2. FOR AFRICAN-AMERICANS
RADIO. IT’S ON
FOR AFRICAN-AMERICANS

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

4. RADIO TODAY RADIO Live Local Mobile Personal Social Interactive
Experiential
Engaging
Emotional
Immediate
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.

5. RADIO. IT’S ON. On Air Online On Target
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
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved

8. Radio’s high reach

9. CONSISTENT REACH OF AFRICAN AMERICANS
A MEDIUM FOR ALL SEASONS
Source: Nielsen Audio, RADAR® , Jun 2016 – June 2017 (Monday-Sunday 24-Hour Cume Estimates, All Radio)

10. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Black/ African-American
Adults 18+
Source: Scarborough USA+, 2016 Release 1 Black/African-American 18+ (February 2015 – April 2016)

11. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Black/ African-American
Adults 18-34
Source: Scarborough USA+, 2016 Release 1 Black/African-American (February 2015 – April 2016)

12. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Black/ African-American
Adults 25-54
Source: Scarborough USA+, 2016 Release 1 Black/African-American (February 2015 – April 2016)

13. People listen and listen

16. RADIO PEAKS FOR AFRICAN-AMERICANS DURING THE WORKDAY
How to read: Each week in the 3-7p daypart, radio reaches 82% of African-Americans
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
Source: Nielsen Audio, RADAR 133, June 2017 (African Americans 18+, 18-34, and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

17. TSL IS 13+ HOURS ACROSS ALL GROUPS
WEEKLY TIME SPENT – ELECTRONIC DEVICES
HRS:MIN
Weekly
Source: Nielsen Comparable Metrics Report Q4 2016

18. RADIO: A SIGNIFICANT PART IN THEIR WEEK
Source: Nielsen Comparable Metrics Report Q African American Adults 18+

19. Radio is important to Listeners

20. AFRICAN-AMERICAN LISTENERS
INTERACT WITH RADIO
Source: Jacobs TechSurvey 12, 2016, n-39503
Presentation courtesy of the Radio Advertising Bureau, – All Rights Reserved

22. SOURCES MOST USED BY AFRICAN AMERICANS FOR MUSIC DISCOVERY
Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With New Music
Source: The Infinite Dial 2016 – Edison Research / Triton Digital

23. Radio across Platforms and devices

24. 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

25. FM RADIO EXPERIENCE ON SMARTPHONES
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 :
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved

26. Nearly 12.5 million app downloads
As of May 2017:
Nearly 12.5 million app downloads
Nearly 16,700 FM radio stations tuned to from the app
Over 32.4 million hours of listening through NextRadio
And 4/5 in Google Play Store user rating
Source: NextRadio + TagStation Insights – For additional updates :

27. DELIVERS RELEVANT INTERACTIVITY
“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
Source: NextRadio + TagStation Insights – For additional updates :
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved

28. MORE TECHNOLOGY THAT CONVERTS LISTENING TO ENGAGEMENT
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.
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

29. PULLING DIGITAL CONTENT ONTO DEVICES
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
Click here to view Clip Interactive case studies
Image Source: Clip Interactive
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved

30. RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING
HD Radio
36.2MM Vehicles equipped with HD Radio
Podcasts
112MM Americans have ever listened to a podcast
Streaming
Nearly 7900 streaming stations
Source: HD Radio stat from iBiquity/HD Radio, 2017; The Infinite Dial 2017 – Edison Research / Triton Digital; Inside Radio / M Street Corp., December 2016; No Canadian or Mexican stations are included

31. % listened to a podcast in the last month
PODCAST CONSUMPTION IS HIGHER AMONG AFRICAN-AMERICANS VS. GENERAL MARKET
% listened to a podcast in the last month
Base: U.S. Population 12+
Source: The Infinite Dial 2017 – Edison Research / Triton Digital

34. Radio In-Car

36. THE BATTLE FOR THE DASH
All major auto brands offered factory-installed HD Radio Technology as of 2014
Source: iBiquity

37. Based upon a recent study done by our friends at Xperi, the new parent company of H-D Radio, a home improvement retailer experienced a lift in message recall using in-vehicle display ads. Across every single age segment, gender and income level, message recall was improved versus those not exposed to the ads.
In addition, listeners also remember more advertised brands when an enhanced ad ran versus an audio only ad.

38. Radio reaches your target

39. REACHING AFRICAN AMERICAN CONSUMERS
94%
A18+ African American households who made any addition to their home past year
A18+ African American households who used online or dealership site/app to shop for new/used vehicle past year
93%
A18+ African American households who spent over $200 on groceries in the past week
A18+ African American households who ate at any steakhouse past month 
92%
A18+ African American households who used an accountant past year 
A18+ African American households who shopped any clothing store past three months
Source: Scarborough USA Release 1 Total (February 2015 – April 2016)

40. NO COMMERCIAL SKIPPING
Delivers 94% of lead-in audience and 92% on Urban music stations
High audience levels among Black Listeners and Urban Music stations
Sources: 2011 Arbitron, Media Monitors, and Coleman Insights – “What Happens When The Spots Come On”
Presentation courtesy of the Radio Advertising Bureau, 2017 – All Rights Reserved

41. Radio delivers results

46. RADIO. IT’S ON. On Air Online On Target
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