2. The indisputable facts Radio is everywhere
What We’ll Cover
The indisputable facts
Radio is everywhere
On-air
Online
On-site
On-demand
Accountability

3. Reach • Relevance • Receptivity
The indisputable facts:
Reach • Relevance • Receptivity

4. the largest number of potential customers
REACH:
the largest number of potential customers
Radio reaches up to
233MM 95 %
People reached by Radio every week
Consumers across all demographic segments
Radio and broadcast television are the only media that independently reach nearly everyone
PPM in Philadelphia shows individual station reach increasing as much as 145%, with average growth of approximately 70%
Radio consistently delivers high cume reach (90%+) among teens, adults and seniors
Radio garners 22% share of weekly consumers’ media time, more than broadcast TV, newspaper and Internet pure-play
More people listen to Radio than log on to the internet every day
Listenership increased
122 %
Weekly A/C listenership PPM vs. Diary

5. RELEVANCE: target and engage consumers in the market to buy with the right message
Radio reaches
Radio reaches
Radio reaches 95 90 90 % % %
planning to buy a new car within 12 months
with household incomes of $50,000+
spending $150 per week on groceries
Radio offers …
87% TSL retention since 1998
Diverse content with the ability to mass reach while narrowcasting
Behavioral targeting with local and national qualitative research
The most personal of media, connecting with consumers one-on-one
Ads that are perceived to be more honest and more relevant
More than 12,000 unique station brands with the most loyal audience in media
Personal, relevant and emotional connections with listeners

6. RECEPTIVITY: 92% of consumers listen through commercial breaks
Radio has eliminated clutter by reducing commercial content by 13% over the past year (vs. broadcast and cable increasing by 2-5%)

7. It’s Everywhere. It’s Free.

8. RADIO On-Air
12,000+ established brands with the most loyal consumers in the media industry
Relevant content for all lifestyles and demographics
Available everywhere: home, car, cabs, computer, retail, restaurants, iPods…..
Creatively deployed using:
The most powerful, award winning creative that has successfully built brands (Budweiser, On Star, Snapple, Motel 6)
Industry talent, creative services and radio creative training
Roadblock techniques
Daypart mass targeting
Swarm marketing platforms
Commercial length flexibility
Station full-day, prime time takeovers
Quickly and more deeply engaging consumers through HD technology

9. FM for the next generation
RADIO On-Air
Significantly improved audio
Expanded content via multicasting
Interactive/data/visual/time shifting
$200M ad campaign to drive consumer awareness and adoption
Available to 80% of the U.S. population
Projected 2 million receivers in play by the end of 2008
1,500 HD Radio stations, a 50% increase over 1 year ago
Nearly 750 HD-2 channels, a 50% increase over 1 year ago
Display-screen text-messaging
FM for the next generation

10. RADIO On-Air Rolling out in 2008
Surround-sound
On-demand features
Store & replay
Instant access to news, weather, sports scores and more
iTunes tagging
Real-time traffic reports on automotive navigation systems
Commitments from10 auto manufacturers across 53 models, including:
BMW and MINI full-line launch
Ford dealer-installed program in all lines
Hyundai and Volvo

11. RADIO Online Delivering over 36MM monthly unique users
75% of U.S. stations have Websites
Brand extension ad integrated advertiser platform
Allows listener/station/marketer dialogue platform
Of the estimated 30 million users of wireless access technology in the U.S.:
75% or 23 million have wirelessly accessed Internet radio
48% of those accessing the Internet via wireless technology seek out Internet radio.
Streaming
Nearly 4000 stations stream
30MM streaming listeners per week
Online AM/FM listening is up nearly 30% in ’06

12. RADIO Online Podcasting
Time shifting of local and national radio shows
Reached 18.5MM listeners in 2007; 65MM+ projected by 2012*
Content and interactive applications that enhance increased consumer engagement
Text messaging
Mobile applications
Robust loyal listener CRM initiatives
iTunes and MP3 tagging/FM tuners
Creatively deployed for listeners and advertisers:
Microsite and promotional splash page creation/production
Rich and interactive advertising units
Visual online promotion

13. RADIO Online An unprecedented number of technology partnerships
iTunes and Emmis Radio
Google radio investment
CBS, Vibes Media and iRadio
CBS and mSPOT
Clear Channel and iRadio
Katz and Net Radio Sales
Total Traffic and Microsoft

14. RADIO On-Site On-Site Marketing Invented here
Evolving with consumer needs and advertiser demands
Enhances the stations’ loyal listener communities while creating experiential opportunities for marketers

15. before On-Demand Existed
RADIO On-Demand
On-Demand
before On-Demand Existed

16. RADIO On-Demand MP3 players and mobile phones that are Radio-ready
FM adapters for the iPod are a result of consumer demand for Radio access
Technological advancements that have given Radio a visual element
Station web-sites and display-screen text-messages expanding the definition of Radio
Mobile phones have opened the door for more two way-communications
HD Radio technology that allows consumers to store and tag content

17. RADIO On-Demand
Expanded Radio distribution through new and emerging media channels
With industry and consumer adoption of digital and wireless technologies, Radio will continue to lead in …
Audio mobility
Portability
Content

18. Accountability

19. RADIO Measurement Improved Audience Measurement
Portable People Meters (Arbitron)
99% of the radio industry signed on, major agencies supporting PPM
Houston and Philadelphia are “live,” with 12 additional markets slated for implementation in 2008
Smart Cell Phone (Media Audit/IPSOS)
Houston test pending

20. RADIO Measurement Electronic Transaction Platforms Posting Invoicing
Ordering
Avails
Posting
Guidelines/criteria to be developed by media trading partners

21. RADIO Measurement
Funded by the Radio industry and directed by leaders from the advertising community
Research and published materials:
Radio Ad Lab Research Compendium
Radio Ad Lab Guide to Commercial Testing
Primary Research Studies: Relevance One and Two, Synergy, ROI, Engagement

22. RADIO Measurement Applied Knowledge, Insights Gained
Critical findings confirm:
Radio is both personal and emotive
Radio ads are more personally relevant than ads in all other media
Ads are better accepted (annoyance factor) on Radio vs. all other media
Inclusion of Radio in a media plan significantly boosts unaided recall and facilitates increased brand preference
Radio campaigns deliver a 49% ROI advantage over TV
The emotional impact of Radio ads is equal to TV
Radio ads generated significantly higher emotional impact than TV

23. RADIO 2020
RADIO 2020
Unprecedented marketing campaign via cooperative effort between the NAB, RAB and the HD Digital Radio Alliance
Radio 2020 focuses on 4 key initiatives:
Accessible technology
Playlist variety and format diversity
Building for the future
Reigniting consumers
RADIO2020

24. The Future of RADIO Is Now Available
RADIO provides reach, relevance and receptivity
RADIO is everywhere, it’s easy to use and free to the consumer
RADIO will continue to impact consumers’ lives through:
Accessible technology and portability
Playlist variety and format diversity
Multi-platform distribution
RADIO will launch a campaign this year to reignite consumers about the benefits of the medium
RADIO is a strong partner for marketers looking to reach consumers on-air, online, on-site and on-demand with innovative and robust marketing solutions