LANDSCAPE 2013
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LANDSCAPE
2013
[ PART 3 ]
Digital Technology Enables Expansion and Interaction
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”Radio isn’t going anywhere…
Radio is going everywhere”
Kinsey Wilson Head of Content, NPR
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Delivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
Thriving
PART 3
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Radio’s Multiple Platforms
• Radio use and time spent is strong
- Radio continues to reach consumers
throughout their day
• Technology has expanded Radio’s delivery
platforms to create an interactive, engaging
and highly communicative environment
• Digital media usage continues to grow…
- But it does NOT come at the expense of
AM/FM Radio usage!
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Combined Time Spent Per Day With Radio, TV and
Internet Gained More Than An Hour Since 2003
Self-Reported Average Time Spent per Day With Today’s Three Biggest Media: Radio, TV & Internet
(Hours:Minutes)
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Base: Total Population 12+
7:03
8:15
2003 2013
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Heavy Usage Of One Medium in NOT Necessarily
Associated With Less Time With Other Media
Self-Reported Average Time Spent per Day With Each Medium (Hours:Minutes)
2:04
6:23
2:12 2:07
3:33
3:31
8:16
3:35
2:38
3:00 2:52
7:16
Persons 12+ Heavy Radio Users Heavy TV Users Heavy Internet Users
Internet
TV
Radio
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
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Digital Listening Augments Broadcast Radio
The weekly audience for Internet Radio has increased significantly over the last decade but
Broadcast Radio continues to grow year after year. There are just more listening options available.
Decade of growth of Broadcast Radio vs. Internet Radio
# of users in millions
224
20
228
19
229
20
230
30
233
29
234
32
237
42
240
43
241
57
243
76
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Broadcast Radio Internet Radio
19 million
new listeners
(+8%) in the
last decade
56 million
new listeners
(+280%) in
the last
decade
Sources: Arbitron RADAR Winter/March reports
(RADAR methodology changed in 2007 to include PPM market transitions through 2011)
Arbitron/Edison “Infinite Dial” Research for Internet/Online data; Weekly listeners for Broadcast Radio; Weekly listeners for Internet Radio
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Broadcast Radio Listened To More
By Pure-Play Listeners
19.1
12.7
Pandora Listeners Non-Pandora Listeners
Hours of Broadcast Radio Per Week
Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ;
Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio service in the past month; and at
least sometimes use Pandora)
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Audio on Mobile
• On-demand content delivering sports, music,
information and entertainment downloads
whenever the listener wants it
• 44% of Smartphone users listen to Online
Radio (18% Listen DAILY)
• 55% of listeners said they listen to their favorite
personalities on computers or mobile devices
when away from a Radio
• Tablet and Smartphone users over-index for
weekly AM/FM Radio listening
Sources: The Infinite Dial 2013 – Arbitron Inc./Edison Research; USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in LA; Scarborough USA+ Release 2 of 2012
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What percentage of online radio listeners also
listen to broadcast radio during the week?
QUESTION:
ANSWER:
82%
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet
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Listening to Broadcast Radio
Listening to only Online Radio
Online Radio Listening Complements
Over-the-Air Radio
% of weekly Online Radio listeners 12+ who listened to Broadcast Radio versus those who did not
82% 18%
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research Base: Weekly Online Radio Listeners
Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet
Only 6% of All Persons 12+
listened exclusively to Online
Radio in the past week
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expansion
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Use of Online Radio Growing
6:13 6:31
8:02
9:17 9:46
11:56
2008 2009 2010 2011 2012 2013
Base: People 12+ who used Internet Radio in the past week
Hrs : Min
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet
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Weekly Online Listening on the Rise
8% 8% 8%
12% 12% 13%
17% 17%
22%
29%
33%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Estimated 86 Million In 2012
% Who Have Listened to Online Radio in Last Week
Base: Total Population 12+
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet
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Monthly Online Radio Listening Is at an All-time High
17% 16% 15%
21% 20% 21%
27% 27%
34%
39%
45%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
% Who Have Listened to Online Radio in Last Month
Base: Total Populations 12+
Estimated
120 Million
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet
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The Projected Growth of Internet Radio
Will Exceed 50% Very Soon
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Audio Streaming Mirrors the Workday
0
5,000
10,000
15,000
20,000
25,000
30,000
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ons 1
8+
Local BroadcastStreaming Audience(41 stations)
Source: Local Streaming Station Audience, Arbitron PPM, February 2013, Persons 18+ (41 stations from 31 metros)
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At Work Listening Occurs Across Devices
13%
Radio Stations on a Regular
Radio 62%
Radio Stations on Your Computer Over Internet
19%
On a mobile device such as a
smartphone 14%
Don’t Know 5%
“Think about how you listen to the Radio while at work.
Do you most often listen to…?”
Base: Persons 18+ Employed Full-Time or Part-Time and
Listen to the Radio While Working (22% of Total 18+ Population)
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research
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Mobile Device In-Car Audio Use
on the Rise
Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research; Base: Use a Cell Phone
6%
11%
17%
21%
2010 2011 2012 2013
% of Cell Phone Owners Who Have Ever Listened to Online Radio in a Car by
Listening to the Stream From a Cell Phone Connected to a Car Stereo
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interaction
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Radio Digital Offerings Continue to Grow Technology has allowed Radio
to touch listeners across
devices and platforms
• Nearly 6,400 streaming Radio stations
in 2013
• More than 12 million HD radios now in
use (10 million in automobiles)
• Databases and outbound texting ability remain a source for targeted marketing by advertisers
• Personalities in just the top 25 markets have more than 18 million Facebook friends and 27 million Twitter followers
Sources: Inside Radio / M Street Corp., 2012; No Canadian or Mexican stations are included (HD Radio stat from iBiquity – Inside Radio
4-5-13) Based on KMS Radio personality Facebook and Twitter accounts research March 2013
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The Digital Footprint of Radio Is Expanding
Source: TV HH, Nielsen Cross Platform Report March 2013; wkly Radio, Arbitron RADAR 116 March 2013 M-Su M-M; Internet, Pew Internet & American Life
Project Setptember2012 Study; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS November 2012 Nielsen Report;
Online Radio, Smartphones, iPods/MP3s, Tablets and Social Net Usage Edison Media Infinite Dial: 2013; Hi speed Internet Access from Pew Internet &
American Life Project May, June 2012 Tablets Pew Internet & American Life Project October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012
12 Month; Twitter, Pew Research Center’s Internet & American Life Project Post-Election Survey, November 14 – December 09, 2012. N=1,802 internet users.
Interviews were conducted in English and Spanish and on landline and cell phones
95 92 88
81
70
60 58 53 51
47 46
33 32 29
13 10 %
Po
pu
latio
n/H
ou
se
ho
ld P
en
etr
atio
n
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transmedia
Transmedia storytelling (also known as multi-platform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.
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“ ”
70%
Follow their
favorite
personality/
Radio
station on
social media
Radio’s Connection with Listeners
72%
Talk to their
friends
about their
favorite
personality
or program
content
Because he actually replies to you and makes you feel important
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite
Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012
55%
Listen to their
favorite
personalities
on computers
or mobile
devices when
away from a
Radio
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Increasing Engagement with Social Media
15
18
22
27
Facebook Twitter
OCT 2012 MAR 2013
Source: Count of Facebook and Twitter followers to all stations and personalities (local and syndicated) in the top 25 markets
Mill
ion
s o
f fo
llow
ers
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0%
10%
20%
30%
40%
50%
60%
70%
12-17 18-24 25-34 35-44 45-54 55-64 65+
Text Message Facebook Twitter
Source: Arbitron Inc./Edison Research National Media Survey 2013 (multiple answers accepted)
Sample size: 485 people who have ever communicated with a radio station (24% of US population 12+)
Radio’s Use of Mobile and Social Media to Interact with Listeners Skews Young
Q: Which method do you use to
communicate with any AM or FM
radio station or one of its DJs?
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Sampling Opportunities Drive Exposure and Consumer Interest
• Provide engagement metric for
stations and advertised brands
• Product introduction to consumers
• Digital couponing opportunities
• Location based services
• Expands interactivity between
stations and listeners
• Experiential marketing via station
street teams, event sponsorships
and more
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results
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Radio and Social Media Create Chatter
• Cricket Wireless wanted to build the company’s
level of social media interaction and drive traffic
into retail locations
• Creation of the Wallet Drop campaign • A two-week promotion that focused on branded wallets that
were “dropped” in preselected locations • Wallets contained prizes including free phones
• Cricket used radio personalities to talk on-air
about the giveaways and used Twitter and
Facebook feeds to give listeners clues
• The Wallet Drop, with it’s use of radio tie-ins has
become a local marketing best practice for
Cricket.
“Of our tools, we see radio as one that is
closest to the end of the brand funnel. It
can drive people to the store to take
action.”
- Deborah Jourdan
Sr. Director of Consumer Marketing
Cricket
Source: Arbitron 2012 Deeper Dive
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Dillard’s Dallies With Radio
• Dillard’s was looking for an opportunity to increase
consumer engagement and elevate their position as a “go-
to” retailer for the hottest trends. While Kellie Rasberry,
co-host of the nationally syndicated Kidd Kraddick Radio
Show, wanted a fashion makeover.
• They developed a partnership between Kellie and
Dillard’s. Each week, Kellie debuted a new look designed
to help her define her personal style. Listeners were also
encouraged to visit a promotional web page to vote on
Kellie’s latest selections.
Results
Over 130,584 listener votes were registered on Kellie’s Fashion Makeover online
location. Dillard’s reported that online sales were positive, actually selling out of items
featured on the radio.
Source: Katz Media Solutions Case Studies
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Digital Is Radio’s Fastest Growing Revenue Sector
Source: Miller Kaplan Arase LLP..
$480
$615
$709
$767
$400
$500
$600
$700
$800
2009 2010 2011 2012
Full YearIn Millions
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for additional information…..
www.arbitron.com
www.katz-media.com/ourcompanies/RA/Pages/main.aspx
www.rab.com
www.radioadlab.org
www.radiomercuryawards.com
www.researchexcellence.com
www.thebestofradio.com
www.raisingthevolume.com
www.mediabehavior.com/what-we-do (USA TouchPoints)
Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective
holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images
are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of
any of the above, and such use may constitute an infringement of the holder's rights.
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Catch Parts One and Two…
Let’s visit www.my.arbitron.com to access more resources…
For a copy of the presentation visit
www.arbitron.com/radiotoday
Radio Delivers Massive Reach In Real Time
Radio Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction