DATA-DRIVEN. AUDIENCES. BROADCAST RADIO?!
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1 DATA-DRIVEN. AUDIENCES. BROADCAST RADIO?!
2 AGENDA 1 AUDIO Best Practices 2 Data Driven Audiences 3 Strategy & Execution
3 AUDIO IS EXPLODING
4 are the top selling #1Headphones electronics item
5 SMART SPEAKERS ARE BOOMING are the top selling #1Headphones electronics item U.S. HH penetration will jump from 7% in Q1 17 to 75% in Q1 20. MILLENNIALS Sources: Headphones: 2017 Consumer Electronics Association CEA; Smart Speakers: Gartner Edison Research, 2017.
6 AUDIO IS EXPLODING! STREAMING PODCASTS CONCERTS & FESTIVALS BROADCAST RADIO +31 % +41 % +200 % +7 % Source: Broadcast Radio: 12+ PUR across all PPM markets (M-Sun 6a-12m) Jun17 L12M vs. Jun15 L12M; Streaming Audio: Digital based on Triton Digital Releases Monthly Internet Audio Top 20 Rankers YTD Jan-Jun 2015 vs. YTD Jan-Jun 2 017; Podcasts: Podtracs, Edison podcast Consumer 2017 Monthly Listeners 2017 vs. 2015; Music Festivals: Nielsen Music Music Festival Attendance 2014 vs. 2016
7 The Audio Universe is often misunderstood.
8 Broadcast Radio Is Bigger Than TV, The Traditional Reach Medium WEEKLY REACH (% OF POPULATION) 100% 95% 90% 85% 80% 75% 93% BROADCAST RADIO 89% TV Source: Nielsen Comparable Metrics Report, 4Q 2016
9 And Its Immense Reach Has Been Consistent Since The 1970s % OF POPULATION 12+ USING BROADCAST RADIO WEEKLY 93% 93% Source: RADAR Time Spent Listening Per Week Report (c) Arbitron: Monday-Sunday 24 Hours / Persons 12+; Nielsen Audio Nationwide Fall 16.
10 But for listeners It s not about the channel, it s about the content.
11 And They Turn To Different Channels For Different Reasons 9 in 10 consumers say they listen to both live radio and music collections, but at different times, for different reasons Source: Role of Radio in Music Industry" Study; iheartmedia August 2015 Base: Americans, aged 18-44, who listen weekly to AM/FM radio via regular radio or streaming
12 Different Channels, Different Purposes Join the World LIVE RADIO Escape the World OWNED MUSIC, STREAMING Online Live Radio Streams Broadcast Radio Custom Radio Stations Playlists Live Satellite Radio Owned Music
13 100+ PLATFORMS INCLUDING: Mobile Automotive Virtual Assistant Smart TVs, OTT Boxes, and MSO Connected Speakers Retail Gaming Consoles Travel/Hospitality
14 Voice-Enabled Speaker Sales Are Skyrocketing 100 % USER SHARE % % 5% AMAZON ECHO GOOGLE HOME OTHER Source: emarketer, April/May 2017
15 TRUSTED DAILY COMPANIONS 86 % PERCEIVE A DEEP CONNECTION WITH A FAVORITE RADIO PERSONALITY Source: Power of Personality & State of Listening Study, iheartmedia, August 2017
16 These Relationships Translate To Deep Engagement DAILY TIME SPENT (MINUTES) Source: (1) time spent: comscore, A18+, (feb 2017:facebook, google, snapchat); (2) ihm time spent: nielsen audio nationwide, fall 2016; (3) NBC: npower, feb 2017, R&F report, 6min qualifier, Live Viewing, P18+
17 Trust and engagement drives results.
18 Broadcast Radio Drives Better Results Across The Purchase Funnel Awareness Message Association Consideration Intent Take An Action RADIO EXPOSED VS. CONTROL +30% +44% +34% +21% +56% ON-AIR PERSONALITIES SUPERCHARGE RESULTS +57% +92% +76% Source: iheartmedia Proprietary Effectiveness Research Average lift % based on 40 Studies; Individual Metrics based on studies where that metric was measured
19 WHAT S YOUR SOUND STRATEGY?
20 WHAT DOES YOUR BRAND SOUND LIKE? DO YOU HAVE AN AUDIO HOOK?
21
22 IHEARTMEDIA IS A DATA-DRIVEN, MULTI-PLATFORM COMPANY ON-AIR DIGITAL SOCIAL EVENTS DATA
23 INNOVATIONS
24 MAKING IT ALL SMARTER THROUGH DATA
25 LEVERAGE AUDIENCE DATA LIKE DIGITAL WITH THE SCALE OF BROADCAST
26 RYAN SEACREST BIG BOY ELVIS DURAN THE BREAKFAST CLUB
27 At 850+ Stations In 160+ Markets
28 RADIO STATIONS Organic Growth Built On Radio
29 LISTENERS Organic Growth Built On Radio
30 SOCIAL Organic Growth Built On Radio
31 EVENTS Organic Growth Built On Radio
32 1 ST PARTY DATA. 107 MILLION REGISTERED USERS. Organic Growth Built On Radio
33 1P DATA 3P DATA
34 MEET JESS 1 ST PARTY DATA SINGLE SOCIAL PARTNERS NO KIDS 29 YRS 3 RD PARTY DATA AM
35 2 S I N G L E N O K I D S 9 Y R S AUDIENCE A M
36 LUXURY CAR NEXT 60 DAYS GROCERY SHOPPERS HEAVY QSR AUDIENCE 700 PRESET AUDIENCES AUTO FINANCE INSURANCE POLITICAL RETAIL TELCO LIFE STAGES & CAREER MOM S
37 CUSTOM CLIENT S 1P DATA DMP DMP IHEART S 1P DATA Build Your Own Audience CLIENT S CRM DATABASE
38 1 DEMO Standard Radio Plan TWO WAYS TO TRANSACT
39 MARKET FORMAT DAYPART STATION STATION 1 AM DRIVE STATION 2 MID DAY STATION 3 PM DRIVE STATION 4 OVER NIGHT URBAN COUNTRY POP NEWS NY NJ CT TX DEMO PLAN WOMEN HHI $50K+ SELECT MARKETS STATION RANKERS
40 MARKET FORMAT DAYPART STATION STATION 1 AM DRIVE STATION 2 MID DAY STATION 3 PM DRIVE STATION 4 OVER NIGHT URBAN COUNTRY POP NEWS NY NJ CT TX DEMO PLAN WOMEN HHI $50K+ SELECT MARKETS STATION RANKERS
41 2 AUDIENCE Targeted Radio Plan
42 STATION STATION 1 STATION 2 STATION 3 STATION 4 DAYPART AM DRIVE MID DAY PM DRIVE OVER NIGHT AUDIENCE FORMAT URBAN COUNTRY POP NEWS 858/6/22/160 MARKET NY NJ CT TX
43 STATION STATION 1 STATION 2 STATION 3 STATION 4 DAYPART AM DRIVE MID DAY PM DRIVE OVER NIGHT AUDIENCE FORMAT URBAN COUNTRY POP NEWS 858/6/22/160 MARKET NY NJ CT TX
44 PLAN DETAILS ADVERTISER & AGENCY INFORMATION DATA SET DATA BOOK AUDIENCE US POPULATION WEEKS SELLER BUDGET IMPRESSIONS GRPS CPM CPP SPOT DURATION Details Here Details Here Details Here Details Here Details Here Details Here Details Here Details Here Details Here Details Here Details Here Details Here URBAN OLDIES URBAN AC CLSC ROCK CLSC HITS CHR/URCTP CHR/RHYMC ALTERNATIVE ADULT HITS FORMAT IMPRESSIONS UBRAN SPORTS ROCK RELIGION HOT AC GOSPEL COUNTRY COMEDY CHR AC IN MILLIONS DAYPARTS IMPRESSIONS SA-SU PRIME MO-FR AM DRIVE 18% 17% SA-SU OVERNIGHT 2% SA-SU EVENING 11% MO-FR EVENING 6% 16% MO-FR PM DRIVE MO-FR MID DAY 24% 6% MO-FR OVERNIGHT MARKET TIER INDEXING TOP 150 MARKETS MARKETS 151+ MARKETS % 20% 6% MARKETS % MARKETS % 8% MARKETS MARKETS % 10% MARKETS % 7% MARKETS MARKETS 51-75
45 NATIONAL REACH WITH LOCAL ENGAGEMENT 45
46 DYNAMIC CREATIVE DECISION TREE
47 Is it snowing in Chicago? YES NO WEATHER
48 Is it snowing in Chicago? YES NO WEATHER
49 Is it snowing in Chicago? YES NO WEATHER
50 Did the Packers win? SPORTS SCORES YES NO
51 Did the Packers win? SPORTS SCORES YES NO
52 Did the Packers win? SPORTS SCORES YES NO
53 Did the Packers win? YES NO GAS PRICES
54 Did the Packers win? YES NO STOCK MARKET
55
56 SCALE TARGET AUDIENCES INFLUENCERS ENGAGEMENT RESULTS
57 KEY TAKEAWAYS 1 Sound Strategy 2 Data-Driven Audiences 3 Smart Audio
58 THANK
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