drives ROI
• Target’s Healthcare
campaign targeting
empty nesters resulted in:
• 6% lift in prescription
purchase intent
• 12% lift in over the
counter medication
purchase intent
• 28% lift in brand
advocacy
• 6% lift in brand affinity
Drives Traffic
• Cracker Barrel used an
on-air endorsement
program to promote
seasonal menu items and
the launch of new salads.
Campaign delivered:
• Increased store traffic
• Sales exceeding client
expectations
Drives Interaction
•Six Flags used an integrated
radio campaign to support
their annual “Fright Fest”
Halloween-themed event
and experienced:
•Record attendance and
revenue for the event
•Record season pass sales
for that time of year
•Significant increases in
both web traffic and social
media buzz
RADIO IMPROVES MARKETING OBJECTIVES
Visit RAB.com for additional case studies

41. REACH INCREASES WHEN RADIO IS ADDED
TO A TV CAMPAIGN

42. MORE RADIO BOOSTS CAMPAIGN ROI
Reallocation of existing ad budgets
to give
Radio 20%
share of spend
increases overall campaign
ROI by 8X
Source: Radio Advertising Bureau UK – 2013

43. AN EMOTIVE MEDIUM

44. A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
49%
To get into
a better
mood
33%
Hear
things that
make you
laugh
46%
Relax &
unwind
when
tense
31%
Keep you
company
when
alone
36%
Take your
mind off
problems
29%
Add to the
fun when
with other
people
35%
Get an
energy
boost
Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64

45. 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

46. • 2011 highlights 93% retention
• 2006 highlights 92% retention
• No time shifting
• No below the fold
• No load times
Sources: 2011 Nielsen Audio, Media Monitors, and Coleman Insights
NO COMMERCIAL SKIPPING

47. RADIO WORKS FOR THE CONSUMER
AND THE ADVERTISER

48. On Air
A mass medium
capable of easily
delivering your
message to many
people
Targetable assuring
the right people are
exposed to your
message
A trusted medium
and always available
especially during
times of crisis
On Line
Digital capabilities
offering interactive
opportunities
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Delivers content
wherever and
whenever listeners
want it
On Target
An environment that
delivers consumers
who are engaged and
passionate about the
content
Offering
companionship and
information
Exposure to the
message when and
where consumers are
ready to buy or shop
RADIO. IT’S ON.