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RADHA SUBRAMANYAM Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment. THE STATE OF LISTENING TODAY BACKGROUND. In our progressively digital world, the media landscape is rapidly evolving : Choice and complexity are significantly increasing

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RADHA SUBRAMANYAM

Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment


THE STATE OF LISTENING TODAY

BACKGROUND

In our progressively digital world, the media landscape is rapidly evolving:

  • Choice and complexity are significantly increasing

  • Content consumption across platforms is the norm

  • Listeners’ needs, expectations, attitudes and behaviors are continually evolving, even as our understanding of them grows

    Clear Channel partnered with top 3rd party research providers to explore the roles and unique benefits of the various audio content platforms so we can define… The State of Listening Today


OVERVIEW

1

Methodology

Audio At Large

7 Listening Insights

The Digital Explosion

Radio And Other Media

Top 5 Implications For Marketers

2

3

4

5

6

7


METHODOLOGY

Research was conducted from September 2012 — March 2013. A hybrid quantitative/qualitative approach allowed for a national-scale survey along with in-depth personal discussions.

Qualitative

Quantitative

  • Online Survey:

    • Over 1000 respondents

    • Males and Females ages 13-54

    • Representative mix of ethnicities

      • Caucasians

      • African Americans

      • Hispanics

      • Other

  • Focus Groups

    • N=50+

    • 3 cities

    • Males and Females ages 18-45

  • Ethnographies

  • Discovery Workbooks

  • Deprivation Journals


AUDIO AT LARGE


AUDIO: THE CONSTANT COMPANION

Turned to more times during the day relative to other media, audio content plays a central role as a trustworthy companion.

Listeners Accessing Audio Content (% by Daypart)

87%

80%

88%

88%

52%

Morning

(6am-10am)

Afternoon

(2pm-6pm)

Evening

(6pm-Midnight)

Overnight

(Midnight-6am)

Midday

(10am-2pm)


LISTENERS OPTIMIZE THEIR EXPERIENCES BY ENGAGING MULTIPLE PLATFORMS

Consumers are increasingly expanding their sources of audio content, and associate specific benefits with each.

Online Music

Services

Live & Online

Radio

Personal

Collections

Audio On Demand & TV

Radio

Pandora

YouTube

MP3s & CDs

“Companionship”

“Favorite types of music”

“Personalities, gossip, conversations, pop culture and humor”

“Sense of community”

“Dependable, easy and convenient source”

“Playlists that are somewhat customizable”

“Mobility”

“Get a specific video now”

“To see lyrics”

“My music”

“Control”

“Nostalgic collections”

“To show off my music tastes”

“When all else fails”

TV Music Choice

“Specific genres”

“Often the loudest device so it’s good for parties”

Spotify

iHeartRadio

“A service with a hip, urban image”

“A large song collection”

“Live streaming of my favorite radio stations”

“Connections to the best festivals”

TV Music Channels

“To see breaking new music”

“Videos”

“Background noise”


7

LISTENING INSIGHTS


1

RADIORULES


EVERYBODY IS LISTENING

Most Americans listen at least once a week or more.

92%

Listen To AM/FM Radio Once a Week or More


THEY LISTEN OFTEN… AND THEY THINK YOU ARE, TOO

Most people experience radio as an integral element of their daily lives, and expect others do, too.

81%

92%

92%

77%

66%

Listen to AM/FM radio regularly

Listen to radio at least once a day

Assume everyone listens to radio


RADIO IS PART OF AMERICA’S ROUTINE

American listeners ensure they have some form of radio access to accompany them during their day-to-day lives.

71%

70%

Say “radio is a key part of my daily routine”

Say they are “rarely without some form of radio/way to access the radio”


WHERE AND HOW DO YOU LISTEN?

Respondents were asked: where and how are you listening?

“I sit at a desk all day and crunch numbers, so I have the radio on almost all day.

We just assume that everybody listens to the radio… They have to listen to the radio, right?”


2

RADIO=

CULTURAL

CURRENCY


RADIO ENGAGES LISTENERS IN THE “NOW”

Live radio serves a critical cultural role in keeping people up-to-date and in sync on music, events, local information and news.

% Agree Strongly/Somewhat That Radio…

80%

Is a great way to discover new songs or artists

Is a great way to hear the songs and artists I already love

79%

Helps me learn about things I might follow-up on later

77%

Helps me keep up with what’s new and interesting in general

73%

77%

Like listening to something live, as it happens

73%


THE #1 CHOICE FOR BEING IN THE KNOW

Consumers make a purposeful choice to listen to radio across a variety of situations. Relative to other sources*, radio is the #1 listening choice…

“When I want to know what’s going on in my

community”

“When I want to know what’s happening in

the world”

3x

More Often

4x

More Often

“When I want to know what’s current”

5x

More Often

“When I want to feel connected”

“When I want company”

“When I want to listen to people like me”

*Personal music collections, Pandora, TV music channels, etc.


3

AMERICAN DRIVING CULTURE AND RADIO ARE INEXTRICABLY LINKED


DRIVE WITHOUT RADIO? NO WAY

The easiest and most convenient option, radio is the go-to choice when driving—and for most, is not only desired, but a necessity.

82%

74%

Say “the first thing I do when I get in my car is turn on the radio”

Say “it feels awkward if I don’t have the radio on when I’m driving/commuting”


4

RADIO HAS A POWERFUL

PERSONAL IMPACT


RADIO ENHANCES MOOD THROUGHOUT THE DAY

Listeners take advantage of the ability to find content on the radio with which they have a personal connection and that is suited to their changing moods and needs during the day.

“You need that little wake-me-up, that interaction, kind of easing you in [to the day], hearing the phone calls from the stations, the people, the personalities…”

Waking Up

Revving Up

“Z100, sometimes it plays a lot of pop, so during the day (I put that on), just to keep myself going.”

Keeping Me Going

“I’m a big fan of Delilah. Something about her voice. She just kind of puts you in the mood… I’d pour myself a glass of wine and read my People magazine. And I would listen to her.”

Winding Down


NO RADIO = NO GOOD

Going without radio had a dramatic effect on listeners’ mood.

I miss the… gossip! The variety, the celeb news, the world news, the traffic… I miss laughing.”

“Angry when I can’t listen when I want or need the most.

“Do I look happy… I am just not myself. Informed… no! Sense of community… no! Feeling almost handcuffed, like a piece of my body has been removed b/c radio is such a deep part of me, who I am!


5

RADIO ISCOMMUNITY

PROPERTY


TOP RADIO BENEFITS: COMMUNITY AND CONNECTION

Other associated attributes, such as social, relatable, trustworthy and human,enhance the sense of radio feeling like community.

Listener Associations with AM/FM Radio

Word size reflects the relative frequency of each association for this media source.


RADIO IS A MEANS FOR LISTENERS TO CONNECTWITHSOMETHINGBIGGER

Listeners depend on radio for the connection it offers to their local community, and to the world.

74%

64%

Like to “stay in touch with what’s going on in my city/neighborhood/community”

Count on radio to “connect me to what’s going on in the world right now”


RADIO HAS THE POWER TO DRIVE REAL CHANGE

Compared to other media, radio is a more integral part of the local community, enabling it to have greater impact on issues that are most important to listeners.

78%

72%

Agree strongly/somewhat that radio has the power to make a difference in the community

Agree strongly/somewhat that radio is more community-oriented than TV


6

RADIOPERSONALITIES

IGNITEPASSION


DJs CONNECT PERSONALLY WITH LISTENERS

Listeners have deep affinities with DJs and value the time spent with them.

% Agree Strongly/Somewhat

DJs keep me up-to-date on current events.

78%

Radio offers more personal connection with DJs than TV with its personalities.

66%

I spend mornings with DJs or talk radio hosts.

61%

I have favorite DJs who I look forward to hearing.

59%

I listen to radio to spend time with the DJs.

47%


DJs ARE CONSIDERED CELEBRITIES WHO “KEEP IT REAL”

Even though DJs are aspirational figures, they are relatable and accessible.

71%

70%

Listeners who feel the DJs are local people like them

Listeners who agree radio personalities “keep it real more often than TV characters and personalities do”

“Hanging out with (my favorite DJ) would be unbelievable. To me, that would be like a dream really.


AND RADIO IS A DEEPLY PERSONAL MEDIUM

People are invested with their favorite stations and DJs, and many see radio as a reflection of themselves.

66%

Of listeners agree “My favorite radio stations reflect who I am as a person.”


7

RADIO IS FOR MILLENNIALS & GEN Z


YOUNG PEOPLE ARE LISTENING TO RADIO A LOT AND SEE RADIO AS INTEGRAL TO THEIR LIVES

Young consumers listen as much as the rest of us, and majority expect it to always be part of their lives.

Age 13-17

Percent listening to the radio at least once a week

94%

Age 18-24

89%

Agree that radio will always be a part of people’s lives

81%

85%

“So everybody’s always tweeting, ‘Hey did you hear that new song on Z100?’ And they want to go look and see so they can tweet about it, too – and look cool.


RADIO “FILLS THE VOID”

More uncomfortable with silence than others, young listeners strive for an “always on” status.

% Agree Strongly/Somewhat “I Can’t Stand the Silence” by Age Group

67%

63%

63%

58%

59%

51%

43%

31-44

25-30

13-17

Total

45-54

18-24


THE DIGITAL EXPLOSION


DIGITAL PLATFORMS MAKE RADIO EVEN BIGGER

Consumers supplement AM/FM radio listening on other platforms.

% Use Each Format At Least 1X Per Week

Regular

AM/FM

92%

44%

Custom streaming playlist sites

33%

Streaming AM/FM on laptop, PC or mobile

55%

Satellite radio


DIGITAL FUELS GROWTH OF OVERALL RADIO CATEGORY

Although digital platforms serve a relatively small portion of total listening hours (TLH), overall TLH for broadcast and digital combined are increasing.

Total Listening Hours for Broadcast and Digital Radio (Billion Hours/Month)

Digital

Broadcast

15.9

15.6

1.1

0.9

14.8

14.7

Fall 2011

Spring 2012

Source: ACT1, Arbitron. M-Su 6a-12m, P12+, DMA. Triton Internet Audio Report


DIGITAL EXPANDS RADIO’S ACCESSIBILITY AND RELEVANCY

Access to radio via multiple platforms is enhancing its currency with listeners.

Agree “radio is more accessible than ever before”

85%

Agree “I can access radio anywhere”

78%

Agree “mobile devices make radio even more relevant because I always have these devices with me”

68%

Agree “the internet makes radio more relevant”

63%


RADIO’S VALUE INCREASES WITH GREATER OPPORTUNITIES FOR USE AND INTERACTION

Listeners can more easily and frequently engage with radio since it now also exists within the places where they are increasingly spending time.

Q

What is your favorite way to listen to the radio?

A

“Through apps and online streaming.”

Q

Why?

A

“My apps are at my fingertips and when I want to give my phone a rest at work, I head for online streaming.”

“It’s easier (than ever) to follow radio personalities on Twitter or Facebook… they engage their followers on Twitter. They have different topics that you can respond to… it’s gone from calling in to texting to Twitter. It keeps getting easier.



RADIO REMAINS THE PLATFORM WITH WHICH LISTENERS FEEL THE STRONGEST PERSONAL CONNECTION

Listeners continue to feel that radio provides a more personal and more targeted experience relative to other platforms.

% Agree Strongly/Somewhat About Radio

Feels more human than the internet

72%

More personal than television

65%

More targeted to people like me than television

55%

More targeted to people like me than the internet

50%

The Chicago radio stations – they know what we think, what we want to hear and what … we don’t want to hear.”


RADIO OUTPERFORMS TV AS A RELEVANT PART OF DAILY LIFE

Radio maintains its edge over other traditional media, reinforcing its strong, integral presence in people’s lives.

% Agree Strongly/Somewhat Platform Is…

Radio

Accessible

Not Accessible

TV

9%

91%

16%

84%

Relatable

Not Relatable

20%

80%

73%

27%

Part of my Routine

Occasional Activity

20%

80%

25%

75%


RADIO ADVERTISING IS VIEWED MORE POSITIVIELY THAN OTHER MEDIA

The passion consumers feel about radio likely translates to their perceptions of the ads heard there, making advertising more effective.

Which Best Describes Advertising On…? % Agree Strongly/Somewhat

AM/FM Radio

Often

informative

TV

Internet

Credible

Mobile Apps

Attention-

grabbing

Tends to be

relevant to me

Persuasive


RADIO IS HERE TO STAY

Radio remains an important part of daily life — and listeners from all generations recognize that even as technologies evolve, radio content will always be relevant and valued.

84%

74%

69%

Say “radio isn’t going anywhere – it will always be a part of people’s lives”

Say “radio is important to my generation”

Of listeners agree “streaming services do not replace radio”



1

MAKE RADIO ADVERTISING REFLECT THE UPBEAT NATURE OF RADIO

  • Consumers favor radio advertising that is more like radio. Radio does not have low production values; radio advertising shouldn’t either.

    • Employ humor.

    • Use music as a creative element.

    • Leverage on-air talent to make products and services more personal and relevant.

    • Leverage the multiplatform nature of radio – broadcast, digital, events – with multiplatform marketing programs.

Key Takeaway

Radio advertising that reflects the upbeat, relevant, fun nature of radio is advertising that works best.


2

RADIO TARGETS VARIED KEY SEGMENTS

This research revealed that though virtually all Americans turn to radio regularly, several key consumer segments are particularly attuned to radio.

  • African American and Hispanic consumers have specific values:

    • Music

    • Humor

    • Family

    • Community

    • Value

    • Radio Personalities

  • To reach youth, hit their passion points:

    • Music

    • Humor

    • Gossip/ Celebrity/ What’s Hot

    • Radio Personalities

    • Cars

    • Connectivity

    • Constant Stimulation

  • To hit home with moms, keep their priorities in mind:

    • Family

    • Community

    • Local Issues

    • Value

    • Music

    • Popular Culture

    • Relatable Personalities

    • Time Saving

Key Takeaway

Use radio to tap into the passions of key audience segments.


3

SPEAK WITH THEM, NOT AT THEM

  • Radio’s conversational nature (calling in, talking back) sets it apart from other forms of media.

  • Amp up radio’s social aspect by making it easy for listeners to engage with ads and create chatter amongst themselves.

Key Takeaway

Use radio’s two-way nature to start a conversation with consumers that goes beyond broadcasting messages.


4

KEEP THE MOOD IN MIND

  • The content and tone listeners seek out vary by daypart.

  • Consider the consumers’ mood and mindset when creating ads.

Key Takeaway

Radio is a “mood medium” – use it to create more positive feelings about your brand.


5

PAVE THE PATH FOR THE GREATER GOOD

  • Given the cultural and economic conditions today, people are seeking greater meaning and deeper connections to their communities.

  • Radio has always had the power to impact communities. Local radio is the natural place to extend campaigns in a way that makes a real difference.

Key Takeaway

Use radio’s community roots and reach to make a difference.


Thank You!

RADHA SUBRAMANYAM

Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment


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