Post on 13-Jan-2016
transcript
Radio. It’s On. For African-Americans
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
A mass medium delivering audio content to passionate and loyal listeners across multiple platformsRADIO
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO TODAY
RADIOLive
Local
Mobile
Personal
Social
Interactive
Experiential
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
On Air
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
RADIO. IT’S ON.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
CONSISTENT REACH OF AFRICAN AMERICANS
Source: Nielsen Audio, RADAR® 122-126, September 2014-December 2014, March 2015 – September 2015 (Monday-Sunday 24-Hour Cume Estimates, All Radio)
African-Americans 12+ African-Americans 18-34 African-Americans 18-49 African-Americans 25-54
91% 91% 92% 94%91% 91% 90% 93%91% 90% 92% 93%91% 90% 92% 93%91% 90% 91% 93%
Sep '14 Dec '14 Mar '15 June '15 Sep '15
A MEDIUM FOR ALL SEASONS
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Listened to Ra-dio Past 7 Days
Watched Broadcast TV
Past Week
Watched Any Non-Premium
Cable Past Week
Used Cell-phone to Access In-
ternet
Read Any Newspaper Past week
Visited Facebook
Past Month
Visited YouTube Past
Month
Visited Pandora Past Month
Listened to Satellite Radio
Past Week
Visited Spoti-fyPast Month
90%87% 85%
62% 61%55%
45%
8% 9%4%
HIGHEST REACH AMONG ALL MEDIA OPTIONSBlack/ African-
American Adults 18+
Source: Scarborough USA+, 2014 Release 2 Black/African-American 18+ (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Listened to Ra-dio Past 7 Days
Watched Any Non-Premium
Cable Past Week
Used Cell-phone to Ac-cess the In-
ternet
Watched Broadcast TV
Past Week
Visited Facebook
Past Month
Visited YouTube Past
Month
Read Any Newspaper Past Week
Visited Pandora Past Month
Listened to Satellite Radio
Past Week
Visited Spoti-fyPast Month
93%
84%81% 80%
76%
64%
54%
36%
10% 7%
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Source: Scarborough USA+, 2014 Release 2 Black/African Americans 18-34 (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Black/ African-American
Adults 18-34
Listened to Ra-dio Past 7 Days
Watched Broadcast TV
Past Week
Watched Any Non-Premium
Cable Past Week
Used Cell-phone to Access In-
ternet
Visited Facebook
Past Month
Read Any Newspaper Past Week
Visited YouTube Past
Month
Visited Pandora
Past Month
Listened to Satellite Radio
Past Week
Visited Spoti-fyPast Month
94%88%
85%
71%
63% 61%
51%
26%
12%
4%
HIGHEST REACH AMONG ALL MEDIA OPTIONS
Source: Scarborough USA+, 2014 Release 2 Black/African-American 25-54 (August 2013 – September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Black/ African-American
Adults 18-34
African-Americans 18+ African-Americans 18-34 African-Americans 25-54 African-Americans 35-64
70%64%
73% 75%80%
76%81% 83%
78% 76%81% 82%
62%65% 67% 65%
RADIO PEAKS FOR AFRICAN-AMERICANS DURING THE WORKDAY
How to read: Each day from 3-7p, radio reaches 81% of African-Americans 25-54.
Source: Nielsen Audio, RADAR 126, September 2015 (African Americans 18+,18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
6-10
A
10A-
3P
3-7P
7P-1
2M
6-10
A
10A-
3P
3-7P
7P-1
2M
6-10
A
10A-
3P
3-7P
7P-1
2M
6-10
A
10A-
3P
3-7P
7P-1
2M
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
REACH AND TIME SPENT ACROSS AFRICAN AMERICAN LISTENERS
Weekly Reach: 90.7%
Weekly TSL: 13hrs:46min
Best Daypart: 10a-3p Reach: 77.7%
African Americans
12+
Weekly Reach:
91.3%
Weekly TSL: 14hrs:25min
Best Daypart: 10a-3p Reach: 79.9%
African Americans
18+
Weekly Reach:
89.8%
Weekly TSL: 11hrs:45min
Best Daypart: 3-7p Reach:
76.1%
African Americans
18-34
Weekly Reach:
92.9%
Weekly TSL: 14hrs:23min
Best Daypart: 3p-7p Reach:
81.1%
African Americans
25-54Weekly
Reach: 93.4%
Weekly TSL: 16hrs:00min
Best Daypart: 10a-3p Reach: 83.4%
African Americans
35-64
Source: Nielsen Audio RADAR 125, June 2015 (Monday-Sunday 24-Hour TSL and Cume Estimates; Monday-Sunday Daypart Cume Estimates)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
TIME SPENT WITH RADIO VS. OTHER DEVICES
African-Americans 18+ Adults 18+ Hispanics 18+
51:23 36:07
29:13
13:29
12:58 13:38
6:23
5:34 3:19
8:14
7:17 9:54
3:06
3:34 2:24
TV Radio PC Smartphone Tablet
HIGHER AMONGST AFRICAN AMERICANS
Source: The Nielsen Total Audience Report Q1 2015
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
SOURCES MOST USED BY AFRICAN AMERICANS FOR MUSIC DISCOVERY
AM/FM Radio 24% Friends/Family
25%
YouTube 11%
Pandora6%
SiriusXM Satel-lite Radio
2%Facebook
5%Spotify
4%
Others23%
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Base: Those saying it is “Very Important” or “Somewhat Important” to Keep Up-To-Date With
New Music
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
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, 2015 – All Rights Reserved
30 millionOver the next 3 years
phones will have anFM Chip
FM-ENABLED SMARTPHONES
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
To date:• Nearly 4.1 million app downloads• Over 12,000 FM radio stations tuned to from the app • Over 8 million hours of listening through NextRadio• And 4/5 in Google Play Store user rating
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
“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
DELIVERS RELEVANT INTERACTIVITY
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
MORE TECHNOLOGY THAT CONVERTS LISTENING TO ENGAGEMENT
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, 2015 – All Rights Reserved
PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studiesImage Source: Clip InteractivePresentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
HD Radio
Over 23 Million HD radio
receivers are in the marketplace
Podcasts
46MM Americans have downloaded a podcast in the past
month
Streaming
Over 7200 streaming
stations in 2015
RADIO’S DIGITAL PLATFORMS ARE STEADILY GROWING
Source: HD Radio stat from iBiquity/HD Radio , 2015; The Infinite Dial 2015 – Edison Research / Triton Digital; Inside Radio / M Street Corp., January 2015; No Canadian or Mexican stations are included
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
THE BATTLE FOR THE DASHAll major auto brands offered factory-installed HD Radio Technology as of 2014
Brands with HD Radio Technology
Vehicle Lines with HD Radio Technology
HD Radio as Standard Equipment
90+
2010 2011 2012 2013 2014
185+
35
76
166
33
67
154
2861
109
2136
86
16
Source: iBiquity
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
PODCAST CONSUMPTION IS HIGHER AMONG AFRICAN-AMERICANS VS. GENERAL MARKET
% ever listened to a podcast
African Amer-ican
Total Hispanic
33 33
24
% listened to a podcast in the last month
African Amer-ican
Total Hispanic
2017
13
Source: The Infinite Dial 2015 – Edison Research / Triton Digital
Base: U.S. Population 12+
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
REACHING AFRICAN AMERICAN CONSUMERS
94%African American households who used a financial
planner in the past year
African American households who
shopped at a jewelry store in the past
three months
93%African American households who
plan to buy a luxury vehicle within the
year
African American households who
bought most groceries at online
grocery store
92%African American households who
home improvements in the past year
African American households who use
online billpay
Source: Scarborough USA+ 2014 Release 2 (February -September 2014)
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
STRONG AND DISTINCT RADIO ATTITUDES
• 93%• Advertising on radio provides useful info
about new products and services
• 92% • Advertising on radio provides useful
information about bargains
• 92% • Advertising on radio provides
meaningful information about product use of other consumers
• 92% • Advertising on radio advertising is
amusing
Agree that …• 89%• Advertising on radio is repeated too
often
• 90% • Advertising on radio has no credibility
• 90% • All ads on radio are alike
• 91% • Advertising on radio appears at
inconvenient times
Disagree that …
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
Sources: 2011 Arbitron, Media Monitors, and Coleman Insights – “What Happens When The Spots Come On”
NO COMMERCIAL SKIPPING
94%93%
92%93%
88%
95%
High audience levels among Black Listeners and Urban Music stations
Delivers 94% of lead-in audience and 92% on Urban music stations
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
RADIO WORKS FOR THE CONSUMERAND THE ADVERTISER
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved
On Air
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
RADIO. IT’S ON.
Presentation courtesy of the Radio Advertising Bureau, 2015 – All Rights Reserved