Radio Usage Trends Radio Usage is Diversified Among Socioeconomic Backgrounds (1:14) (1:28) (1:35) Radio penetration rises with higher education levels (1:28) Radio usage rises with employment status. (1:17) (1:23) (1:37) (1:14) (1:28) (1:36) Radio usage rises as Household Income increases (1:33) Fact: Per USA Touchpoints 39% of all listening done in Autos. Why is this important? The latest Census figures found that more than threequarters of Americans commute to work alone in their car, with the average one way commute lasting 25 minutes- a captive audience. 1
40% of radio listening occurs while in the automobile % Share of Radio Usage by Location Adults 18-64 78% of adults use a car daily Nearly 2 hours on average! Source: 2011 USA TouchPoints Radio listeners spend significant time with it daily % Daily Reach by Medium Adults 18-64 84% Minutes Per User 56% 4:23/day 41% :55/day :59/day 2:39/day 6% 12% 1:49/day Newspapers AM/FM Radio Note: TV includes time-shifted viewing; includes via PC, mobile & tablet; 2
During the week, Americans spend significant time with AM/FM Radio % Weekly Reach of Media Adults 18-64 Minutes Per User 77% 86% 96% 23% 33% 12:40/wk 1:49/day 18:24/wk 2:39/day 30:35/wk 4:23/day 6:27/wk :55 day 6:52/wk :59/day Newspapers AM/FM Radio Note: TV includes time-shifted viewing; includes via PC, mobile & tablet; Even among young adults 18-34, Radio is #2 in daily reach % Daily Reach of Media Adults 18-34 79% Minutes Per User 45% 53% 3:26/day :43/day :38/day 1:53/day 2:40/day 4% 4% Newspapers AM/FM Radio 24 Note: TV includes time-shifted viewing; includes via PC, mobile & tablet; 3
AM/FM Radio comprises ¼ of the time Americans spend with media each day Newspaper 2% 1% Share of Daily Media Minutes Adults 18-64 12% AM/FM Radio 25% 61% 16 Note: TV includes time-shifted viewing; includes via PC, mobile & tablet; Among young Adults 18-34, AM/FM Radio represents nearly 1/3 rd of their media day Newspaper 0% 1% Share of Daily Media Minutes Adults 18-34 17% AM/FM Radio 28% 54% 17 Note: TV includes time-shifted viewing; includes via PC, mobile & tablet; Radio has been challenged before - many times. Each challenge was supposed to be the knockout punch, but none ever were. Radio has adapted and continues to fill a very real need in people s lives - 4
convenient, compelling entertainment. Curation, the adding of new songs at the right time and eliminating old songs at the right time, has played a big role in its continued popularity. Smart phone penetration and audio alternatives continue to proliferate and some believe that radio s rung on the media ladder will decline in 2012 and beyond with the increased digital audio competition. History shows that radio weathered numerous competitive storms over the past 50 years and will do so again. Below chronicles the various challenges Radio has weathered: Despite technological advancements in media over the years, radio remains CONSISTENT! 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Radio Weekly Reach 95.4 95.5 95.8 95.9 95.6 95.7 95.7 96.0 95.9 95.8 95.0 94.9 94.9 95.0 94.5 94.3 94.1 93.7 93.7 90.6 91.0 92.5 93.0 1940 First TV Station Debuts 1948-1952 TV growth years 1953 First Color TV debuts 1962 Audio Cassette Player introduced 1965 The 8 track cassette introduced 1976 VCR s introduced 1976 CB popularity explodes 1979 Sony introduces the Walkman 1981 MTV debuts. 1982 The CD debuts. 1986 VH1 debuts 1995 AOL, Prodigy and CompuServe come online 1998 Home PC users begin sharing digitized music - Napster, etc. 1999 Introduction of Streaming Audio 2000 Pandora launches 2001 Apple introduces the ipod 2001 XM Satellite Radio launches 2002 Sirius Satellite Radio launches in July. 2003 Myspace debuts 2004 Podcasting enables portable time- shifted digital audio and video 2007 iphonedebuts 2009 Sales of Smart Phones and growth of the mobile net explodes 2009 Online audio options proliferate 2010 ipad Debuts Source: Arbitron Radio Today 2010 An analysis of radio listening data from Arbitron shows the medium is holding up very well, particularly over the past 3 years in spite of digital audio alternatives. From 2009 to 2011, weekly reach is over 95% for advertisers most important demographics (A18-49 and A25-54), and usage is over 2 hours per day. 5
Nearly Everyone Uses Radio. In Real Time. Every Week. Radio reaches over 92% of virtually every segment of the population. That that has been true year after year and remains true today. 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 93.1% 92.1% 93.5% % 95.1% 96.0% 94.1% 95.5% 95.7% 95.5% 96.0% 12+ P12-24 18-34 25-54 35-64 Hisp 18-49 AA/Blk 18-25- 54 A 18-49 Col P 18-49 Col 25-54 P P P P W M 49 Ed, HH Ed Emp $75K+ Weekly Radio Usage Source: RADAR December 2011 6