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Engagement and Radio

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82%

A personal, para-social interaction with their favorite Radio

personality

79%

Listen longer to the Radio

stations because

their favorite personality

is on the air

70%

Follow their favorite

personality/Radio

station on social media

Radio Connects Personally

72%

Talk to their friends

about their favorite

personality or program

content

Sources: 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

70%

Consider radio

personalities to be a good

or best friend or

companion*

This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.

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These personal connections are like “word of mouth”. It’s better than a “like”.

Radio Has the Power of Persuasion

52%

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51% 47%

Sources: 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

Have considered or purchased a product or

service recommended

by their favorite

personality

Have considered or purchased a

product/service advertised during their

favorite Radio personality’s

show

Their favorite Radio

personality influences

their opinion

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There Is an Emotional Attachment to Radio

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9 out of 10 people who use radio heavily would be somewhat or very disappointed if their favorite station were no longer on-air

% who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-air

Source: The Infinite Dial 2011

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People of All Ages Value Radio Over Facebook

5

Total <18 18-34 35-54 55+

62% 60% 62% 63%60%

45%

53% 54%

45%

34%

My favorite radio station went away Facebook went away

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

Read: I would be very disappointed if…

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Radio Websites Reach Consumers In Their Communities

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• Radio stations have created hyper local sites

• All assets combined to deliver relevant and local information to listeners

• Connects to neighborhoods where they live and work

• Provide advertisers with geo-targeted opportunities

• A digital presence increases response and conversion rates by nearly fourfold on average

Source: TargetSpot white paper April 2011

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Radio and Social Networking Platforms• 70% of people with favorite Radio

personalities follow them

• Personalities in just the top 25 markets have more than 15 million Facebook friends and 22 million Twitter followers

• Stations’ use of social network platforms extend the over-the-air connection

• Databases remain a source for targeted marketing by advertisers

• Visits to Radio station websites are increasing:

• Up to 34% of adults in 2012 vs. 27% in 2010 visited in the past week

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Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns & Associates; KMS research October 2012

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AM/FM Radio Listeners Feel The Most Alert Which Suggests a Higher Level of Attentiveness

AM/FM Radio

Live TV

Mobile Web/App

Internet

Print

27.6%

23.2%

18.1%

17.8%

13.7%

© 2012 Arbitron Inc.

% of Audience that Feels AlertPersons 25-54

Source: 2012.2 MBI TouchpointsTM

Engagement

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Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand asked not to be named).

Radio advertising does positively impact the 5 key branding metrics6 Study Average % Lift

Affinity / Likeability

Awareness

Advocacy

Consideration

Purchase Intent

13%

20%

14%

38%

37%

Radio-targetedconsumers vs.Control groups

Credibility and Emotional Connection

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And the best test of all for engagement…

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When Radio StationsInvite Their Listeners…They show up by the thousands.

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Radio Provides the Power for Advertisers to Engage Listeners

Move into our Virtual Neighborhoods and Let Us Prove It

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