Borrell arbitron webinar may 31 2012 distribution copy
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This presentation was made by Gordon Borrell on May 31, 2012 during a webinar sponsored by Arbitron. It describes the findings of Borrell Associates' research into nearly 3,000 radio stations' digital sales efforts.
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Borrell arbitron webinar may 31 2012 distribution copy
- 1. Benchmarking Radio’s Digital Revenues May 31, 2012 Special Presentation for Arbitron clients
- 2. About this presentation The following presentation was made by CEO Gordon Borrell during a webinar on May 31, 2012. © 2012 Borrell Associates Inc.
- 3. Today’s Agenda About Borrell Associates The Digital Revenue Stream: How Big? Benchmarking Digital Perceptions Q&A
- 4. www.borrellassociates.com Range of clients
- 5. Research Components Advertisers Spending: Database of 23 million advertisers Receipts: Database of 5,700 online media companies Verification & Forecasting: Annual surveys of 10,000+ businesses Consumers Scarborough, Claritas Ongoing surveys of web users
- 6. Arbitron Survey Revenue Data 2,338 local radio stations/640 clusters Voluntary participation Surveyed from Dec. 2011-February 2012 Perceptions 288 stations Online survey + follow-up phone interviews
- 7. Benchmarking Annual Report • 10th year • 5,756 companies Specific reports for: • Television Bureau of Advertising • Local Media Association • Individual media companies • Arbitron
- 8. The Digital Stream: How Big?
- 10. Strong Growth Ahead for Local Online $30 $27.9 www.borrellassociates.com $26.6 $ in Billions $24.8 $22.7 +21% $19.9 $16.4 $13.6 11.2% CAGR $12.9 $13.4 $8.2 $5.5 $4.2 $2.0 $2.1 $- 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012f 2013f 2014f 2015f 2016f © 2012 Borrell Associates Inc. All Rights Reserved.
- 11. Radio’s Online Performance www.borrellassociates.com +35% How $303 million stacks up against $16.4b 2011 Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
- 12. Total Local Ad-Sales Force Radio has www.borrellassociates.com the second- largest ad sales force. Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
- 13. Local Sales Reps Selling Online Ads www.borrellassociates.com …but the fifth- largest “digital- ready” sales staff. Source: U.S. Bureau of Labor Statistics, Borrell Associates Inc., January 2012
- 14. ‘Digital Ready’ Local Sales Forces www.borrellassociates.com Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
- 15. Gross Online Revenue Per Sales Rep www.borrellassociates.com Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
- 16. Advantage: Radio
- 17. Radio Listeners are More Connected Radio listeners are up to 48% www.borrellassociates.com Index to U.S. more likely than the average U.S. consumer to use a PC, laptop or mobile device. Source: Scarborough Research/Arbitron, 2011
- 18. Radio listeners are 52% more likely to use the Internet to browse for a brand online. Exposure to www.borrellassociates.com Radio Boosts Brand Browsing By 52% Average Uplift in Brand Browsing Across 32 Campaigns Source: RAB U.K. Radiio Multiplier Effect, 2008
- 20. Benchmarking
- 21. What www.borrellassociates.com Radio Clusters Made in 2011 Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
- 22. Market www.borrellassociates.com Share of Locally Spent Digital $
- 23. Market www.borrellassociates.com Share of Locally Spent Digital $
- 24. Per-Station Revenue by Market Size www.borrellassociates.com Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
- 25. Per-Cluster Revenue by Market Size www.borrellassociates.com Source: Borrell Associates Inc.; Borrell/Arbitron Benchmarking Report, April 2012
- 27. 94% 45% Perceptions www.borrellassociates.com of Audio 94% Streaming Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
- 28. Obstacles www.borrellassociates.com to Selling Digital Products Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
- 29. What Might www.borrellassociates.com Remove Barriers to Selling? Source: Borrell Associates Inc. Digital Sales AE Survey, Nov. 2011-Jan. 2012
- 30. Observations Radio is doing a relatively poor job in online sales …Yet radio has several advantages Three things might make a big difference: Educating advertisers Training sales staff Hiring digital specialists
- 31. Q&A Download this presentation at www.borrellassociates.com/radiobenchmarks Gordon Borrell, CEO Phone: 757-221-6641 gborrell@borrellassociates.com