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Presented by:
Insert your name and title
Leveraging Radio and (insert station name) for (insert
advertiser that is relevant for association with the
Super Bowl)
(Insert date of meeting)
INSERT RADIO STATION LOGO(S)
Agenda
• Radio
– Reach
– Relevance
– Results
• Insight based ideas for “insert advertiser”
Weekly Reach
Radio reaches 93% of all U.S. consumers every week…
242,000,000
Listeners continue to turn to Radio for news, information and
entertainment, despite an ever-increasing selection of media options.
Source: September RADAR® 114 National Radio Listening
Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Weekly Reach By Daypart
Radio reach is consistently high through all dayparts
Weekdays and weekends, Americans young and old find reasons to tune
in to Radio at all hours of the day and night. To make sure their messages
get maximum exposure, smart advertisers run ads throughout the
broadcast day.
74.2%
6 - 10am
10am - 3pm
81.8%
3 - 7pm
81.1%
58.7%
7pm - Mid
Mid - 6am
Source: RADAR® 114, September 2012 © Copyright Arbitron
(Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)
25.4%
Radio Dominates the Day
% Adults 18+ Daily Media Usage
80
Next Day
70
60
50
Radio
Television
Internet
Magazine
Newspaper
40
30
20
10
0
5-9a
9a-5p
5p-12m
12m-5a
5-9a
… leading listeners in to the Big Game
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base All
Radio is Relevant
85
%
Adults 18+ who watch
the Super Bowl on TV
Source: GfK MRI Doublebase – 2012 – Weighted to Population.
45
%
MORE people 18+
than those that
watch the Super
Bowl on TV
86
%
Adults 18+ who
attend the NFL
Playoffs/Super Bowl
Radio is Relevant
•
Adults 18+ who watch the NFL Playoffs/Super Bowl on TV:
– Over 53% listen to radio M-F 6a-10a, 40% between 10a-3p and 47%
M-F 3p-7p.
– Are big FM listeners (80%) and strong AM listeners (23%).
– Over 64% listen to the radio in their car.
– 43% more likely to be listening to the radio on weekends from 10a-3p,
41% between 3-7pm leading into the big game and 40% more likely
to be listening to the radio between 7p-Midnight (during the game).
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant
•
Adults 18+ who watch the NFL Playoffs/Super Bowl on TV:
– 22% more likely to listen to Country and 19% more likely to listen to
CHR/Top 40 formats.
– 19% listened to radio online in the last 30 days.
– Over 58% more likely to listen to Traffic reports.
– 30% listen to any sports play-by-play on the radio.
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant
•
Adults 18+ who listen to NFL Playoffs/Super Bowl on the Radio:
– 100% listen to any sports play-by-play on the Radio and 20% prefer
“All Sports” format.
– 22% more likely to listen to Country, 21% CHR/Top 40, 15% Classic
Rock and 15% Rock formats.
– Over 59% listen to morning drive during the week.
– Over 50% listen to evening drive.
– More than 40% listen during the day M-F and weekends.
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant
•
Adults 18+ who listen to NFL Playoffs/Super Bowl on the Radio:
– Are big FM listeners (84%) and strong AM listeners (33%).
– 25% listened to radio online in the last 30 days.
– 11% visited a radio station, radio program or radio personality’s
website in the past 30 days.
– 65% listen to radio in their car during the week and 62% on
weekends.
– 70% more likely to listen to Traffic Reports.
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant
•
Adults 18+ who listen to NFL Playoffs/Super Bowl on the Radio:
– 46% agree that advertising on the Radio provides them with
meaningful information about the advertised products.
– 38% agree that advertising on radio is amusing.
– 46% agree that Radio provides them with useful information about
“bargains.”
Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Leveraging Radio for
(insert advertiser that would find relevance with
a Super Bowl association)
Insight Based Ideas
Insight #1
The Ultimate Reason to Party
The Super Bowl has become one of the largest events
of all time. It boasts the largest crowds, largest parties,
and most antacid sales the day after.
It doesn’t even matter if you like football, if you think
football is really soccer, know who is playing or care
who wins; if you are an American you are probably
going to attend a Super Bowl party or get together with
friends to watch the game. Super Bowl Sunday is an
unofficial national holiday made for events, celebration
and the green light for a party! After all, the Super Bowl
represents the No. 1 at-home party event of the year.
Source: FactFix NFL.com
Idea: Bowl Ball
Station hosts and produces the (insert
market’s) first annual, must attend, Bowl Ball!
A game time viewing party and tailgate,
presented by Advertiser X.
Bowl Ball
How it works:
• Station plans, hosts and produces the first ever Bowl Ball event
– Secures large venue (local football stadium, outdoor park/stadium
parking lots if warm climate markets; indoor coliseums, theaters,
ballrooms for colder markets).
– Retains production company to stage the “big screens” for the game
viewing and halftime show.
– Coordinates either “taste of the town” restaurant vendors to run tailgate
booths or invite listeners to set up their own tailgates in the parking lot.
Bowl Ball
How it works:
• Station plans, hosts and produces the first ever Bowl Ball event
– Secures music talent to perform at halftime.
– Station talent to emcee the event.
– All signage at venue includes “Presented by Advertiser X.”
– Advertiser X goods to be sampled or sold at the event.
Bowl Ball
How it works:
• Tickets to the event are free and can only be obtained by
listening to the radio station and answering Advertiser X
and “listen to win” questions correctly.
• Advertiser X will have access to VIP tickets to distribute
to their best customers.
Bowl Ball
How it works:
• Station begins promoting the Bowl Ball presented by Advertiser X
during the time of the NFL Playoff games in December/January.
– :10 and :15 promotional spots run on-air and in station streams, e.g.:
Super Bowl Sunday – Station’s biggest party of the year presented by
Advertiser X – taste of the town tailgate, the big game on X’s screens, halftime
concert and more – tune in on the #’s and listen to win tickets to the Station
Bowl Ball for you and 5 of your friends and family.
– Digital display advertising will be prominently featured on the station
website.
Bowl Ball
How it works:
• Tickets for the viewing party will be given away on-air through a
robust “listen to win” texting, online and call-in “trivia” campaign.
– Every hour on the “:47’s” (because it’s the 47th Super Bowl) – station
talent will announce a question that relates to the content that just aired
on the station, a trivia question about Advertiser X or a Super Bowl
Trivia question and direct listeners to answer correctly via text, call-in or
online at the station website before the next “:47.”
– At the next 47 minutes past the hour the winner will be drawn and
announced on-air.
Bowl Ball
How it works:
• While contesting continues, Advertiser X tags their :30 or
:60 spots to drive to the Bowl Ball contest.
– Advertiser may present an alternate way to win tickets in their
campaign.
– For example: Purchase Advertiser X products (or spend X
amount at Advertiser X) today and receive tickets.
Bowl Ball
How it works:
• Ongoing on-air, online and loyal listener email promotion will create
buzz and excitement for all elements of the Bowl Ball event
presented by Advertiser X.
– Taste of the Town tailgate featuring local restaurants.
– Create your own tailgate and win prizes for the most creative tailgate displays
and recipes.
– Halftime show entertainment.
Bowl Ball
How it works:
• Week prior to the event, the station will:
– Heavily promote the event details and give away the final tickets each
hour via the listen to win promotion.
– Skin the home page of the website with Bowl Ball presented by
Advertiser X graphics.
– Announce on-air that the tailgate, party and halftime show will be
streamed on the station site for all to “attend” as well.
Insight #2
Music and the Super Bowl
Over the past 30+ years, music has become a
very important element of the Super Bowl.
In most years since the mid-1980s, the halftime
show of the Super Bowl has featured popular
recording artists and other well-known
celebrities. It increased viewers during and after
the halftime show, something never
encountered before in the history of the Super
Bowl.
Source: Campbell (1995) , Super Bowl Ratings Record – Huffington Post 02/06/2012
Insight #2 (cont.)
Music and the Super Bowl
These performances are regarded as some of
the most watched events in American television
history. Musical genres over the years have
represented a broad range of music types,
including pop, rock, classic rock, country, hip
hop, rap, blues and soul.
The 2012 halftime show headlined by Madonna
was the most-watched Halftime Show ever, with
114MM viewers (about 3MM more viewers than
the actual game).
Source: Campbell (1995) , Super Bowl Ratings Record – Huffington Post 02/06/2012
Idea: Rock the Super Bowl
Radio and Advertiser X partner to host a
Battle of the Bands competition where the
winning local band gets their LIVE air play
debut just before Kickoff on Super Bowl
Sunday.
Rock the Super Bowl
How it works:
• Station announces the “Advertiser X Rock the Super
Bowl” battle of the bands.
– :30 and :60 spots explain the program and provide details on
how to register yourself or your band.
Rock the Super Bowl
How it works:
– Spots run in heavy rotation across all dayparts and include:
• The grand prize – Minimum of 3X LIVE air play on the station and
streams on Super Bowl Sunday (before kickoff, during halftime and
at the end of the game).
• Information on how to enter.
• Save the date for the Rock the Super Bowl, Battle of the Bands
playoff.
Rock the Super Bowl
How it works:
• All local music acts will be required to register on the
station’s website and upload an audio-only performance
of their act in mp3 format.
• Advertiser X branded page on the station’s website will
be created to house all registrations, “auditions” and
listener voting.
Rock the Super Bowl
How it works:
• Station talent will drive listeners to “station.com back slash
Advertiser X Rock the Super Bowl” to vote for their favorite band.
• The 5 acts with the most votes will be invited to compete live in a
Rock the Super Bowl Battle of the Bands “Playoff” to be held the
Friday night before the Super Bowl.
Rock the Super Bowl
How it works:
• Station will create an audio montage from the 5 finalist acts’
auditions that will be used to promote the Rock the Super Bowl
“Playoff” on-air and in station streams.
• The Rock the Super Bowl Battle of the Bands “Playoff” may be held
at an Advertiser X location and will be streamed on the station
website with call-ins to on-air programming.
Rock the Super Bowl
How it works:
• The winning act will be selected via audience participation with the
final award determined by station programming personnel.
• Act will be announced that evening and promoted Saturday/Sunday
leading to their on-air debut on Super Bowl Sunday.
– Promotion to include interviews with the act, their “story,” details about them profile/bio/interests.
Rock the Super Bowl
How it works:
• During the Super Bowl at Kickoff, Halftime and the end
of the game, the Advertiser X winning act will officially
“Rock the Super Bowl” live on-air and online.
Insight #3
Super Bowl is ALL about the commercials!!
From 2002 to 2011, the Super Bowl game generated
$1.72B of network advertising sales from more than
125 marketers, with spending among the top five
advertisers accounting for 37% of total ad revenue,
or $636.6MM.
Research shows that more than half of those tuning
in want to see the commercials as much as — or
even more than — the game itself. They're hooked
by the quick and quirky ministories for a hurried
world.
Sources: Kantar Media, 2012; Hanon McKendry, 2011
Insight #3 (cont.)
Super Bowl is ALL about the commercials!!
During the game, people will compare the
commercials and contrast the campaigns. They will
score the music scores, high-five the hyped-up
humor and play Super Bowl Ad Bingo. On this given
Sunday, everybody is an ad critic.
Sources: Kantar Media, 2012; Hanon McKendry, 2011
Idea: Super Bowl Block
Radio station presents the opportunity to multiple
advertisers in the market to be a part of the biggest
“commercial event” of the year.
During the Super Bowl, listeners are invited to tune in,
listen to all the commercials and vote for their favorite spot.
The winning Advertiser (best spot on the radio), wins a free
day of Advertising on the station.
Super Bowl Block
How it works:
•
Stations pitch (and challenge) advertisers from a variety of categories to be
a part of this unique opportunity to strut their Radio creative stuff.
•
All the advertiser needs to do is buy a schedule on the station and their
spot(s) will be aired during the Super Bowl and online for listeners to hear
and vote.
•
If the Advertiser’s spot is chosen as the Best Radio Spot of the Super Bowl,
the Advertiser will receive a free day of advertising on the Radio station.
Super Bowl Block
How it works for listeners:
•
2 weeks prior to Super Bowl Sunday, station runs promo spots for the Super
Bowl Block, for example:
– The Super Bowl is ALL about the commercials, so we’re creating a
Super Bowl Block – tune in on Super Bowl Sunday or log on to the
station website, listen to all the great commercials we’ll have on the
air including (Advertiser list) and vote for your favorite. Every time
you vote, you’ll be entered to win great station prizes.
Super Bowl Block
How it works:
• All advertisers participating in the Super Bowl Block will
run their best radio creative to support their brand.
• Station will include all spots in the online streams and
will be included in an audio gallery on the station site at
station.com/superbowlblock for listener voting.
Super Bowl Block
How it works:
• At the top and bottom of each commercial pod, listeners
will be reminded they are listening to the Super Bowl
Block and directed to station.com/superbowlblock to vote
for their favorite commercials and be automatically
entered to receive great station prizes.
Super Bowl Block
How it works:
• Voting will remain open throughout Sunday evening and Monday
morning during the AM Drive daypart. The winning Advertiser
(advertiser with the most votes) will be announced and their spot will
run throughout the day as the “best Super Bowl radio commercial on
station” at no charge.
• Station will issue a press release announcing the Best Super Bowl
Radio commercials at the conclusion of the program.
Insight #4
46 Years of Super Bowl
The history of the Super Bowl starts with two things: the
merging of the American Football League with the National
Football League, and a bouncy rubber ball.
In the 46 years that Super Bowl has existed, there is so
much rich history, fun facts, evolution and backstory that all
kinds of fans (football or other) are interested in hearing and
sharing.
Source: Super Bowl History.net;
Idea: Countdown to the Big Game
For 13 days beginning the Monday morning
following the NFL playoffs to Super Bowl Sunday,
station and Advertiser X partner to get everyone
ready for and engaged with the Big Game
through a multi-faceted countdown program
including elements for all fans – the sports
fanatics to the commercial junkies!
Countdown to the Big Game
How it works:
• Beginning Monday, January 21, following the determination of teams
who will face off in the Super Bowl, station and Advertiser X will
begin a 13 day countdown complete with content, tips and tools for
all types of fans.
• Each day is dedicated to a different thematic aspect of the Super
Bowl (see theme examples on following slide).
Countdown to the Big Game
How it works (example themes and elements):
•
•
•
•
•
•
•
•
•
•
•
•
•
Day 13:
Day 12:
Day 11:
Day 10:
Day 9:
Day 8:
Day 7:
Day 6:
Day 5:
Day 4:
Day 3:
Day 2:
Day 1:
The Teams
The Super Bowl
The Host City: New Orleans
The Music
The Commercials
The Party
The Tailgate
The Business of the Super Bowl
The Wagers
The Spirit
The Cheerleaders (if one or both teams have them)
The Party Prep
The Game
Countdown to the Big Game
How it works:
•
For each day, original content, tips and tools will be created in sync with that
day’s theme, for example:
– On-air: :60 Countdown vignettes will be created for each theme, for
example:
• On day 13,:60 spots will profile each team, their history of championships and losses,
key players, the back story on players, coaches, owners, interesting trivia about their
home city, etc.
• On day 7 :60 spots would feature some of the most crazy tailgate parties in the history
of football.
• All spots will open with “Advertiser X presents the Countdown to the Big Game – today
is Day #X…..”
Countdown to the Big Game
How it works:
• Online: Station will create a webpage station.com/game countdown
to house all 13 themes, podcasts of vignettes, tips, games and tools
such as:
– Trivia game related to the theme of the day
– Listener tailgate photos and videos
– Recipes
Countdown to the Big Game
How it works:
• Online countdown site content, cont.
– Super Bowl party pools and bingo game downloads
– Shopping lists and coupons to prepare for the big game
• Food, Electronics, Party Supplies, etc.
– Links to other sites to dig into themes more deeply (e.g. New Orleans
tourism, NFL.com, team pages, etc.)
– Links to Advertiser X website
Next Steps
• Gain feedback on ideas
• Station to revise based on feedback and
propose schedules and costs
• Plan activation timeline including commercial
creative and station produced spots (if required)
• Discuss how campaign success will be
measured
• Launch campaign