the power of radio
DESCRIPTION
TRANSCRIPT
![Page 1: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/1.jpg)
The Powerof Radio
![Page 2: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/2.jpg)
Power of Radio
• Reach
• Resilience
• ROI
• Reinvention
![Page 3: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/3.jpg)
• Radio reaches 93% of Americans with 235 million weekly listeners
• Radio reaches 96% of adults 18-49 with $75,000+ household income
• Radio reaches 94% of college graduates 18+
• Radio reaches 90% of American teens
Radio Reach Is Enormous
Source: Arbitron Radar – June 2008
![Page 4: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/4.jpg)
180,000,000
190,000,000
200,000,000
210,000,000
220,000,000
230,000,000
240,000,000
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: RADAR, Fall Survey Reports, Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume, 12+
Radio Listenership Is Growing
__________
Radio hasadded six
million listeners
since 2005
235 MillionListeners
Radio’s totalaudience has
grown 16%since 1994
![Page 5: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/5.jpg)
Radio Listenership vs. Newspaper Readership
Sources: NY Times, Newspaper Association of America, Radio Advertising Bureau
Radio is steady-Newspaper is in free fall
% of U.S. Population
![Page 6: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/6.jpg)
Americans Spend The Majority Of Listening Time With AM/FM Radio.
Sources: Local AM/FM Radio – Radio Today/American Radio Listening Trends; Online Radio – Arbitron Edison Infinite Dial 2008 Report; Satellite – Fall 2006 National Satellite Report
94%
4%2%
Percent of Time Spent Per Week by Audio Platform
AM/FM RadioSatellite RadioOnline Radio
![Page 7: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/7.jpg)
Newspapers Are In Big Trouble
• In Detroit, newspaper delivery has been reduced to three days a week
• The Seattle P.I. printed its last edition on March 17
• The Minneapolis Star Tribune has filed for bankruptcy
• The Rocky Mountain News closed on February 27
• The Tucson Citizen closed on May 15
Source: The New York Times – 1/16/09
![Page 8: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/8.jpg)
Significantly More People ListenTo Daytime Radio Than Watch Primetime
Network TV
• In Los Angeles, 94.7% of
Working Adults Listen to
Radio During the Week
• Only 51% Watch
Primetime Network TV
Source: Scarborough Research - 2008
![Page 9: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/9.jpg)
• 27% of US homes have DVRs
• 63% of $100,000+ households have a DVR
• 85% of DVR owners skip 75% of the ads
DVRs Are Zapping The Life Out Of TV Ads
Source: Ipsos Mendelsohn Research | Source: Nielsen Nov 2008 Estimates | Content Agenda Aug 6, 2008
![Page 10: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/10.jpg)
Sources: Radar 97, June 2008 (Monday-Sunday, 24hrs, based on daily cume 18+) ; ComScore May 2008
Radio Reaches 92 million More People Each Week Than Google
Reaches In An Entire Month
![Page 11: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/11.jpg)
Sources: Deutsche Bank, Media Dynamic, Universal McCann, Radio Effectiveness, RADAR and June 2007 (Arbitron); Nielsen Online and JPMorgan; www.radioadlab.com
Radio Is The Most Cost Effective Medium
Cost Comparisons of Various Media (CPM)
![Page 12: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/12.jpg)
The Internet Powers Radio’s Growth
• Entercom listenership over the Internet grew 65% in 2008
• Entercom listenershipon mobile devices is growing rapidly
Source: Webcast Metrics, December 2008, FlyCast Reports, Jan 09
![Page 13: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/13.jpg)
“…the amount of radio consumed, its influence to purchase, combined with lower costs makes it a stronger media option.”
— Prosper Technologies/Big Research – Dec 2008
Major Auto Study Recommends Increasing Radio, Reducing TV
Source: Prosper Media Allocation Model/Big Research - 2008
Share of Media Spend
![Page 14: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/14.jpg)
![Page 15: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/15.jpg)
Case Studies
![Page 16: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/16.jpg)
• Heavy radio campaign boosted Halloween candy sales up double digits. Radio helped advance Wal-Mart’s market share from 31 to 33 percent.
• Radio drove Wal-Mart’s exclusive sales of AC/DC’s CD to second largest new album of 2008.
Source: Advertising Age, November 2008
Wal-Mart’s Heavy RadioAdvertising Boosts Sales
![Page 17: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/17.jpg)
Hershey’s Does More Radio Than TV Advertising And Results Soar
• Hershey’s ad spending increased 25% in 2008 and earnings were up 98%
• CEO David West said that Hershey’s has done more radio than TV advertising and “we've been feeling pretty good about the brand responses.”
• Hershey’s plans to increase ad spending by another 20% in 2009, continuing to focus on core brands
Source: Advertising Age, October 16, 2008
![Page 18: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/18.jpg)
Radio Drives Leads and New Business for Wells Fargo Financial Services
• Exclusive Entercom six-week campaign in select markets simplified the savings/investment process and made it relevant and fun for younger consumers
• Integrated campaign generated tens of thousands of leads for Wells Fargo. Netbanker rated the program A+.
“Radio Advertising A+”NetBanker, March 2008
![Page 19: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/19.jpg)
Radio Propels Unprecedented Listener Response For Subaru Dealer
• Creative audio and video cause-marketing campaign that planted a tree for each test drive
• Carter Subaru planted over 11,000 trees during the campaign and helped to reforest a natural reserve outside of Seattle
• “It’s only natural for Subaru to continue its engagement with Entercom – a passionate radio partner that consistently delivers results.”
- Danny Levine, President NationAd (Carter Subaru agency of record)
![Page 20: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/20.jpg)
Testimonials
![Page 21: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/21.jpg)
“Radio is greatly under monetized.Look at the time people spend with radio
versus the money currently being spent to advertise on radio – it’s out of whack.”
- Eric Schmidt, Google CEO - USA Today
Google’s CEO knows:Radio is highly undervalued
Eric Schmidt
![Page 22: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/22.jpg)
“In multiple, separate market comparison tests of Citigroup ads in newspapers,
TV and Radio, Radio ads consistently pulled the best response.”
— John Mittnacht, Director, Global Advertising, Citi Global Wealth Management
Radio Pulls Best for Citigroup
John Mittnacht
![Page 23: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/23.jpg)
“Our marketing partners at Entercom listened when we explained who Scion targets. They created a grassroots campaign that was viral and unique and allowed our creative audience to express themselves. The Snow Patrol Cover
Art contest was truly amazing!”— Bobbi Simpson, Northwest VP Marketing - Scion
Scion Champions Radio
![Page 24: The Power Of Radio](https://reader036.vdocuments.mx/reader036/viewer/2022062511/54b719db4a7959286f8b46cd/html5/thumbnails/24.jpg)
The Powerof Radio