a mass medium delivering audio content to passionate and loyal listeners across multiple platforms...
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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 LEVELS
Source: Nielsen Audio, RADAR® 121-124, March 2014-December 2014, March 2015 (Monday-Sunday 24-Hour Cume Estimates, All Radio)
P12+ P18-49 P25-54
92% 93% 94%92% 93% 94%91% 93% 94%91% 93% 94%91% 92% 94%
Mar '14 Jun '14 Sep '14 Dec '14 Mar '15
A MEDIUM FOR ALL SEASONS
REACH AND TIME SPENT ACROSS DEMOSWeekly Reach: 91.2%
Weekly TSL: 11hrs:56min
Best Daypart: 3-7p
Reach: 79.8%
Adults 18-34
Weekly Reach: 93.9%
Weekly TSL: 14hrs:32min
Best Daypart: 3-7p
Reach: 84.3%
Adults 35-49
Weekly Reach: 93.6%
Weekly TSL: 15hrs:52min
Best Daypart: 10a-3p
Reach: 84.2%
Adults 50-64
Weekly Reach: 93.2%
Weekly TSL: 13hrs:15min
Best Daypart: 10a-3p
Reach: 81.9%
Hispanic 12+ Weekly
Reach: 91%
Weekly TSL: 13hrs:55 min
Best Daypart: 10a-3p
Reach: 78.7%
African-American
12+
Source: Nielsen Audio RADAR 124, March 2015 (Monday-Sunday 24-Hour TSL and Cume Estimates; Monday-Sunday Daypart Cume Estimates)
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
LISTENERS CHOOSE RADIO OVER FACEBOOK
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)
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, over:• 2,335,000 app downloads• 11,665 FM radio stations tuned to from the app • 4,385,000 hours of listening through NextRadioAnd ranked 9th in Google Play top free music apps
“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/
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studiesImage Source: Clip Interactive
Streaming
Over 7200 streaming
stations in 2014
Podcasts
46MM Americans have downloaded a podcast in the past
month
HD Radio
Over 23 Million HD radio receivers are in the marketplace
RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING
Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included; The Infinite Dial 2015 – Edison Research / Triton Digital; HD Radio stat from iBiquity/HD Radio Alliance, 2014
MOST CHOSEN IN-CAR FEATURE
HD Radio
Satellite Radio
Streaming Internet Radio/ Streaming Music
Service
Satellite Radio
MP3 Smartphone
Player Access
CD Player
AM/FM Radio
25%
25%
34%
45%
48%
68%
80%
Source: Ipsos In-Car Audio Study, February 2015
Q: Disregarding any associated costs, if you could select only up to 3 of the following options to be available on your next car entertainment systems, which 3 would you select?
Preference for Entertainment Options in Next Car
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
25
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
GREATEST SHARE OF AUDIO
6a 7a 8a 9a10a
11a12p 1p 2p 3p 4p 5p 6p 7p
0%
100%
AM/FM Radio
Satellite Radio
Music Streaming Services
Digital/iPods/MP3s
CDs
Source: 2014.1 USA TouchPoints. Percent Share of Audio Usage by Source. Adults 18-54. Average Mon-Fri. Note: Radio includes HD Radio and radio station streaming, Music Streaming Services include iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
6-10A 10A-3P 3-7P 7P-12M
39%42% 41%
21%
42% 42%45%
23%
43% 44% 46%
22%
P18+ P25-54 P35-64
RADIO PEAKS DURING THE WORKDAY
How to read: Each day from 3-7p, radio reaches 41% of Adults 18+.
Source: Nielsen Audio, RADAR 124, March 2015 (Persons 18+, 25-54 and 35-64, 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)
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.
Prizes 12%
Sports 16%
Charitable Events 20%
Talk Shows 28%
Music Surprises 28%
Escape Life’s Pressures 31%
Discover New Music 34%
Emergency Info 34%
RADIO’S EQUATION
What’s Going On Locally 39%
Get in a Better Mood 40%
Keeps Me Company 45%
In the Habit 48%
News/ Weather/Traffic 49%
Like to Work with Radio 55%
DJs/ Hosts/ Shows 55%
Hear Favorite Songs 67%
Main Reason for Listening to Radio
MUSIC + INFO + EMOTION
Source: Jacobs TechSurvey 11, 2015
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.