Radio. Its On.. A mass medium delivering audio content to passionate and loyal listeners across...

Radio. It’s On. Radio. It’s On.

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

RADIO

RADIO TODAY

RADIO. IT’S ON.

Nearly 243 Million P12+ tune in to

radio every week

Source: Nielsen Audio, RADAR 118, September 2013 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

92% of Americans 12+

every week

Source: Nielsen Audio, RADAR 118, September 2013 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)

RADIO’S REACH

HIGHER REACH VS. OTHER MEDIA OPTIONS

Source: Scarborough USA+, Release 2 2012 USA Adults 18-34 (Sample Size: 28,781)

Adults 18-34

2:04

6:23

2:12 2:07

6:11

6:3111:08 10:51

P12+ Heavy RadioListeners

Heavy TVViewers

Heavy InternetUsers

Radio Time Spent TV and Internet Time Spent

Hours:Min

CONSISTENT TIME SPENT WITH RADIOEven Among Heavy Users of Other Media

Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research

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

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


RADIO IS THE TOP IN-CAR DEVICE

84% of drivers cite

radio as their primary

in-car entertainment

device


M 18+ W 18+

Nearly 16 Hours Per

Week

Nearly14 Hours Per Week

CONSISTENT AUDIENCE TUNE-IN

Source: Nielsen Audio, RADAR 118, September 2013, (Monday-Sunday 24-Hour Weekly TSL Estimates)

15.2Hours

15.2Hours

14.8Hours

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 118, September 2013, (Monday-Sunday 24-Hour Weekly TSL Estimates)

TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL

Technology has expanded Radio’s delivery platforms to create an interactive, engaging and highly communicative environment

30 millionOver the next 3 years

phones will have anFM Chip

FM-ENABLED SMARTPHONES

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 – Nielsen Audio/Edison Media Research


120 Million P12+ have listened to

online radio in the past month

AUDIO STREAMING MIRRORS THE WORK DAY

Source: Local Streaming Station Audience, Nielsen Audio PPM, July 2013, Persons 18+ (40 stations from 24 metros)

LISTENING PEAKS between 8AM – 5PM8-9AM

4-5PM

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5,000

10,000

15,000

20,000

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30,000

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8+

Local BroadcastStreaming Audience (40stations)

82%

18%

% of weekly Online Radio listeners who listen to Broadcast Radio (versus those who do not)

ONLINE RADIO LISTENING COMPLEMENTS BROADCAST RADIO


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)

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 – Nielsen Audio/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

• 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

RADIO DOMINATES THE 9 TO 5 WORKDAY

BROADCAST RADIO

Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM

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.

AND THROUGHOUT THEIR BUSY DAY

Source: 2013.1 USA TouchPoints Note: AM/FM Radio includes radio station streams

% of AM/FM radio listeners engaged in given activitiesPersons 25-54


CLOSEST TO THE HALF-HOUR BEFORE PURCHASE

% who (item) just before arriving at store of last shopping visit

STRONGEST PRE-SHOPPING MEDIUMLEADING INTO 2PM PEAK SHOPPING HOUR

Source: 2013.1 USA TouchPoints Note: TV includes time-shifted viewing and streaming; AM/FM Radio includes radio station streaming; Internet and Mobile Web/App exclude email; Print includes digital readership

How to read: 33% of Adults 18-49 who went shopping listened to AM/FM Radio in the 2 hours leading into that shopping trip

A18-49

RADIO ADS DRIVE ACTION, BEHAVIOR AND RESPONSE


Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours

RADIO IMPROVES MARKETING OBJECTIVES

Visit RAB.com for additional case studies

REACH INCREASES WHEN RADIO IS ADDEDTO 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

• 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

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

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

RADIO. IT’S ON.

Radio. Its On.. A mass medium delivering audio content to passionate and loyal listeners across...

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