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Transcript of Mobile
Radio Is Still America’s Companion
Source: 2010 Arbitron Inc. / Edison Research Persons 12+, Includes On-Air Radio Listening Only
Hours Spent With Media In The Last 24 Hours
0
1
2
3
4
3.4
TV Radio Web Newspaper
2.1 1.9
0.5
Weekly Radio Reach 2010 Higher than 1970!
Source: RADAR Time Spent Listening Per Week Report (c) Arbitron: Monday-Sunday 24 Hours / Persons 12+, Inlcudes On-Air Listening Only
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
1970 1975 1980 1985 1990 1995 2000 2005 2010
92.7 93.3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Live TV BroadcastRadio
91
Newspapers
79 76
21 18
Internet Magazines
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
93
81
69
3126
Live TV BroadcastRadio
NewspapersInternet Magazines
The Daily Media Landscape
Source: Nielsen/Council of Research Excellence “How U.S. Adults use Radio and other forms of Audio”, 2009
Ages 18-34 Ages 35-54
Radio is a vital part of the average adult’s day with media
Dai
ly R
each
Radio Is The #2 Activity Least Likely To Be Given Up For A Week
5
Source: 2010 Jacobs Tech Survey
Activity Least Likely to be Given Up for a Week
0%
5%
10%
15%
20%
25%
30%
35%
Watching TV
Listening to FM Radio
Email Talking on Telephone
Texting Social Networking
Playing Video Games
Listening to iPod/MP3
player
Satellite Radio
31%
17%
12%10% 9% 8%
6% 5%2%
Activity Least Likely to be Given Up for a Week
The Emotional Attachment To Radio
Very Disappointed
Somewhat DisappointedNot Very DisappointedNot at All DisappointedDon't Know
Source: Arbitron/Edison Research, Infinite Dial 2010
“If The AM or FM Radio Station You Listen To Most Was No Longer On The Air, Do You Think You Would Be…”
51%
28%
8%9%4%
Base Total Population 12+
The Emotional Attachment To The RadioFour in five radio listeners would be disappointed if their favorite
station was no longer on-air.
Radio is among the top three activities that youths arespending MORE time with.
Source: Edison Research, 2010 Youth Study
48
18
19
28
27
10
10
9
20
36
44
43
35
45
45
46
33
33
14 2
35 2
7
16
4
22
27
40
12
22
30
23
23
17
17
28
#1
#2
On the Internet
Watching Television
Listening to the Radio
Playing Video Games
Talking on the phone
Reading Magazines
Reading Newspapers
Going to Concerts
Going to Movies
MORE SAME LESS
DON’T KNOW
N/A
#3
Teen Listenership is UP!
Digital Listening is just 3% of Total Radio Listening
Digital Radio (Streaming)
Source: Ando-media data, Arbitron-Edison research , SNL Kagan, Clear Channel data
Estim
ated
Rad
io L
iste
ning
(B
illio
n ho
urs
per y
ear)
100
125
150
175
200
Digital
Terrestrial
179
97%
3%
The game is just beginning!
Streaming weekly audience has doubled every five years since 2001!
% Who Have Listened to Online Radio in the Last Week
Source: 2011 Arbitron Inc./Edison Research, includes both AM/FM and internet only streams
Source: Arbitron/Edison Research, Infinite Dial 2010
90
95
100
105
110
115
120
125
120
103
Own iPod/MP3 Template
Listen to Digital Audio in Car
(Monthly)
100
Weekly Online Radio Listeners
107
Persons 12+
Index Of Time Spent Listening To Radio Per Day
Digital Users ARE Radio ListenersDigital audio users spend more total time with radio.
What’s going on in Radio?The top line conclusion is that radio is much stronger than its
general media perception.
Here are the facts:1. Radio is still one of America’s top daily companions.
2. The weekly reach of radio has been consistent for the past forty years, even higher today than before!
3. Radio has a strong daily audience among adults both 18-34 and 35-54.
4. Listeners still have an exceptional personal attachment to radio that is hard to beat!
5. Teenagers and young adults are tuning in even more despite competitive technology.
6. Streaming is still a small fracture of total radio listening
7. The weekly streaming audience is growing rapidly, doubling in the past 5 years.
8. Digital users expand, not divide, radio usage by spending more total time with radio than non-digital users.