1. Radio. It’s On. For Hispanics
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

2. RADIO
A mass medium delivering audio content to passionate and loyal listeners across multiple platforms
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

3. RADIO TODAY RADIO Live Local Mobile Personal Social Interactive
Experiential
Engaging
Emotional
Immediate
Radio is live, local. It is the original mobile and social medium. It creates interaction between listener and station and offers the opportunity to experience and sample products and services.
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

4. RADIO. IT’S ON. On Air Online On Target
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
Online
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
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

7. Radio’s incredible reach

8. RADIO BOASTS HIGHEST MASS REACH AMONG POPULAR MEDIA
Weekly Reach
(% of Population)
Source: Nielsen Comparable Metrics Report Q3 2015
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

9. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Hispanics 18+
Source: Scarborough USA+, Release 2 Hispanics 18+ (August 2014 – October 2015)
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

10. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Hispanics 18-34
Source: Scarborough USA+, Release 2 Hispanics (August 2014 – October 2015)
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

11. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Hispanics 25-54
Source: Scarborough USA+, Release 2 Hispanics (August 2014 – October 2015)
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

12. CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
Source: Nielsen Audio, RADAR® June 2015, September 2015, December 2015, March 2016 , June 2016 (Monday-Sunday 24-Hour Cume Estimates, All Radio)
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

13. People listen and listen

16. RADIO PEAKS FOR HISPANICS
DURING THE WORKDAY
How to read: Each week in the 3-7pm daypart, radio reaches 84% of Hispanics
6-10A
10A-3P
3-7P
7P-12M
6-10A
10A-3P
3-7P
7P-12M
6-10A
10A-3P
3-7P
7P-12M
6-10A
10A-3P
3-7P
7P-12M
Source: Nielsen Audio, RADAR 129, June (Hispanics 18+, 18-34, and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

17. REACH AND TIME SPENT ACROSS HISPANIC LISTENERS
Weekly Reach: %
Weekly TSL: 13hrs:20min
Best Daypart: p Reach: 81.8%
Hispanics
12+
Weekly Reach: 93.3%
Weekly TSL: 14hrs:09min
Best Daypart: 10a -3p Reach: 83.5%
Hispanics 18+
Weekly Reach: %
Weekly TSL: 12hrs:16min
Best Daypart: p Reach: 82.0%
Hispanics 18-34
Weekly Reach: 94.3%
Weekly TSL: 14hrs:26min
Best Daypart: 10a-3p, 3-7p Reach: 84.7%
Hispanics25-54
Weekly Reach: %
Weekly TSL: 15hrs:41min
Best Daypart: 10a-3p Reach: 85.9%
Hispanics 35-64
Source: Nielsen Audio RADAR 129, June 2016 (Monday-Sunday 24-Hour TSL and Cume Estimates; Monday-Sunday Daypart Cume Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

18. GREATER MONTHLY USE VS. DIGITAL DEVICES
HISPANIC A18+ MONTHLY HOURS OF USAGE
60.2
HRS
AM/FM
Radio
125.5
HRS
Live TV + DVR/Time Shifted TV
53.9
HRS
Using any
App/Web on
Smartphone
42.7
HRS
Using the
Internet on
Computer
Source: Nielsen Total Audience Report Q Hispanic Adults 18+
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

19. CONSISTENT TIME SPENT WITH RADIO VS. OTHER DEVICES
ACROSS ALL GROUPS
HRS:MIN
Weekly
Source: Nielsen Comparable Metrics Report Q4 2015
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

20. RADIO USED DAILY MORE THAN TV
Source: Nielsen Comparable Metrics Report Q Hispanic Adults 18+
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

21. NO COMMERCIAL SKIPPING
Delivers 92% of lead-in audience and 95% on Spanish music stations
High audience levels among Hispanic Listeners and Spanish Music stations
Sources: 2011 Arbitron, Media Monitors, and Coleman Insights – “What Happens When The Spots Come On”
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

22. Radio is important to Listeners

24. HISPANIC LISTENERS INTERACT WITH RADIO
Source: Jacobs TechSurvey 12, 2016, n-39503
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

26. SOURCES MOST USED BY HISPANICS FOR MUSIC DISCOVERY
Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With New Music
Source: The Infinite Dial 2016 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

27. Radio across Platforms and devices

28. TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Expanding Radio’s delivery platforms to create an interactive,
engaging and
highly communicative environment
via devices and apps
Image Source: Tune-In and iHeartRadio
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

29. FM RADIO EXPERIENCE ON SMARTPHONES
Delivers real-time view of what’s playing on-air
Live interaction with favorite local radio stations
Use 3x less battery and 20x less data compared to streaming radio apps 
Source: NextRadio + TagStation Insights – For additional updates :
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

30. Over 7.5 million app downloads
As of June 2016:
Over 7.5 million app downloads
Over 12,800 FM radio stations tuned to from the app
Over 16.9 million hours of listening through NextRadio
And 4/5 in Google Play Store user rating
Source: NextRadio + TagStation Insights – For additional updates :
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

31. DELIVERS RELEVANT INTERACTIVITY
“Content cards” provide information and highly relevant interactive tools:
Click to buy (song or other related content)
Upcoming concerts and album releases for artist currently playing
Recent station playlist
Source: NextRadio + TagStation Insights – For additional updates :
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

32. MORE TECHNOLOGY THAT CONVERTS LISTENING TO ENGAGEMENT
There are other options available to consumers like Clip Interactive. Clip Radio is an app that allows listeners to clip something they’ve heard on their favorite radio station and instantly places it on their smartphone. You can clip songs, enter to win, coupons, and even “buy it now”. The app listens when you listen to detect the station you’re listening to and delivers free music and exclusive offers from the radio station and their advertising partners.
Technology converts radio listening into an engaging user experience, empowering listeners to see what they hear and take action.
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

33. PULLING DIGITAL CONTENT ONTO DEVICES
This illustration shows the different ways that a listener can get content. They can listen to music, have the opportunity to win a contest, answers surveys, watch a video and receive offers. The listener is “pulling” the information that they hear and placing onto their device. There are some specific case studies on rab.com
Click here to view Clip Interactive case studies
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

34. RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING
HD Radio
25.1MM Vehicles equipped with HD Radio
Podcasts
98MM Americans have ever listened to a podcast
Streaming
Nearly 7900 streaming stations in 2015
Source: HD Radio stat from iBiquity/HD Radio, 2016; The Infinite Dial 2016 – Edison Research / Triton Digital; Inside Radio / M Street Corp., September 2015; No Canadian or Mexican stations are included
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved

37. HIGH DIGITAL AUDIO CONSUMPTION
1000+ U.S. Hispanics Surveyed
81%
Listen to digital audio* - radio via internet, streaming sites or other online media
77%
Listen to online radio at least once per week
66%
Listen to Internet radio while working or browsing
38%
Listen to digital audio* between midday and afternoon
*Digital Audio: traditional radio as well as through the internet and also in streaming services and other media
Source: The State of Digital Audio in the U.S. Hispanic Market 2016, based on an online survey of U.S. Spanish speaking respondents
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

39. Radio In-Car

41. THE BATTLE FOR THE DASH
All major auto brands offered factory-installed HD Radio Technology as of 2014
185+
166
154
109 86 76 67 61 36 28 33 35 21 16
Source: iBiquity
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

42. Radio reaches your target

43. REACHING HISPANIC CONSUMERS
94%
A18+ Hispanic households who plan to buy/lease van/minivan/pickup truck within next year
A18+ Hispanic households that use mobile and online banking
93%
A18+ Hispanic households used insurance agent at local office past year
A18+ Hispanic households who replaced roof/major roof repair past year 
92%
A18+ Hispanic households who shopped any carpet/ furniture/ mattress store past year
A18+ Hispanic households who ate out at any steakhouse restaurant past month
Source: Scarborough USA Release 2 Total (August October 2015)
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

45. Radio delivers results

46. HISPANIC RADIO ADDED TO A PLAN
INCREASES SALES
% Increase in Total Spend by Radio Exposed Hispanics 18+
+43%
+9%
Department Stores
Mass Merchandisers
+49%
+23%
Home Improvement Stores
QSRs
Source: The Nielsen Company. The Sales Impact of Radio Study comparing 3 months of sales vs prior 3 months

47. HISPANIC RADIO RACKS UP RETURN ON AD SPEND
FOR RETAILERS
DEPARTMENT STORES
% Change TOTAL SPEND
Hispanics who were exposed to the radio campaign increased their total spend in department stores by 4x more than total market radio-exposed respondents
2015 Nielsen Department Store Study
Q Four brands - Compared to same time prior year

48. HISPANIC CONSUMERS SHOW HIGHER RESPONSE
TO CAMPAIGN EXPOSURE
Hispanic radio dollar share point gains by advertiser
Nielsen Catalina did studies of 3 different radio campaigns that involved 2 soft drinks and a snack item.
Not only did Hispanic radio lead to increased sales and shares, it bested Total Market performance by an average of 80%.
Index of Hispanic to Total Market Results
141
211
185
Source: Nielsen Catalina Solutions Studies of 10 radio ad campaigns, March 26, 2014

50. RADIO. IT’S ON. On Air Online On Target
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
Online
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
Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved