Transcript Radio. It’s On. Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved.

Radio. It’s On.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO
A mass medium delivering audio content to passionate
and loyal listeners across multiple platforms
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO TODAY
Personal
Mobile
Social
Local
Live
Interactive
RADIO
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Experiential
RADIO. IT’S ON.
On Air
Online
On Target
A mass medium
capable of easily
delivering your
message to many
people
Digital capabilities
offering interactive
opportunities
An environment that
delivers consumers
who are engaged and
passionate about the
content
Targetable assuring
the right people are
exposed to your
message
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Offering
companionship and
information
A trusted medium
and always available
especially during
times of crisis
Delivers content
wherever and
whenever listeners
want it
Exposure to the
message when and
where consumers are
ready to buy or shop
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Radio reaches
Source: Nielsen Audio, RADAR 125, June 2015 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
91%
of Americans 12+
every week
Source: Nielsen Audio, RADAR 125, June 2015 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO BOASTS HIGHEST MASS REACH
AMONG POPULAR MEDIA
Weekly Reach
(% of Population)
93%
95%
93%
90%
87%
81%
80%
76%
70%
63%
54%
49%
49%
42%
35%
Adults 18+
P18-34
Radio
TV
PC
Source: The Nielsen Total Audience Report Q1 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Smartphone
P35-49
Tablet
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 18+
89%
86%
82%
61%
57%
57%
44%
20%
13%
4%
Listened to
Radio Past 7
Days
Watched
Watched Any
Broadcast TV Non-Premium
Past Week
Cable Past
Week
Read Any Used Cellphone
Visited
Visited
Newspaper
to Access
Facebook Past YouTube Past
Past Week
Internet
Month
Month
Source: Scarborough USA+, 2014 Release 2 Adults 18+ (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Visited
Pandora
Past Month
Listened to
Satellite Radio
Past Week
Visited
SpotifyPast
Month
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 18-34
92%
78%
77%
77%
76%
65%
51%
34%
10%
Listened to Used Cellphone Watched Any
Visited
Watched
Radio Past 7
to Access
Non-Premium Facebook Past Broadcast TV
Days
Internet
Cable Past
Month
Past Week
Week
Source: Scarborough USA+, 2014 Release 2 Adults 18-34 (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Visited
YouTube Past
Month
Read Any
Newspaper
Past Week
Visited
Pandora
Past Month
Listened to
Satellite Radio
Past Week
8%
Visited
SpotifyPast
Month
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 25-54
93%
85%
81%
70%
66%
57%
52%
24%
14%
4%
Listened to
Radio Past 7
Days
Watched
Watched Any Used Cellphone
Visited
Broadcast TV Non-Premium
to Access
Facebook Past
Past Week
Cable Past
Internet
Month
Week
Source: Scarborough USA+, 2014 Release 2 Adults 25-54 (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Read Any
Newspaper
Past Week
Visited
Visited Pandora Listened to
YouTube Past Past Month Satellite Radio
Month
Past Week
Visited
SpotifyPast
Month
CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
92% 91% 91% 91% 91%
93% 93% 93% 92% 92%
94% 94% 94% 94% 93%
P18+
P18-49
P25-54
Jun '14
Sep '14
Dec '14
Mar '15
Jun '15
Source: Nielsen Audio, RADAR® 122-125, June 2014-December 2014, June 2015 (Monday-Sunday 24-Hour Cume Estimates, All Radio)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
COMPARABLE GENDER TUNE-IN
M 18+
M18+
15 Hours
Per Week
Source: Nielsen Audio, RADAR 125, June 2015, (Monday-Sunday 24-Hour Weekly TSL Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
W 18+
W18+
13 Hours
Per Week
TUNE-IN TIME IS HIGH ACROSS ALL
POPULATION SEGMENTS
14.4
14.0
14.3
Hours
Hours
Hours
African American listeners and Hispanic listeners
(versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 125, June 2015, (Monday-Sunday 24-Hour Weekly TSL Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
REACH AND TIME SPENT ACROSS DEMOS
Adults
18-34
Weekly
Reach:
90.9%
Adults
35-49
Weekly
Reach:
93.8%
Adults
50-64
Weekly
Reach:
93.5%
Weekly TSL:
11hrs:52min
Weekly TSL:
14hrs:20min
Weekly TSL:
15hrs:53min
Best Daypart:
3-7p
Reach: 79.5%
Best Daypart:
3-7p
Reach: 84.2%
Best Daypart:
10a-3p
Reach: 84.1%
Hispanic
18+
Weekly
Reach:
93.5%
AfricanAmerican
18+
Weekly
Reach:
91.4%
Weekly TSL:
14hrs:10min
Weekly TSL:
14hrs:23 min
Best Daypart:
10a-3p
Reach: 83.6%
Best Daypart:
10a-3p
Reach: 80.0%
Source: Nielsen Audio RADAR 125, June 2015 (Monday-Sunday 24-Hour TSL and Cume Estimates; Monday-Sunday Daypart Cume Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO CAPTURES 1/5 OF ALL CONTENT HOURS
weekly hours spent with media
12.8
HRS
35.8
HRS
7.3
HRS
5.6
HRS
3.8
HRS
1.6
HRS
1.5
HRS
AM/FM
Radio
Traditional
Television
Using any
App/Web on
Smartphone
Using the
Internet on
Computer
Time-Shifted
Playback
Game
Console
Video on the
Internet
68 hours of content each week across, radio, TV, online and mobile by average U.S. adults.
Source: The Nielsen Total Audience Report Q1 2015 / Base: Total US Population P18+
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
LISTENERS CHOOSE RADIO OVER FACEBOOK
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
TOP ELECTRONIC SOURCE FOR MUSIC DISCOVERY
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
Friends/Family
70%
AM/FM Radio
69%
YouTube
61%
Pandora
51%
Facebook
40%
Music TV Channels
39%
Information/Displays at Local Stores
32%
Apple iTunes
31%
SiriusXM Satellite Radio
23%
iHeartRadio
20%
Spotify
20%
Music Blos
13%
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)
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
MOST USED SOURCE FOR MUSIC DISCOVERY
AM/FM
Radio
29%
Friends/
Family
22%
2015
YouTube
10%
Others,
20%
Pandora
8%
Spotify
3%
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Sirius XM
Facebook 4%
4%
Base: Those saying it is “Very Important” or “Somewhat
Important” to Keep Up-To-Date With New Music
BROADCAST RADIO PLAYS MORE
“LIKED” SONGS
5.7
5.8
5.2
Total
5.5
5.5 5.6
6.0
5.5
6.1
5.6
4.8
CHR P1
AC/Variety Hits
P1
Country P1
Rock/Alt P1
5.9
4.9
Classic Rock/Hits Urban/Urban AC
P1
P1
Imagine you tune into the station you listen to most for music and listen to the next 10 songs.
How many will be songs you like a lot?
Imagine you start a session on Pandora and listen to ten songs without skipping any of them.
How many will be songs you like a lot?
Based on 1,100 respondents 14-54 in PPM markets, 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
5.3
CONSISTENT TIME SPENT WITH RADIO
VS. OTHER DEVICES
ACROSS ALL GROUPS
3:06
8:14
6:23
3:34
7:17
5:34
13:29
2:24
9:54
3:19
12:58
13:38
51:23
36:07
29:13
Adults 18+
African Americans 18+
TV
Radio
PC
Source: The Nielsen Total Audience Report Q1 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Smartphone
Hispanics 18+
Tablet
MOST LISTENED TO AUDIO SOURCE
84%
Traditional AM/FM Radio
67%
69%
YouTube/Vevo & TV Music Ch.
36%
60%
CDs/LPs/Tapes
19%
54%
Streaming
Digital Music
Satellite
31%
41%
17%
Question: Which of the following
radio channels and sources did you
listen to on (target day/typical day)?
(n=1010)
19%
11%
Used Yesterday
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Currently Used
81
%
of drivers cite am/fm radio
as their primary in-car
entertainment device
Greater than …
CD Player – 55%
MP3 Player / Owned Digital Music – 38%
Online Radio – 21%
% currently ever
Satellite Radio – 17%
using medium
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Base: Age 18+ and driven/ridden in a car last month
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
IN-CAR RADIO A MUST FOR MILLENIALS
74%
#1 in-car device
among
P18-34
greater than
CD Player (65%)
Owned Digital Music (49%)
Online Radio (43%)
Satellite Radio (13%)
Source: The Infinite Dial 2015– Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
TOP SOURCE FOR TRAFFIC
Which one of the following do you use most for traffic reports?
30.7
29.5
26.1
9.5
4.1
Radio
TV
Smartphones
NuVoodoo PPM Prospects Study V, N=1396, Interviews conducted November 13-21, 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Websites
Social
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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
FM-ENABLED SMARTPHONES
Over the next 3 years
30
million
phones will have an
FM Chip
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 NextRadio
And ranked 9th in Google Play top free music apps
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
DELIVERS RELEVANT INTERACTIVITY
“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
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studies
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO’S DIGITAL PLATFORMS ARE STEADILY
GROWING
HD Radio
Over 25 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
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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
MOST CHOSEN IN-CAR FEATURE
AM/FM Radio
80%
CD Player
68%
MP3 Smartphone
Player Access
48%
Satellite Radio
45%
Streaming Internet Radio/
Streaming Music Service
34%
Satellite Radio
25%
HD Radio
25%
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
Source: Ipsos In-Car Audio Study, February 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
THE BATTLE FOR THE DASH
All major auto brands offered factory-installed HD Radio Technology as of 2014
185+
Brands with HD Radio Technology
166
Vehicle Lines with HD Radio Technology
154
HD Radio as Standard Equipment
109
86
76
67
90+
61
36
28
21
16
2010
2011
Source: iBiquity
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
35
33
2012
2013
2014
PODCAST CONSUMPTION GROWTH
% ever listened to a podcast
33%
30%
29%
27%
25%
22%
23%
18%
13%
11%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Base: U.S. Population 12+
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
PODCAST LISTENER PROFILE
2x More Likely to Listen
to Online Radio Vs. U.S. Population
Age Composition
18-24
15%
Yes
20%
25-34
20%
12-17
15%
65+
6%
35-44
17%
55-64
12%
45-54
15%
No
80%
U.S Population Listening to Online Radio = 11%
% Listening to Online Radio Past Week*
*Online Radio defined as AM/FM Streams & Internet –Only
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
ONLINE RADIO LISTENING COMPLEMENTS
BROADCAST RADIO
82%
18%
% of weekly Online Radio listeners
who listen to Broadcast Radio
(versus those who do not)
Source: The Infinite Dial 2013 – Arbitron / Edison Research
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
THE GREATEST
SHARE OF EAR
TM
AM/FM Radio
84.7%
Internet
Radio
15.3%
Pandora 10.3%
Other 5%
Source: Edison Research, Share of Ear 2014 - Based on a nationally representative sample of 2096
Americans 13+ who completed a 24 hour audio listening diary
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
BROADCAST RADIO LISTENED TO MORE BY
PURE-PLAY LISTENERS
19.1
12.7
Pandora Listeners
Non-Pandora Listeners
Hours Per Week
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)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
38
HEAVY PANDORA USERS ARE
HEAVY BROADCAST RADIO LISTENERS
Source: NuVoodoo study based on 1,110 respondents 14-54 in PPM markets - released 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
CHANGING VIEWS OF PANDORA LISTENERS
Can't skip enough songs
Commercials are annoying
Using other services
No local information
Too predictable
2015
Gets boring
2014
Too many songs I don't like
Not enough music discovery
Too many political spots
NA
Miss hearing people
Computer/mobile device negative
0%
10%
20%
30%
Among those listening less
Source: Jacobs TechSurvey 11, 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
40%
50%
60%
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 radio
every week
• 55% of listeners said they listen to their favorite
personalities on computers or mobile devices
when away from a radio
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.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
GREATEST SHARE OF AUDIO
100%
CDs
Digital/iPods/MP3s
Music Streaming Services
Satellite Radio
AM/FM Radio
0%
6a
7a
8a
9a
10a
11a
12p
1p
2p
3p
4p
5p
6p
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.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
7p
RADIO PEAKS DURING THE WORKDAY
45%
41% 42%
41% 41%
46%
P18+
P25-54
Source: Nielsen Audio, RADAR 125, June 2015 (Persons 18+ 25-54 and 35-64, Monday-Sunday 24-Hour Daily Cume Estimates, All
Radio)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
P35-64
7P-12M
3-7P
10A-3P
6-10A
7P-12M
3-7P
10A-3P
6-10A
7P-12M
3-7P
How to read: Each day
from 3-7p, radio reaches
41% of Adults 18+.
10A-3P
6-10A
39%
43% 44%
RADIO SPARKS BRAND CONVERSATION
Radio is a social medium
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
Source: Keller Fay Group 2013
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO BOOSTS CAMPAIGN EFFECTIVENESS
Source: Nielsen Catalina Solutions Copyright 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Radio generated a $14 return for every ad dollar
spent by a major Telco
People who heard ads on radio spent more and Millennials spent twice that of those exposed
MONTHLY SPEND PER EXPOSED
“Telco” CUSTOMER
+ $16
+ $8
Campaign ROAS
$14 : $1
Total Exposed Millennial Exposed
(1+ Ads)
(1+ Ads)
Source: Nielsen Buyer Insights, P18+
DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising topped Television,
Social Media, and Direct Mail and was
2x as effective as Newspapers in
A media advertiser saw a
16% conversion rate
for promos when
using radio
as a reminder medium,
building increased frequency.
Source: Nielsen Catalina Solutions Copyright 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
influencing Healthcare choices.
REACHING MAIN STREET CONSUMERS
94%
92%
90%
A18+ who are selfemployed or work
at home
Spent $200+ in
groceries in past
month
A18+ shopped any
major department
store in past 3
months
Household plans to
buy/lease a full
size car or luxury
vehicle next year
A18+ whose
household has a
home equity or
home
improvement loan
A18+ who are
registered to vote
in district of
residence
Source: Scarborough USA+ 2014 Release 2 (February -September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
REACHING ADULT VOTERS
Every week, radio reaches:
 91% of adults 18+ who sometimes vote
in statewide elections
 91% of adults 18+ who sometimes vote
in local elections
 90% of adults 18+ who are registered to
vote in their district of residence
 90% of adults 18+ who regularly support
politicians based on environmental
positions
Source: Scarborough USA+ 2014 Release 2 (February -September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
radio
CONNECTED WITH THEIR COMMUNITY
Radio is great because the stations connect
with their local communities [Agree only]
54.1%
52.6%
55.2%
Adults 18-54
Adults 18-34
Adults 35-54
NuVoodoo PPM Prospects Study V, N=1611, Interviews conducted November 13-21, 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
AN EMOTIVE MEDIUM
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
49%
To get into a
better mood
46%
36%
Relax &
unwind when
tense
Take your
mind off
problems
35%
Get an
energy boost
33%
31%
29%
Hear things
that make
you laugh
Keep you
company
when alone
Add to the fun
when with
other people
Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
DRIVEN BY AN EMOTIONAL CONNECTION
TO RADIO PERSONALITIES
80%
Have called into a station,
met a DJ in their
community, or interacted
in some other manner
70%
Consider radio
personalities to be regular
people like themselves
66%
Agree that their favorite
radio stations reflect who
they are as a person*
70%
This radio hosts are “like a
friend” whose opinions
they trust and value.
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.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
PERSONALITY TESTIMONIALS
DRIVE RADIO LISTENER TRUST
55%
36%
8%
2%
Increase
Decrease
Stay the same
I don't know
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…
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Personality Endorsement Radio excels at
driving tune in for TV programs
Cable Drama Premier: Promo Campaign
% of campaign reach by platform
In only one week,
radio delivered nearly a
QUARTER of the reach that
TV did in 14 weeks
Source: Nielsen Audio Data – Tune-in Study; Live +7.
RADIO’S EQUATION
MUSIC + INFO + EMOTION
What’s
Going On
Locally
39%
Prizes
12%
Keeps Me
Company
45%
Get in a
Better
Mood
40%
Sports
16%
Charitable
Events
20%
Source: Jacobs TechSurvey 11, 2015
In the
Habit
48%
Talk Shows
28%
News/
Weather/
Traffic
49%
Music
Surprises
28%
Main Reason for Listening to
Radio
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Like to
Work with
Radio
55%
Escape
Life’s
Pressures
31%
DJs/
Hosts/
Shows
55%
Discover
New Music
34%
Hear
Favorite
Songs
67%
Emergency
Info
34%
NO COMMERCIAL SKIPPING
• 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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO WORKS FOR THE CONSUMER
AND THE ADVERTISER
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO. IT’S ON.
On Air
Online
On Target
A mass medium
capable of easily
delivering your
message to many
people
Digital capabilities
offering interactive
opportunities
An environment that
delivers consumers
who are engaged and
passionate about the
content
Targetable assuring
the right people are
exposed to your
message
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Offering
companionship and
information
A trusted medium
and always available
especially during
times of crisis
Delivers content
wherever and
whenever listeners
want it
Exposure to the
message when and
where consumers are
ready to buy or shop
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved