why radio slidedeck

Report
Why Radio
RADIO
A mass medium delivering audio content to
passionate and loyal listeners across multiple
platforms
RADIO TODAY
Personal
Mobile
Social
Local
Live
Interactive
Radio
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
243 Million+
P12+ tune in to
radio
every week
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)
RADIO’S REACH
91%
of Americans 12+
every week
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
HIGH REACH VS. OTHER MEDIA OPTIONS
92%
Adults 18-34
92%
76%
77%
78%
42%
Listened to Radio
Past 7 Days
Read Any Newspaper Used Cell Phone to Watched Any TV Past Watched Any NonPast Week
Access Internet
Week (M-Su, 5a-2a) Premium Cable Past
Week
Source: Scarborough USA+, Release 1 2014 USA Adults 18-34
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 25-54
93%
85%
81%
86%
67%
50%
Listened to Radio
Past 7 Days
Read Any
Used Cell Phone to Watched Any TV Watched Any Non- Spent Any Time on
Newspaper Past Access Internet
Past Week
Premium Cable Internet Past Week
Week
Past Week
Source: Scarborough USA+, Release 1 2014 USA Adults 25-54
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 18+
90%
86%
83%
79%
55%
55%
Listened to Radio
Read Any
Used Cell Phone to Watched Any TV Watched Any Non- Spent Any Time on
Past 7 Days
Newspaper Past Access Internet
Past Week
Premium Cable Internet Past Week
Week
Past Week
Source: Scarborough USA+, Release 1 2014 USA Adults 25-54
CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
92% 92% 92% 91% 91%
93% 93% 93% 93% 93%
94% 94% 94% 94% 94%
P12+
P18-49
P25-54
Dec '13
Mar '14
Jun '14
Sep '14
Dec '14
Source: RADAR ® 119, 120, 121, 122, 123 - December 2013, March 2014, June 2014, September 2014, December
2014 (C) Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
LISTENERS CHOOSE RADIO OVER FACEBOOK
THE SOURCE FOR MUSIC DISCOVERY
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
75%
AM/FM Radio
Friends/Family
66%
YouTube
59%
Pandora
48%
Facebook
39%
Music TV Channels
33%
Information/Displays at Local Stores
30%
Apple iTunes
30%
SiriusXM Satellite Radio
iHeartRadio
20%
18%
Music Blos
14%
Spotify
14%
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
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)
BROADCAST RADIO PLAYS MORE
“LIKED” SONGS
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
Currently Used
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
AND THE MOST USED IN-CAR DEVICE
% Using “Almost All of the Times” or “Most of the Times” in the Car
AM/FM Radio
58%
CD Player
15%
MP3 Player/Owned
Digital Music
13%
Satellite Radio
Online Radio
11%
6%
Base: Driven / Ridden in Car in Last Month, Age 18+
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
CONSISTENT AUDIENCE TUNE-IN
Over
15 Hours
Per Week
M 18+
Over
13 Hours
Per Week
W 18+
Source: Nielsen Audio, RADAR 123, December 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
TUNE-IN TIME HIGHER AMONG HISPANIC
AND AFRICAN AMERICAN LISTENERS
14.6
Hours
14.5
Hours
14.1
Hours
African American listeners and Hispanic listeners
(versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 123, December 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)
TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Expanding Radio’s
delivery platforms to
create an interactive,
engaging and
highly communicative
environment
via devices and apps
FM-ENABLED SMARTPHONES
Over the next 3 years
30
million
phones will have an
FM Chip
To date, over:
• 1,333,000 app downloads
• 10,910 FM radio stations tuned to from the app
• 2,024,000 hours of listening through NextRadio
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
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/
TRENDS
App Monthly Downloads
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14
Source: NextRadio + TagStation Insights
22
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.
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studies
RADIO’S DIGITAL OFFERINGS ARE STEADILY
INCREASING
Streaming
Over 7200
streaming
stations in 2014
Podcasts
39MM Americans
have downloaded
a podcast in the
past month
HD Radio
Over 23 Million
HD radio
receivers are in
the marketplace
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
MOST IMPORTANT NEW CAR FEATURE
AM/FM Radio
89%
iPod connecter
66%
CD Player
61%
Bluetooth
51%
GPS
41%
Wireless Internet
27%
Satellite Radio
25%
Connected Car
25%
HD Radio
23%
DVD player
17%
Hard drive for media
16%
Source: Jacobs Media TechSurvey 10, 2014
Among the 12% of respondents planning
on buying/leasing a news vehicle in 2014.
THE BATTLE FOR THE DASH
All major auto brands will offer factory-installed HD Radio Technology during calendar year 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
35
33
2012
2013
2014
COMBINING BROADCAST TECHNOLOGY
And Enhancing In-Car User Experience
124
Million
P12+ have listened to
online radio
in the past month
(am/fm streams or internet only streams)
Source: The Infinite Dial 2014 – Edison Research / Triton Digital
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 – Nielsen Audio, Edison Research
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)
31
HEAVY PANDORA USERS ARE
HEAVY BROADCAST RADIO LISTENERS
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
GREATEST SHARE OF AUDIO
RADIO DOMINATES THE WORKDAY
39%
42%
44%
42% 42%
44%
46% 46%
41%
How to read: Each day from
3-7p, radio reaches 41% of
Adults 18+.
21%
6-10A
10A-3P
P18+
3-7P
P25-54
P35-64
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Daily Cume
Estimates, All Radio)
23% 22%
7P-12M
RADIO SPARKS BRAND CONVERSATION
Radio is a social medium
Heavy Radio listeners
generate
329 WOM impressions annually
(2+ hrs. daily)
…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
RADIO BOOSTS CAMPAIGN EFFECTIVNESS
Source: Nielsen Catalina Solutions Copyright 2014
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
influencing Healthcare choices.
REACHING MAIN STREET CONSUMERS
94%
92%
90%
Households who
plan to buy a
smartphone next
year
Ate at fastfood/sit down
restaurant 5 or
more times in
past month
A18+ shopped
any major
department store
in past 3 months
Household plans
to buy/lease a
new SUV or
luxury vehicle
next year
A18+ whose
household used
an accountant
this past year
A18+ who are
registered to vote
in district of
residence
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)
AN EMOTIVE MEDIUM
A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
46%
49%
To get into
a better
mood
33%
Hear
things that
make you
laugh
Relax &
unwind
when
tense
36%
35%
Take your
mind off
problems
Get an
energy
boost
31%
29%
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
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.
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…
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
RADIO WORKS FOR THE CONSUMER
AND THE ADVERTISER
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

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