radio. it’s on. presentation courtesy of the radio advertising bureau, 2015 – all rights...

Radio. It’s On.

Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

A mass medium delivering audio content to passionate and loyal listeners across multiple platformsRADIO


RADIO TODAY

RADIOLive

Local

Mobile

Personal

Social

Interactive

Experiential


On Air

A mass medium capable of easily delivering your

message to many people

Targetable assuring the right people are

exposed to your message

A trusted medium and always available

especially during times of crisis

Online

Digital capabilities offering interactive

opportunities

Complements and enhances on air

campaign by reaching consumers using

multiple touch points

Delivers content wherever and

whenever listeners want it

On Target

An environment that delivers consumers

who are engaged and passionate about the

content

Offering companionship and

information

Exposure to the message when and

where consumers are ready to buy or shop

RADIO. IT’S ON.


RADIO BOASTS HIGHEST MASS REACH AMONG POPULAR MEDIA

Adults 18+ P18-34 P35-49

93% 93% 95%87%

76%

90%

54%49%

63%70%

80% 81%

35%42%

49%

Radio TV PC Smartphone Tablet

Source: The Nielsen Total Audience Report Q1 2015 / Adults = P18+

Weekly Reach (% of Population)


Listened to Ra-dio Past 7 Days

Watched Broadcast TV

Past Week

Watched Any Non-Premium

Cable Past Week

Read Any Newspaper Past Week

Used Cell-phone to Access In-

ternet

Visited Facebook

Past Month

Visited YouTube Past

Month

Visited Pandora Past Month

Listened to Satellite Radio

Past Week

Visited Spoti-fyPast Month

89%86%

82%

61%57% 57%

44%

20%

13%

4%

HIGHEST REACH AMONG ALL MEDIA OPTIONSAdults 18+

Source: Scarborough USA+, 2014 Release 2 Adults 18+ (August 2013 – September 2014)




ternet


Cable Past Week

Visited Facebook

Past Month


Past Week


Month


Visited Pandora Past Month


Past Week


92%

78% 77% 77% 76%

65%

51%

34%

10% 8%

HIGHEST REACH AMONG ALL MEDIA OPTIONSAdults 18-34

Source: Scarborough USA+, 2014 Release 2 Adults 18-34 (August 2013 – September 2014)




Past Week


Cable Past Week


ternet

Visited Facebook

Past Month



Month

Visited Pandora

Past Month


Past Week


93%

85%81%

70%66%

57%52%

24%

14%

4%

HIGHEST REACH AMONG ALL MEDIA OPTIONSAdults 25-54

Source: Scarborough USA+, 2014 Release 2 Adults 25-54 (August 2013 – September 2014)


CONSISTENT REACH LEVELS

Source: Nielsen Audio, RADAR® 122-125, June 2014-December 2014, June 2015 (Monday-Sunday 24-Hour Cume Estimates, All Radio)

P18+ P18-49 P25-54

92% 93% 94%91% 93% 94%91% 93% 94%91% 92% 94%91% 92% 93%

Jun '14 Sep '14 Dec '14 Mar '15 Jun '15

A MEDIUM FOR ALL SEASONS


REACH AND TIME SPENT ACROSS DEMOSWeekly Reach: 90.9%

Weekly TSL: 11hrs:52min

Best Daypart: 3-7p

Reach: 79.5%

Adults 18-34

Weekly Reach: 93.8%


Best Daypart: 3-7p

Reach: 84.2%

Adults 35-49

Weekly Reach: 93.5%


Best Daypart: 10a-3p

Reach: 84.1%

Adults 50-64

Weekly Reach: 93.5%



Reach: 83.6%

Hispanic 18+ Weekly

Reach: 91.4%

Weekly TSL: 14hrs:23 min


Reach: 80.0%

African-American

18+

Source: Nielsen Audio RADAR 125, June 2015 (Monday-Sunday 24-Hour TSL and Cume Estimates; Monday-Sunday Daypart Cume Estimates)


Source: The Nielsen Total Audience Report Q1 2015 / Base: Total US Population P18+

35.8HRS

TraditionalTelevision

12.8HRSAM/FMRadio

5.6HRS

Using theInternet onComputer

7.3HRS

Using anyApp/Web onSmartphone

3.8HRS

Time-ShiftedPlayback

1.5HRS

Video on the Internet

1.6HRSGame

Console

RADIO CAPTURES 1/5 OF ALL CONTENT HOURS

68 hours of content each week across, radio, TV, online and mobile by average U.S. adults.

weekly hours spent with media


LISTENERS CHOOSE RADIO OVER FACEBOOK


MOST USED SOURCE FOR MUSIC DISCOVERY

AM/FM Radio 29%

Friends/ Family 22%

YouTube 10%

Pandora8%

Sirius XM 4%

Facebook4%Spotify 3%

Others; 20%

2015

Source: The Infinite Dial 2015 – Edison Research / Triton Digital

Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With New Music


BROADCAST RADIO PLAYS MORE “LIKED” SONGS

Total CHR P1 AC/Variety Hits P1

Country P1 Rock/Alt P1 Classic Rock/Hits P1

Urban/Urban AC P1

5.7 5.8 5.56

5.66.1 5.9

5.2 5.5 5.6 5.54.8 4.9

5.3

Imagine you tune into the station you listen to most for music and listen to the next 10 songs. How many will be songs you like a lot?Imagine you start a session on Pandora and listen to ten songs without skipping any of them. How many will be songs you like a lot?

Based on 1,100 respondents 14-54 in PPM markets, 2014


CONSISTENT TIME SPENT WITH RADIO VS. OTHER DEVICES

Adults 18+ African Americans 18+ Hispanics 18+

36:07 51:23

29:13

12:58

13:29

13:38

5:34

6:23

3:19

7:17

8:14

9:54

3:34

3:06

2:24

TV Radio PC Smartphone Tablet

ACROSS ALL GROUPS

Source: The Nielsen Total Audience Report Q1 2015


MOST LISTENED TO AUDIO SOURCE

Satellite

Digital Music

Streaming

CDs/LPs/Tapes

YouTube/Vevo & TV Music Ch.

Traditional AM/FM Radio

11%

17%

31%

19%

36%

67%

19%

41%

54%

60%

69%

84%

Used Yesterday Currently Used

Question: Which of the following radio channels and sources did you listen to on (target day/typical day)?

(n=1010)


TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL

Expanding Radio’s delivery platforms to

create an interactive, engaging and

highly communicative environment

via devices and apps

Image Source: Tune-In and iHeartRadio


30 millionOver the next 3 years

phones will have anFM Chip

FM-ENABLED SMARTPHONES

Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/

To date:• Nearly 3.2 million app downloads• 12,000 FM radio stations tuned to from the app • 6,000,000 hours of listening through NextRadio• And 4/5 in Google Play Store user rating


http://tagstation.com/news/insights/


“Content cards” provide information and highly relevant interactive tools:• Click to buy (song or other related content)• Upcoming concerts and album releases for artist currently playing• Recent station playlist

DELIVERS RELEVANT INTERACTIVITY

Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/




MORE TECHNOLOGY THAT CONVERTS LISTENING TO ENGAGEMENT

Technology converts radio listening into an engaging user experience, empowering listeners to see what they hear and take action.

Image Source: Clip Interactive


PULLING DIGITAL CONTENT ONTO DEVICES

Click here to view Clip Interactive case studiesImage Source: Clip InteractivePresentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

http://www.rab.com/public/ncs/caseStudies.cfm?section=radio

HD Radio

Over 23 Million HD radio

receivers are in the marketplace

Podcasts

46MM Americans have downloaded a podcast in the past

month

Streaming

Over 7200 streaming

stations in 2015

RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING

Source: HD Radio stat from iBiquity/HD Radio , 2015; The Infinite Dial 2015 – Edison Research / Triton Digital; Inside Radio / M Street Corp., January 2015; No Canadian or Mexican stations are included


MOST CHOSEN IN-CAR FEATURE

HD Radio

Satellite Radio

Streaming Internet Radio/ Streaming Music

Service

Satellite Radio

MP3 Smartphone

Player Access

CD Player

AM/FM Radio

25%

25%

34%

45%

48%

68%

80%

Source: Ipsos In-Car Audio Study, February 2015

Q: Disregarding any associated costs, if you could select only up to 3 of the following options to be available on your next car entertainment systems, which 3 would you select?

Preference for Entertainment Options in Next Car


THE BATTLE FOR THE DASHAll major auto brands offered factory-installed HD Radio Technology as of 2014

Brands with HD Radio Technology

Vehicle Lines with HD Radio Technology

HD Radio as Standard Equipment

90+

2010 2011 2012 2013 2014

185+

35

76

166

33

67

154

2861

109

2136

86

16

Source: iBiquity


PODCAST LISTENER PROFILEAge Composition

12-17 15%

18-24 15%

25-34 20%

35-44 17%

45-54 15%

55-64 12%

65+ 6%

2x More Likely to Listen to Online Radio Vs. U.S. Population

Yes20%

No 80%

U.S Population Listening to Online Radio = 11% % Listening to Online Radio Past Week*

Source: The Infinite Dial 2015 – Edison Research / Triton Digital

*Online Radio defined as AM/FM Streams & Internet –Only


38

BROADCAST RADIO LISTENED TO MORE BY PURE-PLAY LISTENERS

Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ; Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio service in the past month; and at least sometimes use Pandora)

Pandora Listeners Non-Pandora Listeners

19.1

12.7

Hours Per Week


HEAVY PANDORA USERS ARE HEAVY BROADCAST RADIO LISTENERS

Source: NuVoodoo study based on 1,110 respondents 14-54 in PPM markets - released 2014


CHANGING VIEWS OF PANDORA LISTENERS

Computer/mobile device negative

Miss hearing people

Too many political spots

Not enough music discovery

Too many songs I don't like

Gets boring

Too predictable

No local information

Using other services

Commercials are annoying

Can't skip enough songs

0% 10% 20% 30% 40% 50% 60%

20152014

Source: Jacobs TechSurvey 11, 2015

NA

Among those listening less


Source: The Infinite Dial 2014 – Edison Research / Triton Digital; USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA; Scarborough USA+ Release 2 of 2012.

LISTENERS TAKE THEIR AUDIO ON THE GO

• On-demand content delivering sports, music, information and entertainment downloads whenever and wherever the listener wants it

• 66% of Smartphone users listen to online radio every week

• 55% of listeners said they listen to their favorite personalities on computers or mobile devices when away from a radio


GREATEST SHARE OF AUDIO

6a 7a 8a 9a10a

11a12p 1p 2p 3p 4p 5p 6p 7p

0%

100%

AM/FM Radio

Satellite Radio

Music Streaming Services

Digital/iPods/MP3s

CDs

Source: 2014.1 USA TouchPoints. Percent Share of Audio Usage by Source. Adults 18-54. Average Mon-Fri. Note: Radio includes HD Radio and radio station streaming, Music Streaming Services include iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

P18+ P25-54 P35-64

39%41%

43%41% 42%

44%41%

45% 46%

RADIO PEAKS DURING THE WORKDAY

How to read: Each day from 3-7p, radio reaches 41% of Adults 18+.

Source: Nielsen Audio, RADAR 125, June 2015 (Persons 18+ 25-54 and 35-64, Monday-Sunday 24-Hour Daily Cume Estimates, All Radio)Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

6-10

A

10A-

3P

3-7P

7P-1

2M

6-10

A

10A-

3P

3-7P

7P-1

2M

6-10

A

10A-

3P

3-7P

7P-1

2M

RADIO SPARKS BRAND CONVERSATION

Heavy Radio listeners (2+ hrs. daily) generate

329 WOM impressions annually

…More than Heavy TV Viewers (5+ hrs. daily) at 218B…Heavy Print readers (1+ hrs. daily) at 209B…Heavy Internet users (5+ hrs. daily) at 208B

Radio is a social medium

Source: Keller Fay Group 2013


RADIO BOOSTS CAMPAIGN EFFECTIVENESS

Consumer packaged goods advertisers achieved over $6 of

incremental sales for every $1 spent on radio.

Radio drives loyalty: Radio increased

shopper retention for a big box retailer by as much as 11%.

Source: Nielsen Catalina Solutions Copyright 2014


Radio generated a $14 return for every ad dollar spent by a major Telco

MONTHLY SPEND PER EXPOSED “Telco” CUSTOMER

People who heard ads on radio spent more and Millennials spent twice that of those exposed

Source: Nielsen Buyer Insights, P18+

$14 : $1Total Exposed

(1+ Ads)Millennial Exposed(1+ Ads)

+ $8

+ $16 Campaign ROAS

DRIVING INFLUENCE AND BEHAVIOR

Radio Advertising topped Television, Social Media, and Direct Mail and

was 2x as effective as Newspapers in influencing Healthcare choices.

A media advertiser saw a

16% conversion ratefor promos when using radioas a reminder medium,building increased frequency.

Source: Nielsen Catalina Solutions Copyright 2014


REACHING MAIN STREET CONSUMERS

94%

A18+ who are self-employed or work

at home

Household plans to buy/lease a full

size car or luxury vehicle next year

92%Spent $200+ in

groceries in past month

A18+ whose household has a home equity or

home improvement loan

90%A18+ shopped any major department

store in past 3 months

A18+ who are registered to vote

in district of residence

Source: Scarborough USA+ 2014 Release 2 (February -September 2014)


NuVoodoo PPM Prospects Study V, N=1611, Interviews conducted November 13-21, 2014

Adults 18-54 Adults 18-34 Adults 35-54

54.1% 52.6% 55.2%

Radio is great because the stations connect with their local communities [Agree only]

CONNECTED WITH THEIR COMMUNITY


AN EMOTIVE MEDIUM


A POSITIVE ENVIRONMENT TO DELIVER AD MESSAGES

49%To get into a better mood

33% Hear things that make you laugh

46%Relax &

unwind when tense

31% Keep you company

when alone

36%Take your mind off problems

29%Add to the fun

when with other people

35%Get an

energy boost

Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64


DRIVEN BY AN EMOTIONAL CONNECTION TO RADIO PERSONALITIES

Have called into a station, met a DJ in their

community, or interacted in some other manner

80%

Agree that their favorite radio stations reflect who

they are as a person*

66%

Consider radio personalities to be regular

people like themselves

70%

This radio hosts are “like a friend” whose opinions they trust and value.

70%

Source: Woodley, P.. Parasocial Interaction between On-Air Radio Personalities and Listeners. USA, Annenberg Scholl for Communication & Journalism, released April 2014; * Latitude Research and OpenMind Strategy, State of Listening in America, May 2013.


Increase Decrease Stay the same I don't know

55%

2%

36%

8%

PERSONALITY TESTIMONIALS DRIVE RADIO LISTENER TRUST

Does hearing one of your favorite radio station personalities provide testimonials for health care or medical products or services make you trust that product or service…


In only one week,

radio delivered nearly a

QUARTER of the reach that TV did in 14 weeks

Cable Drama Premier: Promo Campaign

Personality Endorsement Radio excels at driving tune in for TV programs

Source: Nielsen Audio Data – Tune-in Study; Live +7.

% of campaign reach by platform

Prizes 12%

Sports 16%

Charitable Events 20%

Talk Shows 28%

Music Surprises 28%

Escape Life’s Pressures 31%

Discover New Music 34%

Emergency Info 34%

RADIO’S EQUATION

What’s Going On Locally 39%

Get in a Better Mood 40%

Keeps Me Company 45%

In the Habit 48%

News/ Weather/Traffic 49%

Like to Work with Radio 55%

DJs/ Hosts/ Shows 55%

Hear Favorite Songs 67%

Main Reason for Listening to Radio

MUSIC + INFO + EMOTION

Source: Jacobs TechSurvey 11, 2015


• 2011 highlights 93% retention• 2006 highlights 92% retention

• No time shifting• No below the fold• No load times

Sources: 2011 Nielsen Audio, Media Monitors, and Coleman Insights

NO COMMERCIAL SKIPPING


RADIO WORKS FOR THE CONSUMERAND THE ADVERTISER


On Air

A mass medium capable of easily delivering your

message to many people

Targetable assuring the right people are

exposed to your message

A trusted medium and always available

especially during times of crisis

Online

Digital capabilities offering interactive

opportunities

Complements and enhances on air

campaign by reaching consumers using

multiple touch points

Delivers content wherever and

whenever listeners want it

On Target

An environment that delivers consumers

who are engaged and passionate about the

content

Offering companionship and

information

Exposure to the message when and

where consumers are ready to buy or shop

RADIO. IT’S ON.


radio. it’s on. presentation courtesy of the radio advertising bureau, 2015 – all rights...

Documents