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
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.
243 Million+ P12+ tune in to
radio every week
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)
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
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
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
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
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
LISTENERS CHOOSE RADIO OVER FACEBOOK
THE SOURCE FOR MUSIC DISCOVERY
Spotify
Music Blos
iHeartRadio
SiriusXM Satellite Radio
Apple iTunes
Information/Displays at Local Stores
Music TV Channels
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
BROADCAST RADIO PLAYS MORE “LIKED” SONGS
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)
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
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
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)
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)
TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL
Expanding Radio’s delivery platforms to
create an interactive, engaging and
highly communicative environment
via devices and apps
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/
“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/
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
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.
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studies
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
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.
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
COMBINING BROADCAST TECHNOLOGY
And Enhancing In-Car User Experience
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)
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
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
HEAVY PANDORA USERS ARE HEAVY BROADCAST RADIO LISTENERS
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
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)
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 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
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%
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)
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…
• 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
RADIO. IT’S ON.