3. A unique mobile, hyper-local,
multi-platform channel that
drives word of mouth and
delivers scalable brand
marketing campaigns for
advertisers.
Anthony Young
CEO, MindShare North America (Digital)
Published in Ad Age on January 10, 2012
6. Changing Technology Has Affected Which Media
People Own, Have Access To And Use – But Radio
and TV Remain Primary and Dominant
% Population/Household Penetration
100
90
97
93
88 Are You TYPICAL?
78 Mass Media
80
70
70 61
60 56
49 47
50 45 45 43
40 31 29
30
18
20 15 13
10
10
0
Source: TV HH, Nielsen May 2011; wkly Radio Arbitron RADAR March 2012 M-Su M-M; Mobile Web comScore Feb 2011 via mobiThinking; DVR, Infinite Dial 2012;
Cable & ADS Feb 2012 Nielsen Report; iPods/MP3s, Infinite Dioal 2011; Registered Deal Users, Internet Radio and Social Net Usage Edison Media Infinite Dial: 2012;
Internet and Twitter comScore Feb 2012Video Game Console, Internet usage, Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life
Project Dec 2010, May, June 2011; Tablets Audio4cast March 20, 2012; Satellite Radio Scarborough USA + Rel 1 2012
7. Radio Is The Dominate Medium To
Reach Adults 18-34 In The USA
Weekly Media Exposure
Adults 18-34
100%
90%
80%
89.0%
83.3% 86.3%
70%
81.2%
60%
50%
40%
30%
37.6%
20%
10%
0%
Listen to Radio Past 5 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on
Days Past Week Week (M-Su, 5a-2a) Premium Cable Past Internet Past Week
Week
Source: Scarborough USA+, Release 2 2011 USA Adults 18-34.
8. Radio And TV Are Dominate Media To
Reach Adults 25-54 In The USA
Weekly Media Exposure
Adults 25-54
Source: Scarborough USA+, Release 2 2011 USA Adults 25-54.
9. Radio And TV Dominate Media Reach
Of Young People In Portland
Weekly Media Exposure
Adults 18-34
100.0%
90.0%
80.0% 92.0%
87.7%
70.0% 78.7%
60.0%
67.2%
50.0%
40.0% 51.1%
30.0%
36.7%
20.0%
10.0%
0.0%
Listen to Radio Read Any Watched Any TV Watched Any Spent Any Time on Watched
Past Week Newspaper Past Past Week (M-Su, Cable Past Week Internet Past Primetime on Any
Week 5a-2a) (M-Su, 5a-2a) Week 5 Networks Past
Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34.
10. Radio And TV Dominate Media Reach
Of Young People In Portland
Weekly Media Exposure
Adults 25-54
100.0%
90.0%
94.7%
80.0%
84.8% 85.4%
70.0%
72.7%
60.0%
62.8%
50.0%
40.0% 47.3%
30.0%
20.0%
10.0%
0.0%
Listen to Radio Read Any Watched Any TV Watched Any Spent Any Time on Watched
Past Week Newspaper Past Past Week (M-Su, Cable Past Week Internet Past Primetime on Any
Week 5a-2a) (M-Su, 5a-2a) Week 5 Networks Past
Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54.
11. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 18-34 in the USA
Adults 18-34 are 50% more likely to be heavy users of
radio than heavy users of television in the USA.
50.0%
60% of 52%
listening 40.0%
42%
is to only
one radio 30.0%
station 28%
20.0% 27%
10.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source Scarborough USA Plus - Release 2 2011 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.
12. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 25-54 in the USA
Adults 25-54 are 39% more likely to be heavy users of
radio than heavy users of television in the USA.
50.0%
45.0%
60% of 40.0%
46% 45%
listening 35.0%
is to only 30.0% 33%
one radio 34%
25.0%
station 20.0%
15.0%
10.0%
5.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source Scarborough USA Plus - Release 2 2011 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.
13. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 18-34 in Portland
Adults 18-34 are 83% more likely to be heavy users of
radio than heavy users of television in Portland.
50.0%
60% of 53%
listening 40.0% 44%
is to only
one radio 30.0%
station 29%
20.0% 24%
10.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34 Heaviest Two Quintiles.
14. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 18-34 in Portland
Adults 25-54 are 52% more likely to be heavy users of
radio than heavy users of television in Portland.
50.0%
60% of 50%
listening 40.0% 45%
is to only
one radio 30.0%
33% 35%
station
20.0%
10.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54 Heaviest Two Quintiles.
15. During the week, Americans spend
significant time with AM/FM Radio
% Weekly Reach of Media Minutes
Per User
Adults 18-64
96%
86%
77%
30:35/wk
18:24/wk 4:23/day
12:40/wk 2:39/day
33% 1:49/day
23%
6:52/wk
6:27/wk :59/day
:55 day
Magazines Newspapers Internet AM/FM Radio Television
Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet;
Newspaper and Magazine includes digital readership.
Source: 2012 USA TouchPoints
16. Even Among Young Adults
Radio Is #2 In Weekly Reach
Minutes
% Weekly Reach of Media Per User
Adults 18-34
96%
83% 85%
24:01/wk
3:26/day
18:34/wk
13:08/wk 2:40/day
1:53/day
17% 19%
5:02/wk 4:23/wk
:43/day :38/day
Magazines Newspapers Internet AM/FM Radio Television
Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet;
Newspaper and Magazine includes digital readership.
Source: 2012 USA TouchPoints
17. People Are Committed To Radio
People listen to Radio 17 times a week on average
People listen to Radio 5 days a week on average
Intentional listening - over 85% of a station’s radio
listening comes from those who spend over an hour a
week with the station
People spend 60% of their total Radio listening time
with just one Radio station
Average Time Spent with Station by Preference Level per week in PPM /
45 market* avg., P12+ / Apr-May-Jun 2011 * All PPM non-embedded markets
Sources: Top 20 PPM Metros, Jul-Aug-Sep 2011, M-Su 6a-12Mid, AQH Persons 6+ by Listening Threshold
19. Radio Reach Continues To Be
Big And Consistent
Q4 Diary Measured Markets: Radio’s Weekly Reach
2009/2010/2011
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
The average % variation over the 3 year span was less than 1%.
Source: 223 Arbitron Diary Markets, Fall 2008 – Fall 2011, Metro Survey Area, Cume Rating M-Su 6a-12Mid
22. Nearly Everyone Uses Radio.
In Real Time.
Total Hours Spent Listening to Radio Remain
Massive and Consistent
15.0 14.6 14.6 14.6
10.0
5.0
0.0
RADAR September 2011 RADAR December 2011 RADAR March 2012
Total Hours of Listening in a Month in Billions
Source: RADAR September 2011, December 2011, March 2012, Persons 12+, Monday – Sunday 6A-Mid
24. Radio Listening By People Of All Ages
Continues To Be Big And Consistent
Q4 Diary Measured Markets: Weekly Time Spent With Radio
2009/2010/2011
21:36
19:12
16:48
14:24
12:00
9:36
7:12
4:48
2:24
0:00
P12+ A12-24 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
Weekly Time Spent Listening Among 223 Diary Markets
The average % variation over the 3 year span was less than 4%.
Source: Arbitron NRD Report, 223 Arbitron Diary markets, Fall 2008 – Fall 2011, Metro Survey Area, M-Su 6a-12Mid Time Spent
Listening – Hrs/Min
28. Time spent with all media is at
an all time high. People are not
using new devices at the
expense of radio.
New Technologies definitely have
not “killed the radio star”
29. Research Studies Concur –
Digital Audio Listening Is In Addition To, Not Replacing AM/FM
Radio Listening
Jacobs Tech Survey 8 April 2012
The Infinite Dial: 2012”
iHeart poll Clear Channel iHeartRadio Study released April 3, 2012
U.S.A. Touchpoints Feb 29, 2012
NPD’s Ben Arnold quoted in Audio4cast February 27, 2012
Terrestrial radio is just one of many music alternatives for
Pandora listeners, and Pandora listening is not coming at
terrestrial radio's expense.
Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora
in past 2 days
30. AM/FM Radio is the most listened to
audio source by Americans each day
56% Daily Reach (%) by Audio Source
A18-64
11% 9% 8% 7%
AM/FM iPods / MP3 Satellite CD Players Internet
Radio players Radio Streaming
Source: 2012 USA TouchPoints
31. Even among young adults,
AM/FM Radio still is the dominant
audio source
Daily Reach (%) by Audio Source
52% A18-24
18%
11%
8% 8%
AM/FM Radio iPods / MP3 Satellite CD Players Internet
players Radio Streaming
31 Source: 2012 USA TouchPoints
32. AM/FM Radio’s Share of Audio Usage Remains
Dominant Throughout the Day
Source: 2012 USA Touchpoints
33. The Social Network Called Radio is 70% Bigger
Than the Social Network Called Facebook Among
Adults 18-34
On a typical day in the USA, of people 18-34:
70% more will use Radio than will go to facebook (48.6 vs 28.6 million)
115% more will use Radio than will go to Google Search (48.6 vs 22.7 million)
230% more will use Radio than will go to Youtube (48.6 vs 15.2 million)
1835% more will use Radio than will go to Twitter (48.6 vs 2.6 million)
Every day, 70% of people 18-34 invite Local Radio to
be a major part of their lives. Let Radio connect you
with our listeners.
Sources: comScore Inc Ratings for Oct/Nov/Dec 2011; RADAR December 2011, persons 18-34, 24 hours
34. The Social Network Called Radio is 115% Bigger
Than the Social Network Called Facebook Among
Adults 25-54
On a typical day in the USA, of people 25-54:
115% more will use Radio than will go to facebook
165% more will use Radio than will go to Google Search
470% more will use Radio than will go to Youtube
4085% more will use Radio than will go to Twitter
Every day, 75% of people 25-54 invite Local Radio to
be a major part of their lives. Let Radio connect you
with our listeners.
Sources: comScore Inc Ratings for October 2011; RADAR 110, Sept 2011, persons 25-54, 24 hours;
35. Radio Leads All Other Media As Biggest
Source For Music Discovery
Broadcast Radio
Movies
Mean age 50, 15% of per capita music sales
Broadcast Radio
Online Video Sites
Mean Age 30, 46% of per capita music sales
Broadcast Radio
TV – All Forms
If young people didn’t use Radio, this could not be true.
Source: NARM and NPD Group study conducted in August 2011 with 3,771 completed online surveys ; Digital Music
News November 15, 2011
36. Radio Remains The Primary
Driver For Selling Music
Source: Jacobs Media Survey Tech 8, Jan31-Feb 15, 2012, 57,358 radio listeners
38. People Hear Your Ads on Radio
Radio Holds 93% of Lead-In Audience Levels
Throughout Commercial Breaks
Radio Engages Listeners
Source: Arbitron, Media Monitors and Coleman analyzed 17.9 million radio commercial breaks from October 2010 to
September 2011 across the aggregate markets measured by PPM and Media Monitors, comparing the audience level
for each minute of a commercial break to the audience for the minute before the commercials began.
39. The Majority of Radio Listeners Stay With
Their Primary Station In The Car
40. Radio advertising does positively
impact the 5 key branding
metrics
6 study Average % Lift:
Radio-targeted consumers vs. Control groups
Awareness + 13%
Consideration + 20%
Purchase Intent + 14%
Affinity / Likeability + 38%
Advocacy + 37%
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.
43. Nearly Everyone Uses Radio.
In Real Time. Every Week.
Radio reaches over 92% of virtually every segment of the population. That
that has been true year after year and remains true today.
Source: RADAR March 2012, Mon-Sun 6A-Mid
45. Listening
Main Reasons
Main Reasons
AM/FM Reasons – pyramid
46. Radio Provides The Power of
Personal Connection
82% have parasocial relationships with radio personalities
75% turn on the radio because they know their favorite
personality is on the air
79% listen longer to that radio station because their
favorite personality is on the air
72% talk to their friends about their favorite
personality or what they heard on the program
70% follow their favorite personality and/or radio station
on social media
55% listen on computers or mobile devices when
away from a radio
“Because he actually replies to you and makes you feel important.”
Source: USC, Annenberg School for Communication & Journalism, PSI Study Nov 2012, Woodley, P. and Movius, L.
47. Radio Provides The Power Of
Persuasion
52% feel their favorite radio personality influences
their opinion
51% have considered or purchased a product/service
advertised during their favorite radio personality’s
show
47% have considered or purchased a product/service
based on the recommendation of their favorite radio
personality
“They are very down to earth people, just like their listeners.”
“He makes you feel like he knows you personality and he plays my
favorite music.”
Radio can share this relationship with its advertisers
Source: USC, Annenberg School for Communication & Journalism, PSI Study Nov 2012, Woodley, P. and Movius, L.
50. Virtually All Radio Listening
Is Done In Real Time
The message gets through when it’s relevant –
whether online, wireless or over the air
51. “The Right Place at the Right Time” –
A Real Benefit for Advertisers
90% of purchasing decisions made day of purchase^
70% of purchasing decisions are made in store*
82% of all shopping trips unplanned shopping**
72% of drivers shop on their way home from work***
68% make shopping decisions while in the car***
95% of working people listen to the radio during the day
and/or in their cars on the way home each week^^
Radio gets your message across when the timing is right –
just before people decide what to buy or where to shop.
Source: ^Nielsen Video Consumer Mapping Study, Council for Research Excellence, with Ball State U. June 2010. *Research Access April
30, 2012; **The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011 * **Arbitron In Car Study October 2009;; RADAR March
2012; ^^RADAR March 2012
52. Most Radio Usage Occurs Outside The Consumer’s
Home (76%) – Far More Than Any Other Medium
Media Usage by Location (% share of time spent ) A18-64
Source: 2012 USA TouchPoints
53. “Lunchtime is Primetime” for QSRs
Over half of daily traffic occurs from 11am to 3pm
56% of daily traffic occurs from 11am to 3pm
….and Radio dominates during this time period
Source: 2012 USA TouchPoints
54. Proximity to the Purchase!
60% of Lunchtime QSR Patrons have been engaging
with AM/FM Radio prior to their visit!
To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to AM/FM Radio
Source: 2012 USA TouchPoints at some point beforehand vs. 41% who had watched TV.
55. During weekdays, grocery shopping peaks
from 5:30 to 6:00pm
Over half of daily traffic occurs from 1pm to 6pm
1pm to 6pm represents:
• 52% of all daily grocery
traffic among adults 18-64
• 54% of daily traffic among
Moms
Source: 2012 USA TouchPoints
56. Proximity to Purchase!
Grocery patrons engage with AM/FM Radio more than any other
medium in the hours surrounding grocery shopping
Media used by these same grocery
patrons from 1pm to 6pm:
A18-64 / Moms
51% / 48% - AM/FM Radio
46% / 40% - Television
22% / 25% - Internet
6% / 4% - Newspaper
4% / 4% - Magazines
To be read: 51% of adults 18-64 who
shopped for groceries between 1 and
Source: 2012 USA TouchPoints
6pm also listened to AM/FM Radio
during those same hours
58. Radio’s Multi-Platform, Digital Doorways
Add Depth to Your Campaigns
Think of it as having a personality walk your business or product
through the neighborhood doing personal introductions.
Taking you to the places only the “locals” frequent.
Allowing you to take your story and continue telling it from one
platform to another.
A digital presence increases response and conversion rates by nearly
fourfold on average.
Source: TargetSpot white paper April 2011
60. Multiplatform Campaigns Drive Revenue Multiples
American Express “Small Business Saturday”
Reached 15 million radio station and personalities’ Facebook
and Twitter followers
Nearly 195,000 tweets sent in support of Small Business
Saturday in November by consumers, business owners and
stations
American Express saw 23% increase in Cardmember
transactions at small business merchants on Small Business
Saturday.
An estimated 103 million Americans shopped at
independently-owned small businesses on November 26, 2011.*
61. What Makes Radio Work Well For
Advertisers – The Facts
Alive and Thriving
Consistently Massive Reach and Listening -- in
Real Time
Mass Medium but with Targeting,
Multiplatform and Unique Timing Opportunities
Credibility and Emotional Connections Can Be
Shared with Advertisers
Multi-level Results and ROI Generator
62. Radio Is Thriving Because It
Connects With Listeners In
Ways No Other Medium Can
Match
That’s why one of the respondents to the
University of Southern California study about
Radio Personalities said: “long live radio”
It’s that simple
63. Media Definitions Used in USA Touchpoints
AM/FM Radio Television Newspapers Magazines
• Does not include • Watching live or DVR • Via print copy • Via print copy
Streaming • Network TV • Via PC • Via PC
• Cable TV • Via mobile • Via mobile
• Premium Channels • Via tablet • Via tablet
• Via eReader • Via eReader
Internet (does not include email, apps or software programs)
• Via PC • Via Mobile • Via Tablet
• Apparel and beauty • Auction (e.g., eBay) • Automotive
• Banking (e.g., paying bills online) • Chatting • Computer and consumer electronics
• Coupons and rewards • Face-to-face chat or Skype • Investments and insurance
• Food and cooking • Online games • Health, fitness and nutrition • Hobbies
• Home and garden • Kids, games and toys • Maps and travel information
• Music, radio or podcasts • News • Portals (e.g., AOL, Yahoo!)
• Reading books, newspapers or magazines online • Search • Shopping
• Social networking • Sports event • Sports information • Travel planning
• Watching full TV episodes • Watching movies (e.g., Netflix) • Watching short video clips
• Weather • Adult entertainment
Editor's Notes
Radio is Dead or Dying Young People Don’t Listen to Radio Anymore New Technologies are Diminishing Time Spent with RadioNo One Listens or Responds to Radio CommercialsRadio Doesn’t Work for Advertisers
93% of Americans 12+ listen to Radio every week. Conversely, 7% don’t. They’re all media planners. Or CMOs. All doing their surveys of one and concluding that, if they don’t listen, no one does. How many of you have iPads? Smartphones? DVRs? Listened to any online radio last week? Used Twitter? Do you look like the rest of the U.S.???
More people – of all ages – listen to radio now than ever before. And on more platforms than ever before.Both electronically measured (PPM) and Diary measured perceived usage reporting show little or no change in reach or time spent listening in the past three years.Radio is NOT dying. Far from it.
We can put myriad demos or qualitative here. Customize the data for your client.
2000 Pandora 2001 iPod2001 XM Satellite Radio2002 Sirius Satellite Radio2004 Facebook2005 iPod connections in car2007 iPhone2007 Ford Sync2009 FM receiver in Nano iPod 2010 iPad
Why? The expectation of the entertainment experience is different for radio than for any other audio entertainment.
Virtually every source, from Arbitron Edison’s Infinite Dial 2011 (11% increase in total radio, TV internet usage daily), the Pew Internet & American Life Project to Veronis-Suhler to BIA and more all report that people are spending more and more time with various forms of media each day. And many of those exposures are multi-tasking. Jacobs Media’s Tech 7 Survey 2011, Edison Research/Arbitron’s Infinite Dial 2011, TargetSpot’s May 2011 White paper and more point to the fact that people are not taking time from radio to listen to other forms of audio entertainment. Rather, those other forms are supplemental to regular radio listening.
iHEARTRADIO beat out other digital radio platforms PANDORA and SLACKER, among others, to become consumers’ choice for the Best Radio App, with 72% of the final votes.
The Jacobs Media survey was fielded from January 31 to February 15, 2012. 170 commercial stations from the US and Canada, plus a syndicated show and 2 internet stations, participated. Most respondents are members of station email databases. Some responses were gathered via the station’s website or social networking pages. No station contributed more than 4% to the sample. The total respondent sample is 57,358. As a web poll, it cannot replicate all radio listeners nor even each station’s audience.
#1 reason for tuning away? Hate the song that’s on.
We can put myriad demos or qualitative here. Customize the data for your client.
This is a keen demonstration of the emotional connection radio stations and personalities have with their listeners. Put in your own station’s pictures. Talk about tribes or virtual neighborhoods – places where people want to belong. This is what radio creates.
A miniscule percentage of radio listeners have the capacity to DVR radio (iPod Nano users). People listen to radio in real time because that is how they want to use radio.
More people are likely to be exposed to radio prior to shopping than to any other mediumRadio reaches more people between 5AM and 5PM than any other medium (USA Touchpoints 2012 and MRI Media Day 2012)
On average, 12.3 million customers order from fast food restaurants during the 11a to 3p time periodRepresents 56% of all daily volume (traffic)
Awareness of Small Business Saturday rose to 65 percent from 37 percent in 2010 American Express saw a 23% increase in Cardmember transactions at small business merchants on Small Business Saturdayfrom the previous year.* “Small business merchants” include any independently owned small businesses that accept American Express Cards in retail and restaurant industry categories such as general merchandise, apparel and accessories, furniture and home furnishings, books, music, electronics, eating and drinking establishments. Large, national chains, franchised business locations and government agencies are not included in this subset of the overall American Express merchant base.
There are your “Take-aways”
Once your clients understand radio’s unique assets. Once you give them the real facts about radio. Then it’s time to introduce the one positioning statement that explains radio’s enduring success: