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

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Presentation on theme: "Radio. Its On.. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO."— Presentation transcript:

1 Radio. Its On.

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

3 RADIO TODAY Radio LiveLocalMobilePersonalSocialInteractiveExperiential

4 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. ITS ON.

5 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)

6 92% of Americans 12+ every week Source: Nielsen Audio, RADAR 118, September 2013 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates) RADIOS REACH

7 HIGHER REACH VS. OTHER MEDIA OPTIONS Source: Scarborough USA+, Release USA Adults (Sample Size: 28,781) Adults 18-34

8 Hours:Min CONSISTENT TIME SPENT WITH RADIO Even Among Heavy Users of Other Media Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research

9 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

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

11 RADIO IS THE TOP IN-CAR DEVICE 84% of drivers cite radio as their primary in-car entertainment device Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research

12 M 18+W 18+ Nearly 16 Hours Per Week Nearly 14 Hours Per Week CONSISTENT AUDIENCE TUNE-IN Source: Nielsen Audio, RADAR 118, September 2013, (Monday-Sunday 24-Hour Weekly TSL Estimates)

13 15.2 Hours 15.2 Hours 14.8 Hours 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)

14 TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL Technology has expanded Radios delivery platforms to create an interactive, engaging and highly communicative environment

15 30 million Over the next 3 years phones will have an FM Chip FM-ENABLED SMARTPHONES

16 Streaming Nearly 6400 streaming stations in 2013 HD Radio More than 2200 stations broadcasting in HD Podcasts 32MM Americans have downloaded a podcast in the past month RADIOS 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

17 Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research 120 Million P12+ have listened to online radio in the past month

18 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 – 5PM 8-9 AM 4-5 PM

19 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

20 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

21 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

22 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

23 RADIO DOMINATES THE 9 TO 5 WORKDAY BROADCAST RADIO Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork /Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM

24 REACHING LISTENERS OUTSIDE OF THEIR HOME Source: MBI USA TouchPoints Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.

25 AND THROUGHOUT THEIR BUSY DAY Source: USA TouchPoints Note: AM/FM Radio includes radio station streams % of AM/FM radio listeners engaged in given activities Persons 25-54

26 Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research CLOSEST TO THE HALF-HOUR BEFORE PURCHASE % who (item) just before arriving at store of last shopping visit

27 STRONGEST PRE-SHOPPING MEDIUM LEADING INTO 2PM PEAK SHOPPING HOUR Source: USA TouchPoints Note: TV includes time-shifted viewing and streaming; AM/FM Radio includes radio station streaming; Internet and Mobile Web/App exclude ; Print includes digital readership How to read: 33% of Adults who went shopping listened to AM/FM Radio in the 2 hours leading into that shopping trip A18-49

28 RADIO ADS DRIVE ACTION, BEHAVIOR AND RESPONSE Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours

29 Drives ROI Targets 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

30 REACH INCREASES WHEN RADIO IS ADDED TO A TV CAMPAIGN Source: MBI TouchpointsTM Campaign Average Weekly Reach Financial Services 1 Financial Services 2 Auto 2 Home Improvement QSR 2QSR 1 Auto 1

31 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

32 A POSITIVE ENVIRONMENT TO DELIVER AD MESSAGES 57.4% Improves your mood 40.7% Comforts you 49.1% Energizes you 36.6% Keeps you company 41% Helps you have a good time 23.3% Has ads that are honest & believable 40.7% Helps you relax 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

33 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 in May 2012

34 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. ITS ON.


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