Radio. It’s On.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO
A mass medium delivering audio content to passionate
and loyal listeners across multiple platforms
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO TODAY
Personal
Mobile
Social
Local
Live
Interactive
RADIO
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO BOASTS HIGHEST MASS REACH
AMONG POPULAR MEDIA
Weekly Reach
(% of Population)
93%
95%
92%
85%
87%
84%
74%
86%
73%
57%
50%
45%
49%
40%
47%
40%
40%
29%
Adults 18+
P18-34
Radio
TV
PC
TV-Connected Devices
Source: Nielsen Comparable Metrics Report Q3 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
P35-49
Smartphone
Tablet
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 18+
89%
86%
82%
61%
57%
57%
44%
20%
13%
4%
Listened to
Radio Past 7
Days
Watched
Watched Any
Broadcast TV Non-Premium
Past Week
Cable Past
Week
Read Any Used Cellphone
Visited
Visited
Newspaper
to Access
Facebook Past YouTube Past
Past Week
Internet
Month
Month
Source: Scarborough USA+, 2014 Release 2 Adults 18+ (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Visited
Pandora
Past Month
Listened to
Satellite Radio
Past Week
Visited
SpotifyPast
Month
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 18-34
92%
78%
77%
77%
76%
65%
51%
34%
10%
Listened to Used Cellphone Watched Any
Visited
Watched
Radio Past 7
to Access
Non-Premium Facebook Past Broadcast TV
Days
Internet
Cable Past
Month
Past Week
Week
Source: Scarborough USA+, 2014 Release 2 Adults 18-34 (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Visited
YouTube Past
Month
Read Any
Newspaper
Past Week
Visited
Pandora
Past Month
Listened to
Satellite Radio
Past Week
8%
Visited
SpotifyPast
Month
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 25-54
93%
85%
81%
70%
66%
57%
52%
24%
14%
4%
Listened to
Radio Past 7
Days
Watched
Watched Any Used Cellphone
Visited
Broadcast TV Non-Premium
to Access
Facebook Past
Past Week
Cable Past
Internet
Month
Week
Source: Scarborough USA+, 2014 Release 2 Adults 25-54 (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Read Any
Newspaper
Past Week
Visited
Visited Pandora Listened to
YouTube Past Past Month Satellite Radio
Month
Past Week
Visited
SpotifyPast
Month
CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
91% 91% 91% 91% 91%
93% 92% 92% 92% 92%
94% 94% 93% 93% 93%
P18+
P18-49
P25-54
Dec '14
Mar '15
Jun '15
Sep '15
Dec '15
Source: Nielsen Audio, RADAR® 123-127, December 2014-March 2014, June 2015 – September 2015, December 2015 (Monday-Sunday
24-Hour Cume Estimates, All Radio)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
REACH AND TIME SPENT ACROSS DEMOS
Adults
18-34
Weekly
Reach:
90.5%
Adults
35-49
Weekly
Reach:
93.6%
Adults
50-64
Weekly
Reach:
93.4%
Weekly TSL:
11hrs:44min
Weekly TSL:
14hrs:17min
Weekly TSL:
15hrs:57min
Best Daypart:
3-7p
Reach: 79.2%
Best Daypart:
3-7p
Reach: 83.8%
Best Daypart:
10a-3p
Reach: 84.0%
Hispanic
18+
Weekly
Reach:
93.1%
AfricanAmerican
18+
Weekly
Reach:
91.2%
Weekly TSL:
13hrs:54min
Weekly TSL:
14hrs:23 min
Best Daypart:
10a-3p
Reach: 83.1%
Best Daypart:
10a-3p
Reach: 79.7%
Source: Nielsen Audio RADAR 127, December 2015 (Monday-Sunday 24-Hour TSL and Cume Estimates; Monday-Sunday Daypart Cume Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
GREATER HOURLY USE VS. DIGITAL DEVICES
A18+ weekly hours of usage
12.9
HRS
AM/FM
Radio
31.8
HRS
Traditional
Television
8.9
HRS
Using any
App/Web on
Smartphone
Source: Nielsen Comparable Metrics Report Q3 2015 Adults 18+
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
6.2HRS
Using the
Internet on
Computer
2.6
HRS
Using any
App/Web on
Tablet
AN IMPORTANT PART
IN TWEENS’ AND TEENS’ DAY
Avg Time
Among All
%
Who Use
Avg Time
Among Who Use
Tween
Teen
Tween
Teen
Tween
Teen
:51
1:54
57%
81%
1:29
2:20
Computer
:02
:16
3%
12%
---
2:11
Smartphone
:10
:41
12%
40%
1:25
1:41
Tablet
:06
:07
10%
8%
:57
1:36
Radio
:20
:27
34%
34%
:58
1:20
CDs
:04
:05
5%
6%
1:13
1:16
iPod/MP3 Player
:09
:18
12%
17%
1:17
1:46
Total Time Spent
Listening to Music
Source: The Common Sense Consensus: Media Use by Tweens and Teens , 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Tween: 8-12 yrs
Teen: 13-18 yrs
LISTENERS CHOOSE RADIO OVER FACEBOOK
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
#1 SOURCE OF MUSIC DISCOVERY
61%
45%
31%
27%
25%
23%
13%
12%
10%
9%
8%
8%
7%
Note: Radio is AM/FM or Satellite
Source: Nielsen Music 360 2015 Report
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
MOST USED SOURCE FOR MUSIC DISCOVERY
AM/FM
Radio
29%
Friends/
Family
22%
2015
YouTube
10%
Others,
20%
Pandora
8%
Spotify
3%
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Sirius XM
Facebook 4%
4%
Base: Those saying it is “Very Important” or “Somewhat
Important” to Keep Up-To-Date With New Music
BROADCAST RADIO PLAYS MORE
“LIKED” SONGS
5.7
5.8
5.2
Total
5.5
5.5 5.6
6.0
5.5
6.1
5.6
4.8
CHR P1
AC/Variety Hits
P1
Country P1
Rock/Alt P1
5.9
4.9
Classic Rock/Hits Urban/Urban AC
P1
P1
Imagine you tune into the station you listen to most for music and listen to the next 10 songs.
How many will be songs you like a lot?
Imagine you start a session on Pandora and listen to ten songs without skipping any of them.
How many will be songs you like a lot?
Based on 1,100 respondents 14-54 in PPM markets, 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
5.3
CONSISTENT TIME SPENT WITH RADIO
VS. OTHER DEVICES
ACROSS ALL GROUPS
2:47
9:49
6:41
3:54
2:35
8:55
6:14
3:33
HRS:MIN
1:36
13:20
11:51
4:47
3:29
12:52
13:30
46:25
31:47
25:03
Adults 18+
TV
Radio
African-Americans 18+
TV-Connected Devices
Source: Nielsen Comparable Metrics Report Q3 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
PC
Hispanics 18+
Smartphone
Tablet
DAYTIME IS RADIO’s PRIME TIME
100%
Tablet
80%
PC
TV Connected Devices*
Radio
60%
40%
TV
20%
5A
4A
3A
2A
1A
12A
11P
10P
9P
8P
7P
6P
5P
4P
3P
2P
1P
12P
11A
10A
9A
8A
7A
0%
6A
Share of Average Audience
Smartphone
Weekday (M-F) Overall Media Usage: P18+ May 2015
*TV Connected Devices (DVD, Game Console, Multimedia Device, VCR)
Source: Nielsen Total Audience Report Q2 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Expanding Radio’s
delivery platforms to
create an interactive,
engaging and
highly communicative
environment
via devices and apps
Image Source: Tune-In and iHeartRadio
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
FM-ENABLED SMARTPHONES
To date:
• Over 5.3 million app downloads
• Over 12,600 FM radio stations tuned to from the app
• Over 11.3.6 million hours of listening through NextRadio
• And 4/5 in Google Play Store user rating
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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/
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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.
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studies
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO’S DIGITAL PLATFORMS ARE STEADILY
GROWING
HD Radio
Over 25 Million
HD radio
receivers are in
the marketplace
Podcasts
46MM Americans
have downloaded a
podcast in the past
month
Streaming
Over 7200
streaming
stations in 2015
Source: HD Radio stat from iBiquity/HD Radio, 2015; The Infinite Dial 2015 – Edison Research / Triton Digital; Inside Radio / M Street
Corp., January 2015; No Canadian or Mexican stations are included
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
MOST CHOSEN IN-CAR FEATURE
AM/FM Radio
80%
CD Player
68%
MP3 Smartphone
Player Access
48%
Satellite Radio
45%
Streaming Internet Radio/
Streaming Music Service
34%
Satellite Radio
25%
HD Radio
25%
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 Car
Source: Ipsos In-Car Audio Study, February 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
THE BATTLE FOR THE DASH
All major auto brands offered factory-installed HD Radio Technology as of 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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
35
33
2012
2013
2014
PODCAST LISTENER PROFILE
2x More Likely to Listen
to Online Radio Vs. U.S. Population
Age Composition
18-24
15%
Yes
20%
25-34
20%
12-17
15%
65+
6%
35-44
17%
55-64
12%
45-54
15%
No
80%
U.S Population Listening to Online Radio = 11%
% Listening to Online Radio Past Week*
*Online Radio defined as AM/FM Streams & Internet –Only
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
HEAVY PANDORA USERS ARE
HEAVY BROADCAST RADIO LISTENERS
Source: NuVoodoo study based on 1,110 respondents 14-54 in PPM markets - released 2014
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
CHANGING VIEWS OF PANDORA LISTENERS
Can't skip enough songs
Commercials are annoying
Using other services
No local information
Too predictable
2015
Gets boring
2014
Too many songs I don't like
Not enough music discovery
Too many political spots
NA
Miss hearing people
Computer/mobile device negative
0%
10%
20%
30%
Among those listening less
Source: Jacobs TechSurvey 11, 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
40%
50%
60%
LISTENERS TAKE THEIR AUDIO ON THE GO
• On-demand content delivering sports, music,
information and entertainment downloads
whenever and wherever the listener wants it
• Adults 18+ spend 79% of their online time on
Smartphones listening to streaming radio every
week
• 55% of listeners said they listen to their favorite
personalities on computers or mobile devices
when away from a radio
Source: comScore / Millennial Media, 2015: 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.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO PEAKS DURING THE WORKDAY
81% 79%
82% 83%
78% 79%
72%
77%
76%
68%
60%
58%
P18+
P18-34
P25-54
3-7P
10A-3P
6-10A
7P-12M
3-7P
10A-3P
6-10A
7P-12M
3-7P
10A-3P
6-10A
7P-12M
3-7P
10A-3P
55%
P35-64
Source: Nielsen Audio, RADAR 127, December 2015 (Persons 18+, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates,
All Radio)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
7P-12M
62%
6-10A
How to read: Each day
from 3-7p, radio
reaches 83% of Adults
25-54.
83% 83%
RADIO DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising topped Television,
Social Media, and Direct Mail and was
2x as effective as Newspapers in
influencing Healthcare choices.
As a consumer gets closer to buying
a vehicle, advertising influence
Radio
goes up with
edging out
all others in last 30 days.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO HAS POSITIVE IMPACT
ON PRODUCT SALES
$23.21
Radio Payback per $1 Investment
$17.00 $16.37
$14.00
$11.15
$9.48
$7.33
$4.33 $4.17 $3.81
$3.12 $3.01
RETAIL
(B)
DEPT
STORES
MASS
MERCH
TELCO
RETAIL
(A)
HOME
IMPRVT
SNACKS
(A)
SNACKS
(B)
BEER
SOFT
DRINK
(A)
CANDY
QSR
$1.97 $1.81 $1.38
SOFT
DRINK
(C)
Gray represents results from 2014 Catalina studies; other colors represent studies done in 2015 based on 2014/2013 comparisons
Copyright ©2015 The Nielsen Company. 2015.
BFAST
BAR
SOFT
DRINK
(B)
REACHING MAIN STREET CONSUMERS
94%
92%
90%
A18+ who are selfemployed or work
at home
Spent $200+ in
groceries in past
month
A18+ shopped any
major department
store in past 3
months
Household plans to
buy/lease a full
size car or luxury
vehicle next year
A18+ whose
household has a
home equity or
home
improvement loan
A18+ who are
registered to vote
in district of
residence
Source: Scarborough USA+ 2014 Release 2 (February -September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
POSITIVE RESPONSE TO RADIO ADS
91%
91%
Provides
meaningful
information
about consumer
product use
Advertising on
radio is amusing
90%
91%
Useful
information
about new
products or
services
Provides useful
information
about bargains
Source: Scarborough USA+ 2013 Release 2 (August 2012 – September 2013)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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…
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO’S EQUATION
MUSIC + INFO + EMOTION
What’s
Going On
Locally
39%
Prizes
12%
Keeps Me
Company
45%
Get in a
Better
Mood
40%
Sports
16%
Charitable
Events
20%
Source: Jacobs TechSurvey 11, 2015
In the
Habit
48%
Talk Shows
28%
News/
Weather/
Traffic
49%
Music
Surprises
28%
Main Reason for Listening to
Radio
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Like to
Work with
Radio
55%
Escape
Life’s
Pressures
31%
DJs/
Hosts/
Shows
55%
Discover
New Music
34%
Hear
Favorite
Songs
67%
Emergency
Info
34%
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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
