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RADIO

The 2009 Foundation Research Study. RADIO. Connect. Engage. Deliver. Methodology. This study was completed using telephone interview methodology from October 29/08 – November 11/08. The calls we completed across each day of the week were weighted to ensure equal representation for each day.

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RADIO

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  1. The 2009 Foundation Research Study RADIO Connect. Engage. Deliver.

  2. Methodology This study was completed using telephone interview methodology from October 29/08 – November 11/08. The calls we completed across each day of the week were weighted to ensure equal representation for each day. The charts below show the sample sizes achieved for each of the age groups. *Total does not match the sum of categories due to overlaps in age demographic groups.

  3. Trending The 2009 Foundation research Study is the fourth survey we have conducted to learn more about Canadians media usage. Where applicable we have trended responses for the past three surveys to provide perspective on the evolution of media consumption. Results from the study are consistent with reports from other major media industry databases.

  4. Media usage

  5. Media usage Radio continues to perform well with the ability to reach over 80% of Canadian adults daily. Radio is particularly effective in connecting with active affluent Canadians, that are difficult to reach with print and TV. Radio doesn’t place demands on the listener; it accompanies Canadians throughout the day providing effortless entertainment.

  6. Weekly reachAdults 18+ • Radio’s reach is second only to TV • 90% of adults tune in weekly Source: Foundation Research Study 2007-2009, adults 18+

  7. Weekly reach • Radio reach is above average for adults with active lifestyles A18+ 90% Source: Foundation Research Study 2009

  8. Daily reachAdults 18+ • Radio’s reach is second only to TV • 81% of adults tune in daily Source: Foundation Research Study 2007-2009, adults 18+

  9. Daily reach • Radio reach is above average for adults with active lifestyles A18+ 81% Source: Foundation Research Study 2009

  10. Time spent in the past year increased or remained the same • For 83% of adults, radio use in 2008 increased or stayed the same as the previous year; that percentage is equal to the internet and higher than newspapers (79%) and TV (76%) Source: Foundation Research Study 2007-2009. adults 18+

  11. Main reason that radio time increased • The main reasons for increased tuning are tied to lifestyle • More time spent in car and the ability to listen at work. Source: Foundation Research Study 2007 - 2009. adults 18+

  12. Advertising avoidance

  13. Advertising avoidance Listeners are loyal to radio station therefore station surfing is minimal. For advertisers this means low ad avoidance and more opportunity to be exposed to their message.

  14. Likely to avoid adsMost of the time • Radio had the lowest percentage of adults that avoid ads Source: Foundation Research Study 2008-2009. adults 18+

  15. Likely to avoid radio adsMost of the time • Less than 1/3 of key target audiences make an effort to avoid radio ads A18+ 31% Source: Foundation Research Study 2009

  16. Multi—tasking

  17. Activities while listening to radioA18+,Some/most of the time • Radio accompanies every activity, adults surveyed listened while running errands, commuting, relaxing at home or during work Source: Foundation Research Study 2009. adults 18+

  18. Media exposure before a purchase occasion • 51% of the surveyed adults that shopped in the past 24 hours • reported that they were exposed to radio in the hour leading up • to their purchase Source: Foundation Research Study 2009. adults 18+ shopped in the past 24 hours

  19. Time spent with media during a typical work day • Radio’s total of 159 minutes (125 min. traditional + 34 min. streamed) is 23% more than TV and almost double that of internet Source: Foundation Research Study 2009. adults 18+ working

  20. Time spent with radio during a typical work day • Time spent listening to traditional radio is above average for young, working adults A18+ 125 min. Source: Foundation Research Study 2009. adults 18+ working

  21. Radio and the internet

  22. Compatible media • The combination of radio and the internet • satisfies rational and emotional needs of • consumers. The internet is a huge resource • for information allowing people to find what • they want, when they want it. Radio is a • personal and emotional medium providing • entertainment and companionship throughout • the day.

  23. Activities while onlineSome/most of the time • 36% of adults listen to radio while surfing the internet Source: Foundation Research Study 2009. adults 18+

  24. Radio listening while onlineSome/most of the time • More than 1/3 of key target audiences listen to radio while on the internet A18+ 36% Source: Foundation Research Study 2009

  25. Daypart usage • There is a significant opportunity for simultaneous usage of radio and the internet from 6am to 7pm Source: Foundation Research Study 2009. adults 18+

  26. Radio’s influence on internet surfing • More than 1/3 of adults have typed an internet address into their browser after hearing it on the radio. This is consistent with the previous years survey. Source: Foundation Research Study 2009. adults 18+

  27. Radio station assets

  28. Increased connectivity • Today, radio extends its connection to • listeners through station websites, where • there are even more opportunities for • interaction and calls to action. Contests, • sponsorship, e-newsletters, music requests, • audio streams, downloading and listener • feedback all contribute to the sense of • community and belonging.

  29. Local radio stations online • Radio’s on-air brand has proven to be very successful online, approximately 40% of adults have visited a radio station’s website Source: Foundation Research Study 2007 - 2009. adults 18+

  30. Have visited a radio station’s website • Busy, affluent Canadians are more likely to visit a radio station website A18+ 39% Source: Foundation Research Study 2009

  31. Frequency of visits to a radio station’s website • Of the persons that have visited a radio station’s website more than 1/3 visit on a weekly basis Source: Foundation Research Study 2009. adults 18+

  32. Information accessed on radio station website • Visitors are primarily interested in news/information, contest and music charts Source: Foundation Research Study 2009. adults 18+

  33. Information accessed on radio station website • Visitors are primarily interested in news/information, contest and music charts • Young adults seek music based information Source: Foundation Research Study 2009. adults 18+

  34. Loyalty club members • Busy, affluent Canadians are more likely to join a station’s loyalty/listener club A18+ 13% Source: Foundation Research Study 2009

  35. Implications for advertisers • Radio continues to perform well against adults • Strong daily presence in the market – an excellent medium to keep your brand top of mind • The ability to connect with hard to reach consumers anytime, anywhere • Excellent medium for influencing purchase decisions • Radio complements the internet and influences surfing • Over 1/3 of adults typed a web address into their browser after hearing it on radio • Radio’s ability to increase awareness and website traffic will increase advertising ROI • 40% of adults have visited radio station websites • Radio extends its connection to listeners through station websites, where there are even more opportunities for advertiser interaction and calls to action

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