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Why radiodeck

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Why radiodeck

  1. 1. Radio. It’s On.
  2. 2. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO
  3. 3. RADIO TODAY RadioLive Local Mobile Personal Social Interactive Experiential
  4. 4. 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 On Line 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.
  5. 5. 244 Million P12+ tune in to radio every week Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)
  6. 6. 92% of Americans 12+ every week Source: Nielsen Audio, RADAR 121, June 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates) RADIO’S REACH
  7. 7. 93% 46% 78% 79% 91% Listened to Radio Past 7 Days Read Any Newspaper Past Week Watched Any TV Past Week (M-Su, 5a-2a) Watched Any Non- Premium Cable Past Week Spent Any Time on Internet Past Week HIGHER REACH VS. OTHER MEDIA OPTIONS Source: Scarborough USA+, Release 2 2013 USA Adults 18-34 Adults 18-34
  8. 8. 94% 52% 86% 82% 85% Listened to Radio Past 7 Days Read Any Newspaper Past Week Watched Any TV Past Week Watched Any Non- Premium Cable Past Week Spent Any Time on Internet Past Week HIGHER REACH VS. OTHER MEDIA OPTIONS Source: Scarborough USA+, Release 2 2013 USA Adults 25-54 Adults 25-54
  9. 9. 94% 52% 86% 82% 85% Listened to Radio Past 7 Days Read Any Newspaper Past Week Watched Any TV Past Week Watched Any Non- Premium Cable Past Week Spent Any Time on Internet Past Week HIGHER REACH VS. OTHER MEDIA OPTIONS Source: Scarborough USA+, Release 2 2013 USA Adults 18+ Adults 18+
  10. 10. 2:04 6:23 2:12 2:07 6:11 6:31 11:08 10:51 P12+ Heavy Radio Listeners Heavy TV Viewers Heavy Internet Users Radio Time Spent TV and Internet Time Spent Hours:Min CONSISTENT TIME SPENT WITH RADIO Even Among Heavy Users of Other Media Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research
  11. 11. MORE TIME SPENT THAN EIGHT OTHER AVAILABLE MEDIA
  12. 12. LISTENERS CHOOSE RADIO OVER FACEBOOK
  13. 13. 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
  14. 14. THE GREATEST “SHARE OF EAR”
  15. 15. RADIO IS THE TOP IN-CAR DEVICE 86% of drivers cite radio as their primary in-car entertainment device Source: The Infinite Dial 2014 – Edison Research / Triton Digital
  16. 16. AND THE MOST USED IN-CAR DEVICE 6% 11% 13% 15% 58% Online Radio Satellite Radio MP3 Player/Owned Digital 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+ Source: The Infinite Dial 2014 – Edison Research / Triton Digital
  17. 17. M 18+ W 18+ Over 151/4 Hours Per Week Nearly 131/4 Hours Per Week CONSISTENT AUDIENCE TUNE-IN Source: Nielsen Audio, RADAR 121, June 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
  18. 18. 14.8 Hours 14.7 Hours 14.4 Hours TUNE-IN TIME HIGHER AMONG HISPANIC AND AFRICAN AMERICAN LISTENERS African American listeners and Hispanic listeners (versus General Market, P 25-54) Source: Nielsen Audio, RADAR 121, June 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
  19. 19. TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL Technology has expanded Radio’s delivery platforms to create an interactive, engaging and highly communicative environment
  20. 20. 30 million Over the next 3 years phones will have an FM Chip FM-ENABLED SMARTPHONES To date, over: • 500,000 app downloads • 9,300 FM radio stations tuned to from the app • 550,000 hours of listening through NextRadio Source: NextRadio + TagStation Insights
  21. 21. Source: NextRadio + TagStation Insights
  22. 22. 22 TRENDS Source: NextRadio + TagStation Insights
  23. 23. Streaming Over 7200 streaming stations in 2014 Podcasts 39MM Americans have downloaded a podcast in the past month HD Radio Over 19 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
  24. 24. THE BATTLE FOR THE DASH All 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 28 61 109 21 36 86 16 Source: iBiquity
  25. 25. Source: The Infinite Dial 2014 – Edison Research / Triton Digital 124 Million P12+ have listened to online radio in the past month (am/fm streams or internet only streams)
  26. 26. 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
  27. 27. 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) 27 19.1 12.7 Pandora Listeners Non-Pandora Listeners Hours Per Week
  28. 28. • 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 • Tablet and Smartphone users over-index for weekly AM/FM radio listening 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
  29. 29. • Applications like Facebook and Twitter allow listeners to publish audio, receive song and station event updates • Expanding the listener and station relationship • 70% of people with favorite Radio personalities follow them • Databases and outbound texting ability remain a source for targeted marketing by advertisers EXPANDING THE TWO-WAY DIALOGUE Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L
  30. 30. RADIO DOMINATES THE 9 TO 5 WORKDAY 15% 22% 36% 43% 48% Magazine Newspaper Television Internet BROADCAST RADIO % of media time spent per day Adults 25-54 BROADCAST RADIO Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM How to read: 48% of Adults 25-54 tune in to radio during the 9-5 workday.
  31. 31. REACHING LISTENERS OUTSIDE OF THEIR HOME
  32. 32. WHILE THEY ARE LISTENING IN CAR 88% 87% 91% 87% All Demos Gen Y Gen X Baby Boomers Source: GfK survey done for the Consumer Electronics Association, 2013
  33. 33. AND THROUGHOUT THEIR BUSY DAY
  34. 34. CLOSEST TO THE POINT OF PURCHASE
  35. 35. STRONGEST PRE-SHOPPING MEDIUM LEADING INTO 2PM PEAK SHOPPING HOUR
  36. 36. INLFUENCING WHERE TO SHOP FOR CARS
  37. 37. INFLUENCING HOME IMPROVEMENT PROJECTS
  38. 38. 16% 28% 28% 38% 39% 40% 41% 43% Called the advertised product or store Visited advertiser’s website Recommended advertised product to others Watched advertised TV program Talked about the ad or product with others Attended advertised event or performance Visited advertised store Visited advertised restaurant RADIO ADS DRIVE ACTION, BEHAVIOR AND RESPONSE Source: The Infinite Dial 2013 – Arbitron, Inc. / Edison Research Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours
  39. 39. RADIO SPARKS BRAND CONVERSATION
  40. 40. Drives ROI • Target’s Healthcare campaign targeting empty nesters resulted in: • 6% lift in prescription purchase intent • 12% lift in over the counter medication purchase intent • 28% lift in brand advocacy • 6% lift in brand affinity Drives Traffic • Cracker Barrel used an on-air endorsement program to promote seasonal menu items and the launch of new salads. Campaign delivered: • Increased store traffic • Sales exceeding client expectations Drives Interaction •Six Flags used an integrated radio campaign to support their annual “Fright Fest” Halloween-themed event and experienced: •Record attendance and revenue for the event •Record season pass sales for that time of year •Significant increases in both web traffic and social media buzz RADIO IMPROVES MARKETING OBJECTIVES Visit RAB.com for additional case studies
  41. 41. REACH INCREASES WHEN RADIO IS ADDED TO A TV CAMPAIGN
  42. 42. MORE RADIO BOOSTS CAMPAIGN ROI Reallocation of existing ad budgets to give Radio 20% share of spend increases overall campaign ROI by 8X Source: Radio Advertising Bureau UK – 2013
  43. 43. AN EMOTIVE MEDIUM
  44. 44. 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
  45. 45. DRIVEN BY AN EMOTIONAL CONNECTION TO RADIO PERSONALITIES A personal, parasocial interaction with their favorite radio personality 82% Follow their favorite personality/radio station on social media 70% Listen longer to the radio stations because their favorite personality is on the air 79% Talk to their friend about their favorite personality or program content 72% Consider radio personalities to be a good or best friend or companion* 70% Source: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
  46. 46. • 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
  47. 47. RADIO WORKS FOR THE CONSUMER AND THE ADVERTISER
  48. 48. 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 On Line 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.

Notes de l'éditeur

  • When you look at various trends, there is no doubt about the rise in growth of stations tuned in, daily average minutes listened and average total sessions per day. The monthly comparisons of each of these areas measured indicate the huge leaps that NextRadio is experiencing.
  • And not only do pure-play listeners listen to radio, they listen to broadcast radio even more.
  • Another benefit of radio is that it is the #1 out of home medium (except for billboards). This chart from USA TouchPoints shows the percentage of overall usage done outside of the home – by location.

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