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Music Players Usage Is Additive To Radio, Not In Place Of

Music Players Usage Is Additive To Radio, Not In Place Of. June 2013. Digital Listening Augments Broadcast Radio.

marjorie-lazos
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Music Players Usage Is Additive To Radio, Not In Place Of

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  1. Music Players Usage Is Additive To Radio, Not In Place Of June 2013

  2. Digital Listening Augments Broadcast Radio With the digital revolution’s impact on media, new forms of audio enter the marketplace regularly. Many think that these new digital audio platforms have hurt Broadcast Radio’s impact. As the Infinite Dial:2013 confirms, heavy usage of other media forms does not detract from use of Radio. 19 million new listeners (+8%) in the last decade Decade of growth of Broadcast Radio vs. Internet Radio # of users in millions Broadcast Radio Internet Radio 66 million new listeners (+330%) in the last decade 2013 Sources: Arbitron RADAR Winter/March reports M-Su 6A-Mid – (represents Jan – Dec of previous year) - note, methodology for RADAR changed in 2007 to include PPM market transitions so trends may not be consider completely comparable until 2011; Arbitron/Edison “Infinite Dial” Research for Internet/Online data; Weekly listeners for Broadcast Radio; Weekly listeners for Internet Radio

  3. Digital is a Small But Growing Portion of Total Hours Spent Listening to Radio Sources: 2010 Arbitron National Regional Database Spring 2010, Ando Media “Internet Audio Top 20 Ranked” Mar-Jun 2010, using total listening measured by Ando beyond top 20 2011 RADAR 112 Mar 2012 (January 6, 2011, to December 7, 2011 , Triton Digital Releases Monthly Internet Audio Top 20 Rankers and assumes they are 80% of total 2012 RADAR 116, (Jan – Dec 2012); Triton Digital Report. Assumes Top 20 = 80% of total (Jan 12 ‐ Dec 12)

  4. How Can Broadcast Radio and Music Players Co-Exist Without Cannibalizing One Another? Simple. There’s More Time to Share. Combined Time Spent per Day With Radio, TV, and Internet Gained More Than an Hour Since 2003 Self-Reported Average Time Spent per Day With Today’s Three Biggest Media: Radio, TV, Internet (Hours:Minutes) Base: Total Population 12+ Source: Arbitron Inc and Edison Research, Infinite Dial 2013

  5. Heavy Usage of One Medium Is NOT Necessarily Associated With Less Time With Other Media Self-Reported Average Time Spent per Day With Each Medium (Hours:Minutes) 3+ hours/day 5+ hours/day 4+ hours/day Source: Arbitron Inc and Edison Research, Infinite Dial 2013

  6. The Vast Majority Of Total Time Spent With Commercial Radio Is Done Listening To AM/FM Share of Daily Radio Minutes Adults 18-64 Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc. Source: USA TouchPoints 2013.1 6

  7. Even among young adults, AM/FM Radio comprises over 3/4 of the time they spend with total Radio Share of Daily Radio Minutes Adults 18-34 Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc. Source: 2013.1 USA TouchPoints

  8. Online Listening Currently Holds Little Threat to AM/FM Radio Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc. Source: 2013.1 USA TouchPoints

  9. Pandora Does Not Take From Radio Listening – Nearly All Pandora Users Listen to Radio And they are MORE likely to be AM/FM radio listeners than the average person Source: Scarborough Rel 1 2013 top 5 mkts NY, LA, Chi,SF, Phil markets avg Pandora listeners past month who listened to radio past week

  10. In Fact, Pandora Listeners Report Spending 50% More Time Listening To AM/FM Radio Than Non-Pandora Listeners Average Tuning to Broadcast Radio = 50% more than non-Pandora listeners Don’t listen to Pandora Pandora Listeners Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ; Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio service in the past month; and at least sometimes use Pandora) 10

  11. Vast Majority of Weekly Online Radio1 Listeners Also Listen to Over-the-Air Radio % of Weekly Online Radio Listeners Who… 1 Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet 6% of all Persons 12+ listened exclusively to Online Radio in the past week Base: Weekly Online Radio Listeners Source: Arbitron Inc and Edison Research, Infinite Dial 2013

  12. 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

  13. Beware Irrational Exuberance About Digital • Today’s average consumer is far less technically savvy than some in the industry and media might hope • Based on feedback from a 1.2 million plus global panel of music lovers, we think streaming and other new dynamics have huge potential, but it’s still very early. • Two-thirds of music revenue worldwide is still based on physical sales, and…[broadcast] radio is still by far the way the vast majority of people discover new music. • “If you leave not understanding that [broadcast] radio is really important, then you’ve missed something.” • Chris Carey • Universal EMI’s Global Insights • March 2013 SXSW Panel

  14. Until internet access is free and ubiquitous Until music players are able to deliver the same live, local, emotionally connected entertainment as Broadcast Radio Until people stop wanting to be entertained by people, not just music -- Broadcast Radio rules and will continue to rule consumer listening

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