10 Slides Every Advertiser Should See

Source: Perception: Advertiser Perceptions, May 2015, 327 advertisers and agencies.

Reality: Edison Research “Share Of Ear” Q2 2015, Nielsen Total Audience Report, Q1 2015

64%

Advertisers and agencies underestimate the

reach and share of listening to AM/FM radio

ADVERTISER PERCEPTION REALITY

AM/FM weekly reach is 64% AM/FM weekly reach is 93%, making radio America’s #1 mobile mass reach medium

People spend almost equal time with AM/FM and streaming

AM/FM’s share is 9x larger than Pandora and 17x larger than Spotify

"As a marketer, I've always found radio to be a medium that effectively and efficiently delivers reach over an extended period of time, but radio needs to be more

aggressively marketing their story as the leading mass reach media.“

-Mark Kaline, former head of media at Ford Motor Company & Kimberly-Clark; former co-chair of the ANA's Media Leadership Committee

Radio is America’s #1 mobile

mass reach medium

Source: Nielsen: “The Total Audience Report,” Q1 2015

Among Millennial 18-34s,

radio dominates TV

Source: Nielsen: “The Total Audience Report,” Q1 2015

AM/FM radio is the king of all audio

AM/FMradio52%

Pandora

6%

TV musicchannels

5%

Watch musicvideos onYouTube

6%

SiriusXM6%

Owned music15%

Other1%

Podcasts2%

Otherstreaming

audio4%

Spotify3%

Source: Edison Research “Share Of Ear” Q2 2015

Share of audio time spent

Working persons are the engine of American radio listening

Source: Nielsen National Regional Database, Spring 2014, Persons 18-64,

M-SU 6AM-MID; including Black & Hispanic DST markets

77% of 18-64 radio time spent is from employed persons

77%employed

TV ratings erosion: audiences continue to abandon conventional TV

Source: Alliance Bernstein: “U.S. Media: The Media Implosion,” August 19, 2015

Radio is the engine of online impact

How can radio create online results for you?

Source: Amazon: IPSOS U.S. eNation survey July 17–20, 2015

Jet.com: IPSOS U.S. eNation survey July 31– August 3, 2015

TV

Online

4%

4%

Radio8%

Jet.com: new shopping site launches July 21, 2015, only with PR:

Jet.com purchases are 2x higher among radio listeners

% of heavy/medium media users who have purchased from Jet.com

Amazon markets its Prime Day shopping event July 15, 2015:

Radio was the most effective at converting awareness into Amazon Prime Day purchases

% of those exposed to Amazon Prime Day ads who made a purchase

Radio Ads52%

Online Ads48%

Television Ads39%

Amazon Prime Day: radio’s cost per awareness

was nearly twice as efficient as TV

Source: 18-34 awareness: Ipsos U.S. eNation, July 17-20, 2015; TV ad occurrence: iSpotTV;

radio ad occurrence: Media Monitors

Radio elevates awareness of TV, online and mobile2015 Case Study: American Family Insurance

Question asked to a group exposed to the radio campaign vs a non-exposed group: Where else

have you seen or heard advertising recently for American Family Insurance?

Source: April 2015 Nielsen Radio Campaign Effectiveness Study; American Family Insurance – Katz Radio Q4 2014 Campaign

Nielsen found when radio is added to the media mix it raises awareness of the brand. American Family Insurance saw strong awareness growth among those exposed to the radio ad.

Live personality endorsements have 40%

higher ROI versus produced spots

Source: Meers Advertising

“The affinity the DJs have with the listener is what really drives response.”Sam Meers, Meers Advertising

Meers Advertising in Kansas City created a program using things Millennials love: popular radio personalities and texting. DJs delivered a call to action asking listeners to text for health insurance price quotes.

The Result: Radio delivered measurable ROI.

Conclusion

• Despite advertiser perception, radio is America’s #1 mobile mass reach medium, leading TV, online, and streaming services.

• TV ratings are declining and streaming services remain small niches with very low reach.

• Working persons are the engine of American radio listening.

• Radio elevates the media mix by growing affinity and converting awareness into purchases. Live personality endorsements drive the highest ROI.

• Radio drives strong online impact very efficiently.