RAIN Summit WestApril 15, 2012
Radio’s Online Advantage(is being squandered….)
About this presentation
The following presentation was made by CEO Gordon Borrell at the RAIN Summit West pre-NAB show in Las Vegas, Nevada, on April 15, 2012.
© 2012 Borrell Associates Inc.
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Total Local Ad-Sales Force
Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
Radio hasthe second-
largest ad sales force.
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Local Sales Reps Selling Online Ads
Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
…but the fifth-largest “digital-
ready” sales staff.
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Local Sales Forces -“Digital Ready”
Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
Only 25% of radio
sellers are trained
and ready to sell digital
products.
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Radio’s Online Performance
Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
+35%
Forecast for 2012
How $16.4b Was Shared in 2011
But overall share is
tiny.
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Radio Listeners are More Connected
Source: Scarborough Research/Arbitron, 2011
Index to U.S.
Radio listeners are up to 48% more likely than the average U.S. consumer to use a PC, laptop or mobile device.
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Radio Boosts Brand Browsing By 52%
Average Uplift in Brand Browsing Across 32 CampaignsSource: RAB U.K. Radiio Multiplier Effect, 2008
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Why? Hands-on-Keyboard While Listening
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75% of RadioClustersMade < $500kin DigitalSales in2011
Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
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Top PerformersBeat PeerAverages8x to 10xin 2011
Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
Thoughts
Advertisers are desperate for a digital education Radio’s sales force could be the perfect solution Radio’s listeners are rarin’ to go Some stations are leading the way But they understand one little secret…
Recommendation
The only way to unlock that potential is to give interactive managers the freedom to use radio’s strengths to build a new business, rather than force them to work with radio’s assets.
