Why radio Rab White Paper
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What triggers that Brain of yours when you head that favorite song of yours.
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Why radio Rab White Paper
- 4. A mass medium delivering audio content to passionate and loyal listeners across multiple platformsRADIO Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 5. RADIO TODAY RADIOLive Local Mobile Personal Social Interactive Experiential Engaging Emotional Immediate Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
- 6. On Air A mass medium capable of easily delivering your message to many people Targetable assuring the right people are exposed to your message A trusted medium and always available especially during times of crisis Online Digital capabilities offering interactive opportunities Complements and enhances on air campaign by reaching consumers using multiple touch points Delivers content wherever and whenever listeners want it On Target An environment that delivers consumers who are engaged and passionate about the content Offering companionship and information Exposure to the message when and where consumers are ready to buy or shop RADIO. IT’S ON. Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 10. RADIO BOASTS HIGHEST MASS REACH AMONG POPULAR MEDIA 93% 92% 95% 87% 77% 89% 50% 44% 57% 43% 52% 51% 80% 89% 93% 37% 40% 55% Adults 18+ P18-34 P35-49 Radio TV PC TV-Connected Devices Smartphone Tablet Source: Nielsen Comparable Metrics Report Q2 2016 Weekly Reach (% of Population) Presentation courtesy of the Radio Advertising Bureau, 2016 – All Rights Reserved
- 11. 93% 81% 75% 80% 71% 51% 51% 39% 35% 13% 10% Listened to Radio Past 7 Days Watched Broadcast TV Past Week Watched Any Non-Premium Cable Past Week Used Cellphone to Access Internet Visited Facebook Past Month Visited YouTube Past Month Read Any Newspaper Past Week Used Netflix Past Month Visited Pandora Past Month Listened to Satellite Radio Past Week Visited Spotify Past Month HIGHEST REACH AMONG ALL MEDIA OPTIONS Adults 18+ Source: Scarborough USA+, 2016 Release 1 Adults 18+ (February 2015 – April 2016) Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 12. 91% 87% 80% 72% 72% 64% 52% 46% 44% 17% 10% Listened to Radio Past 7 Days Used Cellphone to Access Internet Visited Facebook Past Month Watched Any Non-Premium Cable Past Week Watched Broadcast TV Past Week Visited YouTube Past Month Used Netflix Past Month Read Any Newspaper Past Week Visited Pandora Past Month Visited Spotify Past Month Listened to Satellite Radio Past Week HIGHEST REACH AMONG ALL MEDIA OPTIONS Adults 18-34 Source: Scarborough USA+, 2016 Release 1 Adults 18-34 (February 2015 – April 2016) Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 13. 93% 81% 80% 75% 71% 51% 51% 39% 35% 13% 10% Listened to Radio Past 7 Days Watched Broadcast TV Past Week Used Cellphone to Access Internet Watched Any Non-Premium Cable Past Week Visited Facebook Past Month Visited YouTube Past Month Read Any Newspaper Past Week Used Netflix Past Month Visited Pandora Past Month Listened to Satellite Radio Past Week Visited Spotify Past Month HIGHEST REACH AMONG ALL MEDIA OPTIONS Adults 25-54 Source: Scarborough USA+, 2016 Release 1 Adults 18+ (February 2015 – April 2016) Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 15. CONSISTENT REACH LEVELS Source: Nielsen Audio, RADAR® 127-131, December 2015, March 2016 – December 2016 (Monday-Sunday 24-Hour Cume Estimates, All Radio) 91% 91% 92% 93%91% 91% 92% 93%91% 91% 92% 93%91% 91% 92% 93% P18+ P18-34 P18-49 P25-54 Dec '15 Mar '16 June '16 Sep '16 Dec '16 A MEDIUM FOR ALL SEASONS Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 16. 72% 68% 76% 77% 81% 78% 82% 84% 80% 79% 83% 84% 55% 61% 60% 58% P18+ P18-34 P25-54 P35-64 RADIO PEAKS DURING THE WORKDAY How to read: Each week in the 3-7p daypart, radio reaches 83% of Adults 25-54. Source: Nielsen Audio, RADAR 131, December 2016 (Persons 18+, 18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio) Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved 6-10A 10A-3P 3-7P 7P-12M 6-10A 10A-3P 3-7P 7P-12M 6-10A 10A-3P 3-7P 7P-12M 6-10A 10A-3P 3-7P 7P-12M
- 17. PEOPLE LISTEN AND LISTEN
- 21. RADIO’S TSL IS CONSISTENT ACROSS ALL GROUPS 32:32 47:58 25:26 13:04 13:34 13:52 3:58 4:09 4:00 6:41 7:43 5:01 12:01 12:47 14:31 3:47 3:53 1:49 Adults 18+ African-Americans 18+ Hispanics 18+ TV Radio TV-Connected Devices PC Smartphone Tablet WEEKLY TIME SPENT – ELECTRONIC DEVICES Source: Nielsen Comparable Metrics Report Q2 2016 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved HRS:MIN Weekly
- 22. RADIO IS AN IMPORTANT PART OF TWEENS’ AND TEENS’ DAILY MEDIA Avg Time Among All % Who Use Avg Time Among Who Use Tween Teen Tween Teen Tween Teen Total Time Spent Listening to Music :51 1:54 57% 81% 1:29 2:20 Computer :02 :16 3% 12% --- 2:11 Smartphone :10 :41 12% 40% 1:25 1:41 Tablet :06 :07 10% 8% :57 1:36 Radio :20 :27 34% 34% :58 1:20 CDs :04 :05 5% 6% 1:13 1:16 iPod/MP3 Player :09 :18 12% 17% 1:17 1:46 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Source: The Common Sense Consensus: Media Use by Tweens and Teens , 2015 Tween: 8-12 yrs Teen: 13-18 yrs
- 23. • 2011 highlights 93% retention • 2006 highlights 92% retention • No time shifting • No below the fold • No load times Sources: 2011 Nielsen Audio, Media Monitors, and Coleman Insights NO COMMERCIAL SKIPPING Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved RADIO LISTENERS ARE RECEPTIVE TO ADS
- 24. RADIO IS IMPORTANT TO LISTENERS
- 25. 53% 65% 66% 69% No Broadcast Radio Broadcast Radio < 1 Hour Broadcast Radio 1-2 Hours Broadcast Radio > 2 Hours Facebook: Daily Usage How to read: Among those who listen to Broadcast Radio more than two hours a day, 69% use Facebook daily. Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Source: NuVoodoo, Based on 1,100 respondents 14-54 in PPM markets, 2015 RADIO LISTENERS USE SOCIAL MEDIA HEAVY RADIO LISTENERS ARE FACEBOOK FANS, TOO
- 26. LISTENERS FAVOR RADIO OVER FACEBOOK Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 27. BROADCAST RADIO PLAYS MORE “LIKED” SONGS THAN PANDORA 5.7 5.8 5.5 6.0 5.6 6.1 5.9 5.2 5.5 5.6 5.5 4.8 4.9 5.3 Total CHR P1 AC/Variety Hits P1 Country P1 Rock/Alt P1 Classic Rock/Hits P1 Urban/Urban AC P1 Imagine you tune into the station you listen to most for music and listen to the next 10 songs. How many will be songs you like a lot? Imagine you start a session on Pandora and listen to ten songs without skipping any of them. How many will be songs you like a lot? Source: NuVoodoo, Based on 1,100 respondents 14-54 in PPM markets, 2014 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 29. RADIO: MOST USED SOURCE FOR MUSIC DISCOVERY AM/FM Radio 29% Friends/ Family 22% YouTube 10% Pandora 8% Sirius XM 4%Facebook 4% Spotify 3% Others, 17% 2016 Source: The Infinite Dial 2016 – Edison Research / Triton Digital Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With New Music Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 30. 87% 69% 65% 61% 56% 29% 11% 10% TV Laptop/ Computer Radio Newspaper/ Magazines (paper) Cell Phone Tablet Smart TV/ Game Console E-reader % Using each medium last week to get news AMERICANS TURN TO RADIO FOR NEWS Source: The Media Insights Project, 2014; based on a nationally representative telephone survey of 1,492 adults , Jan 9 -Feb 16, 2014 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 31. Prizes 13% Sports 18% Charitable Events 20% Traffic 24% Weather 26% Music Surprises 28% Talk Shows 32% Emergency Info 33% Escape Life’s Pressures 33% RADIO’S EQUATION Main Reason for Listening to Radio MUSIC + INFO + EMOTION Source: Jacobs TechSurvey 12, 2016, n-39503 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Discover New Music 33% What’s Going On Locally 36% Get in a Better Mood 40% News 41% Keeps Me Company 47% In the Habit 51% Like to Work with Radio 55% DJs/ Hosts/ Shows 58% Hear Favorite Songs 64%
- 32. RADIO IN-CAR
- 33. MOST CHOSEN IN-CAR FEATURE 25% 25% 34% 45% 48% 68% 80% HD Radio Satellite Radio Streaming Internet Radio/ Streaming Music Service Satellite Radio MP3 Smartphone Player Access CD Player AM/FM Radio Source: Ipsos In-Car Audio Study, February 2015 Q: Disregarding any associated costs, if you could select only up to 3 of the following options to be available on your next car entertainment systems, which 3 would you select? Preference for Entertainment Options in Next Car Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 36. TIME SPENT LISTENING IN-CAR Source: Edison Research: Sharing the Road: The Changing In-Car Audio Space, 2016 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 37. RADIO IN-CAR HAS GREATEST SHARE Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Source: Edison Research: Sharing the Road: The Changing In-Car Audio Space, 2016
- 41. 67% 28% 39% 15% 11% 13% 4% AM/FM Radio CD Device that connects to car stereo so all can hear Device that plays through its speakers so all can hear Device you play through headphones and only you hear SiriusXM Radio In-Dash App RADIO OUTRANKS PERSONAL DEVICES FOR MUSIC IN-CAR AMONG MILLENNIALS Source: Nielsen Music 360 2015 Report Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Thinking about the past 12 months, how do you typically listen to music while in car? Base: Listens to music while in car, Millennials
- 43. MOST USED IN-CAR AUDIO SOURCE WEEKDAYS Among those who spend at least some time in a car 93% AM/FM Radio 42% Personal Music 25% Talking on phone 23% Satellite Radio 14% Pandora 9% Other streaming services 7% Podcasts 5% Audio Books Source: Jacobs TechSurvey 12, 2016 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved average weekday – multiple answers allowed
- 45. THE BATTLE FOR THE DASH All major auto brands offered factory-installed HD Radio Technology as of 2014 Brands with HD Radio Technology Vehicle Lines with HD Radio Technology HD Radio as Standard Equipment 90+ 2010 2011 2012 2013 2014 185+ 35 76 166 33 67 154 28 61 109 21 36 86 16 Source: iBiquity Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 46. RADIO ACROSS PLATFORMS AND DEVICES
- 47. Source: 1) Pew Research Center, January 2016 LISTENERS TAKE THEIR AUDIO ON THE GO • On-demand content delivering sports, music, information and entertainment downloads whenever and wherever the listener wants it • 87% of smartphone owners ages 18-29 have listened to an online radio or music service on their phone.1 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 48. TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL Expanding Radio’s delivery platforms to create an interactive, engaging and highly communicative environment via devices and apps Image Source: Tune-In and iHeartRadio Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 49. FM RADIO EXPERIENCE ON SMARTPHONES Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Delivers real-time view of what’s playing on-air Live interaction with favorite local radio stations Use 3x less battery and 20x less data compared to streaming radio apps Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
- 50. Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/ Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved As of January 2017: • Over 10.5 million app downloads • Nearly 16,000 FM radio stations tuned to from the app • Over 26 million hours of listening through NextRadio • And 4/5 in Google Play Store user rating
- 51. “Content cards” provide information and highly relevant interactive tools: • Click to buy (song or other related content) • Upcoming concerts and album releases for artist currently playing • Recent station playlist DELIVERS RELEVANT INTERACTIVITY Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/ Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 52. MORE TECHNOLOGY THAT CONVERTS LISTENING TO ENGAGEMENT Technology converts radio listening into an engaging user experience, empowering listeners to see what they hear and take action. Image Source: Clip Interactive Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 53. PULLING DIGITAL CONTENT ONTO DEVICES Click here to view Clip Interactive case studies Image Source: Clip Interactive Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 54. HD Radio 25.1MM Vehicles equipped with HD Radio Podcasts 98MM Americans have ever listened to a podcast Streaming Nearly 7900 streaming stations in 2015 RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING Source: HD Radio stat from iBiquity/HD Radio, 2016; The Infinite Dial 2016 – Edison Research / Triton Digital; Inside Radio / M Street Corp., December 2016; No Canadian or Mexican stations are included Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 60. RADIO VS. OTHER AUDIO OPTIONS
- 62. AM/FM RADIO REACHES SIGNIFICANTLY MORE PEOPLE THAN DIGITAL AUDIO 72% 14% 6% AM/FM Radio Pandora Spotify AM/FM Radio has 5X the daily reach of Pandora AM/FM Radio has 12X the daily reach of Spotify % of Adults 18+ who listen daily Source: Source: Edison Research, “Share of Ear,” Q4 2015-Q1 2016, Q2-Q3 2016. Persons 18+ Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 63. HEAVY PANDORA USERS ARE HEAVY BROADCAST RADIO LISTENERS Source: NuVoodoo study based on 1,110 respondents 14-54 in PPM markets - released 2014 Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
- 64. CHANGING VIEWS OF PANDORA LISTENERS 0% 10% 20% 30% 40% 50% 60% Computer/mobile device negative Miss hearing people Too many political spots Not enough music discovery Too many songs I don't like Gets boring Too predictable No local information Using other services Commercials are annoying Can't skip enough songs 2015 2014 Source: Jacobs TechSurvey 11, 2015 NA Among those listening less Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
- 66. RADIO DRIVING INFLUENCE AND BEHAVIOR Radio Advertising topped Television, Social Media, and Direct Mail and was 2x as effective as Newspapers in influencing Healthcare choices. As a consumer gets closer to buying a vehicle, advertising influence goes up with Radio edging out all others in last 30 days. Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved Source: Automotive and Healthcare F.C.T. Reports 2013 & 2014, Radio Advertising Bureau and Presslaff Interactive
- 67. Source: Nielsen Studies 2014-2016 $23 $21 $17 $15 $14 $9 $6 $4 $3 $3 $2 $2 Dept Stores TelcoMass Merch Home Imprvt Snacks Beer Soft Drinks Candy QSR Bfast Bar Grocery Auto Aftermkt $10:$1 average Radio payback per $1 investment Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved RADIO HAS POSITIVE IMPACT ON PRODUCT SALES
- 68. % Who Shopped At Retailer % Retailer's Market Share RADIO ADS BROUGHT IN MORE CUSTOMERS AND LIFTED MARKET SHARE Source: Nielsen Buyer Insights (NBI), Sales Effectiveness Analysis, Auto Aftermarket Retailer, Persons 18+. Unexposed: 12,329; Exposed: 14,147. Pre-period = 3/1/15-6/30/15. Test period = 3/1/16-6/28/16. +48% Not only did AM/FM Radio grow the client’s sales, Radio increased the number of new vs existing customers by 64% when the ads were running. Not Exposed to Radio Ads Not Exposed to Radio Ads Exposed to Radio Ads Exposed to Radio Ads +71% Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
- 69. RADIO REACHES YOUR TARGET
- 70. REACHING MAIN STREET CONSUMERS 94% A18+ who drank any iced specialty coffee – past week A18+ whose household plans lease a vehicle in the next 12 months 93% A18+ whose household plans to buy/lease new luxury vehicle in the next 12 months A18+ whose household plans to buy a Smart TV in the next 12 months 92% A21+ whose household has a home mortgage A18+ who household used a personal attorney in the past year Source: Scarborough USA+ 2015 Release 1 (February 2015 – April 2016) Presentation courtesy of the Radio Advertising Bureau, 2017– All Rights Reserved
- 71. RADIO AND ITS PERSONALITIES A Friend Within the Community
- 75. On Air A mass medium capable of easily delivering your message to many people Targetable assuring the right people are exposed to your message A trusted medium and always available especially during times of crisis Online Digital capabilities offering interactive opportunities Complements and enhances on air campaign by reaching consumers using multiple touch points Delivers content wherever and whenever listeners want it On Target An environment that delivers consumers who are engaged and passionate about the content Offering companionship and information Exposure to the message when and where consumers are ready to buy or shop RADIO. IT’S ON. Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved
Notas do Editor
- Radio is live, local. It is the original mobile and social medium. It creates interaction between listener and station and offers the opportunity to experience and sample products and services.
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- There are other options available to consumers like Clip Interactive. Clip Radio is an app that allows listeners to clip something they’ve heard on their favorite radio station and instantly places it on their smartphone. You can clip songs, enter to win, coupons, and even “buy it now”. The app listens when you listen to detect the station you’re listening to and delivers free music and exclusive offers from the radio station and their advertising partners.
- This illustration shows the different ways that a listener can get content. They can listen to music, have the opportunity to win a contest, answers surveys, watch a video and receive offers. The listener is “pulling” the information that they hear and placing onto their device. There are some specific case studies on rab.com