1. Presentation to AAF
Birmingham
© 2011 Research Director, Inc.

2. Radio:
Alive and Kicking
© 2011 Research Director, Inc.

3. Historically Radio Has Been an
Effective Tool for Advertisers
• Radio has a tremendous ability to target the right
consumers cost-efficiently
• Messages can be tailored as each station delivers a
unique audience
• Radio stations have an ability to focus in on a geography
that is important to a particular advertiser
© 2011 Research Director, Inc.

4. Unlike Other Advertising
Choices, Radio Has Stood the
Test of Time
© 2011 Research Director, Inc.

5. Change Is Everywhere
© 2011 Research Director, Inc.

6. A Lot Has Changed in Forty Years
Entertainment
Out
Albums
3 Networks
Printed Newspapers
Event TV
© 2011 Research Director, Inc.

7. A Lot Has Changed in Forty Years
Entertainment
Out In
Albums iPods
3 Networks 300 Channels
Printed Newspapers 24 Hour News Cycle
Event TV DVR & Netflix
People Have More Entertainment
Choices Than Ever Before
© 2011 Research Director, Inc.

8. A Lot Has Changed in Forty Years
Lifestyle
Out
Father Knows Best
One Land Line per Family
Rest & Relaxation
10 Minute Drive
Snail Mail
© 2011 Research Director, Inc.

9. A Lot Has Changed in Forty Years
Lifestyle
Out In
Father Knows Best Two-Income Families
One Land Line per Family Cell phones for Everybody
Rest & Relaxation “Crackberries”
10 Minute Drive 2 Hour Commute
Snail Mail Social Networks
People’s Lives Have Become
Busier Every Day
© 2011 Research Director, Inc.

10. Throughout All of This,
Radio Remains Relevant
© 2011 Research Director, Inc.

11. The More Things Change,
the Better Radio Looks
Radio’s ability to adapt to people’s changing lifestyle
and entertainment options is its secret to success. It
was relevant to consumers in 1970 and is equally
relevant in 2011.
This makes radio an ideal advertising choice.
© 2011 Research Director, Inc.

12. Radio Remains Relevant
• In an average week, 92.7% of the population
tunes to the radio
• On an average weekday, 75.2% of the
population tunes to the radio
• Radio continues to deliver the demos that
advertisers are looking for
• Satellite (SiriusXM) has minimal impact on radio
• Local radio stations still command listeners’
attention
© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB

13. Radio’s Weekly Reach
Has Not Changed
© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB

14. Radio’s Weekday Reach
Has Not Changed
© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB

15. With More Entertainment Choices,
People’s Time with Radio Has Decreased
Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB
© 2011 Research Director, Inc. Source: Reports Supplied by RAB

16. With More Entertainment Choices,
People’s Time with Radio Has Decreased
From 1970 to 2009, average daily time spent
listening has gone from 148 minutes to 132.
A 10.8% drop over forty years.
© 2011 Research Director, Inc.
Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB Reports/1975-2009 Fall Reports Supplied by RAB
Source: RADAR 1970-1975 Spring

17. A 10.8% Drop over 40 Years
• Radio’s AQH listening is about 90% of what is
was in 1970
• Network TV viewership erosion from cable
and on-demand has been drastic
• Newspaper circulation declines have been
well documented
© 2011 Research Director, Inc. Source: RADAR 1970-1975 Spring Reports/1975-2009 Fall Reports Supplied by RAB

18. © 2011 Research Director, Inc.

19. © 2011 Research Director, Inc.

20. While Other Traditional
Advertising Vehicles Have
Shown Declines, Radio
Listening Is Steady Over 40
Years of Change
So How Has Radio Done It?
© 2011 Research Director, Inc.

21. Radio’s Success Is Simple
• Continue to be relevant to the listener
• Adapt to a changing lifestyle
• Deliver what the listener expects
• Focus on the core audience
© 2011 Research Director, Inc.

22. Radio’s Success Is Simple
• Continue to be relevant to the listener
• Adapt to a changing lifestyle
• Deliver what the listener expects
• Focus on the core audience
© 2011 Research Director, Inc.

23. Radio Has Adapted
• Radio stations now deliver their content:
– With terrestrial towers
– Over the Internet
– Through smart phones
As people have more entertainment
options, radio will be there
© 2011 Research Director, Inc.

24. The Internet Has Had an
Impact on Radio
• People have changed how they get a portion
of their audio entertainment from terrestrial
towers to the web
• Radio has made the adjustment to take
advantage of this new entertainment vehicle
© 2011 Research Director, Inc.

25. Online Radio Continues to Grow
Percent of People Who Have Listened to
Online Radio in the Past Week
22%
17% 17%
12% 11% 13%
8% 8% 8%
5% 6%
2%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
© 2011 Research Director, Inc. Source: Edison Research & Arbitron, Inc., “The Infinite Dial 2011: Navigating Digital Platforms,” 2011

26. Why Should Advertisers Use
Birmingham Radio?
• Every station delivers a unique audience
• Segment your potential consumers by
– Geography
– Lifestyle
– Demographics
• Tailor your message for optimal effectiveness
© 2011 Research Director, Inc.

27. Birmingham Radio’s Weekly Reach
Birmingham Radio Average Weekly Reach
Fall 2002-Summer 2011
100%
90%
80%
70%
60%
50%
40%
SP11
SP03
SP04
SP05
SP06
SP07
SP08
SP09
SP10
FA02
SU03
SU04
SU05
SU06
SU07
SU08
SU09
SU10
FA03
FA04
FA05
FA06
FA07
FA08
FA09
FA10
SU11
WI11
WI03
WI04
WI05
WI06
WI07
WI08
WI09
WI10
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, FA02-SU11

28. Just About Everyone Tunes into
Birmingham Radio
Persons 12+
In an average week, 91.7% of
Birmingham consumers tune to the
radio, and they spend 17 hours and
30 minutes with the medium
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10

29. Just About Everyone Tunes into
Birmingham Radio
Adults 18-34 Adults 18-49
In an average week, 93.5% of In an average week, 94.5% of
Adults 18-34 tune to the Adults 18-49 tune to the
radio, and they spend 16 hours radio, and they spend 18 hours
and 45 minutes with the medium and 15 minutes with the
medium
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10

30. Just About Everyone Tunes into
Birmingham Radio
Adults 25-54 Adults 35-64
In an average week, 94.9% of In an average week, 94.2% of
Adults 25-54 tune to the Adults 35-64 tune to the
radio, and they spend 18 hours radio, and they spend 19 hours
and 45 minutes with the medium with the medium
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10

31. Just About Everyone Tunes into
Birmingham Radio
African American Persons 12+ Other Persons 12+
In an average week, 94.4% of In an average week, 90.7% of
African Americans tune to the non-African Americans tune to
radio, and they spend 21 hours the radio, and they spend 15
and 45 minutes with the hours and 45 minutes with the
medium medium
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10

32. People Are Listening throughout
the Week
Persons 12+ Reach by Daypart
75.5% 76.5%
69.1% 71.2%
43.0%
M-F 6a-10a M-F 10a-3p M-F 3p-7p M-F 7p-12m S-S 6a-12m
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10

33. People Are Listening throughout
the Week
Persons 12+ Reach by Daypart
75.5% 76.5%
69.1% 71.2%
5:00 4:15
6:15 4:45
43.0%
3:30
M-F 6a-10a M-F 10a-3p M-F 3p-7p M-F 7p-12m S-S 6a-12m
© 2011 Research Director, Inc. Source: Arbitron, Inc., Birmingham, 4-book average SP11/WI11/FA10/SU10

34. With over 25 Different Stations, There Is
Something for Everyone in Birmingham
© 2011 Research Director, Inc.

35. How Does Birmingham Radio
Compare with Other Advertising
Choices?
© 2011 Research Director, Inc.

36. Radio Leaves Newspaper on
the Front Porch
Adults 18+ Weekly Reach
89.3%
57.0%
Radio Newspaper
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

37. Radio Leaves Newspaper on
the Front Porch
Adults 18-54 Weekly Reach
94.3%
52.6%
Radio Newspaper
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

38. Both Television and Radio Have a
Strong Reach
Adults 18+ Weekly Reach
89.3% 90.5%
Radio Televison
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

39. But with Adults 18-54, Radio
Out-Reaches Television
Adults 18-54 Weekly Reach
94.3% 90.9%
Radio Televison
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

40. How Does Radio Compare to
the Internet?
Adults 18+ Weekly Reach
89.3%
69.9%
Radio Internet
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

41. How Does Radio Compare to
the Internet?
Adults 18-54 Weekly Reach
94.3%
80.0%
Radio Internet
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

42. How Does Radio Compare to Other
Advertising Vehicles?
Adults 18+
Radio’s Weekly Reach vs. Website’s Monthly Reach
89.3%
Mon-Sun
6a-12m 58.5%
42.7%
32.5%
29.8% 25.1%
22.7%
Radio Google Facebook Yahoo You Tube Mapquest Amazon
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

43. How Does Radio Compare to Other
Advertising Vehicles?
Adults 18+
Radio’s Weekend Reach vs. Website’s Monthly Reach
65.0%
58.5%
Sat-Sun
6a-12m 42.7%
32.5%
29.8% 25.1%
22.7%
Radio Google Facebook Yahoo You Tube Mapquest Amazon
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

44. How Does Radio Compare to Other
Advertising Vehicles?
Adults 18-54
Radio’s Weekly Reach vs. Website’s Monthly Reach
94.3%
Mon-Sun 68.5%
6a-12m
53.4%
39.0% 37.9%
27.9% 24.9%
Radio Google Facebook You Tube Yahoo Amazon Mapquest
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

45. How Does Radio Compare to Other
Advertising Vehicles?
Adults 18-54
Radio’s Weekend Reach vs. Website’s Monthly Reach
70.0% 68.5%
Sat-Sun 53.4%
6a-12m
39.0% 37.9%
27.9% 24.9%
Radio Google Facebook You Tube Yahoo Amazon Mapquest
© 2011 Research Director, Inc. Source: Scarborough, Birmingham, March 2010-February 2011

46. The Average Consumer Spends Over a
Quarter of Their Media Time with Radio
Adults 18+
Share of Media Consumption
Radio
Internet 26%
7% Includes both basic and
premium channels
Cable
Newspaper 38%
6%
Broadcast TV
23%
© 2011 Research Director, Inc. Source: Veronis Suhler Stevenson, “Communications Industry Forecast,” 2009

47. Radio Reaches and Holds Its
Listeners Longer Than Other
Advertising Choices
© 2011 Research Director, Inc.

48. People Listen through
Commercial Breaks
• Radio commercial breaks hold an average of 92% of
the lead-in audience
© 2011 Research Director, Inc. Source: Coleman, Media Monitors, & Arbitron, Inc., “What Happens When the Spots Come On,” 2006

49. Only One Ad Is Aired at a Time
• Each ad stands on its own, and doesn’t compete
with other ads playing at the same time
© 2011 Research Director, Inc.

50. Radio’s Is Everywhere
• Radio Is Everywhere
– At home
– In the car
– In the office
© 2011 Research Director, Inc.

51. Radio Is Local
• Every market has its own unique blend of radio
© 2011 Research Director, Inc.

52. Radio’s Advantage
• Each Radio Station Delivers a Unique Consumer Group
– Gender
– Age
– Geography
– Ethnic Group
© 2011 Research Director, Inc.

53. Conclusion
• Radio has adapted to constant changes in
entertainment and lifestyle
• Radio continues to be more effective than other
advertising vehicles at reaching Birmingham
consumers
• An investment in Radio will have a positive effect
on your business
© 2011 Research Director, Inc.

54. Radio:
© 2011 Research Director, Inc.