Radio Delivers Massive Reach in Real Time - Nielsen Audio · Radio Delivers Massive Reach in Real...
Transcript of Radio Delivers Massive Reach in Real Time - Nielsen Audio · Radio Delivers Massive Reach in Real...
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Radio Delivers Massive Reach in Real Time
LANDSCAPE
2013
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“What any content company aspires to is impact, and the best way to create impact is
simultaneous mass.
And the only way to reach simultaneous mass is by getting something on the radio.”
Mark Shimmel, COO, Epic Records
Source: Advertising Week 2012 Conference
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Delivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
Thriving
PART 1
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mass reach
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Radio remains important to listeners “Favorite songs” and local personalities
rank highest
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
Radio’s Assets Drive Its Mass Reach
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4 emotional triggers that listeners value….
A radio on while they
work
Gets them get
in a better mood
A feeling
of companionship
An escape from
pressures of everyday life
Radio’s Assets Drive Its Mass Reach
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners
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243 Million today’s radio audience
Source: RADAR 116 March 2013, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates), 395,844 sample
If the radio audience were a country, it
would be the 4th largest in the world!
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90% of every age segment weekly
OVER
radio reach
Source: RADAR 116 March 2013, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates), 395,844 sample
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Nearly Everyone Uses Radio. In Real Time. Every Week.
92% 91% 92% 95% 94% 95% 93% 95% 95% 95% 95%
P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp18-49
AA/Blk18-49
W 25-54 P 18-49Col Ed,
HH $75K+
P 18-49Col Ed
M 25-54Emp
Weekly Radio Usage
Source: RADAR 116 March 2013, Mon-Sun 6A-Mid
Radio reaches over 90% of virtually every segment of the population.
That has been true year after year and remains true today.
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Radio Has Greatest Weekly Reach of
Young Adults vs. Other Media
Source: Scarborough USA+, Release 2 2012 USA Adults 18-34 (Sample Size: 28,781)
94%
51%
81% 80%
91%
Listened to RadioPast 7 Days
Read AnyNewspaper Past
Week
Watched Any TVPast Week (M-Su,
5a-2a)
Watched Any Non-Premium Cable Past
Week
Spent Any Time onInternet Past Week
Weekly Media Exposure
Adults
18-34
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Radio’s Weekly Reach of Adults
Is Greatest of Major Media
Source: Scarborough USA+, Release 2 2012 USA Adults 25-54 (Sample Size: 86,420)
94%
58%
87% 82%
85%
Listened to RadioPast 7 Days
Read AnyNewspaper Past
Week
Watched Any TVPast Week
Watched Any Non-Premium Cable Past
Week
Spent Any Time onInternet Past Week
Weekly Media Exposure
Adults
25-54
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Radio Delivers Prime Consumer Targets
94% 94% 93% 94%
Purchased Women'sBusiness Clothing
(in past year)
HH Planning to Buy/Lease aNew Compact Car
HH Financed HomeMortgage
Frequent Fast FoodRestaurants
(10x past month)
Source: Scarborough USA+ 2012 Release 2 (12 months only)
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% Share of Audio Usage by Source Average Weekday – Adults 18-64
Radio’s Share of Audio Usage Dominates Throughout the Day
Source: 2013.1 MBI USA TouchPoints
Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
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Radio Dominates Among Audio Options
5% 9%
13% 15%
57%
MusicStreaming
Service
SatelliteRadio
iPods / MP3players
CD PlayersAM/FM Radio
Non-Exclusive Daily Reach (%) by Audio Source - A18-64
Adults
18-64
Source: 2013.1 MBI USA TouchPoints
Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
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Young Adults Prefer Broadcast Radio
8% 9%
16%
20%
51%
MusicStreaming
Service
SatelliteRadio
CD PlayersiPods / MP3players
AM/FM Radio
Non-Exclusive Daily Reach (%) by Audio Source - A18-34
Adults
18-34
Source: 2013.1 MBI USA TouchPoints
Note: AM/FM Radio includes radio station streams; Music Streaming Service includes iHeartRadio, Pandora, Rdio, Slacker, Spotify, etc.
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1%
4%
10%
11%
16%
58%
HD Radio
Online Radio
Satellite Radio
iPod/Mp3 Player
CD player
AM/FM Radio
% Using “Almost All of the Time” or “Most of the Time” In The Car
AM/FM Radio Is The King of In-Car Media
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Base: Driven/Ridden in Car in Last Month, age 18+
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% Population/Household Penetration
The Second Most Used Platform Today
Source: TV HH, Nielsen Cross Platform Report March 2013; wkly Radio, Arbitron RADAR 116 March 2013 M-Su M-M; Internet, Pew Internet & American Life
Project Setptember2012 Study; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS November 2012 Nielsen Report;
Online Radio, Smartphones, iPods/MP3s, Tablets and Social Net Usage Edison Media Infinite Dial: 2013; Hi speed Internet Access from Pew Internet &
American Life Project May, June 2012 Tablets Pew Internet & American Life Project October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012
12 Month; Twitter, Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users.
Interviews were conducted in English and Spanish and on landline and cell phones
95 92 88
81
70
60 58 53 51
47 46
33 32 29
13 10
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On a 7-day average, how long do people
listen to the radio each day?
QUESTION:
ANSWER:
2hrs 36min
Source RADAR 116 March 2013 Monday-Sunday 6AM-Midnight for Persons 12+
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Radio Accounts for Second Largest Share
of Adult Consumers’ Media Usage
Source: 2012.2 MBI USA TouchPoints / Note: TV includes time-shifted viewing; AM/FM Radio includes radio station streaming; Internet excludes email,
but includes internet usage via PC, mobile, tablet, and eReader; Newspapers and Magazines include digital readership; Book includes via print, PC,
mobile, tablet, and eReader; Streaming Movie includes via PC, mobile, tablet, and eReader.
.
Share of Daily Media Minutes
Adults 18-64
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Radio – The Original Social Network Connects with Young Adults
Source: comScore Inc Ratings for February 2013 Average Daily Unique Visitors 18-34, factored to include mobile and pc; RADAR 116 March 2013, P18-34, 6A-12M
On a typical day in the USA,
of people 18-34: • 65% more will use
Radio than will go to Google Search
• 70% more will use Radio than will go to Facebook
• 150% more will use Radio than will go to YouTube
• 850% more will use Radio than will go to Twitter
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29 28
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Every day, more than 2/3 of people 18-34 invite Radio to be a major part of their lives
RADIO
Adults
18-34
In Millions
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8%
14%
15%
16%
30%
37%
39%
41%
44%
55%
73%
78%
Spotify
iHeartRadio
Music Blogs
SiriusXM Satellite Radio
Information/Displays at Local Store
Apple iTunes
Pandora
Music Television Channels
YouTube
Friends/Family
AM/FM Radio
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
AM/FM Radio Is The Top Source
For Music Discovery
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn About and Keep Up-To-Date With New Music
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consistent performance
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Men and Women Tune-in Weekly
Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-Mid Weekly Cume ) Men 18+ and Women 18+ Listeners
106,740 107,112
Mar '12 Mar '13
Men 18+ (000)
111,931 112,519
Mar '12 Mar '13
Women 18+ (000)
And spend more than 2-1/2 hours a day with AM/FM radio
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16,518 15,303
17,191 16,788
Mar'12 Mar'13
Multi-Cultural Radio Listening Remains
Consistently Strong
Women 18+ (000)
12,337
14,247
12,674
14,600
Mar '12 Mar '13
And spend more than 2 hours a day with AM/FM radio
Men 18+ (000) Women 18+ (000) Men 18+ (000)
Hispanics African-American
Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-Mid Weekly Cume) Hispanic and African-American Men 18+ and
Women 18+
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More Young People Listen to Radio Each Year
66,407 66,476
50000
52000
54000
56000
58000
60000
62000
64000
66000
Adults 18-34 (000)
Mar '12 Mar '13
Source: RADAR 112 March 2012 and RADAR 116 March 2013, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates) Adults 18-34
And spend nearly 2-1/2 hours a day with AM/FM radio
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Satellite Radio Doesn’t Deliver Consumer Targets in USA or Top Markets
94% 95% 93% 94% 92% 93% 92% 93% 93% 93% 93%
11% 9% 11% 10% 9% 13% 14%
11% 10% 12% 12%
USA LA NY Chicago SF Phila Wash DC Atlanta Boston Dallas Houston
Radio Listen to Satellite Radio
Source: Scarborough Release 2 2012 (Aug 2011 – Aug 2012) Adults 18+, M-Su 6a-Mid Metro Area
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strategic timing
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listening to radio is live, not later • Messages are delivered when and where
they will perform best for an advertiser
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38%
53%
0%
10%
20%
30%
40%
50%
5 am-9 am 9 am - 5 pm
Radio TV Internet Magazine Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun.
Radio Reaches More Young People Than
Any Other Medium From 5 a.m. – 5 p.m.
Adults
18-34
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Radio Is the Most Used Medium Closest to the Point of Purchase
81.8 %
0% 20% 40% 60% 80% 100%
Radio
TV live
Internet via pc
Other computer applications
Music/audio (no radio)
Other media
Mobile
TV DVD
TV DVR
Games
Books
Newspapers
TV VOD
Magazines
Other reading
Newspapers online
E-books
Magazines online % of Weekday Afternoon Reach
Source: 2012.2 MBI USA TouchPoints
Adults
18-49
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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
(1P-2P)
% of Adults Shopping By Time of Day
Persons 25-54
Shopping Peaks Between 1 – 2 P.M.
Source: 2012.2 MBI USA TouchPoints
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40%
29%
15%
6% 6% 5%
37%
23%
12%
4% 5%
4%
31%
17%
8%
3% 3%
1%
22%
9%
5%
2% 1% 1%
0%
10%
20%
30%
40%
AM/FM Radio Live TV Internet Mobile web/App Social Networking Print
2 hours before 90 minutes before 1 hour before Half-hour before
Adults
25-54
Radio Is the Strongest Pre-Shopping Medium
Source: 2012.2 MBI USA TouchPoints
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When The Lights Go Out…
Sandy
Arrives
The Day
After
Sandy
Leaves
Market
% Inc.
10/29 Avg
vs. 10/22
% Inc.
10/30 Avg
vs. 10/23
% Inc.
10/31 Avg
vs. 10/24
NY Metro 70% 8% 12%
Nassau-Suffolk 245% 40% 27%
Middlesex-
Somerset Union 195% 57% 43%
Stamford/Norwalk 367% 63% 79%
Staten Island 42% -3% 47%
Monmouth NJ 247% 69% 153%
October 29th 2012
Hurricane Sandy
Source: PPM New York Metro by County, November Wk 2-3 2012, Mon. 7p-12m, Tues. 6a-12m, Wed. 6a-12m, P6+PUMM
radio goes on
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for additional information…..
www.arbitron.com
www.katz-media.com/ourcompanies/RA/Pages/main.aspx
www.rab.com
www.radioadlab.org
www.radiomercuryawards.com
www.researchexcellence.com
www.thebestofradio.com
www.raisingthevolume.com
www.mediabehavior.com/what-we-do (USA TouchPoints)
Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of any of the above, and such use may constitute an infringement of the holder's rights.
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Catch Parts Two and Three…
Let’s look up Radio’s reach in your market at www.my.arbitron.com
For a copy of the presentation visit www.arbitron.com/radiotoday
Radio Delivers Massive Reach In Real Time
Radio Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction