How Radio thrives in today’s Digital Technology GROUP 6 COMM ELECT 2 (2:30-4:00) PROF. MARGELE A. ANDRES

HOW IS RADIO DEFINED TODAY?

Today the most common meaning is the digital radio broadcasting technologies. In these systems, the analog audio signal is digitized, compressed using formats such as mp2, and transmitted using a digital modulation scheme.

“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.”

Radio Continues To Deliver Massive Reach in Real TIME 1. Over the past 20 years Radio has consistently reached 9 out of 10 people in virtually every demographic/ethnicity.

2. Today Radio continues to reach more than 240 Million listeners every week which is 93% of the population. Radio reach over 90% of every age segment weekly.

3. Virtually all Radio listening is done in real time, giving advertisers control of message delivery. 4. Far more people of all ages listen to the radio on a typical day than use Facebook, Google Web Search or YouTube** Sources: Arbitron data from RADAR, PPM and Diary reports *gfkMRI Media Day 2011 and USA Touchpoints 2012 **comScore and RADAR

RADIO’S THRIVING DIGITAL TECHNOLOGY ENABLES INTERACTION AND ACTIVATION 1. Digital has expanded Radio’s reach 2. Through Digital, Radio can further interact with our listeners enhancing, not compromising over-the-air listening Mobile Apps, Facebook, Twitter, Online streaming, interactive listener programming, You Tube videos open digital doors for our listeners and advertisers and provide Activation

4. 70% of listeners said they follow their favorite personality and/or radio station on social media. Source: USC, Annenberg School for Communication & Journalism, PSI Study June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles.

REASONS WHY RADIO STILL EXIST IN THIS MODERN ERA GREAT REASONS FOR YOU TO MAKE RADIO YOUR MEDIUM OF CHOICE

1. Radio offers efficient targeting. 2. Radio reaches people at relevant times and places. 3. Radio reaches out in an ad avoidance world. 4. Radio creates a large “share of mind” for a brand 5. Radio is “a friend”

EFFECTIVENESS OF RADIO AS A MEDIUM IN CORPORATE COMMUNICATION

SAMPLE EXPERIENCES ON HOW RADIO HELPS COMPANIES

1. U.S. Marines Partner with Radio to Create Effective Campaigns “Radio speaks to our core demo in a very personal way. When we started significantly integrating radio advertising and events into our recruiting efforts, we immediately recognized success. Since then, the strategy has spread and been implemented with other recruiting command area.” Sgt. Paul A. Robbins Jr. U.S. Marine Corps Orlando recruiting station, 6th Marine Corps Recruiting District Source: Arbitron 2011 Deeper Dive; Photo courtesy of the U S Marine Corp

2. Fiesta Feasts on Radio Ford was ready to launch the “Fiesta Movement” in the U.S. In an effort to secure 100,000 test drives in less than 8 months Ford turned to radio. Prior to Fords launch day, carefully selected radio personalities met with Ford Fiesta product specialists for first hand experiences.

SUCCESS OF RADIO

Radio Digital Offerings Continue to Grow Technology has allowed Radio to touch listeners across devices and platforms Nearly 6,400 streaming Radio stations in 2013 More than 12 million HD radios now in use (10 million in automobiles) Databases and outbound texting ability remain a source for targeted marketing by advertisers Personalities in just the top 25 markets have more than 18 million Facebook friends and 27 million Twitter followers

Digital Is Radio’s Fastest Growing Revenue Sector

Thank you ! Prepared by: Group 6 (2:30-4:00) RUIZ, ELLAINE B.PAGADUAN, LARALENE MARANA, ANNALIGAYA, KLIENE BRAVO, MANDYLAMAR, ROWENA