1. LANDSCAPE 2012
Grows Business
in Portland and
Seattle
Presented by Mary Beth Garber, Katz Radio Group
November 8, 2012

2. LANDSCAPE 2012
perception

3. LANDSCAPE 2012
Who Says Radio is Thriving?
• Scarborough USA Plus 2012
• RADAR September 2012 and 2011
• gfkMRI MediaDay 2012
• USA Touchpoints 2012.2 – MBI
• comScore April – June 2012
• Burns Media/Triton Digital “Radio Tomorrow” Study September 2012
• USC Annenberg School of Communications and Journalism June 2012
• Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots
Come On?” 2011
• Jacobs Media Tech 8 Survey April 2012
• Edison Media and Arbitron’s “Infinite Dial 2012” Study
• Target Spot May 2012
• NPD Group November 2011 and February 2012
……to name a few.
No kidding.

4. 4
LANDSCAPE 2012
“The reason people are still buying radio is
because it works.
Radio allows you to target with selectivity.
Radio is kind of the original microtargeting and
social media”
Evan Tracey
Campaign Media Analysis Group
George Washington University
Source: Politico .com “Radio: The other air war” By: Josh Gerstein, November 1, 2012 04:34 AM EST

5. 5
LANDSCAPE 2012
Delivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
Thriving
This is how and why radio grows business for its advertisers.

6. LANDSCAPE 2012
mass
reach

7. LANDSCAPE 2012
“What any content company aspires to is
impact, and the best way to create impact
is simultaneous mass.
And the only way to reach simultaneous
mass is by getting something on the
radio."
Mark Shimmel
Chief Operating Officer
Epic Records

8. 8
LANDSCAPE 2012
Radio’s Assets Drive Its Mass Reach
4 emotional triggers that listeners value….
A radio on Gets them A feeling An escape from
while they get in a of pressures of
work better mood companionship everyday life
Source: Jacobs Media TechSurvey 8; Based on 170 stations | 12 radio formats | 57,358 radio listeners

9. 9
LANDSCAPE 2012
today’s radio audience
242 Million
Portland: 2.0 million
Seattle: 3.3 million
Source: RADAR 114 September 2012, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates); Arbitron PPM estimates for
Portland OR Metro and Seattle-Tacoma Metro August/September/October 2012 Monday-Sunday 24-hour Weekly Cume Estimates Persons 12+

10. LANDSCAPE 2012
What Radio Delivers is Mass Reach
% Population/Household Penetration
97
100 93
88
90 81
80 70
70 61
56
60
49 47 46 45 45
50
40 31 29
30 25
20 15 15
10
10
0
Are You Really TYPICAL?
Source: TV HH, Nielsen May 2012; wkly Radio Arbitron RADAR 112, 113, 114 March/June/September 2012 M-Su M-M; Internet Pew Internet & American Life Project Setptember2012 Study; Mobile Web
comScore February 2011 via mobiThinking; DVR,, Video Game Consoles Nielsen May 2012 National People Meter Panel; Cable & ADS July 2011 Nielsen Report; iPods/MP3s and Social Net Usage Edison Media
Infinite Dial: 2011; Twitter comScore September 2012; Wireless Cell Phone, Hi speed Internet Access from Pew Internet & American Life Project May, June 2011; Tablets Pew Internet & American Life Project
October 3, 2012; satellite radio, Scarborough USA Plus - Release 1 2012 12 Month

11. LANDSCAPE 2012
Radio Has Greatest Weekly Reach of
Young Adults vs. Other Media Adults
93% 18-34
Weekly Media Exposure
89%
82% 81%
51%
Listened to Radio Past 7 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 1 2012 USA Adults 18-34 (Sample Size: 29,250)

12. 12
LANDSCAPE 2012
Radio’s Weekly Reach of Adults
Is Greatest of Major Media
Adults
93% Weekly Media Exposure 25-54
88%
82% 83%
58%
Listened to Radio Past Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on
7 Days Past Week Week Premium Cable Past Internet Past Week
Week
Source: Scarborough USA+, Release 1 2012 USA Adults 25-54 (Sample Size: 88,248)

13. LANDSCAPE 2012
Radio Has Greatest Weekly Reach of
Young Adults vs. Other Media PORTLAND
Adults 18-34
92% Weekly Media Exposure
90%
75%
64%
35%
Listened to Radio Past 7 Read Any Newspaper Past Watched Any TV Past Week Watched Any Non-Premium Spent Any Time on Internet
Days Week (M-Su, 5a-2a) Cable Past Week Past Week
Source: Scarborough USA+, Release 1 2012 Portland Adults 18-34, sample size 232

14. 14
LANDSCAPE 2012
Radio’s Weekly Reach of Adults
Is Greatest of Major Media Adults 25-54
PORTLAND
95%
Weekly Media Exposure
88%
84%
70%
47%
Listened to Radio Past 7 Read Any Newspaper Past Watched Any TV Past Watched Any Non- Spent Any Time on Internet
Days Week Week Premium Cable Past Week Past Week
Source: Scarborough USA+, Release 1 2012 Portland Adults 25-54, sample size 776

15. LANDSCAPE 2012
Radio Has Greatest Weekly Reach of
Young Adults vs. Other Media SEATTLE
Adults
95% Weekly Media Exposure 18-34
92%
73% 74%
40%
Listened to Radio Past 7 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 1 2012 Seattle Adults 18-34, sample size 617

16. 16
LANDSCAPE 2012
Radio’s Weekly Reach of Adults
Is Greatest of Major Media Seattle
93% Weekly Media Exposure Adults
25-54
88%
82% 83%
58%
Listened to Radio Past 7 Read Any Newspaper Watched Any TV Past Watched Any Non- Spent Any Time on
Days Past Week Week Premium Cable Past Internet Past Week
Week
Source: Scarborough USA+, Release 1 2012 Seattle Adults 25-54, sample size 1,929

17. LANDSCAPE 2012
Radio’s Share of Audio Usage
Dominates Throughout the Day Adults
18-64
% Share of Audio Usage by Source
Average Weekday - Adults 18-64
Source: 2012.2 MBI USA TouchPoints; Note: Internet streaming includes PC, mobile & tablet

18. LANDSCAPE 2012
Among young adults, AM/FM Radio’s share of audio usage remains
dominant from morning until early evening
Adults
18-34
% Share of Audio Usage by Source
Average Weekday - Adults 18-34
Source: 2012.2 MBI USA TouchPoints; Note: Internet streaming includes PC, mobile & tablet

19. LANDSCAPE 2012
QUESTION:
On a 7-day average, how long do people
listen to the radio each day?
ANSWER:
2hrs
40min
Source RADAR 114 September 2012 Monday-Sunday 6AM-Midnight for Persons 12+

20. LANDSCAPE 2012
QUESTION:
On a 7-day average, how long do people in Portland listen to
the radio each day?
ANSWER: 2hrs
15min
Source Arbitron PPM Portland Metro August/September/October 2012 Monday-Sunday 6AM-Midnight for Persons 12+

21. LANDSCAPE 2012
QUESTION:
On a 7-day average, how long do people in Seattle listen to the
radio each day?
ANSWER: 2hrs
15min
Source Arbitron PPM Seattle-Tacoma Metro August/September/October 2012 Monday-Sunday 6AM-Midnight for Persons 12+

22. LANDSCAPE 2012
Radio Accounts for Second Largest Share
of Adult Consumers’ Media Usage
% Weekly Reach of Media
Adults 18-64
29:52/wk
4:16/day
18:24/wk 14:28/wk
2:38/day 2:04/day
96%
86% 84%
6:53/wk
:59/day 7:14/wk
1:02/day
29%
23%
Television AM/FM Radio Internet Newspapers Magazines
Source: 2012.2 MBI USA TouchPoints
Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.

23. LANDSCAPE 2012
Young People Spend More Time With
Radio Each Day Than With The Internet
During the
week, young
Americans spend
significant time with % Weekly Reach of Media
Adults 18-34
Radio
24:02/wk
3:26/day 14:56/wk
2:08/day 17:23/wk
2:29/day
96%
90% 85%
8:31/wk
9:41/wk
1:13 day
1:23/day
19% 16%
Television Internet AM/FM Radio Magazines Newspapers
Note: TV includes time-shifted viewing; Internet includes via PC, mobile & tablet; Newspaper and
Magazine includes digital readership.
Source: 2012.2 USA TouchPoints

24. LANDSCAPE 2012
Radio Reaches More Young People Than
Any Other Medium From 5 a.m. – 5 p.m.
53%
Adults
18-34
38%
5 am-9 am 9 am - 5 pm
Radio TV Internet Magazine Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun.

25. LANDSCAPE 2012
Radio Reaches More Young People Than
Any Other Medium From 5 a.m. – 5 p.m.
51% Adults
25-54
40%
5 am-9 am 9 am - 5 pm
Radio TV Internet Magazine Newspaper
Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A25-54, Mon-Sun.

26. LANDSCAPE 2012
consistent
performance

27. 27
27
LANDSCAPE 2012
Radio Listening Has Remained Consistent
Persons 12+
2:11 2:05 2:05 2:06 2:07
2008 2009 2010 2011 2012
Source: Arbitron and Edison Research Infinite Dial Studies

28. LANDSCAPE 2012
More Young People Listen to Radio
Each Year
67,113
66,309
Adults 18-34 (000)
Sept '11 Sept '12
And spend 2 hours a day with AM/FM radio
Source: RADAR 110 September 2011 and RADAR 114, September 2012, Volume 1, (Monday-Sunday 6A-midnight Cume and Daily
TSL Estimates Adults 18-34

29. LANDSCAPE 2012
More Young People in Portland Listen to
Radio Each Year
538,800 554,300
Adults 18-34
Q3 '11 Q3 '12
And spend 2-1/2 hours a day with AM/FM radio
Source: Arbitron PPM Portland OR Metro, Q3 2011 and Q3 2012 (Monday-Sunday 6A-midnight Cume Estimates Adults 18-34

30. LANDSCAPE 2012
More Young People in Seattle Listen to Radio
Each Year
919,900
837,800
Adults 18-34
Q3 '11 Q3 '12
And spend 2 hours a day with AM/FM radio
Source: Arbitron PPM Seattle-Tacoma Metro, (Monday-Sunday 6A-midnight Cume and Daily TSL Estimates Adults 18-34

31. LANDSCAPE 2012
strategic
timing

32. LANDSCAPE 2012
listening to radio
is live, not later
• Messages are delivered when and where
they will perform best for an advertiser

33. LANDSCAPE 2012
Radio Tops All Other Media in
Outside of Home Usage
% of overall usage done outside of home, by location
Car/Transit Work Other Total OOH
TV AM/FM Radio Internet Newspaper Magazines
Source: 2012 MBI USA TouchPoints Adults 25-54
Note: TV includes time-shifted viewing; Internet includes PC, mobile & tablet; Newspaper and Magazine includes digital readership.

34. LANDSCAPE 2012
Radio Is the Strongest Pre-Shopping Medium
40%
37%
31%
29%
23%
22%
17%
15%
12%
9%
8%
6% 6%
5% 5% 5%
4% 4%
3% 3%
2%
1% 1% 1%
AM/FM Radio Live TV Internet Mobile web/App Social Networking Print
2 hours before 90 minutes before 1 hour before Half-hour before
Source: 2012 MBI USA TouchPoints Adults 25-54

35. LANDSCAPE 2012
“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

36. Proximity to the Purchase!
LANDSCAPE 2012
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
Source: 2012 USA TouchPoints AM/FM Radio at some point beforehand vs. 41% who had watched TV.

37. 37
LANDSCAPE 2012
engagement

38. 38
LANDSCAPE 2012
Radio. An alternative way to rock.
FM radio keeps you up on what’s going on out there
– the game, the top news stories, your favorite talk
shows – or whatever you love listening to.
Source: From Apple’s online iPod Nano material 2012

39. LANDSCAPE 2012
Radio
delivers: engagement

40. LANDSCAPE 2012
Radio
delivers: credibility

41. LANDSCAPE 2012
Radio
delivers: receptivity

42. LANDSCAPE 2012
Radio
delivers: emotional
connection

43. 43
LANDSCAPE 2012
Radio Connects Personally
82% 79% 72% 70% 70%
A personal, Listen Talk to their Follow their Consider
para-social longer to the friends favorite radio
interaction Radio about their personality/ personalities
with their stations favorite Radio to be a good
favorite because personality station on or best
Radio their favorite or program social media friend or
personality personality content companion*
is on the air
This relationship carries over to advertisers who
become a part of these “Virtual Neighborhoods”.
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite
Radio Personality in Los Angeles; *Alan Burns “Here She Comes” 2012 online survey of 2,010 women 15-54 in May 2012

44. 44
LANDSCAPE 2012
Broadcast Radio Listeners Feel the Most Alert
Broadcast Radio 28%
Live TV 23%
Mobile Web/App 18%
Internet 18%
% of Audience
that Feels Alert
A25-54
Print 14%
Suggesting a Higher Attentiveness Level
Source: MBI USA TouchpointsTM

45. 45
LANDSCAPE 2012
There Is an Emotional Attachment to Radio
9 out of 10 people who use radio heavily would be somewhat or very disappointed
if their favorite station were no longer on-air
% who would be “very” or “somewhat” disappointed if
the AM or FM Radio station they listen to most were no longer on-air
Source: The Infinite Dial 2011

46. 46
LANDSCAPE 2012
More People Prefer Using Radio to Using
Facebook
62% 60% 62% 63%
60%
53% 54%
45% 45%
34%
Total <18 18-34 35-54 55+
My favorite radio station went away Facebook went away
Read: I would be very disappointed if…
Source: Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000 Panelists; August & September
2012;All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian

47. 47
LANDSCAPE 2012
Radio – The Original Social Network
Connects with Young Adults
On a typical day in Adults
the USA, 49
18-34
of people 18-34: In Millions
• 95% more will use
Radio than will go to
Facebook
• 125% more will use 25
Radio than will go to 22
Google Search
15
• 225% more will use
Radio than will go to
YouTube
3
• 1430% more will use
Radio than will go to
Twitter
RADIO
Every day, about 70% of people 18-34 invite Radio to be a major part of their lives
Source: comScore Inc Ratings for July - September 2012 Average Unique Visitors, RADAR 114 September 2012, P18-34, 6A-12M sample size 106,023

48. 48
LANDSCAPE 2012
Radio – The Original Social Network
Connects with Adults
On a typical day in Adults
the USA, 92 25-54
of people 25-54: In Millions
• 150% more will use
Radio than will go to
Facebook
• 150% more will use
Radio than will go to
Google Search 37 36
• 440% more will use
Radio than will go to 17
YouTube
3
• 2965% more will use
Radio than will go to
Twitter
RADIO
Every day, about 73% of people 25-54 invite Radio to be a major part of their lives
Source: comScore Inc Ratings for July - September 2012 Average Daily Visitors, RADAR 114 September 2012, P25-54, 6A-12M sample size 190,433

49. 49
LANDSCAPE 2012
targeted

50. LANDSCAPE 2012
radio reach
91% OVER
of every age segment weekly
Source: RADAR 114 September 2012, Arbitron (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)

51. 51
LANDSCAPE 2012
Nearly Everyone Uses Radio.
In Real Time. Every Week.
Radio reaches over 90% of virtually every segment of the population.
That has been true year after year and remains true today.
92% 93% 95% 95% 95% 93% 95% 95% 95% 95%
91%
P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp AA/Blk W 25-54 A 18-49 P 18-49 M 25-54
18-49 18-49 Col Col Ed Emp
Ed, HH
Weekly Radio Usage $75K+
Source: RADAR 114 September 2012, Mon-Sun 6A-Mid

52. 52
LANDSCAPE 2012
Nearly Everyone in Portland Uses Radio.
In Real Time. Every Week.
Radio reaches over 90% of virtually every segment of the population.
That has been true year after year and remains true today.
94% 94% 93% 93% 93% 96%
91% 88% 91% 92%
P 12+ P12-24 P 18-34 P 25-54 P 35-64 AA/Blk W 25-54 A 18-49 Col P 18-49 Col M 25-54
18-49 Ed, HH Ed Emp
$75K+
Weekly Radio Usage
Source: Arbitron, PPM, October 2012, Portland OR Metro, Monday-Sunday 6am-mid.

53. 53
LANDSCAPE 2012
Nearly Everyone in Seattle Uses Radio.
In Real Time. Every Week.
Radio reaches over 90% of virtually every segment of the population.
That has been true year after year and remains true today.
93% 92% 94% 95% 93% 92% 93% 94% 95%
91%
P 12+ P12-24 P 18-34 P 25-54 P 35-64 Hisp W 25-54 A 18-49 Col P 18-49 Col M 25-54
18-49 Ed, HH Ed Emp
$75K+
Weekly Radio Usage
Source: Arbitron, PPM, October 2012, Seattle-Tacoma Metro, Monday-Sunday 6am-mid.

54. LANDSCAPE 2012
Radio Delivers Prime Consumer Targets
94% 92% 93% 93%
Purchased Women's HH Planning to Buy/Lease a HH Financed Home Frequent Fast Food
Business Clothing New Compact Car Mortgage Restaurants
(in past year) (10x past month)
Source: Scarborough USA+ 2012 Release 1 (12 months only)

55. LANDSCAPE 2012
Portland Radio Delivers Prime Consumer Targets
95% 93% 94% 94%
Purchased Women's HH Planning to Buy/Lease a HH Financed Home Frequent Fast Food
Business Clothing New Compact Car Mortgage Restaurants
(in past year) (10x past month)
Source: PORTLAND OR - Release 1 2012 Mar11-Feb12 Scarborough

56. LANDSCAPE 2012
Seattle Radio Delivers Prime Consumer Targets
96% 93% 96% 96%
Purchased Women's HH Planning to Buy/Lease a HH Financed Home Frequent Fast Food
Business Clothing New Compact Car Mortgage Restaurants
(in past year) (10x past month)
Source: SEATTLE-TACOMA - Release 1 2012 Mar11-Feb12 Scarborough (12 months only)

57. 57
LANDSCAPE 2012
influence

58. 58
LANDSCAPE 2012
Radio Has the Power of Persuasion
52% 51% 47%
Their favorite Have Have
Radio considered or considered or
personality purchased a purchased a
influences product/service product or
their opinion advertised service
during their recommended
favorite Radio by their
personality’s favorite
show personality
These personal connections are like “word of
mouth”. It’s better than a “like”.
Sources: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a
Favorite Radio Personality in Los Angeles

59. 59
LANDSCAPE 2012
Radio Holds Its Audience Levels During
Commercial Breaks
100%
100%
99%
95% 96%
92%
90%
87%
85%
85%
Weighted Average: 93%
80%
75%
1-min 2-min 3-min 4-min 5-min 6+-min
breaks breaks breaks breaks breaks breaks
Percent of Lead-In Audience During Commercial Breaks
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011

60. 60
LANDSCAPE 2012
Across Ages and Gender
Tune-in Is High During Commercial Breaks
100%
98%
93% 92% 93% 93% 92%
90% 89%
80%
60%
40%
20%
0%
6+ 12-17 18-34 25-54 35-64 65+ Male Female
Radio’s Audience Delivery During an Average Minute of Commercial Breaks by Age/Gender
Source: Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?” 2011

61. 61
LANDSCAPE 2012
Radio Drives Product Awareness
Concert or event you wanted to
attend
A new movie you wanted to see
New sandwich or meal you
wanted to try
Deal on a new car that sounded
appealing to you
0% 20% 40% 60% 80% 100%
Total Men 18-34 Men 35-49 Women 18-34 Women 35-49
Sources: NuVoodoo - 1,000 Adults 18-49, all music format preferences in 45 PPM markets 2011

62. LANDSCAPE 2012
Radio Influences and Builds Brands
Six 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, 2010-12; conducted for Katz Marketing Solutions; one advertiser requested
anonymity

63. 63
LANDSCAPE 2012
The Future of Radio – The Next Five Years

64. 64
LANDSCAPE 2012
“Radio isn’t going away.
Radio’s going everywhere.”
Kinsey Wilson, Head of Content, NPR

65. 65
LANDSCAPE 2012
expansion

66. 66
LANDSCAPE 2012
Radio Continues to Expand Its Universe
• In addition to on air and promotional
events, radio engages its users through
• Websites
• Opt-in loyalty club databases
• Streaming
• Mobile advertising
• Social network integration with stations and on air
personalities
• Listener generated content on air
• Shazam-like technology that allows transactions
and performance accountability
Opportunities for advertisers to capitalize
on the station/listener relationship

67. 67
LANDSCAPE 2012
Weekly Online Listening on the Rise
Estimated 76 Million In 2012
29%
22%
17% 17%
13%
2008 2009 2010 2011 2012
% Who Have Listened to Online Radio in Last Week
Base: Total Population 12+
Source: The Infinite Dial 2012 – Arbitron Inc./Edison Research

68. 68
LANDSCAPE 2012
At Work Listening Occurs Across Devices –
New Habits That Will Continue To Grow
Radio Stations on
Your Computer Over
Internet
18%
Radio Stations
on a Regular “Think about how you listen to
13%
Radio the Radio while at work.
68%
Do you most often listen to…?”
On a Mobile Device
Such as a
Smartphone
13%
Don't Know
1%
Base: Persons 18+ Employed Full-Time or Part-Time and
Listen to the Radio While Working (27% of Total 18+ Population)
Source: The Infinite Dial 2012 – Arbitron Inc./Edison Research

69. 69
LANDSCAPE 2012
Radio and Social Networking Platforms
• 70% of people with favorite Radio
personalities follow them
• Personalities in just the top 25 markets
have more than 15 million Facebook
friends and 22 million Twitter followers
• Stations’ use of social network platforms
extend the over-the-air connection
• Databases remain a source for targeted
marketing by advertisers
• Visits to Radio station websites are
increasing:
• Up to 34% of adults in 2012 vs. 27% in 2010
visited in the past week
Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns &
Associates; KMS research October 2012

70. 70
LANDSCAPE 2012
Radio Websites Reach Consumers In Their
Communities
• Radio stations have created hyper
local sites
• All assets combined to deliver
relevant and local information to
listeners
• Connects to neighborhoods where
they live and work
• Provide advertisers with geo-
targeted opportunities
• A digital presence increases
response and conversion rates by
nearly fourfold on average
Source: TargetSpot white paper April 2011

71. 71
LANDSCAPE 2012
Audio on Mobile
• On-demand content delivering sports, music,
information and entertainment downloads
whenever the listener wants it
• 36% of Smartphone users have listened to
music/audio in past 30 days
• 55% of listeners said they listen to their
favorite personalities on computers or mobile
devices when away from a Radio
• Tablet and Smartphone users over-index for
weekly AM/FM Radio listening
Sources: 2011 Mobile Consumer Report, Experian/Simmons; Source:
USC, Annenberg School for Communication & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio
Personality in LA
Scarborough USA+ Release 2 of 2011

72. 72
LANDSCAPE 2012
Radio’s Use of Mobile and Social Media to
Interact with Listeners Is on the Rise
Q: Which method do you use to communicate with any AM or FM radio
station or one of its DJs?
Adults
Twitter
5% 18-34
Facebook
32%
2011 2012
Text message
25%
Email
18%
Telephone
72%
0% 20% 40% 60% 80% 100%
Source: Arbitron Inc./Edison Research National Media Survey 2012 (multiple answers accepted)
Sample size: 484 people who have ever communicated with a radio station (24% of US population 12+)
72

73. 73
LANDSCAPE 2012
Young Adults Are Using Mobile and Social
Media to Interact with Radio More Often
Q: Which method do you use to communicate with any AM or FM radio
station or one of its DJs?
Adults
Twitter
9% 18-24
Facebook
41%
2011 2012
Text message
28%
Email
16%
Telephone
70%
0% 20% 40% 60% 80% 100%
Source: Arbitron Inc./Edison Research National Media Survey 2012 (multiple answers accepted)
Sample size: 484 people who have ever communicated with a radio station (24% of US population 12+)
73

74. LANDSCAPE 2012
Radio’s Role is Unique
• The entertainment experience expectation of listeners to
Radio is very different from that of music-only platforms
(like Pandora, Spotify, iPods, cds etc.)
• Listeners look for
• Connections to personalities
• A place to which to belong (a neighborhood, a tribe…)
• Content curated by a program director who understands the
needs/likes/values of “the neighborhood”
• Local information (gossip, news, traffic, weather, opinions, events,
opportunities…)
• The ability to talk with, communicate with personalities and/or stations and
get direct answers or actions
Radio connects listeners and advertisers

75. LANDSCAPE 2012
Pandora, Spotify and Myriad Other Music Services Are Vying for Listeners’ Attention
Down
29%
in 6
months
But listeners are spending less time listening with each session.

76. LANDSCAPE 2012
Satellite Radio Doesn’t Deliver Consumer
Targets in USA or Top Markets
93% 95% 93% 94% 93% 93% 93% 94% 93% 93% 92%
12% 14%
10% 11% 9% 9% 11% 9%
8% 6% 6%
USA LA NY Chicago SF Phila Wash DC Atlanta Boston Seattle Portland
OR
Radio Listen to Satellite Radio
Source: Scarborough USA Plus Release 1 2012 (Feb 2011 – Feb 2012) Adults 18+, M-Su 6a-Mid Metro Areas and
Scarborough Metros, most current release

77. LANDSCAPE 2012
As New
Technology
Develops…
2001
2004
…Radio Listening Remains
2001
Consistent
2001
2000
2005
2007 2009
2010

78. LANDSCAPE 2012
Research Studies Concur –
Digital Audio Listening Is In Addition To, Not Replacing AM/FM Radio Listening
• Burns/Triton Study October 2012
• U.S.A. Touchpoints September, 2012
• Alan Burns Women Study July 2012
• Target Spot White Paper May 2012
• Jacobs Tech Survey 8 April 2012
• The Infinite Dial: 2012*
• iHeart poll Clear Channel iHeartRadio Study released April 3, 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 Burns/Triton
Digital Users Are More Likely to Be Heavier Users of Radio*

79. The best demonstration of engagement between
LANDSCAPE 2012
listeners and radio stations…
When Radio Stations Invite Their Listeners…
They show up by the thousands

80. 80
LANDSCAPE 2012
transmedia Transmedia storytelling
(also known as multi-platform
storytelling) is the technique of
telling a single story or story
experience across multiple
platforms and formats using
current digital technologies, not
to be confused with traditional
cross-platform media
franchises, sequels or
adaptations.

81. 81
LANDSCAPE 2012
Radio Combined With Digital Platforms
Increases Advertiser Revenue
• Reached 15 million Facebook and Twitter
followers of Radio stations and personalities
• Nearly 195,000 tweets sent in support of
Small Business Saturday
• American Express saw a 23% increase in
cardmember transactions at small business
merchants
• An estimated 103 million Americans
shopped at independently-owned small
business on November 26
Back again this year!
Source: American Express Case Study

82. 82
LANDSCAPE 2012
Summit Entertainment’s
“SINISTER”

83. LANDSCAPE 2012
83

84. 84
LANDSCAPE 2012
Grows Business For Advertisers
Delivers Massive Reach in Real Time
Engages and Influences Listeners
Digital Technology Enables Expansion and Interaction
Delivers Outstanding Results
A Thriving Future

85. LANDSCAPE 2012
for additional information…..
www.arbitron.com
www.katz-media.com/ourcompanies/RA/Pages/main.aspx
www.rab.com
www.radioadlab.org
www.radiomercuryawards.com
www.researchexcellence.com
www.thebestofradio.com
www.katzradioprimer.com
www.mediabehavior.com/what-we-do (USA TouchPoints)
Any brand names, product names, or titles used in this presentation are trademarks, trade names and/or copyrights of their respective
holders. All images are used for purposes of demonstration only, and the entities associated with the products shown in those images
are not affiliated with Arbitron in any way, nor have they provided endorsements of any kind. No permission is given to make use of
any of the above, and such use may constitute an infringement of the holder's rights.