landscape 2012 engagement and radio 1. landscape 2012 2 82% a personal, para-social interaction with...
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LANDSCAPE 2012
Engagement and Radio
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LANDSCAPE 2012
2
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”.
LANDSCAPE 2012
These personal connections are like “word of mouth”. It’s better than a “like”.
Radio Has the Power of Persuasion
52%
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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
LANDSCAPE 2012
There Is an Emotional Attachment to Radio
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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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People of All Ages Value Radio Over Facebook
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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…
LANDSCAPE 2012
Radio Websites Reach Consumers In Their Communities
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• 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
LANDSCAPE 2012
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
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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
LANDSCAPE 2012
AM/FM Radio Listeners Feel The Most Alert Which Suggests a Higher Level of Attentiveness
AM/FM Radio
Live TV
Mobile Web/App
Internet
27.6%
23.2%
18.1%
17.8%
13.7%
© 2012 Arbitron Inc.
% of Audience that Feels AlertPersons 25-54
Source: 2012.2 MBI TouchpointsTM
Engagement
LANDSCAPE 2012
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand asked not to be named).
Radio advertising does positively impact the 5 key branding metrics6 Study Average % Lift
Affinity / Likeability
Awareness
Advocacy
Consideration
Purchase Intent
13%
20%
14%
38%
37%
Radio-targetedconsumers vs.Control groups
Credibility and Emotional Connection
LANDSCAPE 2012
And the best test of all for engagement…
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LANDSCAPE 2012
When Radio StationsInvite Their Listeners…They show up by the thousands.
LANDSCAPE 2012
Radio Provides the Power for Advertisers to Engage Listeners
Move into our Virtual Neighborhoods and Let Us Prove It
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