how people use audio and sports radio

How People Use Audio

and Sports Radio

and

David Tice Vice President & Group Account

Director, Media Team

Knowledge Networks, Inc.

Thomas Evans, Ph.D. Vice President , Audio Research &

Special Projects

ESPN, Inc.

RAB/NAB Radio Show 2011

September 16, 2011

Copyright 2011. Not to be quoted without permission.

Methodology

Who? General Population:

N=1554 Males age 18-54.

289 Past Week Sports Radio Users

When? December 2010

How? 20 minute online survey on Knowledge Networks’

probability-recruited research panel

Cooperation rate was 48% among assigned sample

What? Respondents answered a variety of questions about

overall device ownership and usage, downloading,

streaming, and OTA habits, and usage of sports and

ESPN Audio properties


Issues

What Devices People Use to Listen to Audio

Where People Listen to These Devices

Why People Select Those Devices to Listen to Audio

How Much People Listen to Audio on Those Devices

What Are the Attitudes to Advertising on Audio


General Audio/Radio:

Ownership and Usage

93%

78% 72%

64% 62% 59%

35%

19% 18% 13%

23%

10% 6% 4% 3%

0

20

40

60

80

100

Audio Devices Owned in Home

Ownership Among Total Men 18-54

Clock Radio

Basic Cell Phone

Home Entertain-

ment Radio

iPod or Other

Portable MP3

Portable Tabletop/ Desktop

Radio

Portable Handheld/ Personal

Radio

BlackBerry Android iPhone Other Smartphone

Satellite Radio

iPad, Galaxy, or Other Tablet Device

HD Radio

16% claim to have a Smartphone with radio capability

Smartphone Net (51%)

Desktop/ Laptop

Computer

Internet Radio


Devices Found in Car or Truck

84%

37%

19%

3%

0

20

40

60

80

100

AM/FM Radio

Receiver

HD Radio

Receiver

iPod/Other MP3

Player played

through vehicle’s

sound system

Satellite Radio

Receiver

34% among

$100K+ income

50% among

Men 18-24

Ownership Among Total Men 18-54


Devices Used at Workspace

Products at Personal Workspace Percent

Desktop or Laptop Computer 36%

Portable Tabletop/Desktop Radio 7%

Clock Radio 5%

Radio in a Stereo or Entertainment System 4%

Portable Handheld/Personal Radio 3%

Satellite Radio (XM or Sirius) Receiver 1%

Internet Radio Device like a Chumby One 1%

HD Radio 0%


Device Ownership at Home/Car/Work

Ownership among Total Men 18-54 Total

Ownership

AM/FM broadcast radio of any type 96%

Desktop/laptop computer 95%

Basic cell phone 72%

iPod or other portable MP-3 player 62%

Any Smartphone 51%

Connection for iPod/other MP3 in car 37%

Satellite radio (Sirius or XM) receiver for home/car/work 21%

iPhone 13%

iPad/Tablet 6%

HD radio for your home or car 6%

“Internet radio” device like a Chumby One 4%


AM/FM radio

ComputeriPod/iPad/mobile

Regular cell phone

SmartphoneSatellite radio

HD Radio

Internet device0

10

20

30

40

50

60

70

80

90

100

0 20 40 60 80 100

Device Ownership in Any Location

Us

e a

t le

as

t o

nc

e a

we

ek

fo

r A

ud

io

Net Device Usage vs. Ownership Home, Car, or Work


Terrestrial Radio Usage

Terrestrial AM/FM/HD Radio Incidence

Types of Receivers Used in Past Week Percent

Radio in a car or truck 89%

Clock radio 26%

Radio built into a stereo or entertainment system 24%

Portable desktop/tabletop radio 19%

Portable handheld/personal radio 10%

Radio receiver built into a cell or mobile phone 5%

HD radio receiver of any type 2%

Other type of radio not listed 2%

None 36%

Past Wk 64%


53%

23%

14%

12%

12%

8%

8%

6%

5%

1%

2%

0 20 40 60 80 100

Music

News/Weather

Talk - General

Talk - Political

Talk - Sports

Sports Play-By-Play

Sports Scores or Updates

Sports Pre-Game/Post-Game

Religious

Educational/Self-Help

Other Type of Content Not Listed

Types of Content Listened To on Terrestrial Radio

19% are Past

Week Terrestrial

Sports Radio

Users


Sports scores

and updates

Sports

talk radio

Radio program

on team or

league

Sports

pre-game

show

Play-by-play

coverage

Sports post-

game show

Frequency of Listening to OTA Sports

34% 34%

10% 6% 8% 6%

34% 34%

34%

32%

40% 34%

26% 21%

33% 40%

44%

41%

5% 10%

22% 22%

8%

19%

Never Listen

Listen Less than Once Week

Listen Once Week

Listen Daily

68% 68%

44%

37%

48% 39%


Streamed and Downloaded

Audio Usage

Streamed/Download Incidence

Streamed Radio Downloaded

Past Week 27%

None 63%

Past Week 16%

None 84% 61% listen to

full version

of program

Types of Devices Used Prcnt

Desktop PC 42%

Laptop PC or netbook 42%

iPod or other MP-3 player with WiFi access 14%

Smartphone other than an iPhone 14%

iPhone 10%

“Internet radio” device like a Chumby One 6%

iPad or other tablet device 2%

Other type of device not listed 4%

Types of Devices Used Prcnt

Desktop PC 34%

Laptop PC or netbook 33%

iPod or other MP-3 player with WiFi access 29%

Smartphone other than an iPhone 9%

iPhone 7%

iPad or other tablet device 1%

Other type of device not listed 0%


Types of Audio Content Listened To

19%

4%

4%

3%

3%

2%

1%

1%

1%

2%

0%

2%

0 10 20 30 40 50

7%

2%

3%

2%

2%

1%

1%

1%

1%

1%

0%

2%

0 10 20 30 40 50

Music

Talk - General

News/Weather

Talk - Political

Talk - Sports

Sports Play-By-Play

Sports Pre-Game/Post-

Game

Sports Scores or

Updates

Religious

Educational/Self-Help

Audio Books or

Magazines

Other Type of Content

Not Listed

Types of Streamed Content Listened to

Types of Downloaded Content Listened to

4% are Past

Week

Sports

Streamers

3% are Past

Week Sports

Downloaders


ESPN Audio Usage

Frequency of Listening to ESPN

Listening to ESPN on OTA Radio among OTA sports

listeners

17%6% 8% 5%

13% 11%

24%

17%

25%

20%25%

15%

32%

27%

19%

9%

31%

29%

8%

25% 28%

22%

31%

32%

56%

83%

32%44%

84%

45% 44%

63%

26%

3%1%3%1%

12%

5%6%0%

20%

40%

60%

80%

100%

Listen daily Listen at least once a week Listen less than once a week Never listen

On ESPN

Radio station

Simulcast on

ESPN Cable

ESPN

Deportes

Streaming

ESPN Radio

Clips or

Highlights

Any content

from Deportes

ESPN

Podcast

Clips or

Highlights

Clips/Highlights

from Deportes

ESPN

Podcast

Listening to ESPN Streamed Radio among streamed sports

listeners

Listening to ESPN Downloaded Radio among

downloaded sports listeners


Other

1%

Home

49%

Car

37%

Work

5%

Another's

Home

8%

Share of ESPN Listening

Mean minutes per day among users =

86 mins

Share of Minutes on ESPN Properties


4.1%

4.1%

4.1%

4.1%

4.1%

4.1%

4.1%

1.4%

0.6%

0.4%

0.3%

0.3%

0.1%

0% 1% 2% 3% 4% 5% 6% 7% 8%

% Broadcast Reach % Incremental

Terrestrial Only

Terrestrial + TV Simulcast

Terrestrial + Satellite

Terrestrial + Streaming

Terrestrial + Mobile

Terrestrial+ Deportes Radio

Terrestrial + Download

ESPN Audio: Building Reach Beyond Broadcast


10.1%

10.1%

10.1%

10.1%

10.1%

10.1%

10.1%

2.5%

0.7%

1.3%

0.1%

0.0%

0.0%

0% 2% 4% 6% 8% 10% 12% 14%

% Broadcast Reach % Incremental

ESPN Avid Fans: Building Reach Beyond Terrestrial

Terrestrial Only

Terrestrial + TV Simulcast

Terrestrial + Satellite

Terrestrial + Streaming

Terrestrial + Mobile

Terrestrial + Deportes Radio

Terrestrial + Download


Reasons for Selection

“I can be in my car, working

out, or just on the go.”

Reasons for Terrestrial Sports Radio

Reasons for Terrestrial Prcnt

Accessibility 37%

Confidence 34%

Familiarity 8%

Audio Quality 4%

Cost 2%

Hardware 1%

Programming 1%

Reliability 1%

Other 9%

“easier to access at anytime”

“easier to change stations”

“what I am use to.”

“can’t always get internet connection”

“I do not know what steamed or

downloaded is. I know what radio is.”


“More choices of games, talk shows”

Reasons for Satellite Sports Radio

“I can get different NFL games that

may or may not be carried on

commercial Radio”

“better reception”

“I mainly use Satellite Radio when on road trips driving. I have

fewer problems with loss of signal. However, when in town, I prefer

my local broadcast radio station. It’s good and it’s free.”

“National perspective”

“clearer sound”

Reasons for Satellite Prcnt

Programming 42%

Quality of Audio 20%

Location 12%

Commercials 10%

Sat Listening 10%

Accessibility 3%

Other 3%


Reasons for Streaming Sports

Reasons Streaming Sports Audio Prcnt

Don't have access to a radio at the time 37%

To listen to a recent broadcast I missed 33%

Don't have access to the broadcast in the area I'm in 32%

It's only available online 17%

To listen to older broadcasts 16%

Bad radio reception at the time 10%

To try out a new program 6%

To listen to a recent broadcast over again 3%

Another reason not listed above 8%


Reasons for Downloading Sports

Reasons Downloading Sports Audio Prcnt

To listen to a recent broadcast I missed 37%

To listen to a recent broadcast over again 32%

Don’t have access to a radio at the time 24%

It’s only available online 18%

To listen to older broadcasts 13%

Don’t have access to the broadcast in the area I’m in 13%

Bad radio reception at the time 10%

To try out a new program 8%

Another reason not listed above 3%


Source of Information for Streamed and

Downloaded Programs 42%

23%

19%

17%

13%

13%

12%

6%

6%

5%

6%

40%

31%

22%

12%

17%

9%

17%

9%

6%

5%

7%

0 10 20 30 40 50

Total Sports Audio User

Friends or relatives

On-air mentions during regular radio

broadcast

Search engine

iTunes

Local radio station website

Social networking site like Facebook or

MySpace

National radio network website

Website that hosts or sells content but is

not associated with program or network

Apps on phone or mobile device

Ads or mentions on related television

networks or Internet sites

Another type of site not listed


Impact of Other Choices on

Terrestrial Radio

60%

22% 16%

0

20

40

60

80

100

No difference to listening to terrestrial

Listening to terrestrial less often

Listening to terrestrial more often

Impact of Downloading/Streaming

Net Impact -6%


Impact of Downloading/Streaming

“Sometimes live broadcasts are

inconvenient. The Internet

provides me with a download/

podcast that I can listen to later.”

“There's always going to be more

variety on the internet.”

“Radio is readily available, and

easy to use in my car.”

“Broadcasts are everywhere and

radios are everywhere and simple

to use and reliable.”

Prefer

Internet

18%

Prefer

Radio

82%


Audio Advertising:

Point of Purchase

and Attitudes

Media Usage Prior to Purchase Average Time

0 1 2 3 4 5 6 7 8

Hours before purchase

Hours Terrestrial

Radio

Internet

TV

Smartphone

Str/Dnld

Audio

Newspaper

Magazine


Attitudes towards Sports Terrestrial Advertising

48%44%50%22%25%29%31%32%

52%

64%

72%

20%23%26%27%29%

78%74%70%69%

47%

35%27%

66%

18%19%15%14%9%9%5%19%

100

80

60

40

20

0

20

40

60

80

100Strongly Agree Somewhat Agree Somewhat Disagree Strongly Disagree

Ads fair price to pay for free

content on b’cast sports

radio

# of ads on b’cast sports radio takes away from enjoyment

Ads on b’cast sports radio generally fit

well with content

Advertising in b’cast sports

radio is important info

source

Pay attention to ads during b’cast sports

radio

Ads on b’cast sports radio relevant to needs and interests

Sports radio provides info

that helps decide what

to buy

I purchase from companies that advertise during

sports radio programs


Attitudes towards Downloaded and Streamed Sports Advertising

30%

63%

37%

24%27%

60%56%

28%33%

38%33%

21%24%

44%50%

25%

37%

59%

76%71%

43%

72%66%

24%22%20%

40%

18% 8%15%

26%

7%

100

80

60

40

20

0

20

40

60

80

100Strongly Agree Somewhat Agree Somewhat Disagree Strongly Disagree

31% 22% 52% 72% 29% 25% 32% 64%

Terrestrial Sports

Ads hear while listening to

stream/dwnld sports audio

content relevant to needs & interests

More inclined purchase from companies that advertise during


Ads hear listening to

stream/dwnld sports audio fit

well with content

Ads fair price to pay for free content via


Advertising in stream/dwnld

sports audio is important source

of info about products &

services

Advertising in stream/dwnld sports audio provides info

that helps decide what to buy

Pay attention to ads hear during stream/dwnld sports audio

#of ads during stream/dwnld sports audio

takes away from enjoyment


Summary

Key Take-Aways

Potential access to Audio – whether broadcast or Internet-based – is virtually universal.

The multiple platforms used by ESPN Audio add notably to the reach of ESPN terrestrial radio among Men 18-54, combining to extend daily reach by half.

Internet audio usage is mostly due to not having access to terrestrial radio, desire to hear a missed terrestrial radio program, or to listen again to a program that was on terrestrial radio.

Attitudes to advertising on sports audio is fairly positive for terrestrial radio, streaming, and downloading.


Contact Information

David Tice [email protected]

Dr. Tom Evans [email protected]

how people use audio and sports radio

Documents