Presentation on theme: "LANDSCAPE 2012 Engagement and Radio 1. LANDSCAPE 2012 2 82% A personal, para-social interaction with their favorite Radio personality 79% Listen longer."— Presentation transcript:
LANDSCAPE 2012 2 82% A personal, para-social interaction with their favorite Radio personality 79% Listen longer to the Radio stations because their favorite personality is on the air 70% Follow their favorite personality/ Radio station on social media Radio Connects Personally 72% Talk to their friends about their favorite personality or program content 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 70% Consider radio personalities to be a good or best friend or companion* This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.
LANDSCAPE 2012 These personal connections are like “word of mouth”. It’s better than a “like”. Radio Has the Power of Persuasion 52% 3 51% 47% 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 Have considered or purchased a product or service recommended by their favorite personality Have considered or purchased a product/service advertised during their favorite Radio personality’s show Their favorite Radio personality influences their opinion
LANDSCAPE 2012 There Is an Emotional Attachment to Radio 4 9 out of 10 people who use radio heavily would be somewhat or very disappointed if their favorite station were no longer on-air % who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-air Source: The Infinite Dial 2011
LANDSCAPE 2012 People of All Ages Value Radio Over Facebook 5 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 Read: I would be very disappointed if…
LANDSCAPE 2012 Radio Websites Reach Consumers In Their Communities 6 Radio stations have created hyper local sites All assets combined to deliver relevant and local information to listeners Connects to neighborhoods where they live and work Provide advertisers with geo- targeted opportunities A digital presence increases response and conversion rates by nearly fourfold on average Source: TargetSpot white paper April 2011
LANDSCAPE 2012 Radio and Social Networking Platforms 70% of people with favorite Radio personalities follow them Personalities in just the top 25 markets have more than 15 million Facebook friends and 22 million Twitter followers Stations’ use of social network platforms extend the over-the-air connection Databases remain a source for targeted marketing by advertisers Visits to Radio station websites are increasing: Up to 34% of adults in 2012 vs. 27% in 2010 visited in the past week 7 Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns & Associates; KMS research October 2012
LANDSCAPE 2012 Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand asked not to be named). Radio advertising does positively impact the 5 key branding metrics 6 Study Average % Lift Affinity / Likeability Awareness Advocacy Consideration Purchase Intent 13% 20% 14% 38% 37% Radio-targeted consumers vs. Control groups Credibility and Emotional Connection
LANDSCAPE 2012 And the best test of all for engagement… 10
LANDSCAPE 2012 When Radio Stations Invite Their Listeners… They show up by the thousands.
LANDSCAPE 2012 Radio Provides the Power for Advertisers to Engage Listeners Move into our Virtual Neighborhoods and Let Us Prove It 12