connect. engage. deliver. radio connect. engage. deliver. the 2009 foundation research study
TRANSCRIPT
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Methodology
This study was completed using telephone interview methodology from October 29/08 – November 11/08.
The calls we completed across each day of the week were weighted to ensure equal representation for each day.
The charts below show the sample sizes achieved for each of the age groups.
18 to 34
18 to 49
25 to 54 35 to 64
Total*
230 532 557 603 1,012*Total does not match the sum of categories due to overlaps in
age demographic groups.
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Trending
The 2009 Foundation research Study is the fourth survey we have conducted to learn more about Canadians media usage.
Where applicable we have trended responses for the past three surveys to provide perspective on the evolution of media consumption.
Results from the study are consistent with reports from other major media industry databases.
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Media usage
Radio continues to perform well with the ability to reach over 80% of Canadian adults daily.
Radio is particularly effective in connecting with active affluent Canadians, that are difficult to reach with print and TV.
Radio doesn’t place demands on the listener; it accompanies Canadians throughout the day providing effortless entertainment.
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Weekly reachAdults 18+
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
TV Radio Newspaper Magazines Internet
2007 2008 2009
•Radio’s reach is second only to TV – 90% of adults tune in weekly
Source: Foundation Research Study 2007-2009, adults 18+
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Weekly reach
92%94%
86%
93%96%
98%
94%
70%
75%
80%
85%
90%
95%
100%
A18+working
A18+ w/kids
A18-34 A25-54 A18+ w/kids
HHI$50K+
HHI$100K+
•Radio reach is above average for adults with active lifestyles
Source: Foundation Research Study 2009
A18+ 90%
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Daily reachAdults 18+
20%
25%30%
35%
40%
45%50%
55%
60%65%
70%
75%
80%85%
90%
TV Radio Newspaper Internet Magazines
2007 2008 2009
•Radio’s reach is second only to TV – 81% of adults tune in daily
Source: Foundation Research Study 2007-2009, adults 18+
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Daily reach
83%86%
84%
76%
86%86%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
A18+working
A18+ w/kids
A18-34 A25-54 HHI$50K+
HHI$100K+
•Radio reach is above average for adults with active lifestyles
Source: Foundation Research Study 2009
A18+ 81%
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Time spent in the past year increased or remained the same
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
90%
Internet Radio Newspaper Magazine TV
2007 2008 2009
• For 83% of adults, radio use in 2008 increased or stayed the same as the previous year; that percentage is equal to the internet and higher than newspapers (79%) and TV (76%)
Source: Foundation Research Study 2007-2009. adults 18+
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Main reason that radio time increased
0% 5% 10% 15% 20% 25% 30%
More news/talk -to be informed
Can listen at work
Found a newstation I like
More time in car
2007 2008 2009
• The main reasons for increased tuning are tied to lifestyle – More time spent in car and the ability to listen at work.
Source: Foundation Research Study 2007 - 2009. adults 18+
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Advertising avoidance
Listeners are loyal to radio station therefore station surfing is minimal. For advertisers this means low ad avoidance and more opportunity to be exposed to their message.
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Likely to avoid adsMost of the time
0%
10%
20%
30%
40%
50%
60%
Internet TV Newspaper Magazine Radio
2008
2009
• Radio had the lowest percentage of adults that avoid ads
Source: Foundation Research Study 2008-2009. adults 18+
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Likely to avoid radio adsMost of the time
30%32%
31%31%
27%28%
0%
5%
10%
15%
20%
25%
30%
35%
40%
A18+working
A18+ w/kids
A18-34 A25-54 HHI$50K+
HHI$100K+
•Less than 1/3 of key target audiences make an effort to avoid radio ads
Source: Foundation Research Study 2009
A18+ 31%
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Activities while listening to radioA18+, Some/most of the time
0% 10% 20% 30% 40% 50% 60% 70% 80%
At work
Relaxing at home
Commute towork/school
Shopping/runningerrands
• Radio accompanies every activity, adults surveyed listened while running errands, commuting, relaxing at home or during work
Source: Foundation Research Study 2009. adults 18+
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Media exposure before a purchase occasion
51%
25%21% 21%
16%12%
Radio Outdoor Internet TV Newspaper Magazine
51% of the surveyed adults that shopped in the past 24 hours
reported that they were exposed to radio in the hour leading up
to their purchase
Source: Foundation Research Study 2009. adults 18+ shopped in the past 24 hours
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Time spent with media during a typical work day
129 125
80
37 3421
0
25
50
75
100
125
150
TV Radio Internet Newspaper Streamedradio
Magazine
minutes
•Radio’s total of 159 minutes (125 min. traditional + 34 min. streamed) is 23% more than TV and almost double that of internet
Source: Foundation Research Study 2009. adults 18+ working
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Time spent with radio during a typical work day
156 149134 138 136
0102030405060708090
100110120130140150160
A18-24 A18-34 A18-49 W18+ w/ kids A25-54
•Time spent listening to traditional radio is above average for young, working adults
Source: Foundation Research Study 2009. adults 18+ working
A18+
125 min.
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Compatible mediaThe combination of radio and the internet
satisfies rational and emotional needs of
consumers. The internet is a huge resource
for information allowing people to find what
they want, when they want it. Radio is a
personal and emotional medium providing
entertainment and companionship throughout
the day.
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Activities while online Some/most of the time
0%
10%
20%
30%
40%
50%
Listen to music RadioTraditional or
internet
Traditional radio Internet radio
2007
2008
2009
•36% of adults listen to radio while surfing the internet
Source: Foundation Research Study 2009. adults 18+
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Radio listening while onlineSome/most of the time
39% 39% 36%40%33%
0%
10%
20%
30%
40%
50%
A18+working
A18-34 A25-54 HHI $50K+ HHI $100K+
•More than 1/3 of key target audiences listen to radio while on the internet
Source: Foundation Research Study 2009
A18+ 36%
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Daypart usage
•There is a significant opportunity for simultaneous usage of radio and the internet from 6am to 7pm
Source: Foundation Research Study 2009. adults 18+
0%
10%
20%
30%
40%
50%
60%
6am-10am 10am-3pm 3pm-7pm 7pm-12am after 12am
Internet
Radio
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Radio’s influence on internet surfing
Source: Foundation Research Study 2009. adults 18+
Agree/Strongly agreeto statement
Adults 18+
Working adults
Adults w/kids
A18 - 34 A25-54
HHI $100K+
I check the internetAfter hearing aboutsomething on radio 41% 42% 47% 46% 44% 43%
Radio ads prompted search the Internet 45% 45% 54% 45% 48% 50%
I have typed websiteaddress in my browser‘just after heardon radio 35% 35% 43% 35% 38% 35%
• More than 1/3 of adults have typed an internet address into their browser after hearing it on the radio. This is consistent with the previous years survey.
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Increased connectivity
Today, radio extends its connection tolisteners through station websites, wherethere are even more opportunities forinteraction and calls to action. Contests,sponsorship, e-newsletters, music requests,audio streams, downloading and listenerfeedback all contribute to the sense ofcommunity and belonging.
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Local radio stations online
•Radio’s on-air brand has proven to be very successful online, approximately 40% of adults have visited a radio station’s website
Source: Foundation Research Study 2007 - 2009. adults 18+
0%
10%
20%
30%
40%
50%
Visited stationwebsite
Particpated inonline promotion
Member of alistener/loyalty
club
Use podcasts
2007
2008
2009
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Have visited a radio station’s website
45%51%
48%45%
57%
48%
0%
10%
20%
30%
40%
50%
60%
A18+working
A18+ w/kids
A18-34 A25-54 HHI$50K+
HHI$100K+
•Busy, affluent Canadians are more likely to visit a radio station website
Source: Foundation Research Study 2009
A18+ 39%
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Frequency of visits to a radio station’s website
Source: Foundation Research Study 2009. adults 18+
FrequencyAdults 18+
Working adults
Adults w/kids
A18 - 34 A25-54
HHI $50K+
HHI $100K+
Once a month or more 43% 47% 40% 44% 42% 45% 43%
Once a week or more 35% 38% 30% 36% 34% 36% 32%
•Of the persons that have visited a radio station’s website more than 1/3 visit on a weekly basis
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Information accessed on radio station website
Source: Foundation Research Study 2009. adults 18+
• Visitors are primarily interested in news/information, contest and music charts
28%
17%15%
12%10%
21%
News /Headlines /
Breaking News /Sports
Information(traffic /weather)
ContestsMusic Charts orTop 10, etc
Recently playedtracks
EnhancedContent (artist
info, etc)
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Information accessed on radio station website
Source: Foundation Research Study 2009. adults 18+
• Visitors are primarily interested in news/information, contest and music charts– Young adults seek music based information
30%
21%
17%
11%
8%
28%
19%18%
15%
10%
25%
18%20%
18%
11%
22%
17%19%
27%
17%
News / SportsInformation -traffic / weather
ContestsMusic Charts/Top 10
Enhancedcontent / artistinformation /interviews
35-64 25-54 18-49 18-34
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Loyalty club members
15%
19% 17%
14%
17%17%
0%
5%
10%
15%
20%
A18+working
A18+ w/kids
A18-34 A25-54 HHI$50K+
HHI$100K+
•Busy, affluent Canadians are more likely to join a station’s loyalty/listener club
Source: Foundation Research Study 2009
A18+ 13%
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Implications for advertisers
Radio continues to perform well against adults– Strong daily presence in the market – an excellent medium to keep your
brand top of mind– The ability to connect with hard to reach consumers anytime, anywhere– Excellent medium for influencing purchase decisions
Radio complements the internet and influences surfing– Over 1/3 of adults typed a web address into their browser after hearing it on
radio– Radio’s ability to increase awareness and website traffic will increase
advertising ROI
40% of adults have visited radio station websites– Radio extends its connection to listeners through station websites, where
there are even more opportunities for advertiser interaction and calls to action