Download - Rab Digital Presentation
A Conversation AboutRadio in the Digital World
Consumers across all demographic segments
The Indisputable, Proven Facts …Reach
Sources: RADAR 97, June 2008 Daypart Usage Report / All Radio Stations / Average Weekly Cume, Mon.-Sun., 24-hours / Persons 12+
95% 235,000,000
People reached by Radio every week
With household incomes of $50,000 +
Planning to buy a new car within 12 months
95 %
The Indisputable, Proven Facts …Relevance
Source: Scarborough USA+ 2006 Release 2 (12 months only)
90%
Spending $150 per week
on groceries
90 %
The Indisputable, Proven Facts …Receptivity
Source: “What Happens When the Spots Come On,” by Arbitron, Media Monitors, & Coleman Research, 2006
• 92% of consumers listen through commercial breaks• Radio has eliminated clutter by reducing commercial content by 13% over the past year (vs. Broadcast and Cable TV increasing by 2-5%)
The Indisputable, Proven Facts …
Sources: Sonoro Audio Survey, May, 2008Jupiter Research, 2008RADAR 97, June 2008 - Persons 12+ Total Week Cume Audience; comScore Top 50 Properties (U.S.), June 2008 - Unique Visitors
Despite the growing number of other options …
- Radio is the #1 choice for audio entertainment
- Radio is the #1 source for music discovery
- Radio reaches 44 million more people each week in the U.S. than the Internet reaches in a month
Traditional Media is Here to Stay - Reach
Weekly Media ReachPersons 18+
Source: MRI, Spring 2008; RADAR 97, June 2008; NAA/Scarborough 2007; MPA/MRI, Fall 2007; MRI, Spring 2008
Traditional Media is Here to Stay - Usage
Average Time Spent with Consumer MediaPer Person Per Year
Source: Veronis Suhler Stevenson Communications Industry Forecast 2008-2012
National Advertisers Continue to Invest in Radio
Radio spending from the top 10 national and network advertisers
has more than doubled over the past 10 years.
1997
$199 million
2007
$449 million
Source: TNS
Print and video are different experiences when they move to digital
The Rolling Stones sound like the Rolling Stones across audio channels
Total Marketing Spend
1970’s2007
40%
Source: Branded Entertainment Marketing Forecast, PQ Media, 2008
23% Advertising
Traditional advertising’s share of total media spend is shifting.
Branded Entertainment Marketing
Doubled over the last 5 years, growing to
Source: Branded Entertainment Marketing Forecast, PQ Media, 2008
14.7%increase
$22 billionin 2007
• Event Sponsorship - $19 B• Product Placement - $3 B• Advergaming and Webisodes - $200 M
Large Advertisers are Shifting to Non-Media Marketing
Source: MAGNA Global, Company Reports
Liz Claiborne Marketing and Advertising 6-Year CAGR
Source: MAGNA Global, Company Reports
Hershey Promotion and Advertising Expense 6-Year CAGR
Large Advertisers are Shifting to Non-Media Marketing
The digital age has brought us far more
than the Internet• Direct to consumer• Data transparency• Scan data• RFID
• Reach, Relevancy, Receptivity
• On-Air, Online, On-site, On Demand
• Buy from FM• RADIO HEARD HERE
Radio has a story to tell
Projected Off-Air Revenue Growth
Exceeding $2 Billion
in 2009
Experiential Marketing
• Local – even national advertisers want that local footprint
• Connecting with consumers on Main street
• Radio stations have “fans”
• Radio-ready MP3 players like the Zune• Radio is the #6 downloaded free application on the new iPhone• FM Adaptor for the iPod• Cell phones and Radio are the top two platform/devices with the most impact on consumers
Extending Brand Value to New Platforms
Expanded Distribution Options
Sources: Arbitron/Edison, 2008Multimedia Intelligence, Online Media Daily, 7/1/08
• Local Radio station website traffic increased 27% in the past year while Internet pure-play sites declined 6%
• Radio station website revenue increased from $18M to $255M in 5 years
Radio Websites are Local
Sources: JP Morgan, Internet Radio Scorecard, February 2008; Borell’s “What Local Media Websites Earn” 2008 survey
New Technologies• E-mail and text-message marketing• Mobile phones for two-way communication• Sponsored Podcasts - 23 million people per month listen to an audio podcast
Radio On-Demand Marketing
Source: The Infinite Dial 2008, Arbitron, Edison Media
E-Mail Podcast Text
Radio On-Demand Marketing
In-Car Dash
Radio Buy Button
In Home/Office iTunes Tagging
Buy From FM
“It’s addictive, awesome, and completely natural. What better way to discover new performers and songs than listening to the Radio?”
-- David Pogue, New York Times, 9/18/08
The Opportunity for RadioBuy from FM – Song Marketplace
10 songs per hour x 24/7/365
40 millionSongs across
450 stations
1 billion
Songs across 10,000 stations
Radio Directional GPS Marketing
In-Car Dash
Radio Brands Drive Loyalty
• Every Radio station is a distinctive brand• Loyal listeners will follow the brand • Multiple listener touch points • 360 – degree experience
Be an advocate for Radio• Energize your staff• Engage your advertisers• Enlighten your family and friends