Radio & the ‘Digital Native’

The effect of new radio platforms

Source: RAJAR, Ofcom, IAB, Industry estimates

DAB

22%DTV

80%

Mobile

70%Broadband

50%

Commercial radio’s reach with the 15-24year old audience has remained consistent across the last 5 years

Source: RAJAR

Q3 2009 Q3 2010 Q3 2011 Q3 2012 Q3 2013

71%77% 75% 71% 75%

15-24s are leading the growth in listening to radio via a mobile phone

Q3 2010 Q3 2011 Q3 2012 Q3 2013

30.7% 32.4% 34.4%

41.4%

Source: RAJAR; % of 15-24s that have ever listened to radio via a mobile phone

Radio plays a key role at reaching 15-24 year olds at breakfast and remains a consistent presence until late afternoon

06:00-06:30

06:30-07:00

07:00-07:30

07:30-08:00

08:00-08:30

08:30-09:00

09:00-09:30

09:30-10:00

10:00-10:30

10:30-11:00

11:00-11:30

11:30-12:00

12:00-12:30

12:30-13:00

13:00-13:30

13:30-14:00

14:00-14:30

14:30-15:00

15:00-15:30

15:30-16:00

16:00-16:30

16:30-17:00

17:00-17:30

17:30-18:00

18:00-18:30

18:30-19:00

19:00-19:30

19:30-20:00

20:00-20:30

20:30-21:00

21:00-21:30

21:30-22:00

22:00-22:30

22:30-23:00

23:00-23:30

23:30-00:000

500

1000

1500

2000

2500

Watching TV Listening To The RadioReading Any Newspaper or Magazine Using The Internet (via any device)

Source: TouchPoints 4, Base: 15-24 adults

75% of 15-24 year olds listen to the radio for entertainment

42% of 15-24 year olds listen to the radio to

discover new music

42% of 15-24 year olds listen to the radio as background

Source: TouchPoints 4

Source: TouchPoints 4; Q: Where do you do most of your radio listening (multi-choice)

At Work Living Room Kitchen Bedroom In Car

15% 17%24%

34%

63%

Radio listening location for 15-24 year olds