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Why Radio

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Page 1: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

Why Radio

Page 2: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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

RADIO

Page 3: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

RADIO TODAY

RadioLive

Local

Mobile

Personal

Social

Interactive

Experiential

Page 4: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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.

Page 5: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

243 Million+ P12+ tune in to

radio every week

Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

Page 6: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

91% of Americans 12+

every week

Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)

RADIO’S REACH

Page 7: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

Listened to Radio Past 7 Days

Read Any News-paper Past Week

Used Cell Phone to Access Internet

Watched Any TV Past Week (M-Su,

5a-2a)

Watched Any Non-Premium Cable Past

Week

Spent Any Time on Internet Past Week

92%

42%

76% 77% 78%

92%

HIGH REACH VS. OTHER MEDIA OPTIONS

Source: Scarborough USA+, Release 1 2014 USA Adults 18-34

Adults 18-34

Page 8: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

Listened to Radio Past 7 Days

Read Any News-paper Past Week

Used Cell Phone to Access Internet

Watched Any TV Past Week

Watched Any Non-Premium Cable

Past Week

Spent Any Time on Internet Past

Week

93%

50%

67%

85%81% 86%

HIGHER REACH VS. OTHER MEDIA OPTIONS

Adults 25-54

Source: Scarborough USA+, Release 1 2014 USA Adults 25-54

Page 9: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

Listened to Radio Past 7 Days

Read Any News-paper Past Week

Used Cell Phone to Access Internet

Watched Any TV Past Week

Watched Any Non-Premium

Cable Past Week

Spent Any Time on Internet Past

Week

90%

55% 55%

86%83%

79%

HIGHER REACH VS. OTHER MEDIA OPTIONS

Adults 18+

Source: Scarborough USA+, Release 1 2014 USA Adults 25-54

Page 10: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

CONSISTENT REACH LEVELSA MEDIUM FOR ALL SEASONS

Source: RADAR ® 119, 120, 121, 122, 123 - December 2013, March 2014, June 2014, September 2014, December 2014 (C) Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

P12+ P18-49 P25-54

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

Dec '13 Mar '14 Jun '14 Sep '14 Dec '14

Page 11: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

LISTENERS CHOOSE RADIO OVER FACEBOOK

Page 12: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

THE SOURCE FOR MUSIC DISCOVERY

Spotify

Music Blos

iHeartRadio

SiriusXM Satellite Radio

Apple iTunes

Information/Displays at Local Stores

Music TV Channels

Facebook

Pandora

YouTube

Friends/Family

AM/FM Radio

14%

14%

18%

20%

30%

30%

33%

39%

48%

59%

66%

75%

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

(47% of total P12+ population)

% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music

Source: The Infinite Dial 2014 – Edison Research / Triton Digital

Page 13: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

BROADCAST RADIO PLAYS MORE “LIKED” SONGS

Page 14: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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)

Page 15: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

RADIO IS THE TOP IN-CAR DEVICE

86% of drivers cite

radio as their primary

in-car entertainment device

Source: The Infinite Dial 2014 – Edison Research / Triton Digital

Page 16: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

AND THE MOST USED IN-CAR DEVICE

Online Radio

Satellite Radio

MP3 Player/Owned Digital Music

CD Player

AM/FM Radio

6%

11%

13%

15%

58%

% Using “Almost All of the Times” or “Most of the Times” in the Car

Base: Driven / Ridden in Car in Last Month, Age 18+

Source: The Infinite Dial 2014 – Edison Research / Triton Digital

Page 17: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

M 18+ W 18+

Over15 Hours Per Week

Over 13 Hours Per Week

CONSISTENT AUDIENCE TUNE-IN

Source: Nielsen Audio, RADAR 123, December 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

Page 18: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

14.6Hours

14.5Hours

14.1Hours

TUNE-IN TIME HIGHER AMONG HISPANIC AND AFRICAN AMERICAN LISTENERS

African American listeners and Hispanic listeners(versus General Market, P 25-54)

Source: Nielsen Audio, RADAR 123, December 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

Page 19: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL

Expanding Radio’s delivery platforms to

create an interactive, engaging and

highly communicative environment

via devices and apps

Page 20: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

30 millionOver the next 3 years

phones will have anFM Chip

FM-ENABLED SMARTPHONES

To date, over:• 1,333,000 app downloads• 10,910 FM radio stations tuned to from the app • 2,024,000 hours of listening through NextRadio

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

Page 21: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

“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/

Page 22: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

22

TRENDS

Source: NextRadio + TagStation Insights

Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-140

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

App Monthly Downloads

Page 23: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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.

Page 24: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

PULLING DIGITAL CONTENT ONTO DEVICES

Click here to view Clip Interactive case studies

Page 25: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

Streaming

Over 7200 streaming stations in 2014

RADIO’S DIGITAL OFFERINGS ARE STEADILY INCREASING

Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included (HD Radio stat from iBiquity/HD Radio Alliance, 2014); The Infinite Dial 2014 – Edison Research / Triton Digital

Page 26: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

MOST IMPORTANT NEW CAR FEATURE

Hard drive for media

DVD player

HD Radio

Connected Car

Satellite Radio

Wireless Internet

GPS

Bluetooth

CD Player

iPod connecter

AM/FM Radio

16%

17%

23%

25%

25%

27%

41%

51%

61%

66%

89%

Source: Jacobs Media TechSurvey 10, 2014

Among the 12% of respondents planning on buying/leasing a news vehicle in 2014.

Page 27: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

THE BATTLE FOR THE DASHAll major auto brands will offer factory-installed HD Radio Technology during calendar year 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

Page 28: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

COMBINING BROADCAST TECHNOLOGY

And Enhancing In-Car User Experience

Page 29: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

Source: The Infinite Dial 2014 – Edison Research / Triton Digital

124 Million

P12+ have listened to

online radio in the past month

(am/fm streams or internet only streams)

Page 30: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

82%

18%

% of weekly Online Radio listeners who listen to Broadcast Radio (versus those who do not)

ONLINE RADIO LISTENING COMPLEMENTS BROADCAST RADIO

Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research

Page 31: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

31

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

Page 32: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

HEAVY PANDORA USERS ARE HEAVY BROADCAST RADIO LISTENERS

Page 33: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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

Page 34: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

GREATEST SHARE OF AUDIO

Page 35: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

6-10A 10A-3P 3-7P 7P-12M

39%42% 41%

21%

42% 42%46%

23%

44% 44%46%

22%

P18+ P25-54 P35-64

RADIO DOMINATES THE WORKDAY

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

Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Daily Cume Estimates, All Radio)

Page 36: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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

Page 37: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

RADIO BOOSTS CAMPAIGN EFFECTIVNESS

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

Page 38: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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

Page 39: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

REACHING MAIN STREET CONSUMERS

94%

Households who plan to buy

a smartphone next year

Household plans to buy/lease a

new SUV or luxury vehicle

next year

92%

Ate at fast-food/sit

down restaurant 5 or more times in past month

A18+ whose household used an accountant this past year

90%

A18+ shopped any major

department store in past 3

months

A18+ who are registered to

vote in district of residence

Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

Page 40: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

AN EMOTIVE MEDIUM

Page 41: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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

Page 42: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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.

Page 43: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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…

Page 44: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

• 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

Page 45: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

RADIO WORKS FOR THE CONSUMERAND THE ADVERTISER

Page 46: Why Radio. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO

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

RADIO. IT’S ON.