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© 2012 Arbitron Inc.
Where Radio Fits Radio’s Strengths in the Media Landscape
Bill Rose
Senior Vice President of Marketing
Arbitron Inc.
September 21, 2012
Arbitron Initiatives to Help Make the Case for Radio
2 © 2012 Arbitron Inc.
Training Outreach Industry Studies
Radio landscape
presentations developed
in partnership with Katz
and the RAB
Testimonials from
advertiser champions
of radio
Research studies to
help make the case
for radio
USA TouchPoints
»Rich multidimensional study of consumers’ daily lives
»Captures media usage, shopping behavior, and emotional mindset from a single sample
»National probability sample of 2,000 persons aged 18-64
»Nested within GfK/MRI’s Survey of the American Consumer enabling a foundation for fusing other data sources
3 © 2012 Arbitron Inc.
Create value for advertisers, agencies, and the
media through greatly enhanced advertising ROI
TouchPoints Uses an App to Collect a Variety of Consumer Data
4 © 2012 Arbitron Inc.
Location Activities Social Setting Media Mood/Emotion
20 Locations
23 Activities
8 Mega Media Categories
17 Emotional Mindsets
10 Social
Settings
33 Internet
Site Types
2,000 People, 20,000 Days, 480,000 Hours of American Life
5 © 2012 Arbitron Inc.
Headlines: AM/FM Radio Delivers
» Consistently big audiences, especially during the day when most shopping occurs
» “The last word” for advertisers reaching the most consumers right before they shop
» Enhanced reach when combined with other media
» An ad environment relevant to where consumers are going and what they are doing
» A highly engaged, attentive, and positively minded audience
» A variety of decision influencers
6 © 2012 Arbitron Inc.
AM/FM Radio Remains the Most Dominant Audio Platform
85
25
15
AM/FM Radio Satellite radio Internet streaming Radio
© 2012 Arbitron Inc. 8 Source: MBI TouchPointsTM
Percent Reached During the Week, Persons 25-54
Broadcast Only
(does not include streams)
Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms
AM/FM Radio 86%
Satellite radio 11%
Internet streaming
3%
© 2012 Arbitron Inc. 9
Percent of Aggregate Time Spent With Audio, Persons 25-54
Source: MBI TouchPointsTM
Daytime Is AM/FM Radio’s “Primetime”
0
10
20
30
40
50
60
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
© 2012 Arbitron Inc. 10
Reach During the Work Week by Half Hour, Persons 25-54
5PM Is Radio’s
Weekday Peak Half-Hour
Source: MBI TouchPointsTM
Radio’s Primetime (8AM-8PM)
The AM/FM Radio Audience Is Consistent Throughout the Week
60 63 62 63 64
54 48
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
© 2012 Arbitron Inc. 11
Reach by Day of Week, Persons 25-54
Source: MBI TouchPointsTM
Percent of Overall Usage Consumed Outside the Home, Persons 25-54
More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media
13 © 2012 Arbitron Inc. Source: MBI TouchPointsTM
12%
13%
27%
31%
40%
55%
57%
76%
Live TV
Game console
Social networking
Printed newspaper/magazine
Internet
Mobile Web/app
Tablet or iPad
AM/FM Radio
84%
56%
35% 38%
Car or other traveling My home or yard My workplace Other OOH location
Percent of AM/FM Radio Weekday Listening By Location, Persons 25-54
Source: MBI TouchPointsTM
AM/FM Radio Is Used Most Away From Home During Weekdays
14 © 2012 Arbitron Inc.
15 © 2012 Arbitron Inc.
84%
56%
35% 38%
78%
57%
10%
45%
Car or othertraveling
My home or yard My workplace Other OOH location
Weekday Weekend
Source: MBI TouchPointsTM
Out-of-Home Use Rises During the Weekend for AM/FM Radio Percent of AM/FM Radio Listening by Location, Persons 25-54
Retail Locations Account for 15% of AM/FM Radio Listening During Weekdays
15%
10% 9% 8%
5% 4%
3%
Source: MBI TouchPointsTM 16 © 2012 Arbitron Inc.
Percent of AM/FM Radio Weekday Listening by Location, Persons 25-54
Retail Locations Account for Nearly 20% of AM/FM Radio Listening During Weekends
Source: MBI TouchPointsTM 17 © 2012 Arbitron Inc.
20%
11%
14%
9%
6%
1% 1%
Percent of AM/FM Radio Weekend Listening by Location, Persons 25-54
AM/FM Radio Is Heard by a Variety of Decision Influencers
43%
37%
21%
14% 10%
7%
My children Partner orspouse
Co-workers Friends Brothers orsisters
Parent
© 2012 Arbitron Inc. 18 Source: MBI TouchPointsTM
Percent of AM/FM Radio Audience Occurring with Others, Persons 25-54
14%
14%
15%
19%
19%
19%
21%
26%
30%
31%
59%
61%
Snacking
Preparing food or cooking
Relaxing
Personal grooming or dressing
Shopping
Socializing
Housework or chores
Drinking
Having a meal
Working
Talking or chatting
Traveling or commuting
19 © 2012 Arbitron Inc.
Radio Listening Occurs When People Are Engaged in a Wide Variety of Life Activities
Source: MBI TouchPointsTM
Percent of AM/FM Radio Listeners Engaged in Given Activities, Persons 25-54
Radio provides
opportunities to reach
consumers when
advertising is relevant to
what they are doing.
80
59
49
19
16
13
9
4
Live TV
AM/FM Radio
Internet
Social Networking
Mobile Web/App
Printed Newspaper/magazine
Game console
Tablet or iPad
© 2012 Arbitron Inc. 21
AM/FM Radio Is the Second Most Widely Consumed Medium
Source: MBI TouchPointsTM
Average Day Reach During the Week, Persons 25-54
AM/FM Radio Leads Other Media During the Daytime Monday-Friday
© 2012 Arbitron Inc. 22 Source: MBI TouchPointsTM
Average Day Reach by Half-Hour During Weekdays, Persons 25-54
0
10
20
30
40
50
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
AM/FM Radio Live TV Internet Mobile Web/App Social Networking Print
AM/FM radio beats every
medium until 4:30PM.
0
10
20
30
40
50
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
AM/FM Radio Live TV Internet Mobile Web/Apps Social Networking Printed Newspaper/magazine
AM/FM Radio’s Daytime Lead Expands Among Employed 25-54s During Weekdays
Source: MBI TouchPointsTM
Average Day Reach by Half-Hour During Weekdays, Employed Persons 25-54
© 2012 Arbitron Inc. 23
© 2012 Arbitron Inc. 24
AM/FM Radio Is Stronger Than All Other Media Except TV During Weekends
Source: MBI TouchPointsTM
0
10
20
30
40
50
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 pAM/FM Radio Live TV Internet Mobile Web/App Social Networking Print
Average Day Reach by Half-Hour During Weekends, Persons 25-54
AM/FM radio exceeds all
other media except TV.
59
80
91
49
78
91 96
AM/FM Radio Live TV AM/FM Radio +Live TV
Internet AM/FM Radio +Internet
Live TV/Internet AM/FM Radio +Live TV/Internet
AM/FM Radio Adds Considerable Reach When Used in Combination With Other Media
+14%
+60%
+5%
© 2012 Arbitron Inc. 26 Source: MBI TouchPointsTM
Average Day Reach by Media Combinations, Persons 25-54
0
10
20
30
40
50
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
AM/FM Radio Live TV AM/FM Radio + Live TV
© 2012 Arbitron Inc. 27 Source: MBI TouchPointsTM
Average Day Reach, AM/FM Radio + TV by Time of Day, Persons 25-54
AM/FM Radio in Combination With TV Boosts the Reach of Both Media Throughout the Day
0
10
20
30
40
50
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
AM/FM Radio Internet AM/FM Radio + Internet
AM/FM Radio Increases Reach When Used Together With the Internet
© 2012 Arbitron Inc. 28 Source: MBI TouchPointsTM
Average Day Reach, AM/FM Radio + Internet by Time of Day, Persons 25-54
0
10
20
30
40
50
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
AM/FM Radio Live TV/Internet AM/FM Radio + Live TV/Internet
© 2012 Arbitron Inc. 29
The Combination of AM/FM Radio With TV and Internet Raises Reach Significantly
Source: MBI TouchPointsTM
Average Day Reach, AM/FM Radio + Internet + TV by Time of Day, Persons 25-54
Percent of Audience Feeling Positive*, Persons 25-54
AM/FM Radio Equals TV In Delivering Adults Who Are Feeling Positive
75%
75%
66%
66%
66%
63%
Live TV
AM/FM Radio
Internet
Mobile Web/App
Social Networking
* Positive emotion includes confident, excited, happy, hopeful, interested, loving, or relieved.
© 2012 Arbitron Inc. 31 Source: MBI TouchPointsTM
Six in Ten AM/FM Radio Listeners Feel Happy
62%
59%
53%
50%
50%
46%
Live TV
AM/FM Radio
Social Networking
Internet
Mobile Web/App
© 2012 Arbitron Inc. 32
Percent of Audience Happy, Persons 25-54
Source: MBI TouchPointsTM
A High Percentage of the AM/FM Radio Audience Feels Confident, Excited, or Hopeful
26%
22%
19%
17%
15%
14%
AM/FM Radio
Live TV
Mobile Web/App
Internet
Social Networking
% of Audience Confident
17%
15%
12%
12%
9%
7%
Live TV
AM/FM Radio
Internet
Mobile Web/App
Social Networking
% of Audience Excited
20%
20%
15%
15%
14%
12%
Live TV
AM/FM Radio
Internet
Mobile Web/App
Social Networking
% of Audience Hopeful
Percent of Audience Confident, Excited, or Hopeful, Persons 25-54
Source: MBI TouchPointsTM © 2012 Arbitron Inc. 33
AM/FM Radio Listeners Feel the Most Alert Suggesting a Higher Level of Attentiveness
28%
23%
18%
18%
14%
AM/FM Radio
Live TV
Mobile Web/App
Internet
© 2012 Arbitron Inc. 34
Percent of Audience That Feels Alert, Persons 25-54
Source: MBI TouchPointsTM
AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions
36 © 2012 Arbitron Inc.
19%
7%
5%
2%
2%
AM/FM Radio
Mobile Web/App
Internet
Live TV
Percent Exposed to Given Media Within the Half-Hour That Shopping Occurs,
Persons 25-54
Source: MBI TouchPointsTM
The Peak Shopping Hour Is Between 1PM and 2PM
37 © 2012 Arbitron Inc.
0
10
20
30
6 a 7 a 8 a 9 a 10 a 11 a 12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p 10 p 11 p
Shopping Peak (1PM-2PM)
Percent of Adults Shopping By Time of Day, Persons 25-54
Source: MBI TouchPointsTM
Source: MBI TouchPointsTM
By Far, AM/FM Radio Is the Strongest Pre-Shopping Medium
40%
29%
15%
6%
6%
5%
37%
23%
12%
4%
5%
4%
31%
17%
8%
3%
3%
1%
22%
9%
5%
2%
1%
1%
AM/FM Radio
Live TV
Internet
Mobiel Web/App
Social Networking
38 © 2012 Arbitron Inc.
Reach for Given Medium in the Specified Time Period Before Peak
Shopping Hour, Persons 25-54
One Hour Before Two Hours Before Half-Hour Before Ninety Minutes Before
Shopping Peak (1PM-2PM)
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P
AM/FM Radio
Live TV
Internet
Mobile Web/App
Social Networking
Source: MBI TouchPointsTM
AM/FM Radio Dominates Media Exposure Before Mall or Store Visits
39 © 2012 Arbitron Inc.
37%
22%
15%
5%
5%
6%
33%
17%
10%
4%
4%
4%
26%
12%
6%
3%
1%
3%
19%
7%
2%
1%
1%
1%
AM/FM Radio
Live TV
Internet
Mobiel Web/App
Social Networking
One Hour Before Two Hours Before Half-Hour Before
Reach for Given Medium in the Specified Time Period Before Peak
Shopping Hour, Persons 25-54
Ninety Minutes Before
Mall or Store Peak (1:30PM-3PM)
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P
AM/FM Radio
Live TV
Internet
Mobile Web/App
Social Networking
Source: MBI TouchPointsTM
AM/FM Radio Tops Media Exposure Prior to Grocery Store Visits
40 © 2012 Arbitron Inc.
34%
20%
13%
3%
3%
1%
32%
16%
11%
3%
2%
1%
27%
9%
9%
2%
2%
1%
20%
4%
4%
1%
1%
0%
AM/FM Radio
Live TV
Internet
Mobiel Web/App
Social Networking
Reach for Given Medium in the Specified Time Period Before Peak
Shopping Hour, Persons 25-54
One Hour Before Two Hours Before Half-Hour Before Ninety Minutes Before
Grocery Store Peak (5PM-6PM)
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P
AM/FM Radio
Live TV
Internet
Mobile Web/App
Social Networking
Source: MBI TouchPointsTM
AM/FM Radio Reaches More 25-54s Before Visits to Quick-Service Restaurants Than Other Media
41 © 2012 Arbitron Inc.
37%
13%
13%
5%
4%
4%
34%
10%
12%
4%
3%
4%
32%
8%
9%
3%
2%
4%
24%
6%
5%
3%
3%
1%
AM/FM Radio
Live TV
Internet
Mobiel Web/App
Social Networking
Reach for Given Medium in the Specified Time Period Before Peak
Shopping Hour, Persons 25-54
One Hour Before Two Hours Before Half-Hour Before Ninety Minutes Before
Quick-Service Restaurant Peak (1PM-2PM)
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P
AM/FM Radio
Live TV
Internet
Mobile Web/App
Social Networking
What We Learned… AM/FM Radio Delivers
» Consistently big audiences, especially during the day when most shopping occurs
» “The last word” for advertisers reaching the most consumers right before they shop
» Enhanced reach when combined with other media
» An ad environment relevant to where consumers are going and what they are doing
» A highly engaged, attentive, and positively minded audience
» A variety of decision influencers
42 © 2012 Arbitron Inc.
Arbitron Resources for Radio
43 © 2012 Arbitron Inc.
»www.arbitron.com/home/radiotoday.htm •Radio Today: Listening trends and updates on how radio reaches American consumers
•Case studies
•Radio insights
•Presentations and brochures
»www.arbitron.com/home/studies.htm •Research studies to help radio
–Infinite Dial 2012: Navigating Digital Platforms
–What Happens When the Spots Come on: 2011 Edition
»my.arbitron.com •Arbitron client site
–This study and other resources to help our customers