APositivePerspectiveofRadioandItsFuture2011 FINAL RevDnovideo

8/12/2019 APositivePerspectiveofRadioandItsFuture2011 FINAL RevDnovideo

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A Positive Perspective ofRadio and Its Future

Radio in the USA: Thriving

Presented by: Mary Beth Garber /Katz Radio Group

Carol Hanley/ Arbitron Inc


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Fact: Radio is Alive and Thriving


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As New Technology Develops…

20052000

2001

2010 20092007

2001

2001…Radio Reach Remains Big andListening Levels Remain Consistent2004


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% Population/Household Penetration

: HH, 2011; A ADA 108; F 2011 ; D, , 2010 ; C & AD

2011 ; /3 E I D: 2011; G C 2010; G

C, I , C , H I A I & A D 2010, , 2011


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Time spent with all media is atan all time high. People are not

using new devices at theexpense of radio.

New Technologies definitely havenot “killed the radio star” –

Several industry studies supportthat fact


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Three 2011 Research Studies Concur –Digital Audio Listening Is In Addition To, Not Replacing AM/FM

Radio Listening

Time spent listening remains consistent among rock Radiolisteners over four years

TechSurvey 7, June 2011 survey of 20,000+ rock format radiolisteners

Among Women 18-54, those who listened to onlinestreaming spent the same or more time listening to over

the air radio stations “Here She Comes 2011” survey of 2,020 women18-54 in June 2011

Digital users spend as much time with Radio as the average(not less)

“The Infinite Dial: 2011”


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So -- what about thenumbers?


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Source:RADAR 88-108, P12+, M-SUN 12M-12M

Radio Usage – Six Year Trends -- People 12+

Radio’s Reach Remains Level Despite New Audio Devices In Use


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Nearly Everyone Uses Radio.In Real Time. Every Week.

: ADA 109, 2011

Radio reaches over 93% of virtually every segment of the population. Thatthat has been true year after year and remains true today.


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But isn’t Radio Losing

Listening Time?

More people – of all ages – listen to radio now than ever

before. And on more platforms than ever before.

Both electronically measured (PPM) and Diary measuredperceived usage reporting show little or no change in reach

or time spent listening in the past three years.

Radio is NOT dying. Far from it.

NO.


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KATZ RADIO GROUPKATZ RADIO GROUP

Radio Usage RemainsConsistently Big

Among All Key DemographicSegments

• Look at PPM (17 markets)

• Diary Markets (235 markets)

• 3 Year Trend


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KATZ RADIO GROUPKATZ RADIO GROUP

Radio Usage RemainsConsistently Big

Among All Key DemographicSegments


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Because of the stations.

We found great radio stations from the 17 PPM

We asked a selection of them for their secret

Similar elements, different execution

Focused on lifestyles, listeners and culture

Why Big and Consistent?


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It Is Branding 101

That Sets These Stations Apart

Innovation and the creation of new categories of

information and entertainment. Think Apple.

When you provide relevant content, your listeners

become engaged on all levels

When your listeners are engaged, you deliver value for

your advertisers

You have become relevant to the lives of the listener

Use Your Assets


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The Keys To Making Neighborhoods

Revolve Around Relevance

Characteristics of Relevant Neighborhoods

Differentiation - create a unique, amazing customer experience

Customer Relations - Give them what they want

Create Community -- Personalities are the heart of your local

neighborhood

Matter –be a force for good in the Community

Authentic Newness – Pioneer new ways of doing things

Passion – Be a true friend


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Welcome to the Neighborhood


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Fact: Radio remains

consistently big among Young People


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© 2011 Arbitron Inc.

PPM Measured Markets: Radio’s Reach of 12-24s is Big and Consistent

1224 C A 17 C 3+

P12-24 Weekly Cume Time Spent

Radio Continues to be the Dominant Form of

Audio Entertainment Among Young People

2011 A I.; , A, C, , F, H, B, A, DF, D, DC, B, F, , D, ,


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WWWQ-FM ATLANTA

Connect With Your Friends


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© 2011 Arbitron Inc.

PPM Measured Markets: Radio’s Reach of 18-34s is Consistent

1834 C A 17 C 3+

P18-34 Weekly Cume and Time Spent Listening

Young People Rely On Radio

2011 A I.; , A, C, , F, H, B, A, DF, D, DC, B, F, , D, ,


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WHYI-FMMIAMI

Live the Lifestyle. Let Them In.


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“Young People are more likely to have a radio in their bedroom

than ANY other media device including

TV, CD players and the Internet.”

Kaiser Family Foundation Report Center on Media & Human DevelopmentJune 2011, as reported in Inside Radio


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KISW-FMSEATTLE

Be Different. Passionately.


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El Banda Recodo

La Quinta EstacionEnanitos Verdes

Alejandro Fernandez

Pepe Aguilar

Paulina Rubio

Aleks Syntek

Jaguares

Juanes

Beto Cuevas Thalia

Ricky MartinReyli

Los Hombres G

Camila

Wisin y Yandel

Calle 13

MANA

Belanova

Alejandra

Guzman

Julieta Venegas

Super Estrella Events

i l h


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WMMR-FMPHILADELPHIA

Passionate People Who Connect

With the Community


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Psychologists call it Para-Social Interaction -- a very real, emotional connection to acelebrity or fictional character. Industry studies find the same results:

–

Personalities matter to radio listeners – Listeners care about them, relate to them, feel an emotional connection, as if the

personalities are actually part of their social network

– “Even though such one-way friendships are based on illusion of interaction via

television or radio rather than actual social interaction, a bond of intimacy iscreated and viewers [or listeners] feel they really know the media character.”

90% of radio listeners said they would be disappointed if their favorite radio station were no longer on-air

Only Radio can offer advertisers product endorsements by on-air personalities

Those endorsements lifted brand awareness by 50% in a study conducted by amajor small appliance advertiser in 2010

Radio can share this relationship with its advertisers

Radio Offers Personalized

Connections to Listeners

: F D., (2000). . D.. IB 1581121059. , .; ID: 2011 A E A B & A 2011 1854; C A 2010

i d h G d


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WDAS-FMPHILADELPHIA

Friends Who Are A Force For Good

In Your Community


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U d t d th Li t L t Th


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KKBQ-FMHOUSTON

Understand the Listener. Let Them

Have the Reins.

A h i N Gi Th


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WTMX-FMCHICAGO

Authentic Newness – Give The

Listeners Control

A th ti N Gi Th


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Radio Usage By Young PeopleContinues To Be Big And Consistent

Authentic Newness – Give The

Listeners Control

Be Who Your Listeners Want You To Be


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KPLX-FMDALLAS

Be Who Your Listeners Want You To Be.Be Where They Want You To Be.


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Be Fearless Create An Amazing


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KFI-AM

LOS ANGELES

Be Fearless. Create An Amazing

Listener Experience.

Great Radio Stations


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Great Radio StationsRevolve Around Relevance

They define and differentiate themselves

They understand the listeners, give them what they want and give them

access in the ways they want it

Their Personalities are the heart of their local neighborhood

They become part of the fabric of the Community, working to do good

They embrace an authentic newness – grasp and get in front of change– bring it to their listeners, trust and allow listeners to help run the

show

Great Radio Stations do all of this with a passion that feeds the

familiarity that makes listeners believe this is a true friend

They enable their advertisers to become part of the neighborhood, too

And Everyone Thrives

h i b di


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What is True About Radio

Radio reaches 9 out of 10 people in every demographic segment – in real, notdelayed time – every week

Radio reach and listening levels have remained big and consistent for virtually every demo including young people

More people listen to the radio than use the internet--and they use radio moreeveryday than they use the internet each day

Digital devices and online listening are in addition to, not instead of regularradio – heavy users of digital audio are also heavy radio listeners

Radio provides personal, emotional connections that can benefit advertisers

Radio offers psychographically and demographically targeted environmentsthat remain consistent and available 24/7

People hear and respond to Radio commercials

A Radio commercial has the same as or more impact as a TV commercial

Radio is by far the device most used and most valued in the car by every age

Radio gets your message to the most consumers just before they shop

: ADA 109 2011; A 2 2009, 2010, 2011 6 17 3 ; 2008, 2009, 2010 A D D, 6A;

2011; I D: 2011 A E , 7 2011, 2011 A B & A 2011 1854;

C A 2010; 2011 3 ; A. 2007 ; A/C/ D 2005;

A A/E 2011; , /C E 2010


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APositivePerspectiveofRadioandItsFuture2011 FINAL RevDnovideo

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