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The Power of Radio. Radio’s Features that Work For Advertisers. 140,000,000. Source: RADAR 91 (December 2006) Daypart Usage Report / All Radio Stations Average Daily Cume, Mon.-Fri., 6-10 a.m. / Persons 12+. 140,000,000.
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ThePower of Radio Radio’s Features that Work For Advertisers
140,000,000 Source: RADAR 91 (December 2006) Daypart Usage Report / All Radio Stations Average Daily Cume, Mon.-Fri., 6-10 a.m. / Persons 12+
140,000,000 Source: RADAR 91 (December 2006) Daypart Usage Report / All Radio Stations Average Daily Cume, Mon.-Fri., 6-10 a.m. / Persons 12+
194,000,000 Source: RADAR 91 (December 2006) Daypart Usage Report / All Radio Stations Average Daily Cume, Mon.-Fri., 24-hours / Persons 12+
194,000,000 Source: RADAR 91 (December 2006) Daypart Usage Report / All Radio Stations Average Daily Cume, Mon.-Fri., 24-hours / Persons 12+
Mobile Wireless
Radio reigns as an advertising vehicle When it comes to building awareness, 24% of consumers rate radio as excellent or very good. Traditional media "must still be regarded as the cornerstone for brand advertising." Source: Compose consumer survey, 2007
Radio reigns as an advertising vehicle When it comes to building awareness, 24% of consumers rate radio as excellent or very good. Traditional media "must still be regarded as the cornerstone for brand advertising." Source: Compose consumer survey, 2007
Explosion of new media Shifting consumer habits Melding of all media
Consumers will find… Content they want Where they want it When they want it
Reaches over… 235,000,000 People every week Source: RADAR 96 (March, 2008) Usage Report / All Radio Stations Average Weekly Cume, Mon.-Sun., 24-hours / Persons 12+
67% of Americans have listened to terrestrial radio online… up from 36% last year Source: AMS-commissioned study by GfK NOP of Princeton, April, 2007 HD Radio is available to 80% of the U.S. Source: HD Radio Alliance
Radio = Sponsored Audio Content Jeff Haley CEO/President, RAB
Reach In the car At home At Work Other
Reach 93% Every Week!
Reach 72% Every Day!
Frequency Time Spent Listening (TSL) Affordable Repetition sells
Frequency Radio holds 92% of lead-in audience during spot breaks
Frequency Radio holds 92% of lead-in audience during spot breaks • Source: Arbitron, Media Monitors, Coleman Research • PPM test, Nov-Dec, 2005, Houston • 93,876 commercial breaks analyzed • Lowest rated minute was 92% of the audience before spots began • 94% during morning drive
Targetability Specific formats Demos Life-styles Ethnicity Loyal audiences
Power of Sound Theater of the mind Intrusive Imagery transfer
Power of Sound Close you eyes… Can you see this?
Power of Sound Close you eyes… Can you see this?
Consumer Influence • Radio triggers online searches
Consumer Influence • Radio triggers online searches • Radio influences big-ticket purchases
Consumer Influence • Radio triggers online searches • Radio influences big-ticket purchases • Radio reaches retail consumers
Consumer Influence • Radio triggers online searches • Radio influences big-ticket purchases • Radio reaches retail consumers • Radio reaches car buyers/leasers
Consumer Influence • Radio triggers online searches • Radio influences big-ticket purchases • Radio reaches retail consumers • Radio reaches car buyers/leasers • Radio Ad Lab
Consumer Influence • Radio triggers online searches • Radio influences big-ticket purchases • Radio reaches retail consumers • Radio reaches car buyers/leasers • Radio Ad Lab www.rab.com www.radioadlab.org
Consumer Influence • Radio triggers online searches • Radio influences big-ticket purchases • Radio reaches retail consumers • Radio reaches car buyers/leasers • Radio Ad Lab www.rab.com www.radioadlab.org
The Power of Radio Reach Frequency Targetability Power of sound Consumer influence
ThePower of Radio Radio’s Features that Work For Advertisers