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Radio Continues To Thrive. A unique mobile, hyper-local, multi-platform channel that delivers scalable brand marketing campaigns for advertisers. Radio. Anthony Young CEO, MindShare Published in Ad Age on January 10, 2012. Radio Continues To Deliver Massive Reach In Real Time.

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A unique mobile, hyper-local, multi-platform channel that delivers scalable brand marketing campaigns for advertisers.

Radio

Anthony Young

CEO, MindShare

Published in Ad Age on January 10, 2012

radio continues to deliver massive reach in real time
Radio Continues To Deliver Massive Reach In Real Time
  • Over the past 20 years Radio has consistently reached 9 out of 10 people in virtually every demographic/ethnicity
    • Today Radio continues to reach more than 240 Million listeners every week which is 93% of the population
    • Average person 12+ spends 2:40 each day listening to Radio, tunes in an average of 17x a week and listens for an average of 5 days each week
    • Virtually all Radio listening is done in real time, giving advertisers control of message delivery
    • Radio reaches more people between morning and evening than any other medium and is best for delivering messages just before they shop*
    • Radio reach and listening levels have remained big and consistent over the past 3 years for virtually every demo including young people
    • Far more people of all ages listen to the radio on a typical day than use Facebook, Google Web Search or YouTube**

Sources: Arbitron data from RADAR, PPM and Diary reports

*gfkMRI Media Day 2011 and USA Touchpoints 2012

**comScore and RADAR

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Research Studies Concur – Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening
  • Alan Burns Study: “Radio listening is not decreasing, it’s just changing devices.” “Here She Comes” July 2012
  • Target Spot White Paper May 2012
  • Jacobs Tech Survey 8 April 2012
  • The Infinite Dial: 2012” April 2012
  • iHeart poll Clear Channel iHeartRadio Study released April 3, 2012
  • U.S.A. Touchpoints February 29, 2012
  • NPD’s Ben Arnold quoted in Audio4cast February 27, 2012

“Terrestrial radio is just one of many music alternatives for Pandora listeners, and Pandora listening is not coming at terrestrial radio's expense.”

  • Mark Kassof & Co February 2012 Survey of 349 people 18-64 who listened to Pandora in past 2 days
  • Digital Users Are More Likely to Be
  • Heavier Users of Radio
radio is thriving in a digital world

Radio’s Thriving Digital Technology Enables Interaction and Activation

Radio is Thriving in a Digital World
  • Digital has expanded Radio’s reach
  • Through Digital, Radio can further interact with our listeners enhancing, not compromising over-the-air listening.
    • Mobile Apps, Facebook, Twitter, Online streaming, interactive listener programming, You Tube videos open digital doors for our listeners and advertisers and provide Activation
  • 70% of listeners said they follow their favorite personality and/or radio station on social media

Source: USC, Annenberg School for Communication & Journalism, PSI Study June2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles

radio continues to engage and influence listeners
Radio Continues To EngageAnd Influence Listeners
    • Listeners have strong emotional relationships with their favorite on-air radio personalities that benefit advertisers
    • 52% feel their favorite radio personality influences their opinion
  • 90% of radio listeners said they would be disappointed if their favorite radio station were no longer on-air*
  • 51% have considered or purchased a product/service advertised during their favorite radio personality’s show
  • Only Radio can offer advertisers product endorsements by on-air personalities – and those personalities makes millionaires out of their regular advertisers

Sources: USC, Annenberg School for Communication & Journalism, PSI Study June2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles;* The Infinite Dial: 2011 by Arbitron and Edison Research

radio has a growth future
Radio Has A Growth Future
  • Radio has grown in revenue every quarter since 2009
  • Radio is projected by BIA/Kelsey to continue to grow in revenue for the next 4 years to $17.8 billion, up 22% over 2011
  • Digital will continue to be a strong source of new revenue, climbing 15% over 2011 in 2012, going from 3.1% of total revenue to 4.5% by 2016
  • Radio will continue revenue growth in 2012 according to:
    • Group M 5.0%
    • BIA/Kelsey 3.5%
    • ZenithOptimedia 2.1%
    • Wells Fargo/Cheen 2.0%
    • Barclay’s Capital 0.4%
  • SQAD shows Radio CPPs increasing year over year

Radio is Alive, Well and Thriving