Oxnard/Ventura. THOM\Value of Radio

Transcription

1 Oxnard/Ventura THOM\Value of Radio

2 SOUTHERN CALIFORNIA RADIO The following fact-based overview showcases the enormous power of Radio Including the intrinsic value of Radio What radio means to listeners today The commercial environment that only Radio provides The ubiquitous platforms of Radio A clear comparison of Radio to other media The loyal and rabid connection of Radio and its listeners And finally, why Radio is still the most powerful and compelling advertising platform today

3 Source: Nielsen Harris Poll October 15-23, WHY CONSUMERS ENJOY RADIO IN LOS ANGELES

4 RADIO S LOCAL CONNECTION IN LOS ANGELES 6 in 10 agree Radio personalities in LA are entertaining and talk about things meaningful to me. I feel a strong personal connection to the radio station in LA I listen to the most. Radio connects me to local products, stores and events in my community. Source: Nielsen Harris Poll October 15-23, Source: Nielsen Harris Poll October 15-23, Copyright 2014 The Nielsen Company. Confidential and proprietary.

5 HOW MUCH WOULD YOU TRUST INFORMATION ABOUT A PRODUCT OR SERVICE FROM 10 Point Scale A Friend 7.9 A Radio Station 5.7 Newspaper Ad 5.0 An Internet Site 4.7 Famous Person on TV 4.4 Source: Alan Burns/Triton Digital The Future of Radio September 2012.

6 EVER PURCHASED AN ITEM OR SHOPPED AT A LOCATION YOU HEARD ABOUT FIRST ON TV 69.2% Radio 58.8% Website 49.0% Newspaper 45.6% Facebook 22.2% Source: Alan Burns/Triton Digital The Future of Radio September 2012.

7 WITH SO MANY LISTENING OPTIONS AVAILABLE Why do so many people in Oxnard/Ventura still listen to Radio? And why that s important to advertisers.

8 AMERICANS STILL LOVE RADIO MORE THAN ANY OTHER AUDIO PLATFORM Share of Ear Americans Share of Time Spent Listening to Audio Sources Owned Music (CDs, Digital music files, etc.) 20.3% Internet Radio/Music (Pandora, Spotify, etc.) 11.6% SiriusXM 7.7% AM/FM Radio 52.1% TV Music Channels (e.g. Music Choice) 5.2% Other 1.5% Podcasts 1.7% Source: Edison Research. Americans spend an average of 4 hours and 5 minutes each day consuming audio. This graph represents the share of time spent with each. Based on a nationally representative sample of 2,096 Americans ages 13+ who completed a 24-hour audio listening diary, May 2014.

9 ONLINE RADIO LISTENING COMPLEMENTS OVER-THE-AIR RADIO % of monthly Online Radio listeners who listened to over-the-air AM/FM Radio Monday-Sunday, 6a-mid 90.1% 89.0% 93.4% Adults 18+ Adults Adults Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet. Source: Scarborough, R (August 2014 July 2015), Oxnard/Ventura CBSA, online radio listeners.

10 ONLY 31.4% OF OXNARD/VENTURA ADULTS 18+ HAVE VISITED PANDORA IN THE PAST MONTH. 100% 80% 86.7% 87.6% 90.8% 60% 40% 31.4% 47.6% 38.8% 20% 0% Adults 18+ Adults Adults Listened to Radio Past Week (M-Su, 6a-mid) Visited Pandora Past Month Source: Scarborough, R (August 2014 July 2015), Oxnard/Thousand Oaks/Ventura CBSA.

11 MORE VENTURA ADULTS 18+ LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH Reach % 86.7% 57.9% 40.6% 21.8% 14.5% RADIO Source: Scarborough, R (August 2014 July 2015), Oxnard/Ventura CBSA, Adults 18+.

12 RADIO IS STRONG IN A FRAGMENTED MEDIA WORLD The average US adult consumes 66 hours of content each week across TV, radio, online and mobile HRS Watching Traditional Television 13.1 HRS Listening to AM/FM Radio 6.5 HRS Using any App/Web on Smartphone 3.3 HRS Watching Time-Shifted Television 5.7 HRS Using the Internet on Computer 1.6 HRS Game Console 1.5 HRS Video on the Internet 20% of their time is spent listening to radio. Source: The Nielsen Cross-Platform Report Q / Base: Total US Population P18+.

13 DESPITE FRAGMENTATION, THE RADIO AUDIENCE IN SOUTHERN CALIFORNIA IS GROWING FALL MILLION FALL MILLION FALL MILLION Source: Nielsen National Regional Database, Fall , Mon-Sun 6a-Mid, Persons 12+ Weekly Cume.

14 LISTENERS PREFER RADIO OVER FACEBOOK I would be very disappointed if 62% 60% 62% 63% 60% 53% 54% 45% 45% 34% Total < My favorite radio station went away Facebook went away Source: Alan Burns/Triton Digital The Future of Radio September 2012.

15 A POSITIVE, PERSUASIVE COMMERCIAL ENVIRONMENT TO A RECEPTIVE AUDIENCE 57.4% Improves your mood 40.7% Comforts you 49.1% Energizes you 36.6% Keeps you company 41.0% Helps you have a good time 23.3% Has ads that are honest & believable 46.8% Helps you relax Source: Alan Burns/Triton Digital The Future of Radio September 2012.

16 REACH AND TIME RADIO REACHES 92.4% OF SOUTHERN CALIFORNIA EVERY WEEK 9.75 HOURS SPENT WITH RADIO EACH WEEK Source: Nielsen Audio NRD, Fall 2014, Los Angeles, Oxnard/Ventura, Riverside/San Bernardino, San Diego, San Luis Obispo, and Santa Barbara Metro, Persons 12+,Monday-Sunday, 6a-mid.

17 REACH AND TIME RADIO REACHES 85.4% OF OXNARD/VENTURA PERSONS 12+ EVERY WEEK 13.5 HOURS SPENT WITH RADIO EACH WEEK Source: Nielsen Audio, Fall 2014, Oxnard/Ventura Metro, Persons 12+, Monday-Sunday, 6a-mid.

18 A FOCUS ON SOUTHERN CALIFORNIA The combined population of Los Angeles, San Diego and Riverside is 16 MILLION Source: Nielsen Audio Fall 2014 Metro Populations 12+

19 15.6 MILLION SOUTHERN CALIFORNIANS USE RADIO EVERY WEEK THAT S 92% OF EVERYONE REACHED BY RADIO SPENDING NEARLY 10 HRS LISTENING EVERY WEEK Source: Nielsen Regional Database, Fall 2014, Monday-Sunday, 6a-mid, Persons 12+.

20 Copyright 2014 The Nielsen Company. Confidential and proprietary. RADIO S REACH EXTENDS ACROSS ALL MAJOR DEMOGRAPHICS IN SOUTHERN CALIFORNIA Weekly Radio Listeners 4.6 Million Listeners 92.5% of Millennials use radio 3.8 Million Listeners 93.9% of Gen X use radio 3.3 Million Listeners 92.8% of Boomers use radio MILLENNIALS (18-34) GENERATION X (35-49) BOOMERS (50-64) Source: Nielsen National Regional Database, Fall 2014, Mon-Sun 6a-Mid, Persons

21 Copyright 2014 The Nielsen Company. Confidential and proprietary. AND RADIO REACHES A DIVERSE AUDIENCE Weekly Radio Listeners Hispanics (12+) AFRICAN AMERICANS (12+)* 6.7 Million Listeners 96.2% of Hispanics use radio 1 Million Listeners 92.2% of African Americans use radio Source: Nielsen National Regional Database, Fall 2014, Mon-Sun 6a-Mid, Persons 12+. *African-American Audience estimates based on LA, Riverside, and San Diego only. 21

22 NATIONAL CONGESTION RECESSION IS OVER Nearly all of the 9 million jobs that were lost during the Great Recession have been regained and the congestion problem is now worse than the prerecession levels. In 2014, congestion wasted an enormous amount of time, fuel, and money. Urban Americans traveled an extra 6.9 billion hours and purchased an extra 3.1 billion gallons of fuel totaling $160 billion. Congestion not only affects people who travel during peak periods, but also during off peak times. Approximately 41% of total delay occurs during off peak hours - midday and overnight - when travelers expect free-flow travel. In 5 years, the national congestion cost is projected to increase from $160 billion to $192 billion. National delay will grow to 8.3 billion hours in 2020, up 20% in just 5 years and it s safe to assume that the problem will only get worst for all urban areas especially Los Angeles which ranks 2 nd in hours of delay per commuter (80 hours), behind Washington D.C. (82 hours). Source: Texas A&M Transportation Institute and INRIX, 2015 Urban Mobility Scorecard, August 2015, Travel Time Index Rank.

23 There are over 17.5 million vehicles registered in SOUTHERN CALIFORNIA, over 700,000 in Oxnard/Ventura Source: DMV, Total Vehicles Registered, September 2015 (Los Angeles, Orange, Riverside, San Bernardino, Ventura, Imperial, Kern, Santa Barbara, San Diego, and San Luis Obispo Counties).

24 PEOPLE IN OXNARD/VENTURA DRIVE NEARLY 2 BILLION MILES PER YEAR. The average peak traveler spends an extra 23 hours stuck in traffic each year, up 20 hours from 1982 when data was first collected. Source: Texas A&M Transportation Institute and INRIX, 2015 Urban Mobility Scorecard, August 2015, Travel Time Index Rank.

25 Travel Time Index MORE CONGESTION MEANS MORE TIME SPENT LISTENING TO RADIO IN CARS. Oxnard/Ventura drivers spent 14% more time on the roads than under normal conditions due to traffic congestion. And, in order to arrive on time for important freeway related trips, drivers had to plan more than twice as much travel time to account for delays such as bad weather, collisions, and construction Los Angeles-Long Beach- Anaheim San Francisco-Oakland, CA San Jose, CA Seattle, WA Honolulu, HI Travel Time Index A measure of congestion that focuses on each trip and each mile of travel. It is calculated as the ratio of travel time in the peak period to travel time in free-flow. A value of 1.43 for Los Angeles indicates that a 20-minute free-flow trip takes 28.6 minutes in the peak. Source: Texas A&M Transportation Institute and INRIX, 2015 Urban Mobility Scorecard, August 2015, Travel Time Index Rank.

26 IN URBAN AREAS WITH POPULATION OVER 1 MILLION, STREETS HAVE MORE DELAY THAN FREEWAYS DURING BOTH PEAK AND OFF BEAK HOURS Percent of Delay Road Type and Time of Day Off Peak FREEWAYS 10.0% Peak FREEWAYS 29.0% Peak STREETS 32.0% Off Peak STREETS 29.0% Source: Texas A&M Transportation Institute and INRIX, 2015 Urban Mobility Scorecard, August 2015, Travel Time Index Rank.

27 THE SHEER SIZE AND DENSITY OF SOUTHERN CALIFORNIA TRAFFIC The combined total population of New York, Chicago, Houston, Philadelphia, and Phoenix almost equals the 17.5 million registered vehicles that make up Southern California Traffic. (Source: Census, 2014 Population Estimates (as of July 1, 2014) and DMV, Total Vehicles Registered, September 2015) Over 700 thousand cars in the Ventura County. (Source: DMV, Total Vehicles Registered, September 2015) Imagine million cars filled with potential new customers. The potential for more brand awareness and market share than 5 major cities combined! That s the value of Southern California Radio.

28 New York 8,491,079 Chicago 2,722,389 Houston 2,239,558 Philadelphia 1,560,297 Phoenix 1,537,058 Source: Census, 2014 Population Estimates (as of July 1, 2014).

29 13.1 MILLION SOUTHERN CALIFORNIANS USE RADIO AWAY FROM HOME DURING COMMUTING HOURS Source: Nielsen National Regional Database, Fall 2014, Mon-Fri 6a-10a + 3p-7p, Persons

30 84% of drivers cite RADIO as their primary in-car entertainment/info device Source: Arbitron Inc. and Edison Research, The Infinite Dial 2013.

31 RADIO REMAINS THE IN-CAR MUST HAVE 90% Which in-car dashboard options are a must-have in any new vehicle you may buy/lease? 80% 70% 60% 50% 40% 30% 20% 10% 0% AM/FM Radio CD Player Smartphone Con GPS Bluetooth DVD Player Satellite Radio HD Radio All 82% 66% 44% 31% 30% 19% 19% 12% 10% 9% 8% 3% Female 84% 69% 45% 31% 28% 20% 17% 9% 9% 8% 8% 2% Male 77% 61% 43% 32% 32% 17% 22% 16% 13% 11% 9% 3% Ent/Info System Internet Radio Doesn't Matter Something Else Source: RAB and Presslaff Interactive Revenue based on online survey of 28,753 respondents from 20 broadcast groups and over 200 individual stations conducted March 12 to April 2, 2013.

32 REGARDLESS OF AGE, RADIO LISTENING IN-CAR RANKS HIGHEST When driving, are you most likely to be? 100% 80% 60% 40% 20% 0% Radio Listening CD/DVD Talking to others ipod/mp3 Talking on the Phone Satellite Radio Nothing Internet Radio Streaming Radio All 91% 37% 27% 21% 16% 13% 6% 4% 4% 1% % 46% 39% 53% 21% 9% 5% 9% 9% 0% % 39% 32% 34% 23% 12% 6% 7% 6% 0% % 34% 30% 24% 19% 13% 6% 4% 4% 0% % 35% 15% 15% 15% 13% 6% 3% 3% 1% % 36% 22% 10% 11% 13% 0% 2% 2% 0% % 36% 24% 5% 6% 17% 9% 2% 1% 1% N/A Source: RAB and Presslaff Interactive Revenue based on online survey of 28,753 respondents from 20 broadcast groups and over 200 individual stations conducted March 12 to April 2, 2013.

33 RADIO IS THE TOP MEDIUM DURING THE HALF HOUR BEFORE PEOPLE ARRIVE TO SHOP % Who (Item) Just Before Arriving at Store of Last Shopping Visit 49.0% 21.0% 12.0% 8.0% 6.0% 6.0% 3.0% Listened to AM/FM Saw advertising on Radio a billboard Watched TV Read/Looked at a newspaper Used Internet on Used cell phone to desktop/laptop for look up price/product info price/product info Read/looked at a magazine Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours. Source: Arbitron/Edison Research, The Infinite Dial 2013.

34 COMMERCIALS ON AM/FM RADIO PROMPT STRONG CONSUMER RESPONSE % Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio 43.0% 41.0% 40.0% 39.0% 38.0% 28.0% 28.0% 16.0% Visited advertised restaurant Visited advertised store Attended advertised event or performance Talked about the ad or product with others Watched advertised TV program Recommended advertised product to others Visited advertiser's website Called the advertised product or store Source: Arbitron/Edison Research, The Infinite Dial 2013, Persons 12+.

35 RADIO REACHES OXNARD/VENTURA ADULTS 18+ Radio reaches 86.7% of Oxnard/Ventura Adults % 80.3% 84.0% 81.3% 43.9% Listen to Radio Past Week Read Any Online or Printed Newspaper Past Week Watched Any Broadcast TV Past Week Watched Any Non- Spent Any Time on Premium Cable PastInternet Past Week Week Source: Scarborough, R (August 2014 July 2015), Oxnard/Thousand Oaks/Ventura CBSA.

36 78% OF SOUTHERN CALIFORNIA RADIO LISTENERS ARE IN THE WORK-FORCE THAT s 8.5 MILLION QUALIFIED CONSUMERS LISTENING EVERY WEEK Source: Nielsen National Regional Database, Fall 2014, Mon-Sun 6a-Mid, Persons

37 RADIO S EXPANSIVE DIGITAL REACH Southern California Radio interacts with its listeners on-air and online: Huge Loyal and active listener databases Mobile Apps with geo-targeting by zip codes Streaming audio for PC and Mobile listening Rabid social network connection with Radio s on-air talent Web site interaction using couponing, product contests and special offers

38 OVER $6 OF INCREMENTAL SALES FOR EVERY $1 SPENT PAYBACK Per $1 Ad Investment All Category Average 6.21 Breakfast Bar 1.81 Soft Drink Retail Beer Snacks 4.17 Soft Drink 1.38 Snacks Candy 3.12 Retail Soft Drink 1.97 Ratio of incremental sales revenue per thousand to advertising cost per thousand = Payback

39 60% OF AMERICANS SKIP TV COMMERCIALS ALL OR MOST OF THE TIME How often do you watch TV in REAL TIME? When not in real time, how often do you SKIP commercials? 26.7% 20.8% 31.0% 6.0% 21.8% All the Time Most of the Time Occasionally Often 19.7% 15.0% 11.9% 32.4% All the Time Most of the Time Occasionally Often Rarely/Never 27.6% Rarely/Never 53.8% OF AMERICANS OWN/USE A DVR Source: Alan Burns/Triton Digital The Future of Radio September 2012.

40 Copyright 2014 The Nielsen Company. Confidential and proprietary. NIELSEN SDK Southern California Radio is Strong SOCAL Radio reaches 90%+ across all key demos Radio Delivers Solid ROI Radio delivers a $6:$1 Return on Ad Spend Nielsen Digital Audio Measurement is on the way Software tested and ready SOCAL Radio Reaches 13.1M consumers when they are ready to shop and buy SOCAL Radio Reaches 8.5M working consumers with money to spend Radio drives listeners to tune-in to TV programs Radio delivers repeat shoppers New precision targeting helps focus advertising on the right consumers Top clients integrating the SDK Collecting data now 40

41 LET S LISTEN TO JUST TWO MARKET LEADERS WHO UNDERSTAND THE POWER AND PERSUASION OF RADIO. Imagine your branding message on RADIO - targeted and effective, but most of all, successful.

42 RESOURCE REFERENCES Alan Burns & Associates/Triton Digital Census INRIX Katz Media Nielsen Audio Presslaff Interactive Revenue RAB Scarborough