Radio. It’s On.. A mass medium delivering audio content to passionate and loyal listeners across...

Radio. It’s On.

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

RADIO

RADIO TODAY

RadioLive

Local

Mobile

Personal

Social

Interactive

Experiential

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.

244 Million P12+ tune in to

radio every week

Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

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

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

93%

46%

78% 79%

91%

HIGHER REACH VS. OTHER MEDIA OPTIONS

Source: Scarborough USA+, Release 2 2013 USA Adults 18-34

Adults 18-34


Read Any News-paper Past Week

Watched Any TV Past Week


Week


94%

52%

86%82% 85%


Source: Scarborough USA+, Release 2 2013 USA Adults 25-54

Adults 25-54


Read Any News-paper Past Week

Watched Any TV Past Week


Week


94%

52%

86%82% 85%


Source: Scarborough USA+, Release 2 2013 USA Adults 18+

Adults 18+

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

MORE TIME SPENTTHAN EIGHT OTHER AVAILABLE MEDIA

LISTENERS CHOOSE RADIO OVER FACEBOOK

THE SOURCE FOR MUSIC DISCOVERY

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

14%

14%

18%

20%

30%

30%

33%

39%

48%

59%

66%

75%

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

THE GREATEST “SHARE OF EAR”

RADIO IS THE TOP IN-CAR DEVICE

86% of drivers cite

radio as their primary

in-car entertainment

device


AND THE MOST USED IN-CAR DEVICE

Online Radio

Satellite Radio

MP3 Player/Owned Digital Music

CD Player

AM/FM Radio

6%

11%

13%

15%

58%

% Using “Almost All of the Times” or “Most of the Times” in the Car

Base: Driven / Ridden in Car in Last Month, Age 18+


M 18+ W 18+

Over151/4 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)

14.8Hours

14.7Hours

14.4Hours

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)

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

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

22

TRENDS


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

THE BATTLE FOR THE DASHAll 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

2861

109

2136

86

16

Source: iBiquity


124 Million P12+ have listened to

online radio in the past month

(am/fm streams or internet only streams)

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)

Pandora Listeners Non-Pandora Listeners

19.1

12.7

Hours Per Week

• 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

• 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

Magazine

Newspaper

Television

Internet

BROADCAST RADIO

15%

22%

36%

43%

48%

% of media time spent per dayAdults 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.

REACHING LISTENERS OUTSIDE OF THEIR HOME

WHILE THEY ARE LISTENING IN CAR

All Demos Gen Y Gen X Baby Boomers

88%

87%

91%

87%

Source: GfK survey done for the Consumer Electronics Association, 2013

AND THROUGHOUT THEIR BUSY DAY

CLOSEST TO THE POINT OF PURCHASE

STRONGEST PRE-SHOPPING MEDIUMLEADING INTO 2PM PEAK SHOPPING HOUR

INLFUENCING WHERE TO SHOP FOR CARS

INFLUENCING HOME IMPROVEMENT PROJECTS

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

16%

28%

28%

38%

39%

40%

41%

43%

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

RADIO SPARKS BRAND CONVERSATION

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

REACH INCREASES WHEN RADIO IS ADDEDTO A TV CAMPAIGN

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

AN EMOTIVE MEDIUM

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

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

• 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

RADIO WORKS FOR THE CONSUMERAND THE ADVERTISER

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

RADIO. IT’S ON.

Radio. It’s On.. A mass medium delivering audio content to passionate and loyal listeners across...

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