2. Why Radio

3. TODAY’S MEDIA LANDSCAPE

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

5. 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.

6. 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

9. Radio’s incredible reach

10. RADIO BOASTS HIGHEST MASS REACH AMONG TRADITIONAL MEDIA
Weekly Reach
(% of Population)
Source: Nielsen Comparable Metrics Report Q1 2017

11. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 18+
Source: Scarborough USA+, Release 1 Adults 18+ (February 2015 – October 2016)

12. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 18-34
Source: Scarborough USA+, Release 1 Adults 18+ (February 2015 – October 2016)

13. HIGHEST REACH AMONG ALL MEDIA OPTIONS
Adults 25-54
Source: Scarborough USA+, Release 1 Adults 18+ (February 2015 – October 2016)

15. CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
Source: Nielsen Audio, RADAR® , September 2016 – September 2017 (Monday-Sunday 24-Hour Cume Estimates, All Radio)

16. RADIO PEAKS DURING THE WORKDAY
How to read: Each week in the 3-7p daypart, radio reaches 83% of Adults
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 134, September 2017 (Persons 18+, 18-34, and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

17. People listen and listen

20. Radio has a solid position in time
spent with electronic devices. Radio captures 1/6 of all content hours.
Weekly hours spent with media
12.9
HRS
AM/FM
Radio
34.4
HRS
Live+DVR/
Time-shifted TV
16.3
HRS
App/Web on Smartphone
7.6
HRS
Internet
on a PC
4.0
HRS
DVR/
Time-shifted TV
1.6
HRS
Game
Console
2.2
HRS
Multimedia
Device
0.8
HRS
DVD/
Blu Ray
Nearly 80hours of content each week across radio, TV, online and mobile by average U.S. adults.
Source: The Total Audience Report Q1 2017/ Base: Total US Population P18+

21. TSL IS 13+ HOURS ACROSS ALL GROUPS
WEEKLY TIME SPENT – ELECTRONIC DEVICES
HRS:MIN
Weekly
Source: Nielsen Comparable Metrics Report Q1 2017

22. RADIO IS AN IMPORTANT PART OF TWEENS’ AND TEENS’ DAILY MEDIA
Avg Time
Among All %
Who Use
Among Who Use
Tween
Teen
Total Time Spent Listening to Music
:51
1:54
57%
81%
1:29
2:20
Computer
:02
:16 3%
12%
---
2:11
Smartphone
:10
:41
40%
1:25
1:41
Tablet
:06
:07
10% 8%
:57
1:36
Radio
:20
:27
34%
:58
1:20
CDs
:04
:05 5% 6%
1:13
1:16
iPod/MP3 Player
:09
:18
17%
1:17
1:46
Tween: 8-12 yrs
Teen: yrs
Source: The Common Sense Consensus: Media Use by Tweens and Teens, 2015

23. NO COMMERCIAL SKIPPING
RADIO LISTENERS ARE RECEPTIVE TO ADS
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

24. Radio is important to Listeners

25. INTERNET SUPERFANS PREFER RADIO TO BROADCAST AND CABLE TELEVISION
5/19/2018
INTERNET SUPERFANS PREFER RADIO TO BROADCAST AND CABLE TELEVISION
Average Weekly Time Spent
by Heavy Internet Millennials
Heavy Internet Millennials spend an average of
90 minutes more each week with Radio than they do with Broadcast or Cable TV
Broadcast TV
Cable TV
Radio
Source: Scarborough USA Release 2 Total. Mon-Sun 6a-12m. Persons 18-34, Heavy Users defined as Quintile I & II

26. RADIO LISTENERS USE SOCIAL MEDIA
HEAVY RADIO LISTENERS ARE FACEBOOK FANS, TOO
How to read: Among those who listen to Broadcast Radio more than two hours a day, 69% use Facebook daily.
Source: NuVoodoo, Based on 1,100 respondents in PPM markets, 2015

27. LISTENERS FAVOR RADIO OVER FACEBOOK

28. BROADCAST RADIO PLAYS MORE “LIKED” SONGS THAN PANDORA
Source: NuVoodoo, Based on 1,100 respondents in PPM markets, 2014

29. AM/FM RADIO REIGNS AS AUDIO LEADER
Source: Edison Research, “Share of Ear,” Q3-Q4 2016, Q2 2017, P18+ SiriusXM: Ad-supported: spoken word, Ad-Free: musc; percentages may not add up to 100% due to rounding

31. RADIO: MOST USED SOURCE 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 2017– Edison Research / Triton Digital

32. THE LEADER IN MUSIC DISCOVERY

33. AMERICANS TURN TO RADIO FOR NEWS
Source: The Media Insights Project, 2014; based on a nationally representative telephone survey of 1,492 adults,
Jan 9 - Feb 16, 2014

34. RADIO NEWS HAS THE HIGHEST CONCENTRATION
OF WEALTHY CONSUMERS AMONG ELECTRONIC NEWS MEDIA
HHI Composition of News Consumers $
$$$
Source: The Nielsen Total Audience Report Q PPM markets for Radio News, LPM markets for Local TV News

35. RADIO MATTERS TO SPORTS FANS

36. Main Reason for Listening to Radio
RADIO’S EQUATION
MUSIC + INFO + EMOTION
What’s Going on Locally
35%
News 39%
Get in a Better Mood 42%
Keeps Me Company 48%
In the Habit 51%
Like to Work with Radio 55%
DJs/ Hosts/ Shows 56%
It’s Free 57%
Hear Favorite Songs 66%
Prizes 14%
Sports 17%
Charitable Events 19%
Traffic 24%
Weather 27%
Emergency Info %
Escape Life’s Pressures 35%
Main Reason for Listening to Radio
Source: Jacobs TechSurvey 13, 2017, n-51,760

37. Radio In-Car

38. MOST CHOSEN IN-CAR FEATURE
Q: Disregarding any associated costs, if you could select only up to 3 of the following options to be available on your next car entertainment systems, which 3 would you select?
Preference for Entertainment Options in Next Car
Source: Ipsos In-Car Audio Study, February 2015

40. TIME SPENT LISTENING IN-CAR
Source: Edison Research: Sharing the Road: The Changing In-Car Audio Space, 2016

41. RADIO IN-CAR HAS GREATEST SHARE
Source: Edison Research: Sharing the Road: The Changing In-Car Audio Space, 2016

45. MOST USED IN-CAR AUDIO SOURCE WEEKDAYS
Among those who spend at least some time in a car
93% AM/FM Radio
42% Personal Music
25% Talking on phone
23% Satellite Radio
14% Pandora
9% Other streaming services
7% Podcasts
5% Audio Books
average weekday – multiple answers allowed
Source: Jacobs TechSurvey 12, 2016

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

48. Radio across Platforms and devices

49. LISTENERS TAKE THEIR AUDIO ON THE GO
On-demand content delivering sports, music, information and entertainment downloads whenever and wherever the listener wants it
87% of smartphone owners ages have listened to an online radio or music service on their phone.1
Source: 1) Pew Research Center, January 2016

50. 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

51. 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 :

52. 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 :

53. 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

54. 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

55. 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

57. PODCAST LISTENER PROFILE
Age Composition
2x More Likely to Listen to Online Radio Vs. U.S. Population
U.S Population Listening to Online Radio = 11%
% Listening to Online Radio Past Week*
*Online Radio defined as AM/FM Streams & Internet –Only
Source: The Infinite Dial 2015 – Edison Research / Triton Digital

61. Radio vs. other audio options

62. ADVERTISERS BELIEVE IN RADIO
Source: Advertiser Perceptions Weekly Insights Reports, July 2017

64. Over-the-Air Radio Dominates
Share of Time Spent with Audio (Gross Minutes)
P18-34
ADULTS
18+
P35-49
P50+
9 out of every 10 minutes
spent with audio is with
over-the-air Radio
vs. 1 in 10 for streaming audio 4%
Source: Nielsen Comparable Metrics Report Q / Adults = P18+
Note: Streaming Audio accounts for listening via PC, Smartphone, and Tablet to content providers such as Pandora, Spotify, iHeartRadio, etc

65. WANING USE OF PANDORA
Listening by year olds is on a steady decline
Source: The Infinite Dial 2017 – Edison Research / Triton Digital

66. Radio delivers results

67. BRAND RECALL IS GREATER AMONG RADIO ADVERTISERS
Source: Media Score/Local Ad Recall – 6,060 listener respondents from 18 survey investigating 6 sales categories in 7 different markets during March 2015 – January 2017, Markets: Charlotte, NC; San Francisco; Atlanta, GA; Detroit, MI; Philadelphia, PA; Las Vegas, NV; and Springfield, MA

68. RADIO DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising topped Television, Social Media, and Direct Mail and was 2x as effective as Newspapers in influencing Healthcare choices.
As a consumer gets closer to buying a vehicle, advertising influence goes up with Radio edging out all others in last 30 days.
Source: Automotive and Healthcare F.C.T. Reports 2013 & 2014, Radio Advertising Bureau and Presslaff Interactive

69. RADIO ADS BROUGHT IN MORE CUSTOMERS AND LIFTED MARKET SHARE
+71%
Not only did AM/FM Radio grow the client’s sales, Radio increased the number of new vs existing customers by 64% when the ads were running.
+48%
Exposed
to Radio Ads
Not Exposed
to Radio Ads
Exposed
to Radio Ads
Not Exposed
to Radio Ads
Source: Nielsen Buyer Insights (NBI), Sales Effectiveness Analysis, Auto Aftermarket Retailer, Persons 18+. Unexposed: 12,329; Exposed: 14,147. Pre-period = 3/1/15-6/30/15. Test period = 3/1/16-6/28/16.

71. RADIO HAS POSITIVE IMPACT
ON PRODUCT SALES
Radio Payback per $1 Investment
Average ROAS on 15 studies conducted from 2014 to 2015: $8:$1
Details on new studies:
Department Stores:
4 Brands
Test Period: Q3 2014
Pre Period: Same Time Prior Year
Mass Merchandises
2 Brands
Test Period: Q4 2014
Home Improvement
Test Period: Q2 2014
QSR/Fast Food
3 Brands
Pre Period: 3 months prior
Telcom
1 Brand
Test Period: Q1 2014
Previous Studies:
10 case studies
Based on various flights in various markets – see Nielsen Catalina study presentation April 2014
RETAIL
(B)
DEPT
STORES
MASS
MERCH
TELCO
RETAIL
(A)
HOME
IMPRVT
SNACKS
(A)
SNACKS
(B)
BEER
SOFT
DRINK
(A)
CANDY
QSR
SOFT
DRINK
(C)
BFAST
BAR
SOFT
DRINK
(B)
Gray represents results from 2014 Catalina studies; other colors represent studies done in 2015 based on 2014/2013 comparisons
Copyright ©2017 The Nielsen Company

72. RADIO COMPLEMENTS OTHER MEDIA OPTIONS

73. Radio reaches your target

74. REACHING MAIN STREET LISTENERS
94%
Household who used a tutoring service past year
Household who installed a pool, hot tub or spa past year
93%
A18+ whose household used a day spa in the past 3 months
A18+ whose household plans to buy a SmartTV next year
92%
Household remodeled a kitchen in past year
Household used a personal injury attorney in the past year
Source: Scarborough USA Release 1 (February April 2016)

75. Radio and its personalities
A Friend Within the Community
Radio and its personalities

76. LISTENERS ARE PART OF A DJS INNER CIRCLE
Source: Katz Media Group, Our Media Survey, Q2 2017

79. PERSONALITY TESTIMONIALS DRIVE RADIO LISTENER TRUST
Does hearing one of your favorite radio station personalities provide testimonials for health care or medical products or services make you trust that product or service…
Source: Healthcare F.C.T. Report 2014, Radio Advertising Bureau and Presslaff Interactive

80. 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