radio. it’s on. for african-americans presentation courtesy of the radio advertising bureau, 2015...

Radio. It’s On. For African-Americans

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.


CONSISTENT REACH OF AFRICAN AMERICANS

Source: Nielsen Audio, RADAR® 122-126, September 2014-December 2014, March 2015 – September 2015 (Monday-Sunday 24-Hour Cume Estimates, All Radio)

African-Americans 12+ African-Americans 18-34 African-Americans 18-49 African-Americans 25-54

91% 91% 92% 94%91% 91% 90% 93%91% 90% 92% 93%91% 90% 92% 93%91% 90% 91% 93%

Sep '14 Dec '14 Mar '15 June '15 Sep '15

A MEDIUM FOR ALL SEASONS


Listened to Ra-dio Past 7 Days

Watched Broadcast TV

Past Week

Watched Any Non-Premium

Cable Past Week

Used Cell-phone to Access In-

ternet

Read Any Newspaper Past week

Visited Facebook

Past Month

Visited YouTube Past

Month

Visited Pandora Past Month

Listened to Satellite Radio

Past Week

Visited Spoti-fyPast Month

90%87% 85%

62% 61%55%

45%

8% 9%4%

HIGHEST REACH AMONG ALL MEDIA OPTIONSBlack/ African-

American Adults 18+

Source: Scarborough USA+, 2014 Release 2 Black/African-American 18+ (August 2013 – September 2014)




Cable Past Week

Used Cell-phone to Ac-cess the In-

ternet


Past Week

Visited Facebook

Past Month


Month

Read Any Newspaper Past Week

Visited Pandora Past Month


Past Week


93%

84%81% 80%

76%

64%

54%

36%

10% 7%

HIGHEST REACH AMONG ALL MEDIA OPTIONS

Source: Scarborough USA+, 2014 Release 2 Black/African Americans 18-34 (August 2013 – September 2014)


Black/ African-American

Adults 18-34



Past Week


Cable Past Week

Used Cell-phone to Access In-

ternet

Visited Facebook

Past Month

Read Any Newspaper Past Week


Month

Visited Pandora

Past Month


Past Week


94%88%

85%

71%

63% 61%

51%

26%

12%

4%

HIGHEST REACH AMONG ALL MEDIA OPTIONS

Source: Scarborough USA+, 2014 Release 2 Black/African-American 25-54 (August 2013 – September 2014)


Black/ African-American

Adults 18-34

African-Americans 18+ African-Americans 18-34 African-Americans 25-54 African-Americans 35-64

70%64%

73% 75%80%

76%81% 83%

78% 76%81% 82%

62%65% 67% 65%

RADIO PEAKS FOR AFRICAN-AMERICANS DURING THE WORKDAY

How to read: Each day from 3-7p, radio reaches 81% of African-Americans 25-54.

Source: Nielsen Audio, RADAR 126, September 2015 (African Americans 18+,18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

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

6-10

A

10A-

3P

3-7P

7P-1

2M


REACH AND TIME SPENT ACROSS AFRICAN AMERICAN LISTENERS

Weekly Reach: 90.7%

Weekly TSL: 13hrs:46min

Best Daypart: 10a-3p Reach: 77.7%

African Americans

12+

Weekly Reach:

91.3%



African Americans

18+

Weekly Reach:

89.8%


Best Daypart: 3-7p Reach:

76.1%

African Americans

18-34

Weekly Reach:

92.9%


Best Daypart: 3p-7p Reach:

81.1%

African Americans

25-54Weekly

Reach: 93.4%



African Americans

35-64

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


TIME SPENT WITH RADIO VS. OTHER DEVICES

African-Americans 18+ Adults 18+ Hispanics 18+

51:23 36:07

29:13

13:29

12:58 13:38

6:23

5:34 3:19

8:14

7:17 9:54

3:06

3:34 2:24

TV Radio PC Smartphone Tablet

HIGHER AMONGST AFRICAN AMERICANS

Source: The Nielsen Total Audience Report Q1 2015


SOURCES MOST USED BY AFRICAN AMERICANS FOR MUSIC DISCOVERY

AM/FM Radio 24% Friends/Family

25%

YouTube 11%

Pandora6%

SiriusXM Satel-lite Radio

2%Facebook

5%Spotify

4%

Others23%

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


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 4.1 million app downloads• Over 12,000 FM radio stations tuned to from the app • Over 8 million 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


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 CONSUMPTION IS HIGHER AMONG AFRICAN-AMERICANS VS. GENERAL MARKET

% ever listened to a podcast

African Amer-ican

Total Hispanic

33 33

24

% listened to a podcast in the last month

African Amer-ican

Total Hispanic

2017

13

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

Base: U.S. Population 12+


REACHING AFRICAN AMERICAN CONSUMERS

94%African American households who used a financial

planner in the past year

African American households who

shopped at a jewelry store in the past

three months

93%African American households who

plan to buy a luxury vehicle within the

year

African American households who

bought most groceries at online

grocery store

92%African American households who

home improvements in the past year

African American households who use

online billpay

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


STRONG AND DISTINCT RADIO ATTITUDES

• 93%• Advertising on radio provides useful info

about new products and services

• 92% • Advertising on radio provides useful

information about bargains

• 92% • Advertising on radio provides

meaningful information about product use of other consumers

• 92% • Advertising on radio advertising is

amusing

Agree that …• 89%• Advertising on radio is repeated too

often

• 90% • Advertising on radio has no credibility

• 90% • All ads on radio are alike

• 91% • Advertising on radio appears at

inconvenient times

Disagree that …

Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved

Sources: 2011 Arbitron, Media Monitors, and Coleman Insights – “What Happens When The Spots Come On”

NO COMMERCIAL SKIPPING

94%93%

92%93%

88%

95%

High audience levels among Black Listeners and Urban Music stations

Delivers 94% of lead-in audience and 92% on Urban music stations


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. for african-americans presentation courtesy of the radio advertising bureau, 2015...

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