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Unleash Your Superpowers With The Power Of Radio In The USA

Unleash Your Superpowers With The Power Of Radio In The USA. Presented by: Mary Beth Garber Date: September 13, 2012. Radio is thriving because it connects with listeners in ways no other medium can match. Radio:.

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Unleash Your Superpowers With The Power Of Radio In The USA

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  1. Unleash Your SuperpowersWith The Power Of Radio In The USA Presented by: Mary Beth Garber Date: September 13, 2012

  2. Radio is thriving because it connects with listeners in ways no other medium can match. Radio: • Uses sound to create powerful emotional connections between advertisers and consumers unmatched by any other form of communication

  3. Our sense of hearing is the most powerful of our five senses. --Martin Lindstrom, “Buy-ology” What Can A Few Seconds Of Sound Buy? • Incredibly detailed descriptions of the advertisers’ product, benefits, pricing • Vivid descriptions of the advertiser’s spokesperson and mascot • Further proof that what we hear, • even for a second, • can impact what we “see” . Source: Critical Mass Media Audio Signatures Study of 24 audio signatures among 250 respondents, conducted March 2012, underwritten and presented by Katz Media. www.sonicbrandstudy.com

  4. Can you name this advertiser? 87% correctly identified the brand Here’s what listeners said: “It makes me smile” “It makes me feel like I want to get to know that little green fellow better!” “I love it. Feel happy/excited” “Makes me laugh. and I always know its a Geico commercial.”

  5. Can you name this advertiser? Here’s what the listeners remembered: “Geico is where you can save 15% or more when you switch insurance carriers.” “Insurance and it makes me feel good know they are available anytime.” And here’s what they “saw”: “Just the image of the gecko. These always make me laugh.” “Makes me think of the green gecko” “I think of the GeicoGekko”

  6. Can you name this advertiser? 86% correctly identified the brand Here’s what listeners said: “It makes me think of pizza.” "It makes me hungry. I can just smell it.” “It makes me want to eat their pizza... i used to eat it all the time in college and now i want one now :(“

  7. Can you name this advertiser? Here’s what the listeners remembered: “You get two pizzas for one great price.” “2 Pizza deal from Little caesars” “5 dollar hot and ready” And here’s what they “saw”: “Yummy pizza...” “Images of baby Pan Pans (my favorite).” “It makes me think of pizza and Little Ceaser's cheesy bread.”

  8. Can you name this advertiser? 78% correctly identified the brand Here’s what listeners said: “Good, cared for. I've always loved the jingle. I'll look to them when I decide to buy and insure a home.” “A good neighbor.... it makes me feel relieved” “State Farm insurance is a reliable company.”

  9. Can you name this advertiser? Here’s what listeners remembered:“That they're helpful.” “Reliable and there for you” “Like a good neighbor, State Farm is there!” Here’s what people “saw”: "Pictures of homes with white picket fences. Makes me feel protected.” “The red logo pops into my head. It makes me feel secure.” “I think of a person in a red shirt talking of insurance”

  10. The Radio Landscape Radio Empowers • Delivers Massive Reach In Real Time • Engages and Influences Listeners • Targetable Reach • Digital Technology Enhances Interaction • Produces Outstanding, Cost Effective Results • Thriving

  11. Perception

  12. Fact:Radio Delivers Massive Reach In Real Time Radio is a pervasive part of the average person’s media day.

  13. 13 Radio’s Assets Drive Its Mass Reach 4 emotional triggers that listeners value…. 1 3 4 2 A radio on while they work • An escape from pressures of everyday life A feeling of companionship Gets them get in a better mood Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners

  14. Changing Technology Has Affected Which Media People Own, Have Access To And Use Commercial Broadcast/Internet Advertising Vehicles % Population/Household Penetration Mass Media Are You TYPICAL? Source: TV HH, Nielsen May 2011; wkly Radio Arbitron RADAR June 2012 M-Su M-M; Mobile Web comScore Feb 2011 via mobiThinking; DVR, Nov, 2010 NielsenWire; Cable & ADS July 2011 Nielsen Report; iPods/MP3s and Social Net Usage Edison Media Infinite Dial: 2011; Video Game Consoles from LichtmanRseearch June 2010; Twitter comScore Dec 2011; Video Game Console, Internet usage, Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life Project Dec 2010, May, June 2011; Tablets Audio4cast March 20, 2012; satellite radio, Scarborough USA Plus - Release 2 2011 12 Month

  15. Weekly Media Exposure Adults 18-34 Radio Has The Greatest Weekly Reach of Young Adults vs Other Media In The USA Source: Scarborough USA+, Release 1 2012 USA Adults 18-34, sample size 29,250.

  16. Weekly Media Exposure Adults 25-54 Radio’s Weekly Reach of Adults is Greatest of Major Media In The USA Source: Scarborough USA+, Release 1 2012 USA Adults 25-54, sample size 88,248

  17. QUESTION: On a 7-day average, how long do 93% of people 12+ in the USA listen to the radio each day? 2hrs 40min ANSWER: Source RADAR 113 June 2012 Monday-Sunday 6AM-Midnight for Persons 12+

  18. Radio And The Internet Have Heaviest Weekly Usage Among Adults 18-34 inThe USA Adults 18-34 are 52%more likely to be heavy users of radio than heavy users of television in the USA. 60% of listening is to only one radio station Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming. SourceScarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.

  19. Radio And The Internet Have Heaviest Weekly Usage Among Adults 25-54 inThe USA Adults 25-54 are 42%more likely to be heavy users of radio than heavy users of television in the USA. 60% of listening is to only one radio station Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper website usage and Radio streaming. SourceScarborough USA Plus - Release 1 2012 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.

  20. Emotional Connection to Listeners Benefits Advertisers Engages and Influences Listeners Fact:

  21. 21 Radio’s Assets Drive Its Mass Reach 4 emotional triggers that listeners value… Why people pick radio for their audio entertainment source • A radio on while they work • Gets them 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

  22. Radio Connects Personally 82% 70% 75% 70% 72% A personal, para-social interaction with their favorite radio personality Consider radio personalities to be a good or best friend or companion* Radio on because their favorite personality is on-air Follow their favorite personality/radio station on social media Talk to their friends about their favorite personality or program content “ ” Because he actually replies to you and makes you feel important Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012

  23. Radio Has the Power of Persuasion 52% 47% 51% Have considered or purchased a product/service advertised during their favorite Radio personality’s show Have considered or purchased a product or service recommended by their favorite personality Their favorite Radio personality influences their opinion “ ” They are very down to earth people, just like their listeners Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles

  24. There Is an Emotional Attachment to Radio 9 out of 10 people who use radio heavily would be somewhat or very disappointed if their favorite station were no longer on-air % who would be “very” or “somewhat” disappointed if the AM or FM Radio station they listen to most were no longer on-air Source: The Infinite Dial 2011

  25. Radio Is Always Available,Especially in Times of Crisis March 11th 2011 West Coast Tsunami August 23rd 2011 East Coast Earthquake February 2nd 2011 Chicago Blizzard August 28th 2011 Hurricane Irene 30% increase PM drive Cume on News Radio in Chicago 5-fold increase Afternoon Cume on News Radio in Washington DC 40% increase AM drive Share on News Radio in four major cities Double Midday Cume on News Radio in New York people rely on radio Source: Arbitron PPM

  26. By age, sex, qualitative, psychographic and place of listening Targetable Reach Fact:

  27. Nearly Everyone Uses Radio. In Real Time. Every Week. Radio reaches over 91% of virtually every segment of the population. That that has been true year after year and remains true today. Source: RADAR June 2012, Mon-Sun 6A-Mid Weekly Cume

  28. Prime Consumer Targets Listen to Radio Source: Scarborough USA+ 2012 Release 1 (12 months only)

  29. Radio Reaches Younger Shoppers During Retail Hours Adults 18-34 Source: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)

  30. Radio Reaches Shoppers During Retail Hours Adults 25-54 Source: RADAR 113 June 2012 (Monday-Sunday Weekly Cume Estimates)

  31. Reaching Young Consumers Year Round Adults 18-34 Source: RADAR 109, 110, 111, 112, 113 - June 2011, September 2011, December 2011, March 2012, June 2012, (Mon-Sun 24-Hour Weekly Cume)

  32. “The Right Place at the Right Time” – A Real Benefit for Advertisers • 90%of purchasing decisions made day of purchase • 70%just prior to purchase • 82% of all shopping trips unplanned shopping • 72%of drivers frequently or sometimes shop on their way home from work • 95%of working peoplelisten to the radio during the day and/or in their cars on the way home each week Radio gets your message across when the timing is right – just before people decide what to buy or where to shop. Source: NielsenVideo Consumer Mapping Study, Council for Research Excellence, with Ball State U. June 2010. Arbitron In Car Study October 2009; Source: The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011; Arbitron /Edison “The Road Ahead” Oct 2011; “Radio in the context of daily life” – MBI August 2011, Adults 18-49; RADAR June 2012;

  33. More of total Radio usage is done out of home vs any other major media – giving advertisers the last word before purchase Adults 18-64, % of overall usage done outside of home, by location Radio Reaches More People During Working Hours Than Any Other Major Medium How to read: While 76% of all AM/FM Radio usage happens out of home, only 8% of all TV usage happens out of home. Source: 2012 USA TouchPoints, Adults 18-64 2,000 e-diary sample using gfjMRI database; gfKMRI, Scarborough USA 1 2012;

  34. “Lunchtime is Primetime” for QSRs Over half of daily traffic occurs from 11am to 3pm Source: 2012 USA TouchPoints

  35. Proximity to the Purchase! 60% of Lunchtime QSR Patrons have been engaging with AM/FM Radio prior to their visit! To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to AM/FM Radio at some point beforehand vs. 41% who had watched TV. Source: 2012 USA TouchPoints

  36. Radio Moves With The Future Digital Technology Enhances Interaction for Radio Growth in Sphere of Influence, Growth in Revenue Streams, Enables Activation

  37. As New Technology Develops… 2001 2001 2000 2001 …Radio Listening Remains Consistent 2004 2009 2005 2010 2007

  38. Research Studies Concur – Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening • Radio listening is not decreasing, it’s just changing devices. July 2012 • Target Spot White Paper May 2012 • Jacobs Tech Survey 8 April 2012 • The Infinite Dial: 2012* • iHeart poll Clear Channel iHeartRadio Study released April 3, 2012 • U.S.A. Touchpoints February 29, 2012 • NPD’s Ben Arnold quoted in Audio4cast February 27, 2012 “Terrestrial radio is just one of many music alternatives for Pandora listeners, and Pandora listening is not coming at terrestrial radio's expense.” • Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora in past 2 days • Digital Users Are More Likely to Be Heavier Users of Radio*

  39. Along With the new iPhone, Apple announces an updated iPod Nano feature. • Radio. An alternative way to rock. • FM radio keeps you up on what’s going on out there – the game, the top news stories, your favorite talk shows – or whatever you love listening to. Just plug in your headphones and taps to see the controls. Flick the radio dial to change stations. Tap to set your favorites. Need to take a break? With Live Pause, you won’t miss a minute. Just tap to pause the song or show, then tap again to continue. You can even rewind as far back as 15 minutes, so you can be sure of the lyrics you’re belting out. Or fast-forward to catch to a live broadcast. From Apple’s material at 9-12-2012 Press Conference

  40. AM/FM Radio’s Share of Audio Usage Remains Dominant Throughout the Day Throughout the day, Radio is the dominant source of audio entertainment. Source: 2012 USA Touchpoints

  41. On a typical day in the USA, of people 18-34: • 85% more will use Radio than will go to Facebook • 100%more will use Radio than will go to Google Search • 215% more will use Radio than will go to YouTube • 1430% more will use Radio than will go to Twitter On a typical day in the USA, of people 18-34: Persons 18-34 in millions Source: comScore Inc Ratings April-June 2012, RADAR June 2012, P18-34, 6A-12M

  42. On a typical day in the USA, of people 25-54: • 130% more will use Radio than will go to Facebook • 135%more will use Radio than will go to Google Search • 400% more will use Radio than will go to YouTube • 3070% more will use Radio than will go to Twitter On a typical day in the USA, of people 25-54: Persons 25-54 in millions Source: comScore Inc Ratings for April-June 2012, Average Daily Unique Visitors 25-54; RADAR June 2012, P25-54, 6A-12M

  43. Produces Outstanding, Cost Effective Results Fact: People listen and respond to radio commercials

  44. QUESTION: On average, what percentage of the audience remains throughout a commercial break on the radio? 93% ANSWER:

  45. Radio Holds Its Audience Levels During Commercial Breaks Weighted Average: 93% Percent of Lead-In Audience During Commercial Breaks Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011

  46. Across Ages and Gender,Tune-in Is High During Commercial Breaks Radio’s Audience Delivery During an Average Minute of Commercial Breaks by Age/Gender Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011

  47. Average Day Reach, AM/FM Radio And Other Media Combinations Persons 25-54 AM/FM Radio Adds Considerable Reach When Used in Combination with Other Media +5% +14% +60% © 2012 Arbitron Inc. Source: MBI TouchpointsTM

  48. The Combination of AM/FM Radio with TV and Internet Raises Reach Significantly Average Day Reach, AM/FM Radio + Internet + TV By Time Of Day Persons 25-54 © 2012 Arbitron Inc. Source: MBI TouchpointsTM

  49. 6 Study Average % Lift Radio advertising does positively impact the 5 key branding metrics Radio-targeted consumers vs. Control groups 13% Awareness 20% Consideration 14% Purchase Intent 38% Affinity / Likeability 37% Advocacy Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.

  50. Radio is thriving because it connects with listeners in ways no other medium can match. Radio Unleashes Your Superpowers With • Reach • Targetability • Digital Assets • Results • Thriving

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