The Purpose and Use of this Slide Library:

·   Radio has enormous competitive advantages versus other media, particularly during tough economic times. The intention of the following slide library is to provide you with the most compelling and succinct reasons why choosing radio makes more sense now than ever before.

·   This is NOT a presentation. It is a series of slides and discussion points that can and should make a difference to your clients. These slides can be dropped into most presentations…a “red deck” capabilities presentation, a “Why Radio” presentation, a recap presentation, an annual pitch, etc. These slides can be meaningful for local, national, business development and digital.

·   Each slide has multiple uses and you are encouraged to commit to memory the essential points on each page. These pertinent points will come in handy when you develop VBR’s, in creating powerful emails and when you are in general discussions with your clients. The more articulate you are about the information contained on these slides, the more compelling the case for radio you will make.

·   We live in a time where all of our decisions are under greater scrutiny. Please do not assume that because your client has been doing radio for years that their choice of advertising/radio isn’t being questioned. These points are powerful reminders of why radio is a good choice for our existing advertisers, as well as a confidence builder for those advertisers that are considering their first foray into radio.

·   The deck is divided into 4 sections for ease of use: The Power of Radio, Case Studies, Testimonials, and Appendix. The appendix is a separate PDF attachment and contains some of the full length articles/studies that are noted on the slides.

·   This is a beginning. We will add and delete from these slides as we go. If you have suggestions on how we can improve these slides or have additional information that you think would be helpful to the group, please forward your suggestions to Marijane Milton.

The Powerof Radio

• Radio reaches 93% of Americans with 235 million weekly listeners

• Radio reaches 96% of adults 18-49 with $75,000+ household income

• Radio reaches 94% of college graduates 18+

• Radio reaches 90% of American teens

Radio Reach Is Enormous

Source: Arbitron Radar – June 2008

180,000,000

190,000,000

200,000,000

210,000,000

220,000,000

230,000,000

240,000,000

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Source: RADAR, Fall Survey Reports, Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume, 12+

Radio Listenership Is Growing

__________

Radio hasadded six

million listeners

since 2005

235 MillionListeners

Radio’s totalaudience has

grown 16%since 1994

Radio Listenership vs. Newspaper Readership

Sources: NY Times, Newspaper Association of America, Radio Advertising Bureau

Radio is steady-Newspaper is in free fall

% of U.S. Population

Newspapers Are In Big Trouble

• In Detroit, newspaper delivery has been reduced to three days a week

• The Seattle P.I. is seeking a buyer or they will shut down the paper

• The Minneapolis Star Tribune has filed for bankruptcy

• The Rocky Mountain News closed on Friday, February 27 leaving Denver with just one daily paper

Source: The New York Times – 1/16/09

Significantly More People ListenTo Daytime Radio Than Watch Primetime

Network TV

• In Los Angeles, 94.7% of

Working Adults Listen to

Radio During the Week

• Only 51% Watch

Primetime Network TV

Source: Scarborough Research - 2008

• 27% of US homes have DVRs

• 63% of $100,000+ households have a DVR

• 85% of DVR owners skip 75% of the ads

DVRs Are Zapping The Life Out Of TV Ads

Source: Ipsos Mendelsohn Research | Source: Nielsen Nov 2008 Estimates | Content Agenda Aug 6, 2008

Sources: Radar 97, June 2008 (Monday-Sunday, 24hrs, based on daily cume 18+) ; ComScore May 2008

Radio Reaches 92 million More People Each Week Than Google

Reaches In An Entire Month

Used Together, Radio And Internet Expand Ad Effectiveness

Adding Radio to an Internet-only ad campaign increases ad recall by 400%

Source: RAEL/Harris Interactive, 2007

The Internet Powers Radio’s Growth

• Entercom listenership over the Internet grew 65% in 2008

• Entercom listenershipon mobile devices is growing rapidly

Source: Webcast Metrics, December 2008, FlyCast Reports, Jan 09

Sources: Deutsche Bank, Media Dynamic, Universal McCann, Radio Effectiveness, RADAR and June 2007 (Arbitron); Nielsen Online and JPMorgan; www.radioadlab.com

Radio Is The Most Cost Effective Medium

Cost Comparisons of Various Media (CPM)

“…the amount of radio consumed, its influence to purchase, combined with lower costs makes it a stronger media option.”

— Prosper Technologies/Big Research – Dec 2008

Major Auto Study Recommends Increasing Radio, Reducing TV

Source: Prosper Media Allocation Model/Big Research - 2008

Share of Media Spend

Case Studies

• Heavy radio campaign boosted Halloween candy sales up double digits. Radio helped advance Wal-Mart’s market share from 31 to 33 percent.

• Radio drove Wal-Mart’s exclusive sales of AC/DC’s CD to second largest new album of 2008.

Source: Advertising Age, November 2008

Wal-Mart’s Heavy RadioAdvertising Boosts Sales

Hershey’s Does More Radio Than TV Advertising And Results Soar

 

• Hershey’s ad spending increased 25% in 2008 and earnings were up 98%

• CEO David West said that Hershey’s has done more radio than TV advertising and “we've been feeling pretty good about the brand responses.”

• Hershey’s plans to increase ad spending by another 20% in 2009, continuing to focus on core brands

Source: Advertising Age, October 16, 2008

Entercom Creates Unforgettable Consumer Experiences With

Guitar Center  

• “Get Schooled” connected Guitar Center to unique events where listeners learned to play music with top bands

• Secured 60+ major rock artists (Foo Fighters, Linkin Park, Motley Crue) across 11 markets/19 stations and generated over 290,000 visitors to view Get Schooled sessions online

• Generated national and regional press coverage that recognized the reinvented artist “meet and greet” into a memorable hands-on experience for the aspiring and wannabe musician

“[Entercom is] creating truly unique experiences for aspiring musicians and

music fans – Creating real dream come true moments is powerful magic”

David Martin, N=1 (blogosphere), June 2008

Entercom Drives Leads and New Business for Wells Fargo Financial Services

 

• Exclusive Entercom six-week campaign in select markets simplified the savings/investment process and made it relevant and fun for younger consumers

• Integrated campaign generated tens of thousands of leads for Wells Fargo. Netbanker rated the program A+.

“Radio Advertising A+”NetBanker, March 2008

Entercom Propels Unprecedented Listener Response For Subaru Dealer

 

• Creative audio and video cause-marketing campaign

that planted a tree for each test drive

• Carter Subaru planted over 11,000 trees during the campaign and helped to reforest a natural reserve outside of Seattle

• “It’s only natural for Subaru to continue its engagement with Entercom – a passionate radio partner that consistently delivers results.”

- Danny Levine, President NationAd (Carter Subaru agency of record)

Testimonials

“Radio is greatly under monetized.Look at the time people spend with radio

versus the money currently being spent to advertise on radio – it’s out of whack.”

- Eric Schmidt, Google CEO - USA Today

Google’s CEO knows:Radio is highly undervalued

Eric Schmidt

“In multiple, separate market comparison tests of Citigroup ads in newspapers,

TV and Radio, Radio ads consistently pulled the best response.”

— John Mittnacht, Director, Global Advertising, Citi Global Wealth Management

Radio Pulls Best for Citigroup

John Mittnacht

“By far the best partnership that Shaw’s has ever had and for that matter the best

(media) company that I’ve ever worked with in my 25-year career.”

— Bill Nasshan, SVP of Marketing and Merchandising – Shaw’s Supermarkets

Entercom and Shaw’s Supermarkets

Bill Nasshan

“Entercom raised brand awareness in the community and generated excitement amongst

franchise owners in a historically quiet broadcast season. Summer sales increased by

double digit numbers!”— Carol Gleeson, General Manager , MEDIA SOLUTIONS

(Papa Murphy's agency ). 

Entercom Raises Brand Awareness for Papa Murphy’s

“Our marketing partners at Entercom Portland listened when we explained who Scion targets. They created a grassroots campaign that was

viral and unique and allowed our creative audience to express themselves. The Snow Patrol Cover Art contest was truly amazing!”

— Bobbi Simpson, Northwest VP Marketing - Scion

Entercom and Scion