In order to better understand the March Madness consumer and what it means for marketers, Westwood One commissioned Nielsen to conduct two studies about NCAA basketball consumption. In the first, Nielsen analyzed the NCAA listening audience in 48 Portable People Meter markets, examining reach accumulation across the entire NCAA Basket season. In the second study of 1000 NCAA fans entitled, “A Day in the Life of an NCAA Fan," Nielsen studied how the March Madness audience follows the Tournament across social, video, audio and digital platforms in variety of locations.
Key findings include:
* NCAA basketball is a fan favorite as America’s fifth most popular sport. When asked which sports they watch, listen to, or follow, 22% of Americans said NCAA Basketball. This puts college basketball in the top 5 with NFL, MLB, NCAA football, and NBA.
* NCAA radio listeners are more engaged fans and consume more games on average than the general NCAA basketball audience.
* NCAA audio listeners are more upscale and more likely to be full time employed versus the average NCAA fan. Since radio is the soundtrack of the American worker, busy full-time employed Americans with kids use radio to a far greater degree to keep up with NCAA March Madness.
* Westwood One’s March Madness radio coverage reaches 1 in 3 adults in the March Madness audience (people that consume March Madness content on any platform).
* Consumers listen to NCAA audio coverage on the go – much more than video. Among NCAA audio consumers:
* March Madness fans listen during the work day. One-third (33%) of March Madness audio listeners tune in to the Tournament at work on the weekday, and 28% will tune in during their commute on a weekday.
“March Madness on the radio attracts ‘super fans’ who are following the Tournament closely and consume the most games,” says Pierre Bouvard, CMO of Westwood One and Cumulus Media. “Sports on the radio typically attracts the most passionate sports fans, which we see again in this latest Nielsen study of NCAA basketball fans. March Madness listeners don’t want to miss a moment of the Tournament and are tuning in even while they are at work, home, and in the car. For marketers, NCAA on the radio is an effective way to reach engaged March Madness fans wherever they are, especially while they are on the go and close to the point of purchase.”
More detailed findings are available in the full presentation on SlideShare
Westwood One is the exclusive audio provider of the 2016 NCAA Men's Basketball Tournament. Starting with “First Four” action on Tuesday, March 15, 2016, and continuing through the Championship Game on Monday, April 4, 2016, Westwood One Sports will once again provide exclusive play-by-play coverage of March Madness.
CREDIT: Westwood One / Nielsen
Sprint’s NextRadio® system has brought free local FM radio to smart phones. Compared to streaming services, this live terrestrial radio uses less data and battery life.
With almost 20 million Sprint subscribers, how will NextRadio® impact consumers’ media consumption? If AT&T and Verizon ask their handset makers to turn on the FM chip embedded in most smartphones, how will this transform the radio industry?
As of March 2015, 53% of Americans are listening to radio online.. Since 2011, the amount of time per day spent listening to digital radio has almost doubled. When combining the amount of time users are listening to radio and digital radio, listening has increased by 12 minutes.
Considering the availability of NextRadio® on smart phones, the number of Americans listening to radio via this format will grow. This technology will result in an increase in the amount of time people will spend listening to either radio or digital radio. As awareness of NextRadio® builds, local advertisers and brands need to understand how this feature will impact consumer behavior.
With almost two-thirds of Americans owning smartphones, the potential for NextRadio® radio is enormous. Forty-one percent of smartphone users are already listening to the radio and podcasts via their phone.
Local radio has the power to fuel an immediate response using today’s smart phone technology. With 89% of users accessing the Internet weekly on their phones, local radio ads can drive users via their mobile device to branded information, social media pages, applications, and websites.
Written by Carly Fink, Principal of Provoke Insights
About Provoke Insights
Provoke Insights is a full service market research firm and a brand consultancy. As experts in traditional and innovative research methodologies, the firm provides strategic solutions to help answer marketing needs through tools such as quantitative and qualitative research, social listening, competitive intelligence, and trends analysis.
1 “Winter 2015 adult study, 12 month,” Simmons OneView. July 2015. 2“The infinite dial,” Edison Research. March 2015. 3“Average time spend per day with radio by adults by devices 2011-2015,” emarketer. April 2015. 4“U.S. Smartphone Use in 2015, Pew Research Center. 2015. 5“U.S. Smartphone Use in 2015, Pew Research Center. 2015. 6“U.S. Smartphone Use in 2015, Pew Research Center. 2015.
While Consumers Use New Streaming Services, They Want AM/FM Radio To Remain The Same; Over 9 In 10 Want The Way They Operate Their Car Radio to Remain Unchanged, And Would Not Want It Changed Into a Dashboard App
In the Car, CD Usage is Over Three Times That of Largest Digital Music Service
March 2, 2015 New York, NY A research study conducted by Ipsos, a leading global independent market research company, makes it clear that AM/FM radio remains the overwhelmingly preferred audio entertainment option in the car.
While consumers use new streaming services, virtually all consumers 99% -- are comfortable with the current AM/FM in-car radio operation. And 91% of consumers say they prefer physical AM/FM radio buttons and controls built into the car dashboard, rather than AM/FM being an app that appears in the car's electronic interface (with only 9% saying they would want it changed into a dashboard app).
An additional eye-opening finding was that while AM/FM radio remains paramount in the car, consumers use their in-car CD player three and a half times as much as they use any digital music service.
The survey also detailed other facts highlighting the unparalleled importance to consumers of AM/FM radio in the car; the demand for digital services is increasing, but they are still behind AM/FM radio, the CD player and satellite radio:
Overall, this study makes it clear that in spite of consumers' love of apps and new digital products, they have a great attachment to their AM/FM radio and an overwhelming desire to keep its operation and function as it is," said Thomas Spinelli, Vice President of Ipsos MediaCT. "The in-car AM/FM radio is still a universally known audio platform and its ease of use, convenience, features and familiarity continue to make it a top consumer choice for in-car audio."
Spinelli added, "This study shows that the consumer isn't replacing existing services and products with new ones; instead, they want them all -- making the car even more music-enabled with a number of choices at any given time."
The study, conducted by Ipsos for iHeartMedia in January 2015, surveyed a nationally representative sample of 1036 adults 18+.
For as long as Americans have been hitting the road, radio and the cars we drive have been closely linked. And now, based on findings from a new major market test, we can connect what consumers listen to on the radio with what they buy at the auto dealer.
To correlate auto purchase behavior with radio listening trends, the test relied on Nielsen’s Local Insights service to combine portable people meter (PPM) results in the nation’s three largest radio markets (New York, Los Angeles and Chicago) with insights from Polk automotive data, which tracks ownership history for more than 600 million vehicles nationwide.
By connecting these various datasets, the results highlighted the uniqueness of each local market, the importance that radio formats have in reaching specific listeners and vehicle preference based on the type of radio listeners prefer.
“One of radio’s great strengths is its ability to impact consumers in unique ways on a market-by-market basis, which isn’t easily copied from one local market to the next,” said Farshad Family, SVP, Local Product Media Leadership. “Formats really make a difference in reaching certain auto buyers in different markets, and this test proves the importance of being able to use specific, granular radio data to explore those connections for both broadcasters and marketers.”
FORMATS THAT ARE EFFECTIVE AT REACHING ROADSTER OWNERS VARY BY MARKET
Firstly, the test revealed that every market is unique. Radio’s local connection to listeners across the country shapes how the medium serves each market. And just as traffic patterns are vastly different in Chicago from those in Los Angeles, the radio landscape is just as varied. So in that regard, it’s no surprise to see that roadster buyers (e.g., those in the market for an Audi TT, BMW Z4 or Porsche Boxster) don’t all favor the same format. Based on the index of radio-listening roadster buyers in Chicago and L.A., the News, Talk and Information format leads the way in both markets when it comes to the likeliness of reaching those consumers, but the similarities end there.
OP ED by CBS Local Digital Media's President, Ezra Kucharz
Digital music services lead double lives. Just as the Roman god Janus had two faces forever looking to both the past and future, many digital music services at times are critical of their broadcast radio counterparts as emblems of the past, yet simultaneously seek the one thing that most do not have: broadcast radio promotion. Indeed, broadcast radio will remain strong in the future. The sector’s actions reinforce that there is no better way to reach and engage a mass audience while concurrently and rapidly creating awareness, acquiring new users, and engendering trust.
This should come as no surprise. Throughout the growth of the digital industry, from the 1990’s to present day, many digital music businesses have expressed negative perspectives on broadcast radio, but nonetheless turned to it when they needed rapid reach and a call to action. Digital businesses that have at one time operated music services and have also survived the last 20 years remain loyal users of broadcast radio in order to support their marketing efforts; this includes Yahoo!, AOL, Microsoft, and Apple. Why? There is no better way to reach and engage a large audience quickly.
Numerous digital-only businesses may claim that they are bigger than broadcast radio in their respective segments by representing themselves as “the largest radio station in a given market.” But comparing a single radio station to an audience of a digital-only service in a market is like comparing apples to oranges. You would have to take one sliver in a specific genre (i.e. Rock, Pop, Hip Hop) from that digital service to accurately compare to a station of the same genre. Alternatively, you could add up the audiences of the major radio companies in each market and compare it to the digital-only service. What you would find is that most digital services attract less than 8% of listeners in a given market. This yields another clue as to why most digital-only music services look to broadcast radio for marketing help in building awareness.
Numerous digital-only businesses also have brand credibility and trust issues. When such businesses are new to a market with very few people, only early adopters may know who they are. Meanwhile, broadcast station brands and talent engender trust, signifying quality and credibility, because they have been in their markets and formats for decades. Whether an organization is looking for spots or credible integrations into content, broadcast radio successfully meets those needs. Now a new trend is beginning to appear. Digital-only services are pursuing broadcast brands, and on-air talent is being asked to create a presence on digital-only platforms. Broadcast radio has welcomed this idea, supporting such initiatives across digital media. In turn, broadcast radio has continued to earn audience’s trust by enhancing their overall experience across platforms.
The suggested collaboration model between digital-only services and broadcast media is simple but effective. It can be broken out into four suggested components: Curated Playlists, Integrated Content, Advertising/Promotion, and Events.
Recently, we saw the launch of Beats Music, which announced partnerships with well-known broadcast brands to curate playlists. Beats is joining a crowded music service industry, with well-known competitors such as Pandora, Spotify, TuneIn, Songza, Rdio, YouTube, Radio.com, iHeartRadio, and Slacker to name a few. Most of these services, but not all, are using broadcast radio or are attempting to structure deals to use broadcast radio to get their messages out to consumers, too. Yet, several of these organizations unfortunately sell their own value proposition against that of radio, indicating to media buyers, advertisers, marketers, and agencies that broadcast radio is not as good as their own media platform. The industry has widely observed that the actions of digital-only media do not support this rhetoric.
There remains no better way to rapidly reach a mass audience with trust, quality, and credibility than broadcast radio. Many of us in the broadcast radio business do not propose a broadcast or digital-only model. Instead, we truly believe in an integrated model, where digital-only and broadcast radio collaborate to provide consumers with great experiences. Broadcast radio has enabled iTunes Radio and TuneIn to grow their businesses. By including broadcast brands on their services, iTunes Radio and TuneIn have each been able to continue building credibility and attracting new audiences to their platforms, increasing monthly active listeners. Broadcast radio is additionally one of the main drivers that has facilitated Shazam’s transformation into a go-to destination for music discovery for 88 million monthly active users. And further, broadcast radio has catapulted Radionomy forward in terms of reaching a global audience; since expanding its streaming solution to broadcast brands, Radionomy now hosts over 60,000 stations worldwide. When broadcast radio joins forces with such digital-only services, together we broaden our reach to other platforms and ultimately enhance the overall user environment. The combination of a one-to-many platform, with the one-to-one messaging that digital can bring, creates the most powerful hybrid that we have yet to see.
Today we begin a six-part series highlighting the advantages of radio as an advertising medium. Our first blog discusses how radio offers both tremendous reach and amazing targetability.
In today’s marketplace, one of the many challenges that marketers face is being able to effectively reach their target audience. With myriad choices available, and ever-shrinking budgets, it has become even more challenging to reach the right audience at the right time with the right message at the right cost. Right?
Fortunately, radio remains a constant medium in the daily lives of consumers. According to Nielsen Audio, radio reaches an impressive 91% (241.8 million) of all Americans age 12 or older every week. In fact, despite an increasing selection of other media options that are available, radio listeners continue to turn to radio for news, information, and entertainment. And, according to the December 2013 RADAR report provided by Nielsen, radio has increased its reach by more than 700,000 weekly listeners 12 years or older each year.
The ubiquitous nature of radio makes it a 24/7 medium, reaching consumers wherever they are throughout the day. Whether the consumer is at home, in the car, or at work, and regardless of one’s age, race/ethnicity, gender, the time of day, or listening location, Americans depend on radio as a reliable media companion. In fact, with over 11,000 radio stations, 7,000 streaming stations, and more than 1,800 digital stations available, reaching your target has never been easier.
According to the Radio Advertising Bureau’s Why Radio Fact Sheet, "Proliferating media options mean Americans have more and more choices where to spend their media time. Because Radio is easily available just about everywhere — and because Radio may be enjoyed while accessing other media — Radio captures over 16.25 hours of tune-in each week, providing many opportunities for your advertising message to make an impact!"
Radio’s variety of formats allows you to effectively zero in on the station or stations that best match your customer’s interests. Whether you are targeting a demographic by age, geography, social or common interest groups, it is easy to identify the stations locally, regionally, or nationally that reach that audience. For example, if you are looking to target African Americans, there is no better way of targeting or reaching this demographic than radio, especially since radio reaches 92% of all African Americans weekly.
With radio you are able to identify not only which stations are the most effective but also what times, personality, and even station events that your target demographic is listening to or participating in. This gives advertisers the ability to be very specific when getting their message out to their target audience, and thus gaining the greatest impact, as well as increasing their "share of mind."
When utilizing radio there is very little question as to whether you will be able to effectively target and reach your desired audience. Even with the huge selection of media options that are available to consumers, radio is still a consistent part of everyday life as most Americans still rely upon radio for everything from news and weather to entertainment. With a well-crafted message and targeted media plan, advertisers are able to significantly enhance their efficiency and ensure their message is being heard by the right people.
Source: RESEARCH DIRECTOR INC.
NEW STUDY FROM MEDIAVEST AND CLEAR CHANNEL MEDIA AND ENTERTAINMENT REVEALS TREMENDOUS GROWTH IN AUDIO PLATFORM;
AM/FM RADIO STILL MOST POPULAR PLATFORM
Study: 63 Percent Of Teens Listen To More Than Two Audio Platforms A Day
Audio Ads Related to Consumers Favorite Music are the Most Effective
New York, NY January 8, 2013 MediaVest and Clear Channel Media + Entertainment (CCM+E) today revealed the results of a joint national study that provides deep insights into why, when and how consumers use particular audio platforms.
The study, which surveyed thousands of audio listeners who use one or more of the following audio sources personal music collections (CDs, iTunes downloads), broadcast radio, streaming AM/FM radio, custom online playlists, satellite radio, online music videos and digital music channels on TV shows that consumers recognize unique and important benefits for each audio platform, and will choose each based on the time of day and situational needs. In addition the research shows that because of the use of alternate audio devices, time spent across audio platforms continues to increase and growth in audio is predominantly additive.
Usage of all platforms is generally highest from 3pm to 7pm. "In the Car" is the No. 1 location for audio across all day parts and participants prefer to access audio content through regular broadcast stations or satellite radio. In addition, they are more likely to listen to online AM/FM radio streams or custom playlists from home. Results also show that mobile devices increase control and portability, with most listeners citing the ability to "take their music with them anywhere" as one of the top reasons they turn to audio on their mobile devices.
The results also offer a detailed look at consumers' motivations in selecting one platform over another. Listeners choose broadcast radio for its accessibility to timely news, radio personalities and hearing new music. Personal music collections or custom stations allow consumers to control the content, while satellite radio offers fewer advertisements. Consumers can use audio platforms to connect with the world around them, or to create and control a personal experience. The most appealing audio ads are related to listeners' favorite music, delivered at relevant times and customized to the specific audio platform. Audio gives marketers an opportunity to deliver high-impact and emotionally resonant messages. Broadcast radio listeners are most accepting of advertising and broadcast radio delivers the strongest advertising recall and brand engagement.
"Consumers seamlessly flow between different media choices and indeed different forms of audio. Broadcast remains dominant while other listening platforms address specific needs," said Radha Subramanyam, EVP, Insights Clear Channel Media and Entertainment. "By constantly tuning into audience feedback, we can continue to evolve the listening experience and optimize advertising for different platforms."
"In the audio space, most measurement focuses on a single-audio platform, rather than a complete view of the landscape," said David Shiffman, EVP, Research Director, MediaVest. "Our goal in working with Clear Channel - with its extensive experience in both live and digital radio -was to generate a real-time and accurate view of the audio space, which we believe is going through an evolution similar to television. Marketers have embraced the concept of multi-screen consumer behavior, but audio media also provides a tremendous opportunity for them to connect with their target audience throughout their day."
The study's key findings include:
· The car remains the most popular location for audio listening throughout the day.
· 63 percent of teens listen to more than two audio platforms a day the highest of any demographic.
· Broadcast radio is the most popular audio platform.
· Listeners choose broadcast radio to stay connected to "the world": Top drivers for radio usage are its accessibility, timely news, traffic, weather, engagement with radio personalities and discovering new music.
· Personal music collections (CDs, iTunes downloads, etc.) are about control with 81 percent choosing the platform to control or customize their listening experience. Custom playlists are also about control and follow with 67 percent choosing the platform for this reason.
· 41 percent of consumers are willing to listen to ads in exchange for free online audio. Ads related to the music consumers like and optimized for the time of day are most powerful.
· Audio media are an important element in people's lives
? 81 percent say audio delivers fulfills their need for fun/entertainment
? 68 percent say it provides a great way to escape
? 55 percent indicated audio as helping to motivate & inspire them
? 46 percent claim it offers a way to express myself/an outlet for self-expression
About Clear Channel Media & Entertainment
With 243 million monthly listeners in the U.S., Clear Channel Media & Entertainment has the largest reach of any radio or television outlet in America. Clear Channel Media & Entertainment serves 150 markets through 840 owned radio stations, and the company's radio stations and content can be heard on AM/FM, HD digital radio, satellite radio, on the Internet at iHeartRadio.com and on the company's radio station websites, on the iHeartRadio mobile app, in enhanced auto dashes, on iPads and smartphones, and used via navigation systems. iHeartRadio, Clear Channel's digital radio platform, is the No. 1 all-in-one digital audio service with over 300 million downloads; it reached its first 20 million registered users faster than any digital service in Internet history.
The company's operations include radio broadcasting, online and mobile services and products, live concerts and events, syndication, music research services and independent media representation. Clear Channel Media & Entertainment is a division of CC Media Holdings, Inc. (OTCBB: CCMO), a leading global media and entertainment company.
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MediaVest, part of Starcom MediaVest Group (SMG), is one of the leading, full-service media specialist companies offering brand-building results and business solutions for our marketing partners. Known for delivering industry-first initiatives and products, MediaVest's long-standing client partnerships include some of the world's leading marketers including Mondelez, P&G, The Coca-Cola Company, Microsoft, Walmart, and American Honda Motor Company.
www.mediavestusa.com | Twitter:@MediaVestUSA| Facebook: MediaVest USA / LinkedIn: MediaVest
MediaVest and Clear Channel today revealed the results of a joint national study into why, when, and how consumers use particular audio platforms. "In the car" is the No. 1 location for audio across all day parts and participants prefer to access audio content through regular broadcast stations or satellite radio. Usage of all platforms is generally highest from 3 p.m. to 7 p.m. In addition, they are more likely to listen to online AM/FM radio streams or custom playlists from home. Results also show that mobile devices increase control and portability, with most listeners citing the ability to "take their music with them anywhere" as one of the top reasons they turn to audio on their mobile devices.
The study surveyed thousands of audio listeners who use one or more of the following audio sources personal music collections (CDs, iTunes downloads), broadcast radio, streaming AM/FM radio, custom online playlists, satellite radio, online music videos, and digital music channels on TV.
Listeners choose broadcast radio for its accessibility to timely news, radio personalities, and hearing new music. Personal music collections or custom stations allow consumers to control the content, while satellite radio offers fewer advertisements. Consumers can use audio platforms to connect with the world around them, or to create and control a personal experience. The most appealing audio ads are related to listeners' favorite music, delivered at relevant times, and customized to the specific audio platform. Audio gives marketers an opportunity to deliver high-impact and emotionally resonant messages. Broadcast radio listeners are most accepting of advertising and broadcast radio delivers the strongest advertising recall and brand engagement.
NYMRAD'S NEXTRADIO EVENT SHOWCASES THE POWER OF FM RADIO ON MOBILE PHONES --
PRE-LOADED FM RADIO APP TO BE ON TENS OF MILLIONS OF SPRINT PHONES
MUSIC INDUSTRY EXECS CONFIRM RADIO IS NUMBER ONE SOURCE OF NEW MUSIC
POST-PANEL "MEET & GREET" WITH NEW YORK'S BIGGEST RADIO STARS
from L: David Pogue, Joe Puglise, David Owens, Deborah Beagan, Joel Klaiman, Paul Brenner, and Joe Riccitelli
Top Row, from L: Bob Lee, WBLS; Ebro Darden, WQHT; Wayne Cabot, WCBS-AM; Kelly Ford, NASH; Cipha Sounds, WQHT; Danielle Monaro, Z100; Audrey Puente, Fox 5; Paul Cubby Bryant, WKTU. Bottom Row, From L: Shaila, WBLS; Marianela Gonzales, Lulu, WNOW; Peter Rosenberg, WQHT; Marissa Gonzales, Lala, WNOW; Speedy, WXNY; Race Taylor and John Foxx, WPLJ.
New York, NY (September 30, 2013) - New York Market Radio (NYMRAD) unveiled NextRadio, the industry initiative to make FM broadcast radio available on mobile phones via a pre-loaded, downloadable app. The event took place yesterday during Advertising Week at the Times Center in New York City. The game-changing FM radio mobile platform eliminates the costly data-usage fees associated with mobile streaming and features: a buy-button for purchases and coupons, hyper-local geo-targeting advertising opportunities, two-way listener interactive elements, and more.
One of the most talked about events at this year's Advertising Week, the NextRadio panel was moderated by David Pogue, Technology Columnist at the New York Times, and included: David Owens, Vice President, Product, Sprint Corporation; Paul Brenner, Senior Vice President & Chief Technology Officer, Emmis Communications; Joel Klaiman, Executive Vice President & General Manager, Columbia Records; and Joe Riccitelli, Executive Vice President & General Manager, RCA Records.
A ground-breaking arrangement with Sprint led by Jeff Smulyan of Emmis Communications marks the first time a U.S. wireless carrier is making FM broadcast radio accessible on a broad array of its devices.
"Every device we launch will include the NextRadio app," said Owens, who promised that "tens of millions of (Sprint) phones will be pre-loaded with the app."
Riccitelli confirmed that Radio is the number one driver for new music, putting to rest any unsubstantiated reports to the contrary. "Listening to radio on mobile phones is continuous distribution," he added noting that consumers can transition from listening in their car to listening on their mobile phone without interruption. Klaiman agreed, observing that FM on radio also contributes "elongated listening."
Owens highlighted the interactive elements of the platform, specifically pointing out real-time benefits, such as a consumer texting a friend what song they are listening to at that very moment and text-to-win-tickets options.
The panel discussed how the NextRadio app can increase music sales in addition to exposure, and how the revenue-generating capabilities apply to other advertising categories. Riccitelli noted the power of the "buy" button on the NextRadio app, and Brenner referenced location-based advertising, couponing, and click-to-route features.
"Radio will be even more dynamic and interactive with the enhanced advertiser capabilities of the NextRadio app on mobile phones," observed Joe Puglise, President, Clear Channel Media and Entertainment, NY, and Chairman of NYMRAD, who introduced the panel.
"Radio has always connected with its listeners," commented Deborah Beagan, Executive Director, NYMRAD. "With NextRadio, advertisers can tap into that strong listener loyalty while engaging consumers directly."
Immediately following the panel discussion, NYMRAD hosted a special "meet and greet" reception with some of New York Market's biggest radio stars: Danielle Monaro from The Elvis Duran Morning Show, Z-100; Paul "Cubby" Bryant, WKTU; Peter Rosenberg, Cipha Sounds, Laura Stylze, Shani Kulture and Ebro from HOT 97 Morning Show, along with Funk Master Flex; Lulu and LaLa, 92.3 NOW Morning Show; Wayne Cabot, WCBS Newsradio 880; Bill Plaxx, FRESH; DJ Envy, Angela Yee, and Charlamagne tha God from "The Breakfast Club Morning Show" Power 105; Kelly Ford, Midday Personality on NASH; Race Taylor and John Foxx, WPLJ; Madelyn Rodriguez, Speedy, Diane Sanchez, Univision; Shaila and Bob Lee, WBLS.
This is NYMRAD's fourth year presenting radio-centric events at Advertising Week. Previous speakers at NYMRAD's events have included Richard Branson, Chris Hughes, Donnie Deutsch, Mary J Blige and more.
The entire NYMRAD NextRadio panel discussion can be viewed here.
David Ogilvy once remarked: "On the average, five times as many people read the headline as read the body copy.” And for us in the ad business, that’s probably a gross understatement due to the sheer volume of material we read each day to stay current. Combine this with many ad writers' penchant for glorifying the next “big thing” and it’s easy to see how advertising pros can get a distorted perception regarding the media landscape. To help you determine what audio facts are real, here is a healthy dose of 2013 audio reality. Hopefully, it will prevent you from jumping to any conclusions that might be harmful to both your clients' media plans and your professional health. All of the data referenced has been extracted from the Media Behavior Institute’s 2013 USA TouchPoints study.
One-fifth (19%) of media time (U.S. adults) is spent with radio. The average adult spends more time with radio each day than with DVDs, iPods/MP3s, CD’s, books, satellite radio, game consoles, newspapers, music streaming services, video-on-demand, magazines and streaming movies combined.
Radio’s daily usage is comparable to that of network TV’s audience. Close to 90% of all TV viewers who watch any of the five major TV networks (ABC, NBC, CBS, Fox and the CW) each week can be reached via radio. The same holds true for those who tune into the combined audience of all English-language cable networks. Speaking of reach, it’s what every advertiser wants and is often willing to pay huge sums for, as evidenced by the annual upfront buying frenzy. “Advertising remains a reach-focused business,” said Jack Myers recently, and we agree.
Radio is appointment listening. Radio is more than reach -- it’s a habit. The average listener tunes in to radio five days per week, on average 3.5x per day, versus going online four days per week, turning on the tube six days per week, and opening up a magazine or newspaper twice per week. How many of us do anything five days a week, not to mention more than three times per day? Due to busy travel schedules, it’s a safe bet that many of us don’t even see our families five days per week. This magnitude of usage enables an advertiser to generate reach as well as frequency, which is so vital to a brand’s success. Clear Channel's CEO Bob Pittman often describes radio as America’s companion, and he's right.
AM/FM radio accounts for the vast majority of this country’s total audio entertainment. AM/FM radio listening (terrestrial or streamed) accounts for two-thirds of total audio consumption for the average adult each week, with the other four audio options (satellite radio, CD’s, MP3s and online streaming) making up the other 34%. For 18-34 adults, listening to AM/FM radio counted for 56% of all of their weekly audio consumption.
AM/FM radio usage continues to far exceed the combined usage of all streaming music options. For every USA TouchPoint respondent who indicated that they were listening to any of the streaming music services, such as Pandora, Slacker, iHeartRadio, etc., 17 respondents reported they were listening to AM/FM radio. A 17 to 1 ratio is dominant by anyone's definition.
We understand that writers are paid to focus on what’s new and that most readers are not interested in reading a headline that touts “more of the same.” But even with new audio options popping up daily, when it comes to AM/FM radio’s dominance, it is more of the same, as it continues to play an important role of people’s lives. Radio alone delivers to listeners something very unique -- a personal and local entertainment experience that other media are hard pressed to replicate.