Radio Delivers Massive Reach In Real Time

LANDSCAPE 2013
[ PART 1 ]
LANDSCAPE
2013
Radio Delivers Massive Reach in Real Time
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LANDSCAPE 2013
“What any content company aspires to is
impact, and the best way to create impact is
simultaneous mass.
And the only way to reach simultaneous mass is
by getting something on the radio.”
Mark Shimmel, COO, Epic Records
Source: Advertising Week 2012 Conference
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LANDSCAPE 2013
PART 1
Delivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
Thriving
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LANDSCAPE 2013
mass
reach
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Radio’s Assets Drive Its Mass Reach
Radio remains important to listeners
“Favorite songs” and local personalities
rank highest
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
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Radio’s Assets Drive Its Mass Reach
4 emotional triggers that listeners value….
A radio on
while they
work
Gets them get
in a better
mood
A feeling
of companionship
An escape from
pressures of
everyday life
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
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today’s radio audience
243 Million
If the radio audience were a country, it
would be the 4th largest in the world!
Source: RADAR 116 March 2013, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates), 395,844 sample
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radio reach
90%
OVER
of every age segment weekly
Source: RADAR 116 March 2013, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates), 395,844 sample
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Nearly Everyone Uses Radio.
In Real Time. Every Week.
Radio reaches over 90% of virtually every segment of the population.
That has been true year after year and remains true today.
92%
P 12+
91%
P12-24
92%
P 18-34
95%
94%
P 25-54
P 35-64
95%
Hisp
18-49
93%
AA/Blk
18-49
95%
W 25-54
95%
95%
P 18-49 P 18-49
Col Ed,
Col Ed
HH $75K+
95%
M 25-54
Emp
Weekly Radio Usage
Source: RADAR 116 March 2013, Mon-Sun 6A-Mid
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LANDSCAPE 2013
Radio Has Greatest Weekly Reach of
Young Adults vs. Other Media
94%
Weekly Media Exposure
91%
81%
Adults
18-34
80%
51%
Listened to Radio
Past 7 Days
Read Any
Newspaper Past
Week
Watched Any TV Watched Any Non- Spent Any Time on
Past Week (M-Su, Premium Cable Past Internet Past Week
5a-2a)
Week
Source: Scarborough USA+, Release 2 2012 USA Adults 18-34 (Sample Size: 28,781)
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LANDSCAPE 2013
Radio’s Weekly Reach of Adults
Is Greatest of Major Media
94%
Weekly Media Exposure
87%
82%
85%
58%
Adults
25-54
Listened to Radio
Past 7 Days
Read Any
Newspaper Past
Week
Watched Any TV Watched Any Non- Spent Any Time on
Past Week
Premium Cable Past Internet Past Week
Week
Source: Scarborough USA+, Release 2 2012 USA Adults 25-54 (Sample Size: 86,420)
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Radio Delivers Prime Consumer Targets
94%
94%
93%
94%
Purchased Women's
Business Clothing
(in past year)
HH Planning to Buy/Lease a
New Compact Car
HH Financed Home
Mortgage
Frequent Fast Food
Restaurants
(10x past month)
Source: Scarborough USA+ 2012 Release 2 (12 months only)
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Radio’s Share of Audio Usage
Dominates Throughout the Day
% Share of Audio Usage by Source
Average Weekday – Adults 18-64
Source: 2013.1 MBI USA TouchPoints
Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
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LANDSCAPE 2013
Radio Dominates Among Audio Options
57%
Adults
18-64
15%
13%
9%
5%
AM/FM Radio
CD Players
iPods / MP3
players
Satellite
Radio
Music
Streaming
Service
Non-Exclusive Daily Reach (%) by Audio Source - A18-64
Source: 2013.1 MBI USA TouchPoints
Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
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LANDSCAPE 2013
Young Adults Prefer Broadcast Radio
51%
Adults
18-34
20%
16%
AM/FM Radio
iPods / MP3
players
CD Players
9%
8%
Satellite
Radio
Music
Streaming
Service
Non-Exclusive Daily Reach (%) by Audio Source - A18-34
Source: 2013.1 MBI USA TouchPoints
Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
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AM/FM Radio Is The King of In-Car Media
% Using “Almost All of the Time” or “Most of the Time” In The Car
58%
AM/FM Radio
16%
CD player
iPod/Mp3 Player
11%
Satellite Radio
10%
Online Radio
HD Radio
4%
1%
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Base: Driven/Ridden in Car in Last Month, age 18+
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The Second Most Used Platform Today
95
92
88
81
% Population/Household Penetration
70
60
58
53
51
47
46
33
32
29
13
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Source: TV HH, Nielsen Cross Platform Report March 2013; wkly Radio, Arbitron RADAR 116 March 2013 M-Su M-M; Internet, Pew Internet & American Life
Project Setptember2012 Study; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS November 2012 Nielsen Report;
Online Radio, Smartphones, iPods/MP3s, Tablets and Social Net Usage Edison Media Infinite Dial: 2013; Hi speed Internet Access from Pew Internet &
American Life Project May, June 2012 Tablets Pew Internet & American Life Project October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012
12 Month; Twitter, Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users.
Interviews were conducted in English and Spanish and on landline and cell phones
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QUESTION:
On a 7-day average, how long do people
listen to the radio each day?
ANSWER:
2hrs
36min
Source RADAR 116 March 2013 Monday-Sunday 6AM-Midnight for Persons 12+
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Radio Accounts for Second Largest Share
of Adult Consumers’ Media Usage
Share of Daily Media Minutes
Adults 18-64
Source: 2012.2 MBI USA TouchPoints / Note: TV includes time-shifted viewing; AM/FM Radio includes radio station streaming; Internet excludes email,
but includes internet usage via PC, mobile, tablet, and eReader; Newspapers and Magazines include digital readership; Book includes via print, PC,
mobile, tablet, and eReader; Streaming Movie includes via PC, mobile, tablet, and eReader.
.
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LANDSCAPE 2013
Radio – The Original Social Network
Connects with Young Adults
On a typical day in
the USA,
of people 18-34:
•
65% more will use
Radio than will go to
Google Search
•
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19
150% more will use
Radio than will go to
YouTube
•
28
70% more will use
Radio than will go to
Facebook
•
Adults
18-34
In Millions
48
5
850% more will use
Radio than will go to
Twitter
RADIO
Every day, more than 2/3 of people 18-34 invite Radio to be a major part of their lives
Source: comScore Inc Ratings for February 2013 Average Daily Unique Visitors 18-34, factored to include mobile and pc; RADAR 116 March 2013, P18-34, 6A-12M
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LANDSCAPE 2013
AM/FM Radio Is The Top Source
For Music Discovery
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
78%
AM/FM Radio
73%
Friends/Family
55%
YouTube
44%
Music Television Channels
41%
Facebook
39%
Pandora
37%
Apple iTunes
30%
Information/Displays at Local Store
SiriusXM Satellite Radio
16%
Music Blogs
15%
iHeartRadio
14%
Spotify
8%
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn About and Keep Up-To-Date With New Music
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consistent
performance
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Men and Women Tune-in Weekly
Men 18+ (000)
106,740
Mar '12
107,112
Mar '13
Women 18+ (000)
111,931
Mar '12
112,519
Mar '13
And spend more than 2-1/2 hours a day with AM/FM radio
Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-Mid Weekly Cume ) Men 18+ and Women 18+ Listeners
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Multi-Cultural Radio Listening Remains
Consistently Strong
African-American
Hispanics
16,518
14,247 14,600
17,191
16,788
15,303
Men 18+ (000)
Women 18+ (000)
Mar'12
Mar'13
12,337 12,674
Men 18+ (000)
Mar '12
Women 18+ (000)
Mar '13
And spend more than 2 hours a day with AM/FM radio
Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-Mid Weekly Cume) Hispanic and African-American Men 18+ and
Women 18+
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LANDSCAPE 2013
More Young People Listen to Radio
Each Year
66000
64000
66,407
66,476
62000
60000
58000
56000
54000
52000
50000
Adults 18-34 (000)
Mar '12
Mar '13
And spend nearly 2-1/2 hours a day with AM/FM radio
Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates) Adults 18-34
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LANDSCAPE 2013
Satellite Radio Doesn’t Deliver Consumer
Targets in USA or Top Markets
94%
11%
USA
95%
9%
LA
93%
11%
NY
94%
92%
13%
10%
Chicago
93%
92%
93%
14%
9%
SF
Radio
Phila
11%
Wash DC Atlanta
93%
10%
Boston
93%
12%
Dallas
93%
12%
Houston
Listen to Satellite Radio
Source: Scarborough Release 2 2012 (Aug 2011 – Aug 2012) Adults 18+, M-Su 6a-Mid Metro Area
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strategic
timing
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listening to radio
is live, not later
• Messages are delivered when and where
they will perform best for an advertiser
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Radio Reaches More Young People Than
Any Other Medium From 5 a.m. – 5 p.m.
53%
Adults
18-34
50%
40%
38%
30%
20%
10%
0%
5 am-9 am
Radio
9 am - 5 pm
TV
Internet
Magazine
Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun.
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LANDSCAPE 2013
Radio Is the Most Used Medium Closest
to the Point of Purchase
0%
Radio
20%
40%
60%
80%
100%
81.8 %
TV live
Internet via pc
Other computer applications
Music/audio (no radio)
Other media
Mobile
TV DVD
TV DVR
Games
Books
Adults
18-49
Newspapers
TV VOD
Magazines
Other reading
Newspapers online
E-books
Magazines online
% of Weekday Afternoon Reach
Source: 2012.2 MBI USA TouchPoints
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LANDSCAPE 2013
Shopping Peaks Between 1 – 2 P.M.
SHOPPING PEAK
(1P-2P)
30
% of Adults Shopping By Time of Day
Persons 25-54
20
10
0
6a
7a
8a
9a
10 a
11 a
12 p
1p
2p
3p
4p
5p
6p
7p
8p
9p
10 p
11 p
Source: 2012.2 MBI USA TouchPoints
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Radio Is the Strongest Pre-Shopping Medium
40%
40%
Adults
25-54
37%
31%
29%
30%
23%
22%
20%
17%
15%
12%
9%
10%
8%
5%
6%
6%
4%
3%
2%
5%
5%
3%
1%
4%
1% 1%
0%
AM/FM Radio
Live TV
2 hours before
Internet
90 minutes before
Mobile web/App Social Networking
1 hour before
Print
Half-hour before
Source: 2012.2 MBI USA TouchPoints
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When The Lights Go Out…
October 29th 2012
Hurricane Sandy
Sandy
Arrives
The Day
After
Sandy
Leaves
% Inc.
10/29 Avg
vs. 10/22
% Inc.
10/30 Avg
vs. 10/23
% Inc.
10/31 Avg
vs. 10/24
NY Metro
70%
8%
12%
Nassau-Suffolk
245%
40%
27%
MiddlesexSomerset Union
195%
57%
43%
Stamford/Norwalk
367%
63%
79%
Staten Island
42%
-3%
47%
Monmouth NJ
247%
69%
153%
Market
radio goes on
Source: PPM New York Metro by County, November Wk 2-3 2012, Mon. 7p-12m, Tues. 6a-12m, Wed. 6a-12m, P6+PUMM
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for additional information…..
www.arbitron.com
www.katz-media.com/ourcompanies/RA/Pages/main.aspx
www.rab.com
www.radioadlab.org
www.radiomercuryawards.com
www.researchexcellence.com
www.thebestofradio.com
www.raisingthevolume.com
www.mediabehavior.com/what-we-do (USA TouchPoints)
Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective holders.
All images are used for purposes of demonstration only, and the entities associated with the products shown in those images are not affiliated
with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of any of the above, and such use
may constitute an infringement of the holder's rights.
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LANDSCAPE 2013
Catch Parts Two and Three…
Radio Delivers Massive Reach In Real Time
Radio Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
For a copy of the presentation visit
www.arbitron.com/radiotoday
Let’s look up Radio’s reach in your market at www.my.arbitron.com
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