2011 Industry Campaign Radio content is both engaging and relevant.

2011 Industry Campaign

Radio content is both engaging and relevant

1. Neuro Insight Study – radio’s high engagement levels

2. The Hoop Research Group – engagement leads to effectiveness and high response rates

3. Radio’s reach – reaching more people, more frequently.

4. Radio surveys and supplementary data capture project

Radio Engagement & Connection

Neuro Insight Radio Engagement Study

Recap of 2011 Phase 1 Campaign

Radio Engagement & ConnectionNeuro Insight Radio Engagement Study - Definition

Engagement • Personal relevance• Involvement with content• Connection with content

Neurostate• The degree to which people engage with that content.

Radio Engagement & Connection Neuro Insight Radio Engagement Study - Methodology• Neuro data was captured via brain wave monitoring equipment and compared to

effectiveness norms

• 64 respondents were tested for 26 minutes each

• Respondents listened to various real radio program formats, content and ad breaks

Radio Engagement & ConnectionMemory Detail versus Memory Global

Memory Left – DetailThe ‘Micro’

RationalThe Facts

Offers / Prices / Retail‘Call 1300 *** ***’‘Go to www.for....’

Executional elements eg. Pause

Memory Right – GlobalThe ‘Macro’Emotional

The Big PictureBranding campaigns

MnemonicsMusic/Jingles

‘Imagine you’re…’Mood & connotation

* Source: Neuro Insight Pty Ltd Radio Engagement Study 2010

Radio Engagement & ConnectionOverall 32% Higher than the Neuro Global Average

“Radio Average’ engagement levels are 32% higher than the ‘Neuro Global Average’ (average of other media consumption)


Low

High

Ave

Radio Engagement & ConnectionNeuro State of Radio Listeners

Example Talk Radio


Relevant content caused a peak in engagement.

This level was sustained throughout the break and as content resumed.

Radio Engagement & ConnectionRadios powerful content drives engagement


Example Music


Memory Left = Rational, Detailed

Memory Right = Emotional, Big Picture


Memory Left = Rational, Detailed

Memory Right = Emotional, Big Picture

Radio Engagement & ConnectionKey findings

• The Neuro Insights Study showed that people are engaged with both radio content and advertising

• People were engaged on both a Macro (brand / big picture) and Micro (offers/facts) levels

• On average respondents were 32% more engaged then they were with other media.

• This went up to 43% higher when content was especially relevant or controversial.

Radio Relevance“Phase 2”

The Hoop Group was appointed to conduct research into consumption and relevance of commercial radio in 2010

The Hoop Group has an extensive experience in developing media and consumer insights across media sectors.

Radio Relevance

Underlying hypothesis:

Radio is a relevant and important part of consumers’ media consumption

Radio Relevance

Panel Details-• 1200 people. • 80% online Surveys , 20% phone Interviews• participants also invited to an online discussion forum where media, in particular radio

listening, habits and issues were discussed.

Radio RelevanceObjectives

What do we mean by consumption?

• Time spent with radio

• Relevance and importance of radio

• Role of radio - has consumption changed and why?

• Radio consumption in tandem with other media & in comparison to ‘new’ media

• Listening to radio content across various platforms

• Radio maintains relevance and importance as source of "community", news, information ,entertainment

Radio Relevance83% of Australians respond to what they hear

on commercial radio

Radio Relevance

Key Message64% of listeners take action as a result of

radio advertising

Radio Relevance

What this means for Radio Advertisers

•Consumers still believe in radio.

• Listening habits are evolving with technology.

• Connection & interaction with radio stations are strong.

• Strong engagement means effectiveness leading to high response rates.

Radio Relevance

Key FindingsA number of quantitative facts have been determined and qualified by touch point statements based around the interactions consumers have with radio stations and how they manifest.

Radio puts your brand in the conversation• 83% of people respond to something they hear on radio • 64% of people respond to radio advertising• 6 out of 10 people discuss the radio with others

Radio RelevanceRadio is an effective medium in driving audiences online

TNS study: over 80% of people who hear a relevant radio commercial referring to a website have visited the website as a result

Radio RelevanceThat Radio Bloke Trial

•Featured comedian Mark Mitchell talking with media experts, listeners and advertisers, in a humorous take on the effectiveness of radio at promoting an advertiser’s website.

•Listeners are encouraged to visit Mark’s website in the ads: thatradiobloke.com – and see what happens.

•With the running theme of 'thatradiobloke.com' the current campaign serves as an entertaining 'product demonstration' of radio driving online access as well.

•The ads generate a lot of positive feedback from listeners so the opportunity to see the voice behind the campaign (Mark Mitchell) adds an interesting dimension.

Radio RelevanceThat Radio Bloke Trial

The campaign launched on 18 February, since then the website thatradiobloke.com has received;•total 126,001 visits•average of 692 visits per day•highest amount of activity on Tuesday 26 February with 2,565 visits

Radio RelevanceResearch Findings

** Source: Hoop Group radio relevance Study.

Radio is both friendly and trusted. 94% of respondents agreed that radio was current and up to date

76% go to the radio for their news and weather updates.

Radio RelevanceResearch Findings

.

Marketers and advertisers can use radio to target consumers during specific times, and while they are engaged in specific tasks. This ensures high response rates as the message reaches the target audience at key times and points in the decision making process.

Tabatha (Female, 22, Student, Melbourne): ‘Yes, I do. I really would not want to have to do without it. My nana always listened and my mum and now me. The radio is my daytime friend, it keeps me company when I'm driving or on the internet and studying. :) Radio has a totally different feel to my iPod. My iPod took over for a few years but I always seem to come back to the radio.’

Radio RelevancePhase 2 Campaign

‘Wrong Hands’

‘Tour’

‘Urgent Message’

•The new ads feature “that radio bloke” and will be highlighting the findings from both studies.•The commercials are aimed at advertisers, marketers, planners and clients.•They will play four times a week on each station from July 4 th until Oct 30th

Over ½ the respondents (58%) listen to radio when ‘out & about’ A large proportion of that listening is via analogue devices, the diversity of devices used is increasingOf the out and about listening – around 17% is via a smartphoneRadio’s use of a range of platforms ensures radio’s relevance, eg, podcasting, streaming 82% of radio listeners listen at home (avg 12 hrs a week), 22% of listeners listen at work (avg 15.2 hrs a week). No matter who you are targeting or where you are targeting them, they are more likely to hear your ad more frequently on radio.

** Source: Hoop Group radio relevance Study.* Source: Nielsen Radio Ratings Survey #4 2011. 5 Metro Markets, Mon-Sun 12am to 12mn.

Radio Relevance

Radio RelevanceTime Spent Listening

On average people are consuming over 19 hrs of radio per week

05

1015202530

10+ 10-17 18-24 25-39 40-54 55-64 65+

19.07

11.4114.09

16.0420.22

24.327.24

TSL 2011 (HRS)

TSL 2011 (HRS)

* Source: Nielsen Radio Ratings Survey #4, 2011. 5 Metro Markets, Mon-Sun 5.30am to 12mn. All People 10+ unless otherwise stated.

Weekly Metro Audience is Growing

* Source: Nielsen Radio Ratings Survey #4, 2011. 5 Metro Markets, Mon-Sun 0530 to 12mn.And Same survey for 2010,2009, estimated for 2008 due to lack of corresponding survey etc..** Source: Hoop Group radio relevance Study.

• Weekly Audience has grown on STLY (1.15 million) and on 2009 (1.11 million in 2009). • This growth has been spread across all demos. • Radio and online are the only two mediums to grow their audience in 2010**. • The continued relevance of radio and its lasting appeal is seen in this sustained growth. As the TV

market fragments and print circulations shrink, radio maintains its high reach and engagement levels.

0

2000

4000

6000

8000

10000

12000

10+ 10-17 18-24 25-39 40-54 55-64 65+

10733

1222 1239

2723 2653

1358 1537

11721

1264 1405

3065 2779

1486 1721

2007 (000's)

2008 (000's)

2009 (000's)

2010 (000's)

2011 (000's)

• 23% of respondents were listening to more radio (2nd highest after online ,with TV :3rd). • Younger listeners driving the increase -18-24 yr olds, students and those living at home.• Respondents to the Hoop Research showed that all other media with the exception of the internet

were in nett decline. • 35% of those surveyed also stated that they listened to the radio while browsing the web.

Radio Relevance

** Source: Hoop Group radio relevance Study.

72.7 77.3 75.6 74.7 72.175.8

89.9 87.5 90.383.3

73.783.3

74.983.9

76.873.5 76.6 78.272.1 74.278 79.2 76 78.1 78.6

69.5 73.2 71.9 72.9 69.262.3 65.3 63.1 59.4

45.9

Sydney Melbourne Brisbane Adelaide Perth

% Reach 2011All People 10+ All People 10-17 All People 18-24 All People 25-39 All People 40-54 All People 55-64 All People 65+

* Source: Nielsen Radio Ratings Survey #4, 2011. 5 Metro Markets, Commercial only, Mon-Sun 5.30 am to 12MN. All People 10+ unless otherwise stated.Radio provides high, cost effective reach across all demos and in all markets.

Radio Relevance

Radio RelevanceSummary

•People are more engaged with radio content then they are with other media content. Levels of engagement remain high through content and ad breaks.

• People trust radio • People respond to what they hear on the air with 63% respond to advertising

• Listening habits are evolving with technology, not being left behind by it

• Cost effective reach and frequency in a medium that is engaging and ensures response!

Radio RelevanceRadio Data Capture

•Diary methodology is the global currency for radio audience measurement.

•Improvements made in the current contract include one to a household diary placement; measurement of platform of listening and quota sampling of the difficult to reach 10-17 and 18-24 year age groups.

•There is no credible, cost effective and universally accepted electronic device available for radio audience measurement .

•However, CRA is seeking to improve the current process even further and to that end has written to over 20 research companies requesting proposals for tests of supplementary data collection methods to enhance the diary survey data.

•CRA will involve the media industry in any such tests through the MFA and AANA.

Radio RelevanceSupport Material for Stations

• Brochure• Presentation• All downloadable plus more on commercialradio.com.au

For further information regarding the CRA Brand Strategy, Campaign and Supporting Research contact:

Dan O’Callaghan E : [email protected]: 02 9281 6577

2011 Industry Campaign Radio content is both engaging and relevant.

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