1. The Power
of Radio

2. Power of Radio
• Reach
• Resilience
• ROI
• Reinvention

3. Radio Reach Is Enormous
• Radio reaches 93%
of Americans with 235
million weekly listeners
• Radio reaches 96%
of adults 18-49 with
$75,000+ household
income
• Radio reaches 94% of
college graduates 18+
• Radio reaches 90% of
American teens
Source: Arbitron Radar – June 2008

4. Radio Listenership Is Growing
240,000,000 235 Million
Listeners
230,000,000
220,000,000
Radio’s total
210,000,000 audience has
grown 16%
since 1994
200,000,000
__________
Radio has
190,000,000 added six
million
listeners
since 2005
180,000,000
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: RADAR, Fall Survey Reports, Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume, 12+

5. Radio Listenership
vs. Newspaper Readership
% of U.S. Population
Radio is steady-Newspaper is in free fall
Sources: NY Times, Newspaper Association of America, Radio Advertising Bureau

6. Americans Spend The Majority Of
Listening Time With AM/FM Radio.
Percent of Time Spent Per Week by Audio Platform
2%
4%
AM/FM Radio
Satellite Radio
94%
Online Radio
Sources: Local AM/FM Radio – Radio Today/American Radio Listening Trends; Online Radio – Arbitron Edison Infinite Dial 2008 Report; Satellite – Fall 2006 National Satellite Report

7. Newspapers Are In Big Trouble
• In Detroit, newspaper delivery
has been reduced to three
days a week
• The Seattle P.I. printed its last
edition on March 17
• The Minneapolis Star Tribune
has filed for bankruptcy
• The Rocky Mountain News
closed on February 27
• The Tucson Citizen closed on
May 15
Source: The New York Times – 1/16/09

8. Significantly More People Listen
To Daytime Radio Than Watch
Primetime Network TV
• In Los Angeles, 94.7% of
Working Adults Listen to
Radio During the Week
• Only 51% Watch
Primetime Network TV
Source: Scarborough Research - 2008

9. DVRs Are Zapping The
Life Out Of TV Ads
• 27% of US homes have DVRs
• 63% of $100,000+ households
have a DVR
• 85% of DVR owners skip
75% of the ads
Source: Ipsos Mendelsohn Research | Source: Nielsen Nov 2008 Estimates | Content Agenda Aug 6, 2008

10. Radio Reaches 92 million More
People Each Week Than Google
Reaches In An Entire Month
Sources: Radar 97, June 2008 (Monday-Sunday, 24hrs, based on daily cume 18+) ; ComScore May 2008

11. Radio Is The Most
Cost Effective Medium
Cost Comparisons of Various Media (CPM)
Sources: Deutsche Bank, Media Dynamic, Universal McCann, Radio Effectiveness, RADAR and June 2007 (Arbitron); Nielsen Online and JPMorgan; www.radioadlab.com

12. The Internet Powers Radio’s Growth
• Entercom listenership
over the Internet grew
65% in 2008
• Entercom listenership
on mobile devices is
growing rapidly
Source: Webcast Metrics, December 2008, FlyCast Reports, Jan 09

13. Major Auto Study Recommends
Increasing Radio, Reducing TV
Share of Media Spend
“…the amount of radio consumed, its influence to purchase,
combined with lower costs makes it a stronger media option.”
— Prosper Technologies/Big Research – Dec 2008
Source: Prosper Media Allocation Model/Big Research - 2008

15. Case Studies

16. Wal-Mart’s Heavy Radio
Advertising Boosts Sales
• Heavy radio campaign boosted Halloween candy sales up double digits.
Radio helped advance Wal-Mart’s market share from 31 to 33 percent.
• Radio drove Wal-Mart’s exclusive sales of AC/DC’s CD to second largest
new album of 2008.
Source: Advertising Age, November 2008

17. Hershey’s Does More Radio Than
TV Advertising And Results Soar
•Hershey’s ad spending
increased 25% in 2008 and
earnings were up 98%
•CEO David West said that
Hershey’s has done more
radio than TV advertising and
“we've been feeling pretty good
about the brand responses.”
•Hershey’s plans to increase ad
spending by another 20% in
2009, continuing to focus on core
brands
Source: Advertising Age, October 16, 2008

18. Radio Drives Leads and New Business
for Wells Fargo Financial Services
•Exclusive Entercom
six-week campaign in select
markets simplified the
savings/investment process
and made it relevant and fun
for younger consumers
•Integrated campaign
generated tens of thousands
of leads for Wells Fargo.
Netbanker rated the program
A+.
“Radio Advertising A+”
NetBanker, March 2008

19. Radio Propels Unprecedented
Listener Response For Subaru Dealer
•Creative audio and video
cause-marketing campaign that
planted a tree for each test drive
•Carter Subaru planted over 11,000
trees during the campaign and
helped to reforest a natural reserve
outside of Seattle
•“It’s only natural for Subaru to
continue its engagement with
Entercom – a passionate radio
partner that consistently delivers
results.”
- Danny Levine, President NationAd
(Carter Subaru agency of record)

20. Testimonials

21. Google’s CEO knows:
Radio is highly undervalued
“Radio is greatly under monetized.
Look at the time people spend with radio
versus the money currently being spent
to advertise on radio – it’s out of whack.”
- Eric Schmidt, Google CEO - USA Today
Eric Schmidt

22. Radio Pulls Best for Citigroup
“In multiple, separate market comparison
tests of Citigroup ads in newspapers,
TV and Radio, Radio ads consistently
pulled the best response.”
— John Mittnacht, Director, Global Advertising, Citi Global Wealth Management
John Mittnacht

23. Scion Champions Radio
“Our marketing partners at Entercom
listened when we explained who Scion
targets. They created a grassroots
campaign that was viral and unique and
allowed our creative audience to express
themselves. The Snow Patrol Cover Art
contest was truly amazing!”
— Bobbi Simpson, Northwest VP Marketing - Scion

24. The Power
of Radio