1. Radio: On Air On Line On
Target
And Thriving
Presented to:
Presented by: Mary Beth Garber
EVP/Radio Analysis and Insights
Date: May 2, 2012

2. Perception

3. A unique mobile, hyper-local,
multi-platform channel that
drives word of mouth and
delivers scalable brand
marketing campaigns for
advertisers.
Anthony Young
CEO, MindShare North America (Digital)
Published in Ad Age on January 10, 2012

4. Fact: Radio is Alive
and Thriving

5. ON AIR
Facts About Radio
Usage

6. Changing Technology Has Affected Which Media
People Own, Have Access To And Use – But Radio
and TV Remain Primary and Dominant
% Population/Household Penetration
100
90
97
93
88 Are You TYPICAL?
78 Mass Media
80
70
70 61
60 56
49 47
50 45 45 43
40 31 29
30
18
20 15 13
10
10
0
Source: TV HH, Nielsen May 2011; wkly Radio Arbitron RADAR March 2012 M-Su M-M; Mobile Web comScore Feb 2011 via mobiThinking; DVR, Infinite Dial 2012;
Cable & ADS Feb 2012 Nielsen Report; iPods/MP3s, Infinite Dioal 2011; Registered Deal Users, Internet Radio and Social Net Usage Edison Media Infinite Dial: 2012;
Internet and Twitter comScore Feb 2012Video Game Console, Internet usage, Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life
Project Dec 2010, May, June 2011; Tablets Audio4cast March 20, 2012; Satellite Radio Scarborough USA + Rel 1 2012

7. Radio Is The Dominate Medium To
Reach Adults 18-34 In The USA
Weekly Media Exposure
Adults 18-34
100%
90%
80%
89.0%
83.3% 86.3%
70%
81.2%
60%
50%
40%
30%
37.6%
20%
10%
0%
Listen to Radio Past 5 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on
Days Past Week Week (M-Su, 5a-2a) Premium Cable Past Internet Past Week
Week
Source: Scarborough USA+, Release 2 2011 USA Adults 18-34.

8. Radio And TV Are Dominate Media To
Reach Adults 25-54 In The USA
Weekly Media Exposure
Adults 25-54
Source: Scarborough USA+, Release 2 2011 USA Adults 25-54.

9. Radio And TV Dominate Media Reach
Of Young People In Portland
Weekly Media Exposure
Adults 18-34
100.0%
90.0%
80.0% 92.0%
87.7%
70.0% 78.7%
60.0%
67.2%
50.0%
40.0% 51.1%
30.0%
36.7%
20.0%
10.0%
0.0%
Listen to Radio Read Any Watched Any TV Watched Any Spent Any Time on Watched
Past Week Newspaper Past Past Week (M-Su, Cable Past Week Internet Past Primetime on Any
Week 5a-2a) (M-Su, 5a-2a) Week 5 Networks Past
Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34.

10. Radio And TV Dominate Media Reach
Of Young People In Portland
Weekly Media Exposure
Adults 25-54
100.0%
90.0%
94.7%
80.0%
84.8% 85.4%
70.0%
72.7%
60.0%
62.8%
50.0%
40.0% 47.3%
30.0%
20.0%
10.0%
0.0%
Listen to Radio Read Any Watched Any TV Watched Any Spent Any Time on Watched
Past Week Newspaper Past Past Week (M-Su, Cable Past Week Internet Past Primetime on Any
Week 5a-2a) (M-Su, 5a-2a) Week 5 Networks Past
Week
Note: Networks included are ABC, CBS, NBC, FOX , and CW.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54.

11. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 18-34 in the USA
Adults 18-34 are 50% more likely to be heavy users of
radio than heavy users of television in the USA.
50.0%
60% of 52%
listening 40.0%
42%
is to only
one radio 30.0%
station 28%
20.0% 27%
10.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source Scarborough USA Plus - Release 2 2011 12 Month Scarborough , Adults 18-34. Heaviest two quintiles of exposure.

12. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 25-54 in the USA
Adults 25-54 are 39% more likely to be heavy users of
radio than heavy users of television in the USA.
50.0%
45.0%
60% of 40.0%
46% 45%
listening 35.0%
is to only 30.0% 33%
one radio 34%
25.0%
station 20.0%
15.0%
10.0%
5.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source Scarborough USA Plus - Release 2 2011 12 Month Scarborough , Adults 25-54. Heaviest two quintiles of exposure.

13. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 18-34 in Portland
Adults 18-34 are 83% more likely to be heavy users of
radio than heavy users of television in Portland.
50.0%
60% of 53%
listening 40.0% 44%
is to only
one radio 30.0%
station 29%
20.0% 24%
10.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 18-34 Heaviest Two Quintiles.

14. Radio And The Internet Have Heaviest Weekly
Usage Among Adults 18-34 in Portland
Adults 25-54 are 52% more likely to be heavy users of
radio than heavy users of television in Portland.
50.0%
60% of 50%
listening 40.0% 45%
is to only
one radio 30.0%
33% 35%
station
20.0%
10.0%
0.0%
Radio Internet Television Newspaper
Note: Radio and TV usage are based on time spent. Newspaper usage is based on number of
different issues read and includes WSJ and USA Today. Internet includes Radio, TV and Newspaper
website usage and Radio streaming.
Source: PORTLAND OR - Release 2 2011 Sep10-Aug11 Scarborough, Adults 25-54 Heaviest Two Quintiles.

15. During the week, Americans spend
significant time with AM/FM Radio
% Weekly Reach of Media Minutes
Per User
Adults 18-64
96%
86%
77%
30:35/wk
18:24/wk 4:23/day
12:40/wk 2:39/day
33% 1:49/day
23%
6:52/wk
6:27/wk :59/day
:55 day
Magazines Newspapers Internet AM/FM Radio Television
Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet;
Newspaper and Magazine includes digital readership.
Source: 2012 USA TouchPoints

16. Even Among Young Adults
Radio Is #2 In Weekly Reach
Minutes
% Weekly Reach of Media Per User
Adults 18-34
96%
83% 85%
24:01/wk
3:26/day
18:34/wk
13:08/wk 2:40/day
1:53/day
17% 19%
5:02/wk 4:23/wk
:43/day :38/day
Magazines Newspapers Internet AM/FM Radio Television
Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet;
Newspaper and Magazine includes digital readership.
Source: 2012 USA TouchPoints

17. People Are Committed To Radio
 People listen to Radio 17 times a week on average
 People listen to Radio 5 days a week on average
 Intentional listening - over 85% of a station’s radio
listening comes from those who spend over an hour a
week with the station
 People spend 60% of their total Radio listening time
with just one Radio station
Average Time Spent with Station by Preference Level per week in PPM /
45 market* avg., P12+ / Apr-May-Jun 2011 * All PPM non-embedded markets
Sources: Top 20 PPM Metros, Jul-Aug-Sep 2011, M-Su 6a-12Mid, AQH Persons 6+ by Listening Threshold

18. Radio’s Reach of People of All Ages
Continues To Be Big And Consistent
Q4 PPM Measured Markets: Radio’s Weekly Reach
2009/2010/2011
100
90
80
70
60
50
40
30
20
10
0
P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
Weekly Cume Among 30 PPM Markets that have been Currency 3+ Years
The average variation over the 3 year span was less than 1%.
Source: © 2011 Arbitron Inc.; ATL BAL BOS CHI CIN CLV DFW DEN DET HOU KAC LAS LAX MIA MIN NYK PHL PHX PIT POR RIV SAC SLC
SAN SND SFR SEA STL TAM WAS; Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Cume Rating/ M-Su 6a-12Mid

19. Radio Reach Continues To Be
Big And Consistent
Q4 Diary Measured Markets: Radio’s Weekly Reach
2009/2010/2011
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
The average % variation over the 3 year span was less than 1%.
Source: 223 Arbitron Diary Markets, Fall 2008 – Fall 2011, Metro Survey Area, Cume Rating M-Su 6a-12Mid

20. Radio’s Reach of People of All Ages in Portland
Continues To Be Big And Consistent
Q4 PPM Portland OR: Radio’s Weekly Reach
2009/2010/2011
100
90
80
70
60
50
40
30
20
10
0
P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
The average variation over the 3 year span was 2%.
Source: © 2011 Arbitron Inc POR Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Cume Rating/ M-Su 6a-12Mid

21. But isn’t Radio Losing
Listening Time?

22. Nearly Everyone Uses Radio.
In Real Time.
Total Hours Spent Listening to Radio Remain
Massive and Consistent
15.0 14.6 14.6 14.6
10.0
5.0
0.0
RADAR September 2011 RADAR December 2011 RADAR March 2012
Total Hours of Listening in a Month in Billions
Source: RADAR September 2011, December 2011, March 2012, Persons 12+, Monday – Sunday 6A-Mid

23. Radio Listening By People Of All Ages
Continues To Be Big And Consistent
Q4 PPM Measured Markets: Weekly Time Spent Listening
2009/2010/2011
16
14
12
10
8
6
4
2
0
P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
Weekly Time Spent Listening Among 30 PPM Markets that have been Currency 3+ Years
Expressed in Quarter Hours
The average variation over the 3 year span was little more than 2%.
Source: © 2011 Arbitron Inc.; ATL BAL BOS CHI CIN CLV DFW DEN DET HOU KAC LAS LAX MIA MIN NYK PHL PHX PIT POR RIV SAC SLC
SAN SND SFR SEA STL TAM WAS; Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Wky ATE/ M-Su 6a-12Mid

24. Radio Listening By People Of All Ages
Continues To Be Big And Consistent
Q4 Diary Measured Markets: Weekly Time Spent With Radio
2009/2010/2011
21:36
19:12
16:48
14:24
12:00
9:36
7:12
4:48
2:24
0:00
P12+ A12-24 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
Weekly Time Spent Listening Among 223 Diary Markets
The average % variation over the 3 year span was less than 4%.
Source: Arbitron NRD Report, 223 Arbitron Diary markets, Fall 2008 – Fall 2011, Metro Survey Area, M-Su 6a-12Mid Time Spent
Listening – Hrs/Min

25. Radio Listening By People Of All Ages
Continues To Be Big And Consistent
Q4 Portland OR: Weekly Time Spent Listening
2009/2010/2011
16
14
12
10
8
6
4
2
0
P12+ P12-17 A18-34 A18-49 A25-54 A35-64 W25-54 M35-64
Weekly Time Spent Listening
Expressed in Quarter Hours
The average variation over the 3 year span was little more than 3%.
Source: © 2011 Arbitron Inc.; POR; Oct/Nov/Dec 2009 -2011 Arbitron Metro PPM Data Wky ATE/ M-Su 6a-12Mid

26. As New Technology Develops…
2001
2004
…Radio Listening Remains
2001
Consistent
2001
2000
2005
2007 2009
2010

27. Fact: New Devices
Complement – Not Diminish
– Radio Usage

28. Time spent with all media is at
an all time high. People are not
using new devices at the
expense of radio.
New Technologies definitely have
not “killed the radio star”

29. Research Studies Concur –
Digital Audio Listening Is In Addition To, Not Replacing AM/FM
Radio Listening
 Jacobs Tech Survey 8 April 2012
 The Infinite Dial: 2012”
 iHeart poll Clear Channel iHeartRadio Study released April 3, 2012
 U.S.A. Touchpoints Feb 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

30. AM/FM Radio is the most listened to
audio source by Americans each day
56% Daily Reach (%) by Audio Source
A18-64
11% 9% 8% 7%
AM/FM iPods / MP3 Satellite CD Players Internet
Radio players Radio Streaming
Source: 2012 USA TouchPoints

31. Even among young adults,
AM/FM Radio still is the dominant
audio source
Daily Reach (%) by Audio Source
52% A18-24
18%
11%
8% 8%
AM/FM Radio iPods / MP3 Satellite CD Players Internet
players Radio Streaming
31 Source: 2012 USA TouchPoints

32. AM/FM Radio’s Share of Audio Usage Remains
Dominant Throughout the Day
Source: 2012 USA Touchpoints

33. The Social Network Called Radio is 70% Bigger
Than the Social Network Called Facebook Among
Adults 18-34
On a typical day in the USA, of people 18-34:
 70% more will use Radio than will go to facebook (48.6 vs 28.6 million)
 115% more will use Radio than will go to Google Search (48.6 vs 22.7 million)
 230% more will use Radio than will go to Youtube (48.6 vs 15.2 million)
 1835% more will use Radio than will go to Twitter (48.6 vs 2.6 million)
Every day, 70% of people 18-34 invite Local Radio to
be a major part of their lives. Let Radio connect you
with our listeners.
Sources: comScore Inc Ratings for Oct/Nov/Dec 2011; RADAR December 2011, persons 18-34, 24 hours

34. The Social Network Called Radio is 115% Bigger
Than the Social Network Called Facebook Among
Adults 25-54
On a typical day in the USA, of people 25-54:
 115% more will use Radio than will go to facebook
 165% more will use Radio than will go to Google Search
 470% more will use Radio than will go to Youtube
 4085% more will use Radio than will go to Twitter
Every day, 75% of people 25-54 invite Local Radio to
be a major part of their lives. Let Radio connect you
with our listeners.
Sources: comScore Inc Ratings for October 2011; RADAR 110, Sept 2011, persons 25-54, 24 hours;

35. Radio Leads All Other Media As Biggest
Source For Music Discovery
Broadcast Radio
Movies
Mean age 50, 15% of per capita music sales
Broadcast Radio
Online Video Sites
Mean Age 30, 46% of per capita music sales
Broadcast Radio
TV – All Forms
If young people didn’t use Radio, this could not be true.
Source: NARM and NPD Group study conducted in August 2011 with 3,771 completed online surveys ; Digital Music
News November 15, 2011

36. Radio Remains The Primary
Driver For Selling Music
Source: Jacobs Media Survey Tech 8, Jan31-Feb 15, 2012, 57,358 radio listeners

37. Fact: People Listen and
Respond To Radio
Commercials

38. People Hear Your Ads on Radio
Radio Holds 93% of Lead-In Audience Levels
Throughout Commercial Breaks
Radio Engages Listeners
Source: Arbitron, Media Monitors and Coleman analyzed 17.9 million radio commercial breaks from October 2010 to
September 2011 across the aggregate markets measured by PPM and Media Monitors, comparing the audience level
for each minute of a commercial break to the audience for the minute before the commercials began.

39. The Majority of Radio Listeners Stay With
Their Primary Station In The Car

40. Radio advertising does positively
impact the 5 key branding
metrics
6 study Average % Lift:
Radio-targeted consumers vs. Control groups
Awareness + 13%
Consideration + 20%
Purchase Intent + 14%
Affinity / Likeability + 38%
Advocacy + 37%
Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions.

41. Radio’s Assets: What Makes
Radio So Valuable To
Advertisers
ON TARGET

42. Advertiser Advantage:
Unilateral Live
Mass Reach

43. 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.
Source: RADAR March 2012, Mon-Sun 6A-Mid

44. Advertiser Benefit: Emotional
Connection to Listeners

45. Listening
Main Reasons
Main Reasons
 AM/FM Reasons – pyramid

46. Radio Provides The Power of
Personal Connection
 82% have parasocial relationships with radio personalities
 75% turn on the radio because they know their favorite
personality is on the air
 79% listen longer to that radio station because their
favorite personality is on the air
 72% talk to their friends about their favorite
personality or what they heard on the program
 70% follow their favorite personality and/or radio station
on social media
 55% listen on computers or mobile devices when
away from a radio
“Because he actually replies to you and makes you feel important.”
Source: USC, Annenberg School for Communication & Journalism, PSI Study Nov 2012, Woodley, P. and Movius, L.

47. Radio Provides The Power Of
Persuasion
 52% feel their favorite radio personality influences
their opinion
 51% have considered or purchased a product/service
advertised during their favorite radio personality’s
show
 47% have considered or purchased a product/service
based on the recommendation of their favorite radio
personality
“They are very down to earth people, just like their listeners.”
“He makes you feel like he knows you personality and he plays my
favorite music.”
Radio can share this relationship with its advertisers
Source: USC, Annenberg School for Communication & Journalism, PSI Study Nov 2012, Woodley, P. and Movius, L.

48. When Radio Stations
Invite Their Listeners…
They show up by the thousands.

49. Unique Benefit: Control of
Timing of Message Delivery

50. Virtually All Radio Listening
Is Done In Real Time
The message gets through when it’s relevant –
whether online, wireless or over the air

51. “The Right Place at the Right Time” –
A Real Benefit for Advertisers
 90% of purchasing decisions made day of purchase^
 70% of purchasing decisions are made in store*
 82% of all shopping trips unplanned shopping**
 72% of drivers shop on their way home from work***
 68% make shopping decisions while in the car***
 95% of working people listen to the radio during the day
and/or in their cars on the way home each week^^
Radio gets your message across when the timing is right –
just before people decide what to buy or where to shop.
Source: ^Nielsen Video Consumer Mapping Study, Council for Research Excellence, with Ball State U. June 2010. *Research Access April
30, 2012; **The Nielsen Company e: http://blog.nielsen.com/nielsenwire Jan 2011 * **Arbitron In Car Study October 2009;; RADAR March
2012; ^^RADAR March 2012

52. Most Radio Usage Occurs Outside The Consumer’s
Home (76%) – Far More Than Any Other Medium
Media Usage by Location (% share of time spent ) A18-64
Source: 2012 USA TouchPoints

53. “Lunchtime is Primetime” for QSRs
Over half of daily traffic occurs from 11am to 3pm
56% of daily traffic occurs from 11am to 3pm
….and Radio dominates during this time period
Source: 2012 USA TouchPoints

54. Proximity to the Purchase!
60% of Lunchtime QSR Patrons have been engaging
with AM/FM Radio prior to their visit!
To be read: 60% of adults who purchased fast food from 12 to 12:30 had listened to AM/FM Radio
Source: 2012 USA TouchPoints at some point beforehand vs. 41% who had watched TV.

55. During weekdays, grocery shopping peaks
from 5:30 to 6:00pm
Over half of daily traffic occurs from 1pm to 6pm
1pm to 6pm represents:
• 52% of all daily grocery
traffic among adults 18-64
• 54% of daily traffic among
Moms
Source: 2012 USA TouchPoints

56. Proximity to Purchase!
Grocery patrons engage with AM/FM Radio more than any other
medium in the hours surrounding grocery shopping
Media used by these same grocery
patrons from 1pm to 6pm:
A18-64 / Moms
51% / 48% - AM/FM Radio
46% / 40% - Television
22% / 25% - Internet
6% / 4% - Newspaper
4% / 4% - Magazines
To be read: 51% of adults 18-64 who
shopped for groceries between 1 and
Source: 2012 USA TouchPoints
6pm also listened to AM/FM Radio
during those same hours

57. Advertiser Benefit:
Psychographically targeted virtual
neighborhoods on multiple
platforms
ONLINE

58. Radio’s Multi-Platform, Digital Doorways
Add Depth to Your Campaigns
 Think of it as having a personality walk your business or product
through the neighborhood doing personal introductions.
 Taking you to the places only the “locals” frequent.
 Allowing you to take your story and continue telling it from one
platform to another.
 A digital presence increases response and conversion rates by nearly
fourfold on average.
Source: TargetSpot white paper April 2011

59. Online Radio – Triples Ad
Response
Adding internet radio to an over-the-air campaign
more than triples ad response.
- Of those who recalled hearing a broadcast ad:
59
Source: © 2011 TargetSpot, Inc. – Research by Parks Associates. All rights reserved.

60. Multiplatform Campaigns Drive Revenue Multiples
American Express “Small Business Saturday”
 Reached 15 million radio station and personalities’ Facebook
and Twitter followers
 Nearly 195,000 tweets sent in support of Small Business
Saturday in November by consumers, business owners and
stations
 American Express saw 23% increase in Cardmember
transactions at small business merchants on Small Business
Saturday.
 An estimated 103 million Americans shopped at
independently-owned small businesses on November 26, 2011.*

61. What Makes Radio Work Well For
Advertisers – The Facts
Alive and Thriving
Consistently Massive Reach and Listening -- in
Real Time
Mass Medium but with Targeting,
Multiplatform and Unique Timing Opportunities
Credibility and Emotional Connections Can Be
Shared with Advertisers
Multi-level Results and ROI Generator

62. Radio Is Thriving Because It
Connects With Listeners In
Ways No Other Medium Can
Match
That’s why one of the respondents to the
University of Southern California study about
Radio Personalities said: “long live radio”
It’s that simple

63. Media Definitions Used in USA Touchpoints
AM/FM Radio Television Newspapers Magazines
• Does not include • Watching live or DVR • Via print copy • Via print copy
Streaming • Network TV • Via PC • Via PC
• Cable TV • Via mobile • Via mobile
• Premium Channels • Via tablet • Via tablet
• Via eReader • Via eReader
Internet (does not include email, apps or software programs)
• Via PC • Via Mobile • Via Tablet
• Apparel and beauty • Auction (e.g., eBay) • Automotive
• Banking (e.g., paying bills online) • Chatting • Computer and consumer electronics
• Coupons and rewards • Face-to-face chat or Skype • Investments and insurance
• Food and cooking • Online games • Health, fitness and nutrition • Hobbies
• Home and garden • Kids, games and toys • Maps and travel information
• Music, radio or podcasts • News • Portals (e.g., AOL, Yahoo!)
• Reading books, newspapers or magazines online • Search • Shopping
• Social networking • Sports event • Sports information • Travel planning
• Watching full TV episodes • Watching movies (e.g., Netflix) • Watching short video clips
• Weather • Adult entertainment