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

radioevery 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

92%

42%

76% 77% 78%

92%

Listened to RadioPast 7 Days

Read Any NewspaperPast Week

Used Cell Phone toAccess Internet

Watched Any TV PastWeek (M-Su, 5a-2a)

Watched Any Non-Premium Cable Past

Week

Spent Any Time onInternet Past Week

HIGH REACH VS. OTHER MEDIA OPTIONS

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

Adults 18-34

93%

50%

67%

85%81%

86%


Read AnyNewspaper Past

Week


Watched Any TVPast Week

Watched Any Non-Premium Cable

Past Week


HIGHER REACH VS. OTHER MEDIA OPTIONS

Adults 25-54


90%

55% 55%

86%83%

79%


Read AnyNewspaper Past

Week


Watched Any TVPast Week

Watched Any Non-Premium Cable

Past Week


HIGHER REACH VS. OTHER MEDIA OPTIONS

Adults 18+


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)

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

P12+ P18-49 P25-54

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

LISTENERS CHOOSE RADIO OVER FACEBOOK

THE SOURCE FOR MUSIC DISCOVERY

14%

14%

18%

20%

30%

30%

33%

39%

48%

59%

66%

75%

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

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

11%

17%

31%

19%

36%

67%

19%

41%

54%

60%

69%

84%

Satellite

Digital Music

Streaming

CDs/LPs/Tapes

YouTube/Vevo & TV Music Ch.

Traditional AM/FM Radio

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

radioas their primary

in-car entertainment device


AND THE MOST USED IN-CAR DEVICE

6%

11%

13%

15%

58%

Online Radio

Satellite Radio

MP3 Player/OwnedDigital Music

CD Player

AM/FM Radio

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

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


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 HISPANICAND 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’sdelivery platforms to create an interactive,

engaging and highly communicative

environmentvia 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/

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/

http://tagstation.com/news/insights/

22

TRENDS

Source: NextRadio + TagStation Insights

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

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

App Monthly Downloads

MORE TECHNOLOGY THAT CONVERTSLISTENING 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

http://www.rab.com/public/ncs/caseStudies.cfm?section=radio

Streaming

Over 7200streaming

stations in 2014

Podcasts

39MM Americans have downloaded a podcast in the

past month

HD Radio

Over 23 Million HD radio

receivers are in the marketplace

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

16%

17%

23%

25%

25%

27%

41%

51%

61%

66%

89%

Hard drive for media

DVD player

HD Radio

Connected Car

Satellite Radio

Wireless Internet

GPS

Bluetooth

CD Player

iPod connecter

AM/FM Radio

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


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

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)

31

19.1

12.7

Pandora Listeners Non-Pandora ListenersHours 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 radioevery 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

39%42% 41%

21%

42% 42%46%

23%

44% 44%46%

22%

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

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)

generate329 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

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 rate

for 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

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.

Why Radio

Marketing

Transcript of Why Radio