radio. its on.. a mass medium delivering audio content to passionate and loyal listeners across...
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Radio. It’s On. Radio. It’s On.
A mass medium delivering audio content to passionate and loyal listeners across multiple platforms
RADIO
RADIO TODAY
RADIO. IT’S ON.
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)
92% of Americans 12+
every week
Source: Nielsen Audio, RADAR 118, September 2013 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
RADIO’S REACH
HIGHER REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 2 2012 USA Adults 18-34 (Sample Size: 28,781)
Adults 18-34
2:04
6:23
2:12 2:07
6:11
6:3111:08 10:51
P12+ Heavy RadioListeners
Heavy TVViewers
Heavy InternetUsers
Radio Time Spent TV and Internet Time Spent
Hours:Min
CONSISTENT TIME SPENT WITH RADIOEven Among Heavy Users of Other Media
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
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
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
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
M 18+ W 18+
Nearly 16 Hours Per
Week
Nearly14 Hours Per Week
CONSISTENT AUDIENCE TUNE-IN
Source: Nielsen Audio, RADAR 118, September 2013, (Monday-Sunday 24-Hour Weekly TSL Estimates)
15.2Hours
15.2Hours
14.8Hours
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)
TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL
Technology has expanded Radio’s delivery platforms to create an interactive, engaging and highly communicative environment
30 millionOver the next 3 years
phones will have anFM Chip
FM-ENABLED SMARTPHONES
RADIO’S 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
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
120 Million P12+ have listened to
online radio in the past month
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 – 5PM8-9AM
4-5PM
0
5,000
10,000
15,000
20,000
25,000
30,000
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8+
Local BroadcastStreaming Audience (40stations)
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
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
• 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
• 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
RADIO DOMINATES THE 9 TO 5 WORKDAY
BROADCAST RADIO
Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM
REACHING LISTENERS OUTSIDE OF THEIR HOME
Source: 2013.1 MBI USA TouchPoints Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.
AND THROUGHOUT THEIR BUSY DAY
Source: 2013.1 USA TouchPoints Note: AM/FM Radio includes radio station streams
% of AM/FM radio listeners engaged in given activitiesPersons 25-54
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
STRONGEST PRE-SHOPPING MEDIUMLEADING INTO 2PM PEAK SHOPPING HOUR
Source: 2013.1 USA TouchPoints Note: TV includes time-shifted viewing and streaming; AM/FM Radio includes radio station streaming; Internet and Mobile Web/App exclude email; Print includes digital readership
How to read: 33% of Adults 18-49 who went shopping listened to AM/FM Radio in the 2 hours leading into that shopping trip
A18-49
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
RADIO IMPROVES MARKETING OBJECTIVES
Visit RAB.com for additional case studies
REACH INCREASES WHEN RADIO IS ADDEDTO A TV CAMPAIGN
Source: MBI TouchpointsTM
Campaign Average Weekly Reach
Financial Services 1
Financial Services 2
Auto 2 Home Improvement
QSR 2 QSR 1 Auto 1
• 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
A POSITIVE ENVIRONMENT TO DELIVER AD MESSAGES
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
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 15-54 in May 2012
RADIO. IT’S ON.
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