Radio Landscape 2013 Part 3 - Nielsen TV HH, Nielsen Cross Platform Report March 2013; wkly Radio,...

LANDSCAPE 2013

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LANDSCAPE

2013

[ PART 3 ]

Digital Technology Enables Expansion and Interaction

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”Radio isn’t going anywhere…

Radio is going everywhere”

Kinsey Wilson Head of Content, NPR

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Delivers Massive Reach in Real Time

Engages and Influences Listeners


Delivers Outstanding Results

Thriving

PART 3

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Radio’s Multiple Platforms

• Radio use and time spent is strong

- Radio continues to reach consumers

throughout their day

• Technology has expanded Radio’s delivery

platforms to create an interactive, engaging

and highly communicative environment

• Digital media usage continues to grow…

- But it does NOT come at the expense of

AM/FM Radio usage!

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Combined Time Spent Per Day With Radio, TV and

Internet Gained More Than An Hour Since 2003

Self-Reported Average Time Spent per Day With Today’s Three Biggest Media: Radio, TV & Internet

(Hours:Minutes)

Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research

Base: Total Population 12+

7:03

8:15

2003 2013

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Heavy Usage Of One Medium in NOT Necessarily

Associated With Less Time With Other Media

Self-Reported Average Time Spent per Day With Each Medium (Hours:Minutes)

2:04

6:23

2:12 2:07

3:33

3:31

8:16

3:35

2:38

3:00 2:52

7:16

Persons 12+ Heavy Radio Users Heavy TV Users Heavy Internet Users

Internet

TV

Radio


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Digital Listening Augments Broadcast Radio

The weekly audience for Internet Radio has increased significantly over the last decade but

Broadcast Radio continues to grow year after year. There are just more listening options available.

Decade of growth of Broadcast Radio vs. Internet Radio

# of users in millions

224

20

228

19

229

20

230

30

233

29

234

32

237

42

240

43

241

57

243

76

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Broadcast Radio Internet Radio

19 million

new listeners

(+8%) in the

last decade

56 million

new listeners

(+280%) in

the last

decade

Sources: Arbitron RADAR Winter/March reports

(RADAR methodology changed in 2007 to include PPM market transitions through 2011)

Arbitron/Edison “Infinite Dial” Research for Internet/Online data; Weekly listeners for Broadcast Radio; Weekly listeners for Internet Radio

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Broadcast Radio Listened To More

By Pure-Play Listeners

19.1

12.7

Pandora Listeners Non-Pandora Listeners

Hours of Broadcast Radio Per Week

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)

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Audio on Mobile

• On-demand content delivering sports, music,

information and entertainment downloads

whenever 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

Sources: 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

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What percentage of online radio listeners also

listen to broadcast radio during the week?

QUESTION:

ANSWER:

82%


Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet

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Listening to Broadcast Radio

Listening to only Online Radio

Online Radio Listening Complements

Over-the-Air Radio

% of weekly Online Radio listeners 12+ who listened to Broadcast Radio versus those who did not

82% 18%

Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research Base: Weekly Online Radio Listeners


Only 6% of All Persons 12+

listened exclusively to Online

Radio in the past week

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expansion

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Use of Online Radio Growing

6:13 6:31

8:02

9:17 9:46

11:56

2008 2009 2010 2011 2012 2013

Base: People 12+ who used Internet Radio in the past week

Hrs : Min



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Weekly Online Listening on the Rise

8% 8% 8%

12% 12% 13%

17% 17%

22%

29%

33%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Estimated 86 Million In 2012

% Who Have Listened to Online Radio in Last Week

Base: Total Population 12+



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Monthly Online Radio Listening Is at an All-time High

17% 16% 15%

21% 20% 21%

27% 27%

34%

39%

45%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

% Who Have Listened to Online Radio in Last Month

Base: Total Populations 12+

Estimated

120 Million



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The Projected Growth of Internet Radio

Will Exceed 50% Very Soon

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Audio Streaming Mirrors the Workday

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000M

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AQ

H P

ers

ons 1

8+

Local BroadcastStreaming Audience(41 stations)

Source: Local Streaming Station Audience, Arbitron PPM, February 2013, Persons 18+ (41 stations from 31 metros)

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At Work Listening Occurs Across Devices

13%

Radio Stations on a Regular

Radio 62%

Radio Stations on Your Computer Over Internet

19%

On a mobile device such as a

smartphone 14%

Don’t Know 5%

“Think about how you listen to the Radio while at work.

Do you most often listen to…?”

Base: Persons 18+ Employed Full-Time or Part-Time and

Listen to the Radio While Working (22% of Total 18+ Population)


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Mobile Device In-Car Audio Use

on the Rise

Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research; Base: Use a Cell Phone

6%

11%

17%

21%

2010 2011 2012 2013

% of Cell Phone Owners Who Have Ever Listened to Online Radio in a Car by

Listening to the Stream From a Cell Phone Connected to a Car Stereo

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interaction

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Radio Digital Offerings Continue to Grow Technology has allowed Radio

to touch listeners across

devices and platforms

• Nearly 6,400 streaming Radio stations

in 2013

• More than 12 million HD radios now in

use (10 million in automobiles)

• Databases and outbound texting ability remain a source for targeted marketing by advertisers

• Personalities in just the top 25 markets have more than 18 million Facebook friends and 27 million Twitter followers

Sources: Inside Radio / M Street Corp., 2012; No Canadian or Mexican stations are included (HD Radio stat from iBiquity – Inside Radio

4-5-13) Based on KMS Radio personality Facebook and Twitter accounts research March 2013

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The Digital Footprint of Radio Is Expanding

Source: TV HH, Nielsen Cross Platform Report March 2013; wkly Radio, Arbitron RADAR 116 March 2013 M-Su M-M; Internet, Pew Internet & American Life

Project Setptember2012 Study; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS November 2012 Nielsen Report;

Online Radio, Smartphones, iPods/MP3s, Tablets and Social Net Usage Edison Media Infinite Dial: 2013; Hi speed Internet Access from Pew Internet &

American Life Project May, June 2012 Tablets Pew Internet & American Life Project October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012

12 Month; Twitter, Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users.

Interviews were conducted in English and Spanish and on landline and cell phones

95 92 88

81

70

60 58 53 51

47 46

33 32 29

13 10 %

Po

pu

latio

n/H

ou

se

ho

ld P

en

etr

atio

n

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transmedia

Transmedia storytelling (also known as multi-platform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.

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“ ”

70%

Follow their

favorite

personality/

Radio

station on

social media

Radio’s Connection with Listeners

72%

Talk to their

friends

about their

favorite

personality

or program

content

Because he actually replies to you and makes you feel important

Sources: 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

55%

Listen to their

favorite

personalities

on computers

or mobile

devices when

away from a

Radio

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Increasing Engagement with Social Media

15

18

22

27

Facebook Twitter

OCT 2012 MAR 2013

Source: Count of Facebook and Twitter followers to all stations and personalities (local and syndicated) in the top 25 markets

Mill

ion

s o

f fo

llow

ers

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0%

10%

20%

30%

40%

50%

60%

70%

12-17 18-24 25-34 35-44 45-54 55-64 65+

Text Message Facebook Twitter

Source: Arbitron Inc./Edison Research National Media Survey 2013 (multiple answers accepted)

Sample size: 485 people who have ever communicated with a radio station (24% of US population 12+)

Radio’s Use of Mobile and Social Media to Interact with Listeners Skews Young

Q: Which method do you use to

communicate with any AM or FM

radio station or one of its DJs?

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Sampling Opportunities Drive Exposure and Consumer Interest

• Provide engagement metric for

stations and advertised brands

• Product introduction to consumers

• Digital couponing opportunities

• Location based services

• Expands interactivity between

stations and listeners

• Experiential marketing via station

street teams, event sponsorships

and more

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results

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Radio and Social Media Create Chatter

• Cricket Wireless wanted to build the company’s

level of social media interaction and drive traffic

into retail locations

• Creation of the Wallet Drop campaign • A two-week promotion that focused on branded wallets that

were “dropped” in preselected locations • Wallets contained prizes including free phones

• Cricket used radio personalities to talk on-air

about the giveaways and used Twitter and

Facebook feeds to give listeners clues

• The Wallet Drop, with it’s use of radio tie-ins has

become a local marketing best practice for

Cricket.

“Of our tools, we see radio as one that is

closest to the end of the brand funnel. It

can drive people to the store to take

action.”

- Deborah Jourdan

Sr. Director of Consumer Marketing

Cricket

Source: Arbitron 2012 Deeper Dive

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Dillard’s Dallies With Radio

• Dillard’s was looking for an opportunity to increase

consumer engagement and elevate their position as a “go-

to” retailer for the hottest trends. While Kellie Rasberry,

co-host of the nationally syndicated Kidd Kraddick Radio

Show, wanted a fashion makeover.

• They developed a partnership between Kellie and

Dillard’s. Each week, Kellie debuted a new look designed

to help her define her personal style. Listeners were also

encouraged to visit a promotional web page to vote on

Kellie’s latest selections.

Results

Over 130,584 listener votes were registered on Kellie’s Fashion Makeover online

location. Dillard’s reported that online sales were positive, actually selling out of items

featured on the radio.

Source: Katz Media Solutions Case Studies

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Digital Is Radio’s Fastest Growing Revenue Sector

Source: Miller Kaplan Arase LLP..

$480

$615

$709

$767

$400

$500

$600

$700

$800

2009 2010 2011 2012

Full YearIn Millions

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for additional information…..

www.arbitron.com

www.katz-media.com/ourcompanies/RA/Pages/main.aspx

www.rab.com

www.radioadlab.org

www.radiomercuryawards.com

www.researchexcellence.com

www.thebestofradio.com

www.raisingthevolume.com

www.mediabehavior.com/what-we-do (USA TouchPoints)

Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective

holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images

are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of

any of the above, and such use may constitute an infringement of the holder's rights.

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Catch Parts One and Two…

Let’s visit www.my.arbitron.com to access more resources…

For a copy of the presentation visit

www.arbitron.com/radiotoday

Radio Delivers Massive Reach In Real Time

Radio Engages and Influences Listeners


http://www.my.arbitron.com/

Radio Landscape 2013 Part 3 - Nielsen TV HH, Nielsen Cross Platform Report March 2013; wkly Radio,...

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