Radio.

Its
On.

RADIO
A mass medium delivering audio
content to passionate and loyal
listeners across multiple platforms

RADIO TODAY

RADIO. ITS ON.

Over 244

Million

P12+ tune

in to

radio
every week

Source: Nielsen Audio, RADAR 120, March 2014 (Persons 12+, Monday-Sunday 24-Hour
Cume Estimates)

RADIOS REACH

92%

of Americans 12+
every week

Source: Nielsen Audio, RADAR 120, March 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly
Cume Estimates)

HIGHER REACH VS. OTHER MEDIA

OPTIONS
Adults 18-34

Source: Scarborough USA+, Release 2 2013 USA Adults 18-34

HIGHER REACH VS. OTHER MEDIA

OPTIONS
Adults 25-54

Source: Scarborough USA+, Release 2 2013 USA Adults 25-54

HIGHER REACH VS. OTHER MEDIA

OPTIONS
Adults 18+

Source: Scarborough USA+, Release 2 2013 USA Adults 18+

CONSISTENT TIME SPENT WITH

RADIO
Even Among Heavy
Users of Other Media

Hours:Min

Source: The Infinite Dial 2013 Nielsen Audio, Edison Research

MORE TIME SPENT

THAN EIGHT OTHER AVAILABLE
MEDIA

LISTENERS CHOOSE RADIO OVER

FACEBOOK

THE SOURCE FOR MUSIC

DISCOVERY
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music

Base: Those saying it is Very Important or Somewhat

Important to Learn
About and Keep Up-To-Date With New Music
(47% of total P12+ population)
Source: The Infinite Dial 2014 Edison Research / Triton Digital

RADIO IS THE TOP IN-CAR DEVICE

86%

of drivers cite

radio
as their
primary incar
entertainment
device

Source: The Infinite Dial 2014 Edison Research / Triton Digital

AND THE MOST USED IN-CAR

DEVICE
% Using Almost All of the Times or Most of the Times in the Car

Base: Driven / Ridden in Car in Last Month, Age 18+

Source: The Infinite Dial 2014 Edison Research / Triton Digital

CONSISTENT AUDIENCE TUNE-IN

Over
151/3
Hours
Per
Week

M 18+

Nearly
131/2
Hours
Per
Week

W 18+

Source: Nielsen Audio, RADAR 120, March 2014, (Monday-Sunday 24-Hour Weekly TSL
Estimates)

TUNE-IN TIME HIGHER AMONG

HISPANIC
AND AFRICAN AMERICAN
LISTENERS
14.9
Hours

14.9
Hours

14.5
Hours

African American listeners and

Hispanic listeners
(versus
General
Market,
PWeekly
25-54)
Source: Nielsen Audio,
RADAR 120, March
2014, (Monday-Sunday
24-Hour
TSL
Estimates)

TECHNOLOGY DELIVERS RADIO

BEYOND THE DIAL

Technology has expanded

Radios delivery platforms
to create an interactive,
engaging and highly
communicative
environment

FM-ENABLED SMARTPHONES

Over the next 3 years

30phones
million
will have
an
FM Chip

To date, over:
240,000 app downloads
7,700 FM radio stations tuned to from the
app
190,000 hours of listening through
Source: NextRadio + TagStation Insights
NextRadio

Source: NextRadio + TagStation Insights

TRENDS

Source: NextRadio + TagStation Insights

21

RADIOS DIGITAL OFFERINGS ARE

STEADILY INCREASING

Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included
(HD Radio stat from iBiquity/HD Digital Radio Alliance, 2014); The Infinite Dial 2014 Edison
Research / Triton Digital

124
Million

P12+ have listened to

online radio
in the past month
(am/fm streams or internet only streams)

Source: The Infinite Dial 2014 Edison Research /

Triton Digital

ONLINE RADIO LISTENING

COMPLEMENTS BROADCAST
RADIO

82
%

18
%

% of weekly Online Radio

listeners who listen to
Broadcast Radio
(versus those who do not)
Source: The Infinite Dial 2013 Nielsen Audio,
Edison Research

BROADCAST RADIO LISTENED

TO MORE BY
PURE-PLAY LISTENERS

Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American
online adults, aged 18+ ; Sample: 1,017 American adults; of these, 323 identified themselves
as Pandora users (used an Internet-only audio service in the past month; and at least
sometimes use Pandora)

25

LISTENERS TAKE THEIR AUDIO ON

THE GO

On-demand content delivering

sports, music, information and
entertainment downloads whenever
and wherever the listener wants it

66% of Smartphone users listen to

online radio every week

55% of listeners said they listen to

their favorite personalities on
computers or mobile devices when
away from a radio

Tablet and Smartphone users overindex for weekly AM/FM radio listening

Source: The Infinite Dial 2014 Edison Research / Triton Digital; USC, Annenberg School for
Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.
People With a Favorite Radio Personality in LA; Scarborough USA+ Release 2 of 2012

EXPANDING THE TWO-WAY

DIALOGUE
Applications like Facebook and
Twitter allow listeners to
publish audio, receive song and
station event updates
Expanding the listener and
station relationship
70% of people with favorite
Radio personalities follow them
Databases and outbound texting
ability remain a source for
targeted marketing by
advertisers
Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June
2012,
Woodley, P. and Movius, L

RADIO DOMINATES THE 9 TO 5

WORKDAY
BROADCAST
RADIO

How to read: 48% of

Adults 25-54 tune in to
radio during the 9-5
workday.

Source: GfK MRI MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase

Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM

REACHING LISTENERS OUTSIDE OF

THEIR HOME

WHILE THEY ARE LISTENING IN

CAR

Source: GfK survey done for the Consumer Electronics Association, 2013

AND THROUGHOUT THEIR BUSY

DAY

CLOSEST TO THE POINT OF

PURCHASE

STRONGEST PRE-SHOPPING MEDIUM

LEADING INTO 2PM PEAK SHOPPING
HOUR

INLFUENCING WHERE TO SHOP FOR

CARS

INFLUENCING HOME IMPROVEMENT

PROJECTS

RADIO ADS DRIVE ACTION, BEHAVIOR

AND RESPONSE

Base: Visited a Supermarket, Department Store, Retail

Shop or Restaurant in Past 24 Hours
Source: The Infinite Dial 2013 Arbitron, Inc. /
Edison Research

RADIO SPARKS BRAND

CONVERSATION

RADIO IMPROVES MARKETING

OBJECTIVES

Visit RAB.com for additional case studies

REACH INCREASES WHEN RADIO

IS ADDED
TO A TV CAMPAIGN

MORE RADIO BOOSTS CAMPAIGN

ROI
Reallocation of existing
ad budgets to give

Radio 20%
share of spend

increases overall
campaign

ROI by 8X

Source: Radio Advertising Bureau UK 2013

AN EMOTIVE MEDIUM

A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES

Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64

DRIVEN BY AN EMOTIONAL
CONNECTION
TO RADIO PERSONALITIES
82
%

A personal,
parasocial
interaction with
their favorite radio
personality

Follow their
favorite
personality/radio
station on social
media

79
Listen longer to %
the radio stations
because their
favorite
personality is on
the air

70
%

Talk to their friend

about their
favorite
personality or
program content

70
%

Consider radio
personalities to be
a good or best
friend or
companion*

Source: USC, Annenberg School for Communication & Journalism, PSI Study released June
2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles; *Alan
Burns Here She Comes 2012 online survey of 2,010 women 15-54 in May 2012

72
%

NO COMMERCIAL SKIPPING

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

RADIO WORKS FOR THE CONSUMER

AND THE ADVERTISER

RADIO. ITS ON.