RADIO: AMERICA’S #2 LEISURE ACTIVITY
Radio is a fixture of everyday American life. According to a recent AMS study, two-thirds of Americans listen toradio at least once a day (that’s up 5% from last year) and 80% say they usually listen in the car (up 10% fromlast year). The vast majority of Americans listen to the Radio as much as, if not more, than they did last year.The most recent Veronis Suhler Stevens annual Communications Industry Forecast confirmed these findings.The study noted that Americans spent over 60 leisure hours per week with personal entertainment that includemedia, music, reading and electronics.Radio occupies one-quarter of this leisure time,second only to Cable TV,exceeding Broadcast TV by nearly three hours a week. As one of the big three media and leisure activities,Radio occupies 60% more time than the combined total spent with newspapers, magazines and the Internet.Has American’s time-spent with Radio declined during this era of increasing digital offerings? The VeronisSuhler forecast says that, like all traditional media sources, Radio time-spent has declined. But it dropped byless than six percent in the last five years. Meanwhile, Broadcast TV and newspapers are dropping at doublethat rate, as each segment has declined by 12% since 2002.
* Recorded Music, Newspaper and Magazine categories do not include those downloaded or viewed on the internet –those are included in “Internet” category** Home Video includes VHS & DVD’s only. PPV & VOD are includedin Cable; DVR viewing is included in appropriate TV category. Cable includes satellite.
Source: Veronis Suhler Stevens Communication Industry Forecast 2008, AMS Study August 2008
Veronis Suhler Stevenson Communication Industry Forecast
America’s Leisure Time Spent trends2002-2008
Hours per person per week
R a d i o i s # 2
H o u r s p e r p e r s o n p e r w e e k
RADIO: PART OF THE FABRIC OF AMERICAN LIFE
RADIO: THE #1 WAY TO REACH CONSUMERS AT WORK
Americans spend 60% of their waking hours at work, more than ever before. For marketers, reaching potentialconsumers at work is more important than ever. More consumers are multitasking during the workday. Thegovernment’s recent “Time Use” study says that 1 in 5 American workers shop at lunchtime and 1 in 4 shopon their way home from work. More hours working, coupled with the increased price of gas, makes runningerrands during and after work more costly for the consumer, but more valuable to the marketer. Reachingconsumers while at work, when they are close to the point-of-purchase, is critical.Radio provides a significant opportunity to deliver the Americanworkforce to marketers. New Arbitron PPMdata suggests that AQH listening to Radio is higher among working people than non-working persons. Insome PPM markets, radio listening for working people is almost 84% higher. The legendary Erwin Ephronrecently said, “Radio has the best attentiveness package of any medium.” In addition to conscious awareness(i.e., listening), radio also delivers low involvement awareness(i.e., hearing) that can’t be shut off. In otherwords, eyes can close but ears cannot. Clark Gable famously learned his movie roles by having them read tohim while asleep. This worked because the human brain processes everything that the ears hear. This alsomeans that people who hear the Radio while multitasking –like driving from work to the store; sitting a workmaking a list of lunchtime errands --process the relevant messages they receive through their ears.
Big Research Oct’08, U.S. Bureau of Labor Statistics 2007, Ephron on Media Sep08