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Radio and the Internet
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Australian market 95% of Australians listen to the radio each week Commercial radio commands 80% of the radio audience in Australia TSL is over 18hrs 42mins per week (average) Even longer in older demographics Radio enjoys a 9% revenue share of the total pie Double digit revenue growth year on year for the last 3+ years 95% of Australians listen to the radio each week Commercial radio commands 80% of the radio audience in Australia TSL is over 18hrs 42mins per week (average) Even longer in older demographics Radio enjoys a 9% revenue share of the total pie Double digit revenue growth year on year for the last 3+ years Source: Nielsen Media Research, Radio Advisor, Survey 1-8 2005, Mon-Sun 5.30am-12MN, All people 10+
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Australian media pie – 2005 CEASA Source: Commercial Economic Advisory Service (CEASA), Advertising Expenditure in Main Media, Jan-Dec 2005
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Commercial radio audience is growing, despite wide range of technology choices and competition for consumers time Commercial radio had an 8% higher number of listeners in 2005 than in 2000 During breakfast, over 6.7 million people tuned into metropolitan commercial radio stations in 2005 Breakfast radio reach has remained steady at 21% over the past 5 years while breakfast TV reach has declined form 8% to 4% over the same time period People spend on average 2hrs 38mins with commercial radio each day Commercial radio audience is growing, despite wide range of technology choices and competition for consumers time Commercial radio had an 8% higher number of listeners in 2005 than in 2000 During breakfast, over 6.7 million people tuned into metropolitan commercial radio stations in 2005 Breakfast radio reach has remained steady at 21% over the past 5 years while breakfast TV reach has declined form 8% to 4% over the same time period People spend on average 2hrs 38mins with commercial radio each day Australian commercial radio today Source: Nielsen Media Research, Radio Advisor, Survey 1-8 2005 v 2004, Mon-Sun 5.30am-12MN and Mon-Fri 5.30am-9am, All people 10+ Source: Nielsen Media Research, Radio Advisor, Survey 1-8 2005, Mon-Sun 5.30am-12MN, All people 10+ Source: Nielsen Media Research, Radio Advisor, Survey 1-8 2005 v 2000, Mon-Sun 5.30am-12MN, All people 10+
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Australian Radio Landscape Radio remains a main media of choice among Australians Over 50 million radio sets in Australia Each household has on average 5.1 radios 99% of all cars have a radio Radio still delivers Real people providing entertainment and interaction Sense of accompaniment Up to date news and information Opportunity to hear new music, discover new artists, keep up to date with charts Personality, personal endorsement and affiliation Radio remains a main media of choice among Australians Over 50 million radio sets in Australia Each household has on average 5.1 radios 99% of all cars have a radio Radio still delivers Real people providing entertainment and interaction Sense of accompaniment Up to date news and information Opportunity to hear new music, discover new artists, keep up to date with charts Personality, personal endorsement and affiliation Source: All Australian Listening Report, 2000
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An online world - USA A converging media world focuses on content based services that are engaging and on demand Consumer attention and time is limited Multi-mode, multi-device, multi-tasking Trend towards mobile, personal technology Information on consumer is key A converging media world focuses on content based services that are engaging and on demand Consumer attention and time is limited Multi-mode, multi-device, multi-tasking Trend towards mobile, personal technology Information on consumer is key Source: The iPod Generation, The Knowledge Agency, 2004 Source: Price Waterhouse Coopers, The Rise of Lifestyle Media, Achieving Success in the Digital Era 2006
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An online world - USA Media consumers are demanding, unique and engaged: Tailored advertising, promotions, and other relevant, valuable information Access and manipulate content and services More content and greater control ‘On-demand’ technologies Media consumers are demanding, unique and engaged: Tailored advertising, promotions, and other relevant, valuable information Access and manipulate content and services More content and greater control ‘On-demand’ technologies Source: The iPod Generation, The Knowledge Agency, 2004 Source: Price Waterhouse Coopers, The Rise of Lifestyle Media, Achieving Success in the Digital Era 2006
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Current operators have brand advantage, access to consumers at a mass level and rich content Must help consumers maximise their limited time and attention to create a rich, personalized, and social media environment Put consumers in control Collect more accurate and scalable data about what they are doing, watching, and creating Create platforms that connect with media seekers Must get to know consumers intimately by engaging them in continual dialog Knowledge will enable media companies to meet consumer needs and discover new revenue streams Current operators have brand advantage, access to consumers at a mass level and rich content Must help consumers maximise their limited time and attention to create a rich, personalized, and social media environment Put consumers in control Collect more accurate and scalable data about what they are doing, watching, and creating Create platforms that connect with media seekers Must get to know consumers intimately by engaging them in continual dialog Knowledge will enable media companies to meet consumer needs and discover new revenue streams Source: Price Waterhouse Coopers, The Rise of Lifestyle Media, Achieving Success in the Digital Era Leverage brands to connect with consumers - USA
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Media Outlook 2006 – 2010 - Australia Radio continued to perform strongly in 2005, with growth of 6.6% in an increasingly competitive market Rising listening times, new radio stations, and a strong overall ad market helped drive growth Globally, radio revenue will increase from AUD$58.5 billion in 2005 to an estimated $77.1 billion in 2010, average 5.7% growth In Australia, it is anticipated that commercial radio revenue will grow to AUD$1.1 billion in 2010, average 4.3% growth Long time spent listening, new radio stations, and innovative content will help drive radio industry in Australia Increased household penetration of Internet Transition from dial-up to broadband and high speed internet 79.4% of households will have internet access by 2010 Radio continued to perform strongly in 2005, with growth of 6.6% in an increasingly competitive market Rising listening times, new radio stations, and a strong overall ad market helped drive growth Globally, radio revenue will increase from AUD$58.5 billion in 2005 to an estimated $77.1 billion in 2010, average 5.7% growth In Australia, it is anticipated that commercial radio revenue will grow to AUD$1.1 billion in 2010, average 4.3% growth Long time spent listening, new radio stations, and innovative content will help drive radio industry in Australia Increased household penetration of Internet Transition from dial-up to broadband and high speed internet 79.4% of households will have internet access by 2010 Source: PWC, Australia Entertainment & Media Outlook, 2006-2010
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Research conducted through Colmar Brunton Media Solutions shows strong demand for more information about new music and that listeners support a move to digital technology : 67% said commercial radio is their primary source of hearing new music 79% said they listen to commercial radio every week 75% would be very or quite interested in purchasing a digital radio priced within their budget (up from 68% in a similar survey undertaken in 2004) 84% of people 18-24 yrs said they would be very or quite interested in purchasing a digital radio priced within their budget (up from 80% in a similar survey undertaken in 2004) Research conducted through Colmar Brunton Media Solutions shows strong demand for more information about new music and that listeners support a move to digital technology : 67% said commercial radio is their primary source of hearing new music 79% said they listen to commercial radio every week 75% would be very or quite interested in purchasing a digital radio priced within their budget (up from 68% in a similar survey undertaken in 2004) 84% of people 18-24 yrs said they would be very or quite interested in purchasing a digital radio priced within their budget (up from 80% in a similar survey undertaken in 2004) New Technology and Innovation - Australia Source: Colmar Brunton Media Solutions, Omnibus Study, February 2006
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Where do they hear new music? - Australia Source: Colmar Brunton Media Solutions, Omnibus Study, February 2006
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Radio and online are the only media predicted to grow audience and revenue Complementary rational & emotional benefits Both ‘social connectivity’ media Combined usage enhance brand interactions 67% have listened to radio when online At any given time, 20% of users are listening to radio 57% checked something online after hearing it on radio 39% in response to an advertisement Commercial Radio Australia is planning a radio and online effectiveness research study in development now Due for release 2007 Radio and online are the only media predicted to grow audience and revenue Complementary rational & emotional benefits Both ‘social connectivity’ media Combined usage enhance brand interactions 67% have listened to radio when online At any given time, 20% of users are listening to radio 57% checked something online after hearing it on radio 39% in response to an advertisement Commercial Radio Australia is planning a radio and online effectiveness research study in development now Due for release 2007 Source: Using Radio with online – How radio and online combine to fulfll brand interactions IAB UK 2005 Radio and internet in combination - UK
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Source: The Rise of Lifestyle Media: Achieving Success in the Digital Convergence Era, PWC 2006 People spend time with radio and internet - USA
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Radio and internet usage - Australia 44% of people always listen to the radio on the way to work 58% of full time workers always listen to the radio on the way to work 33% of people who always listen to the radio on the way to work access the Internet weekday mornings 40% of people 25-39yrs and 36% of people 40-54yrs who always listen to the radio on the way to work access the Internet weekday mornings 20% of employers listen to the radio and access the Internet weekday mornings 44% of people always listen to the radio on the way to work 58% of full time workers always listen to the radio on the way to work 33% of people who always listen to the radio on the way to work access the Internet weekday mornings 40% of people 25-39yrs and 36% of people 40-54yrs who always listen to the radio on the way to work access the Internet weekday mornings 20% of employers listen to the radio and access the Internet weekday mornings Source: Nielsen Media Research, Panorama, Survey 5 2006 (July 2005 – June 2006), All People 14+
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Radio and internet usage - Australia Of all commercial radio listeners: 28% access the internet weekday mornings 27% access the internet weekday afternoons and early evening 26% access the internet weekday evenings 53% of people 18-24yrs listen to the radio and access the Internet weekday evenings Of all commercial radio listeners: 28% access the internet weekday mornings 27% access the internet weekday afternoons and early evening 26% access the internet weekday evenings 53% of people 18-24yrs listen to the radio and access the Internet weekday evenings Source: Nielsen Media Research, Panorama, Survey 5 2006 (July 2005 – June 2006), All People 14+
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Radio and internet usage 42% of commercial radio listeners access the internet daily Of all commercial radio listeners 45% search for information on products online 33% search for information on a company online The Internet has not had as negative effect on radio listenership as it has with other media - 17% of people 10-17yrs listen to the radio online Since the Internet.. 14% of people say they watch TV less often 10% of people say they read print newspapers and magazines less often Only 8% of people say they listen to the radio less often 42% of commercial radio listeners access the internet daily Of all commercial radio listeners 45% search for information on products online 33% search for information on a company online The Internet has not had as negative effect on radio listenership as it has with other media - 17% of people 10-17yrs listen to the radio online Since the Internet.. 14% of people say they watch TV less often 10% of people say they read print newspapers and magazines less often Only 8% of people say they listen to the radio less often Source: Nielsen Media Research, Panorama, Survey 5 2006 (July 2005 – June 2006), All People 14+
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Advertising Effectiveness Study - Australia Commercial radio was proven to increase web hits for clients with a URL call to action in their creative Radio creative alone featured a website call to action Web hits in the test market where radio was present jumped over 60% post launch of the media activity Commercial radio was proven to increase web hits for clients with a URL call to action in their creative Radio creative alone featured a website call to action Web hits in the test market where radio was present jumped over 60% post launch of the media activity Source: Radio’s Advantage, Advertising Effectiveness Study, Commercial Radio Australia, 2006 61%
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Industry Brand Campaign Case Study - Australia An example of the power of radio and online in combination Web visits to commercialradio.com.au increase up to 60% on the day of new brand campaign commercial launches Commercials feature a call to action on air An example of the power of radio and online in combination Web visits to commercialradio.com.au increase up to 60% on the day of new brand campaign commercial launches Commercials feature a call to action on air Source: Commercial Radio Australia, Brand Campaign, 2005- 2006
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Internet take up - Australia Broadband subscribers per 100 inhabitants, by technology, December 2005 (Australia) DSL 10.8%, Cable 2.6% Other 0.4% Total13.8% Subscribers 2.7mil 14% broadband internet penetration in Australia Broadband subscribers per 100 inhabitants, 2001-2005 (Australia) 2001 0.9% 2002 1.8% 2003 3.5% 2004 7.7% 2005 13.8% Broadband subscribers per 100 inhabitants, by technology, December 2005 (Australia) DSL 10.8%, Cable 2.6% Other 0.4% Total13.8% Subscribers 2.7mil 14% broadband internet penetration in Australia Broadband subscribers per 100 inhabitants, 2001-2005 (Australia) 2001 0.9% 2002 1.8% 2003 3.5% 2004 7.7% 2005 13.8% Source: OECD Broadband Statistic, April 11, 2006 update
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People listen to radio for company and to hear new music - USA Source: Clark Chapman Q: Which is the most important reason for listening to your radio? iPods for control over music choices Radio for company and new music
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Reaching different situations and occasions - USA Source: Clark Chapman Q: When do you tend to listen to your Radio? Radio continues to be a valuable accompaniment to daily life Reaching more situations and occasions
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Variety, Spontaneity & Human Company - USA Source: Clark Chapman Q: Reason for choosing radio? Consumers using iPods and radio in different ways and at different times, enabling them to fulfil very different roles in modern lifestyles 60% said 'hearing a band on the radio' was their prompt to loading new content onto their iPods, making radio like a shop window for new music and content
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Radio in good shape - USA Radio well positioned to address intense competition for consumers’ attention Radio and the internet are the only media predicted to grow revenue Radio has demonstrated its ability to constantly evolve and reinvent itself as a fresh medium to its listeners by positioning itself alongside new technologies Recency and portability of radio plays a strong complimentary role to other media Listeners can receive messages and interact through multiple channels SMS/Telephone, pod casting, online An integrated, multi-media strategy utilising radio engages consumers on multiple levels for further reach and frequency and maximum return on investment for a campaign Radio well positioned to address intense competition for consumers’ attention Radio and the internet are the only media predicted to grow revenue Radio has demonstrated its ability to constantly evolve and reinvent itself as a fresh medium to its listeners by positioning itself alongside new technologies Recency and portability of radio plays a strong complimentary role to other media Listeners can receive messages and interact through multiple channels SMS/Telephone, pod casting, online An integrated, multi-media strategy utilising radio engages consumers on multiple levels for further reach and frequency and maximum return on investment for a campaign Source: The iPod Generation, The Knowledge Agency, 2004
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What research is available? Panorama Single source lifestyle, attitudinal & product/media usage survey 10 x per year MP3 device questions currently part of 6 month database Nielsen Media Research Panorama Survey #3, 6mth database, 14+, SMBAP: “Do you own an MP3 device?” “Do you intend to purchase an MP3 device in the next 12 months?” “How much time do you spend with your MP3 device each week?” “Have you downloaded a podcast?” Panorama Single source lifestyle, attitudinal & product/media usage survey 10 x per year MP3 device questions currently part of 6 month database Nielsen Media Research Panorama Survey #3, 6mth database, 14+, SMBAP: “Do you own an MP3 device?” “Do you intend to purchase an MP3 device in the next 12 months?” “How much time do you spend with your MP3 device each week?” “Have you downloaded a podcast?”
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What research is available? Colmar Brunton Media Solutions Omnibus Study, February 2006 www.commercialradio.com.au The iPod Generation, The Knowledge Agency, 2004 www.ofcom.org.uk Price Waterhouse Coopers, The Rise of Lifestyle Media, Achieving Success in the Digital Era 2006 www.pwc.com Price Waterhouse Coopers, Australia Entertainment & Media Outlook, 2006-2010 www.pwcglobal.com/au/ Colmar Brunton Media Solutions Omnibus Study, February 2006 www.commercialradio.com.au The iPod Generation, The Knowledge Agency, 2004 www.ofcom.org.uk Price Waterhouse Coopers, The Rise of Lifestyle Media, Achieving Success in the Digital Era 2006 www.pwc.com Price Waterhouse Coopers, Australia Entertainment & Media Outlook, 2006-2010 www.pwcglobal.com/au/
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What research is available? Using Radio with online – How radio and online combine to fulfll brand interactions IAB UK 2005 www.iabuk.net Radio’s Advantage, Advertising Effectiveness Study, Commercial Radio Australia, 2006 www.commercialradio.com.au OECD Broadband Statistic 2006 update www.oecd.org Using Radio with online – How radio and online combine to fulfll brand interactions IAB UK 2005 www.iabuk.net Radio’s Advantage, Advertising Effectiveness Study, Commercial Radio Australia, 2006 www.commercialradio.com.au OECD Broadband Statistic 2006 update www.oecd.org
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Common Terminology Podcast The method of distributing multimedia files, such as audio or video programs, over the Internet for playback on mobile devices and personal computers Download Receiving electronic data from a remote system MP3 File An audio compression technology that compresses CD-quality sound while retaining most of the original quality MP3 files are played via media player software in the computer or on handheld players MP3 Player Digital music player that supports the MP3 format Podcast The method of distributing multimedia files, such as audio or video programs, over the Internet for playback on mobile devices and personal computers Download Receiving electronic data from a remote system MP3 File An audio compression technology that compresses CD-quality sound while retaining most of the original quality MP3 files are played via media player software in the computer or on handheld players MP3 Player Digital music player that supports the MP3 format Source: Wikipedia and Computing Dictionary
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