Presentation courtesy of the Radio Advertising Bureau 2015 All Rights Reserved A mass medium delivering audio content to passionate and loyal listeners across multiple platforms RADIO RADIO TODAY ID: 145994
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Slide1
Radio. It’s On.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights ReservedSlide2
A mass medium delivering audio content to passionate and loyal listeners across multiple platforms
RADIOSlide3
RADIO TODAYSlide4
RADIO. IT’S ON.Slide5Slide6Slide7
CONSISTENT REACH LEVELS
Source: Nielsen Audio, RADAR® 121-124, March 2014-December 2014, March 2015 (Monday-Sunday 24-Hour
Cume
Estimates, All Radio)
A MEDIUM FOR ALL
SEASONS Slide8Slide9Slide10
REACH AND TIME SPENT
ACROSS DEMOS
Source: Nielsen Audio RADAR 124, March 2015 (Monday-Sunday 24-Hour TSL and
Cume
Estimates; Monday-Sunday
Daypart
Cume
Estimates)Slide11
HIGH REACH VS. OTHER MEDIA OPTIONS
Source
: Scarborough
USA+, Release
1 2014
USA Adults 18-34
Adults 18-34Slide12
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults
25-54
Source
: Scarborough
USA+, Release
1 2014
USA
Adults 25-54Slide13
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults
18+
Source
: Scarborough
USA+, Release
1 2014
USA Adults
25-54 Slide14
LISTENERS CHOOSE RADIO OVER FACEBOOKSlide15Slide16
MOST USED SOURCE FOR MUSIC DISCOVERY
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Base: Those saying it is “Very Important” or “
Somewhat Important” to Keep Up-To-Date With New Music Slide17
BROADCAST RADIO PLAYS MORE
“LIKED”
SONGS
Based on 1,100 respondents 14-54 in PPM markets, 2014Slide18
MOST LISTENED TO AUDIO SOURCE
Question: Which of the following radio channels and sources did you listen to on (target day/typical day)?
(n=1010)Slide19Slide20Slide21Slide22
TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Expanding
Radio’s
delivery platforms to create an interactive
,
e
ngaging and highly communicative environment
via devices and apps
Image Source
:
Tune-In and
iHeartRadioSlide23
30 million
Over the next 3 years
phones will have an
FM Chip
FM-ENABLED SMARTPHONES
Source: NextRadio +
TagStation
Insights – For
additional updates :
http://tagstation.com/news/insights
/
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
9
th
in
Google Play top free music appsSlide24
“
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
DELIVERS RELEVANT INTERACTIVITY
Source: NextRadio +
TagStation
Insights – For
additional updates : http://tagstation.com/news/insights/ Slide25
MORE TECHNOLOGY THAT CONVERTS
LISTENING TO ENGAGEMENT
T
echnology
converts radio listening into an engaging user experience, empowering listeners to see what they hear and take action.
Image Source
:
Clip InteractiveSlide26
PULLING DIGITAL CONTENT ONTO DEVICES
Click here
to view Clip Interactive case studies
Image Source
:
Clip InteractiveSlide27
RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING
Source: Inside Radio / M Street Corp.,
2014;
No Canadian or Mexican stations are
included;
The Infinite Dial
2015 – Edison Research / Triton
Digital; HD Radio stat from
iBiquity
/HD Radio Alliance, 2014Slide28
MOST CHOSEN IN-CAR FEATURE
Source:
Ipsos
In-Car Audio Study, February 2015
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 CarSlide29
THE BATTLE FOR THE DASH
All major auto brands
offered
factory-installed HD Radio
Technology as of 2014
2010
2011
2012
2013
2014
185+
35
76
166
33
67
154
28
61
109
21
36
86
16
Source:
iBiquitySlide30Slide31Slide32Slide33
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)
33Slide34
HEAVY PANDORA USERS ARE
HEAVY BROADCAST RADIO LISTENERS
Source:
NuVoodoo
study based on 1,110 respondents 14-54 in PPM markets - released 2014Slide35
CHANGING VIEWS OF PANDORA LISTENERS
Source:
Jacobs
TechSurvey
11, 2015
NA
Among those listening lessSlide36
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
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 radioSlide37
GREATEST SHARE OF AUDIO
AM/FM Radio
Satellite Radio
Music Streaming Services
Digital/iPods/MP3s
CDs
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.Slide38
RADIO PEAKS DURING THE WORKDAY
How to read: Each day from 3-7p, radio reaches 41% of Adults 18+.
Source: Nielsen Audio,
RADAR
124, March 2015 (
Persons
18+, 25-54 and 35-64, Monday-Sunday 24-Hour Daily
Cume
Estimates, All Radio)Slide39
RADIO SPARKS BRAND CONVERSATION
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
Radio is a social medium
Source: Keller Fay Group 2013Slide40
RADIO BOOSTS CAMPAIGN EFFECTIVNESS
Consumer packaged goods advertisers
achieved over
$6
of incremental sales for every
$1
spent on radio.Radio drives loyalty: Radio increased shopper retention
for a big box retailer by as much as 11%.
Source: Nielsen Catalina Solutions Copyright 2014Slide41
DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising
topped Television, Social Media, and Direct Mail and
was 2x
as effective as Newspapers in influencing Healthcare choices.
A media advertiser saw a
16%
conversion ratefor promos when using radioas a reminder medium,building increased frequency.
Source: Nielsen Catalina Solutions Copyright 2014Slide42
REACHING MAIN STREET CONSUMERS
Source
: Scarborough
USA+ 2013 Release 2 (August 2012-September 2013
)Slide43Slide44
AN EMOTIVE MEDIUMSlide45
A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
Source:
Mark
Kassof
& Co.
ListenerThink
; based on an online survey of 989 listeners 18-64Slide46
DRIVEN BY AN EMOTIONAL CONNECTION
TO RADIO PERSONALITIES
Have called into a station, met a DJ in their community, or interacted in some other manner
80%
Agree that their favorite radio stations reflect who they are as a person*
66%
Consider
radio personalities to be regular people like
themselves
70%
This radio hosts are “like a friend” whose opinions they trust and value.
70%
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. Slide47
PERSONALITY TESTIMONIALS
DRIVE RADIO LISTENER TRUST
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…Slide48
RADIO’S EQUATION
Main Reason for Listening to Radio
MUSIC + INFO + EMOTION
Source:
Jacobs
TechSurvey
11, 2015Slide49
2011 highlights 93% retention
2006 highlights 92%
retention
No
time
shifting
No
below the foldNo load times
Sources:
2011 Nielsen Audio,
Media Monitors, and Coleman Insights
NO COMMERCIAL SKIPPINGSlide50
RADIO WORKS FOR THE
CONSUMER
AND THE ADVERTISERSlide51
RADIO. IT’S ON.