radio grows business in portland and seattle 2012
TRANSCRIPT
LANDSCAPE 2012
Presented by Mary Beth Garber, Katz Radio GroupNovember 8, 2012
Grows Business in Portland and Seattle
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perception
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Who Says Radio is Thriving?• Scarborough USA Plus 2012• RADAR September 2012 and 2011• gfkMRI MediaDay 2012• USA Touchpoints 2012.2 – MBI• comScore April – June 2012• Burns Media/Triton Digital “Radio Tomorrow” Study September 2012• USC Annenberg School of Communications and Journalism June 2012• Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots
Come On?” 2011• Jacobs Media Tech 8 Survey April 2012• Edison Media and Arbitron’s “Infinite Dial 2012” Study• Target Spot May 2012• NPD Group November 2011 and February 2012
……to name a few.
No kidding.
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“The reason people are still buying radio is because it works.
Radio allows you to target with selectivity. Radio is kind of the original microtargeting and
social media”
Evan TraceyCampaign Media Analysis GroupGeorge Washington University
Source: Politico .com “Radio: The other air war” By: Josh Gerstein, November 1, 2012 04:34 AM EST
4
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Delivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
Thriving
5
This is how and why radio grows business for its advertisers.
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massreach
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“What any content company aspires to is impact, and the best way to create impact is simultaneous mass.
And the only way to reach simultaneous mass is by getting something on the radio."
Mark Shimmel Chief Operating Officer
Epic Records
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4 emotional triggers that listeners value….
1A radio on while they
work
2Gets them
get in a better mood
3A feeling
of companionship
4An escape from
pressures of everyday life
Radio’s Assets Drive Its Mass Reach
8
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
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Source: RADAR 114 September 2012, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates); Arbitron PPM estimates for Portland OR Metro and Seattle-Tacoma Metro August/September/October 2012 Monday-Sunday 24-hour Weekly Cume Estimates Persons 12+
242 Milliontoday’s radio audience
9
Portland: 2.0 million
Seattle: 3.3 million
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What Radio Delivers is Mass Reach
Source: TV HH, Nielsen May 2012; wkly Radio Arbitron RADAR 112, 113, 114 March/June/September 2012 M-Su M-M; Internet Pew Internet & American Life Project Setptember2012 Study; Mobile Web comScore February 2011 via mobiThinking; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS July 2011 Nielsen Report; iPods/MP3s and Social Net Usage Edison Media Infinite Dial: 2011; Twitter comScore September 2012; Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life Project May, June 2011; Tablets Pew Internet & American Life Project October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012 12 Month
% Population/Household Penetration
Broad
cast
TV HH
B'cast
Radio W
kly 12+
Cell Phones
Intern
et Month
ly
Home Broad
band - P
12+
Wire
d Cable TV
HH
Have So
cial N
et Pro
file...
Ipods/MP3s P
12+
Mobile
Web
Video Gam
e Consoles
Smart
phones P12+
DVR P12+
ADS (Sa
t TV) H
H
Online Radio W
eekly ...
Tablets
P12+
Twitt
er P12+
Registe
r Dail
y Deal
P12+
Sate
llite Rad
io 18+0
10
20
30
40
50
60
70
80
90
100 9793
8881
70
6156
49 47 46 45 45
31 2925
15 1510
Are You Really TYPICAL?
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Radio Has Greatest Weekly Reach of Young Adults vs. Other Media
Source: Scarborough USA+, Release 1 2012 USA Adults 18-34 (Sample Size: 29,250)
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week (M-Su, 5a-2a)
Watched Any Non-Premium Cable Past
Week
Spent Any Time on In-ternet Past Week
93%
51%
82% 81%
89%
Weekly Media Exposure
Adults 18-34
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Radio’s Weekly Reach of Adults Is Greatest of Major Media
Source: Scarborough USA+, Release 1 2012 USA Adults 25-54 (Sample Size: 88,248)
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week
Watched Any Non-Premium Cable Past
Week
Spent Any Time on In-ternet Past Week
93%
58%
88%82% 83%
Weekly Media Exposure
12
Adults 25-54
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Radio Has Greatest Weekly Reach of Young Adults vs. Other Media
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week (M-Su, 5a-2a)
Watched Any Non-Premium Cable Past Week
Spent Any Time on Internet Past Week
92%
35%
75%
64%
90%
Weekly Media Exposure
PORTLANDAdults 18-
34
Source: Scarborough USA+, Release 1 2012 Portland Adults 18-34, sample size 232
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Radio’s Weekly Reach of Adults Is Greatest of Major Media
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week
Watched Any Non-Pre-mium Cable Past Week
Spent Any Time on In-ternet Past Week
95%
47%
84%
70%
88%
Weekly Media Exposure
14
PORTLAND Adults 25-54
Source: Scarborough USA+, Release 1 2012 Portland Adults 25-54, sample size 776
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Radio Has Greatest Weekly Reach of Young Adults vs. Other Media
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week (M-Su, 5a-2a)
Watched Any Non-Premium Cable Past
Week
Spent Any Time on In-ternet Past Week
95%
40%
73% 74%
92%
Weekly Media Exposure
SEATTLEAdults 18-34
Source: Scarborough USA+, Release 1 2012 Seattle Adults 18-34, sample size 617
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Radio’s Weekly Reach of Adults Is Greatest of Major Media
Listened to Radio Past 7 Days
Read Any Newspaper Past Week
Watched Any TV Past Week
Watched Any Non-Pre-mium Cable Past Week
Spent Any Time on In-ternet Past Week
93%
58%
88%82% 83%
Weekly Media Exposure
16
SeattleAdults 25-54
Source: Scarborough USA+, Release 1 2012 Seattle Adults 25-54, sample size 1,929
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% Share of Audio Usage by SourceAverage Weekday - Adults 18-64
Adults 18-64
Radio’s Share of Audio Usage Dominates Throughout the Day
Source: 2012.2 MBI USA TouchPoints; Note: Internet streaming includes PC, mobile & tablet
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% Share of Audio Usage by SourceAverage Weekday - Adults 18-34
Among young adults, AM/FM Radio’s share of audio usage remains dominant from morning until early evening
Adults 18-34
Source: 2012.2 MBI USA TouchPoints; Note: Internet streaming includes PC, mobile & tablet
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On a 7-day average, how long do people listen to the radio each day?
QUESTION:
ANSWER:
2hrs40min
Source RADAR 114 September 2012 Monday-Sunday 6AM-Midnight for Persons 12+
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QUESTION:
On a 7-day average, how long do people in Portland listen to the radio each day?
ANSWER: 2hrs15min
Source Arbitron PPM Portland Metro August/September/October 2012 Monday-Sunday 6AM-Midnight for Persons 12+
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QUESTION:
On a 7-day average, how long do people in Seattle listen to the radio each day?
ANSWER: 2hrs15min
Source Arbitron PPM Seattle-Tacoma Metro August/September/October 2012 Monday-Sunday 6AM-Midnight for Persons 12+
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Radio Accounts for Second Largest Share of Adult Consumers’ Media Usage
Television AM/FM Radio Internet Newspapers Magazines
96%
86% 84%
29%23%
% Weekly Reach of Media Adults 18-64
18:24/wk2:38/day
14:28/wk2:04/day
6:53/wk:59/day
Source: 2012.2 MBI USA TouchPoints Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.
29:52/wk4:16/day
7:14/wk1:02/day
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During the week, young Americans spend significant time with Radio
Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet; Newspaper and Magazine includes digital readership.
Source: 2012.2 USA TouchPoints
Television Internet AM/FM Radio Magazines Newspapers
96%90% 85%
19% 16%
% Weekly Reach of Media Adults 18-34
17:23/wk2:29/day
14:56/wk2:08/day
9:41/wk1:23/day
8:31/wk1:13 day
24:02/wk3:26/day
Young People Spend More Time With Radio Each Day Than With The Internet
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5 am-9 am 9 am - 5 pm
38%
53%
Radio TV Internet Magazine Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun.
Radio Reaches More Young People Than Any Other Medium From 5 a.m. – 5 p.m.
Adults 18-34
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5 am-9 am 9 am - 5 pm
40%
51%
Radio TV Internet Magazine Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A25-54, Mon-Sun.
Radio Reaches More Young People Than Any Other Medium From 5 a.m. – 5 p.m.
Adults 25-54
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consistent performance
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27
Radio Listening Has Remained Consistent
27
2008 2009 2010 2011 2012
2:11 2:05 2:05 2:06 2:07
Source: Arbitron and Edison Research Infinite Dial Studies
Persons 12+
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More Young People Listen to Radio Each Year
Adults 18-34 (000)
66,30967,113
Sept '11 Sept '12
Source: RADAR 110 September 2011 and RADAR 114, September 2012, Volume 1, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates Adults 18-34
And spend 2 hours a day with AM/FM radio
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More Young People in Portland Listen to Radio Each Year
Adults 18-34
538,800 554,300
Q3 '11 Q3 '12
Source: Arbitron PPM Portland OR Metro, Q3 2011 and Q3 2012 (Monday-Sunday 6A-midnight Cume Estimates Adults 18-34
And spend 2-1/2 hours a day with AM/FM radio
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More Young People in Seattle Listen to Radio Each Year
Adults 18-34
837,800919,900
Q3 '11 Q3 '12
Source: Arbitron PPM Seattle-Tacoma Metro, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates Adults 18-34
And spend 2 hours a day with AM/FM radio
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strategictiming
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listening to radio is live, not later
• Messages are delivered when and where they will perform best for an advertiser
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Radio Tops All Other Media inOutside of Home Usage
Car/Transit Work Other Total OOH
TV AM/FM Radio Internet Newspaper Magazines
% of overall usage done outside of home, by location
Source: 2012 MBI USA TouchPoints Adults 25-54Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.
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AM/FM Radio Live TV Internet Mobile web/App Social Networking Print
40%
29%
15%
6% 6%5%
37%
23%
12%
4%5%
4%
31%
17%
8%
3% 3%1%
22%
9%
5%
2%1% 1%
2 hours before 90 minutes before 1 hour before Half-hour before
Radio Is the Strongest Pre-Shopping Medium
Source: 2012 MBI USA TouchPoints Adults 25-54
LANDSCAPE 2012“Lunchtime is Primetime” for QSRs
Over half of daily traffic occurs from 11am to 3pm
56% of daily traffic occurs from 11am to 3pm….and Radio dominates during this time period
Source: 2012 USA TouchPoints
LANDSCAPE 2012Proximity to the Purchase!
Source: 2012 USA TouchPoints To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to AM/FM Radio at some point beforehand vs. 41% who had watched TV.
60% of Lunchtime QSR Patrons have been engaging with AM/FM Radio prior to their visit!
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engagement
37
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38
Radio. An alternative way to rock.
FM radio keeps you up on what’s going on out there – the game, the top news stories, your favorite talk shows – or whatever you love listening to.
Source: From Apple’s online iPod Nano material 2012
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Radio delivers: engagement
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Radio delivers: credibility
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Radio delivers: receptivity
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Radio delivers: emotional
connection
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43
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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Broadcast Radio Listeners Feel the Most Alert
44
Internet
Mobile Web/App
Live TV
Broadcast Radio
14%
18%
18%
23%
28%
Suggesting a Higher Attentiveness Level
% of Audience that Feels Alert
A25-54
Source: MBI USA TouchpointsTM
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There Is an Emotional Attachment to Radio
45
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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More People Prefer Using Radio to Using Facebook
46
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 – The Original Social NetworkConnects with Young Adults
Source: comScore Inc Ratings for July - September 2012 Average Unique Visitors, RADAR 114 September 2012, P18-34, 6A-12M sample size 106,023
47
On a typical day in the USA,
of people 18-34:
• 95% more will use Radio than will go to Facebook
• 125% more will use Radio than will go to Google Search
• 225% more will use Radio than will go to YouTube
• 1430% more will use Radio than will go to Twitter
49
2522
15
3
Every day, about 70% of people 18-34 invite Radio to be a major part of their lives
Adults 18-34
In Millions
RADIO
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Radio – The Original Social NetworkConnects with Adults
Source: comScore Inc Ratings for July - September 2012 Average Daily Visitors, RADAR 114 September 2012, P25-54, 6A-12M sample size 190,433
48
On a typical day in the USA,
of people 25-54:
• 150% more will use Radio than will go to Facebook
• 150% more will use Radio than will go to Google Search
• 440% more will use Radio than will go to YouTube
• 2965% more will use Radio than will go to Twitter
92
37 36
17
3
Every day, about 73% of people 25-54 invite Radio to be a major part of their lives
Adults 25-54
In Millions
RADIO
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targeted
49
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91%of every age segment weekly
OVER
radio reach
Source: RADAR 114 September 2012, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
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Nearly Everyone Uses Radio. In Real Time. Every Week.
P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp 18-49
AA/Blk 18-49
W 25-54 A 18-49 Col Ed,
HH $75K+
P 18-49 Col Ed
M 25-54 Emp
92% 91% 93% 95% 95% 95% 93% 95% 95% 95% 95%
Weekly Radio Usage
Source: RADAR 114 September 2012, Mon-Sun 6A-Mid
Radio reaches over 90% of virtually every segment of the population. That has been true year after year and remains true today.
51
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Nearly Everyone in Portland Uses Radio. In Real Time. Every Week.
P 12+ P12-24 P 18-34 P 25-54 P 35-64 AA/Blk 18-49
W 25-54 A 18-49 Col Ed, HH
$75K+
P 18-49 Col Ed
M 25-54 Emp
91% 88% 91%94% 94% 92% 93% 93% 93% 96%
Weekly Radio Usage
Radio reaches over 90% of virtually every segment of the population. That has been true year after year and remains true today.
52
Source: Arbitron, PPM, October 2012, Portland OR Metro, Monday-Sunday 6am-mid.
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Nearly Everyone in Seattle Uses Radio. In Real Time. Every Week.
P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp 18-49
W 25-54 A 18-49 Col Ed, HH
$75K+
P 18-49 Col Ed
M 25-54 Emp
93% 92% 91%94% 95% 93% 92% 93% 94% 95%
Weekly Radio Usage
Radio reaches over 90% of virtually every segment of the population. That has been true year after year and remains true today.
53
Source: Arbitron, PPM, October 2012, Seattle-Tacoma Metro, Monday-Sunday 6am-mid.
LANDSCAPE 2012
Radio Delivers Prime Consumer Targets
Purchased Women's Busi-ness Clothing
(in past year)
HH Planning to Buy/Lease a New Compact Car
HH Financed Home Mortgage
Frequent Fast Food Restaurants
(10x past month)
94% 92% 93% 93%
Source: Scarborough USA+ 2012 Release 1 (12 months only)
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Portland Radio Delivers Prime Consumer Targets
Purchased Women's Busi-ness Clothing
(in past year)
HH Planning to Buy/Lease a New Compact Car
HH Financed Home Mortgage
Frequent Fast Food Restaurants
(10x past month)
95% 93% 94% 94%
Source: PORTLAND OR - Release 1 2012 Mar11-Feb12 Scarborough
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Seattle Radio Delivers Prime Consumer Targets
Purchased Women's Busi-ness Clothing
(in past year)
HH Planning to Buy/Lease a New Compact Car
HH Financed Home Mortgage
Frequent Fast Food Restaurants
(10x past month)
96%93%
96% 96%
Source: SEATTLE-TACOMA - Release 1 2012 Mar11-Feb12 Scarborough (12 months only)
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influence
57
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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%
58
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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Radio Holds Its Audience Levels During Commercial Breaks
59
1-min breaks
2-min breaks
3-min breaks
4-min breaks
5-min breaks
6+-min breaks
75%
80%
85%
90%
95%
100%100%
99%
96%
92%
87%
85%
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
Weighted Average: 93%
Percent of Lead-In Audience During Commercial Breaks
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Across Ages and GenderTune-in Is High During Commercial Breaks
60
6+ 12-17 18-34 25-54 35-64 65+ Male Female0%
20%
40%
60%
80%
100%
93% 90% 89% 92% 93%98%
93% 92%
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011
Radio’s Audience Delivery During an Average Minute of Commercial Breaks by Age/Gender
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Radio Drives Product Awareness
61
Deal on a new car that sounded appealing to you
New sandwich or meal you wanted to try
A new movie you wanted to see
Concert or event you wanted to attend
0% 20% 40% 60% 80% 100%
Total Men 18-34 Men 35-49 Women 18-34 Women 35-49
Sources: NuVoodoo - 1,000 Adults 18-49, all music format preferences in 45 PPM markets 2011
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Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-12; conducted for Katz Marketing Solutions; one advertiser requested anonymity
Affinity / Likeability
Awareness
Advocacy
Consideration
Purchase Intent
13%
20%
14%
38%
37%
Six Study Average % Lift: Radio-Targeted Consumers vs. Control Groups
Radio Influences and Builds Brands
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The Future of Radio – The Next Five Years
63
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64
“Radio isn’t going away. Radio’s going everywhere.”
Kinsey Wilson, Head of Content, NPR
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65
expansion
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Radio Continues to Expand Its Universe
• In addition to on air and promotional events, radio engages its users through
• Websites• Opt-in loyalty club databases• Streaming• Mobile advertising • Social network integration with stations and on air
personalities• Listener generated content on air • Shazam-like technology that allows transactions
and performance accountability
66
Opportunities for advertisers to capitalize on the station/listener relationship
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Weekly Online Listening on the Rise
67
2008 2009 2010 2011 2012
13%
17% 17%
22%
29%
Estimated 76 Million In 2012
% Who Have Listened to Online Radio in Last WeekBase: Total Population 12+
Source: The Infinite Dial 2012 – Arbitron Inc./Edison Research
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At Work Listening Occurs Across Devices – New Habits That Will Continue To Grow
13%
Radio Stations on Your Computer Over Internet
18% Radio Stations on a Regular Radio
68%
Don't Know2%
On a Mobile Device Such as a Smartphone
13%
“Think about how you listen to the Radio while at work.
Do you most often listen to…?”
Base: Persons 18+ Employed Full-Time or Part-Time and Listen to the Radio While Working (27% of Total 18+ Population)
68
Source: The Infinite Dial 2012 – Arbitron Inc./Edison Research
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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
69
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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Radio Websites Reach Consumers In Their Communities
70
• 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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Audio on Mobile
• On-demand content delivering sports, music, information and entertainment downloads whenever the listener wants it
• 36% of Smartphone users have listened to music/audio in past 30 days
• 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
Sources: 2011 Mobile Consumer Report, Experian/Simmons; Source: USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LAScarborough USA+ Release 2 of 2011
71
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Radio’s Use of Mobile and Social Media to Interact with Listeners Is on the Rise
72
Q: Which method do you use to communicate with any AM or FM radio station or one of its DJs?
72
72%
18%
25%
32%
5%
0% 20% 40% 60% 80% 100%
Telephone
Text message
2011 2012
Source: Arbitron Inc./Edison Research National Media Survey 2012 (multiple answers accepted)Sample size: 484 people who have ever communicated with a radio station (24% of US population 12+)
Adults 18-34
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70%
16%
28%
41%
9%
0% 20% 40% 60% 80% 100%
Telephone
Text message
2011 2012
Young Adults Are Using Mobile and Social Media to Interact with Radio More Often
73
Q: Which method do you use to communicate with any AM or FM radio station or one of its DJs?
73
Source: Arbitron Inc./Edison Research National Media Survey 2012 (multiple answers accepted)Sample size: 484 people who have ever communicated with a radio station (24% of US population 12+)
Adults 18-24
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Radio’s Role is Unique
• The entertainment experience expectation of listeners to Radio is very different from that of music-only platforms (like Pandora, Spotify, iPods, cds etc.)
• Listeners look for • Connections to personalities• A place to which to belong (a neighborhood, a tribe…)• Content curated by a program director who understands the
needs/likes/values of “the neighborhood”• Local information (gossip, news, traffic, weather, opinions, events,
opportunities…)• The ability to talk with, communicate with personalities and/or stations and
get direct answers or actions
Radio connects listeners and advertisers
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Down 29%in 6
months
Pandora, Spotify and Myriad Other Music Services Are Vying for Listeners’ Attention
But listeners are spending less time listening with each session.
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Satellite Radio Doesn’t Deliver Consumer Targets in USA or Top Markets
USA LA NY Chicago SF Phila Wash DC Atlanta Boston Seattle Portland OR
93% 95% 93% 94% 93% 93% 93% 94% 93% 93% 92%
10% 8%11% 9% 9%
12% 14%11% 9%
6% 6%
Radio Listen to Satellite Radio
Source: Scarborough USA Plus Release 1 2012 (Feb 2011 – Feb 2012) Adults 18+, M-Su 6a-Mid Metro Areas and Scarborough Metros, most current release
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As New Technology Develops…
20052000
2001
201020092007
2001
2001
…Radio Listening Remains Consistent
2004
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Research Studies Concur – Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening
• Burns/Triton Study October 2012• U.S.A. Touchpoints September, 2012
• Alan Burns Women Study July 2012
• Target Spot White Paper May 2012
• Jacobs Tech Survey 8 April 2012
• The Infinite Dial: 2012*
• iHeart poll Clear Channel iHeartRadio Study released April 3, 2012
• NPD’s Ben Arnold quoted in Audio4cast February 27, 2012
“Terrestrial radio is just one of many music alternatives for Pandora listeners, and Pandora listening is not coming at terrestrial radio's expense.”
• Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora in past 2 days Burns/Triton
Digital Users Are More Likely to Be Heavier Users of Radio*
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When Radio Stations Invite Their Listeners…
They show up by the thousands
The best demonstration of engagement between listeners and radio stations…
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transmedia
80
Transmedia storytelling(also known as multi-platform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.
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Radio Combined With Digital PlatformsIncreases Advertiser Revenue
• Reached 15 million Facebook and Twitter followers of Radio stations and personalities
• Nearly 195,000 tweets sent in support of Small Business Saturday
• American Express saw a 23% increase in cardmember transactions at small business merchants
• An estimated 103 million Americans shopped at independently-owned small business on November 26
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Source: American Express Case Study
Back again this year!
LANDSCAPE 2012
Summit Entertainment’s “SINISTER”
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LANDSCAPE 2012
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LANDSCAPE 2012
Grows Business For AdvertisersDelivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
A Thriving Future
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LANDSCAPE 2012
for additional information…..
www.arbitron.com
www.katz-media.com/ourcompanies/RA/Pages/main.aspx
www.rab.com
www.radioadlab.org
www.radiomercuryawards.com
www.researchexcellence.com
www.thebestofradio.com
www.katzradioprimer.com
www.mediabehavior.com/what-we-do (USA TouchPoints)
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