1. Toyota and Westwood One: Communication is Key
Presented by: Timothy Hennessy & Anne Sassano
2. Westwood One
Westwood One communicates with more than 190 million Americans
every week, through unique and exclusive programming.
For Toyota, communication has
Toyota
never been more critical. Toyota’s
customers need to hear the Toyota
message.
Westwood One provides national
reach, plus deep local audience
reach
delivery and truly connects with
consumers in meaningful ways that
affect their daily lives.
3. Toyota: Moving Forward
Production is increasing again so dealers can be better prepared
to meet sales demand.
-WSJ, 4/27/10
New car sales were up 41% in March 2010 year over year. New
incentives drew loyal customers back to showrooms.
-WSJ, 4/6/10
It is Toyota’s image as a long
trusted brand that gets much of
the credit for the turn around.
-WSJ 5/11/10
4. Radio + TV
In studies comparing recall of the main message of two TV spots
against the message in one TV spot with one radio spot, the Radio
+ TV mix delivered the best results.
39%
23%
1 Radio & 1 TV Spot
2 TV Spots
5. Effective & Efficient
By utilizing a small portion of your TV budget, Westwood One can
complement your visual message in reaching Adults 25-54.
Kaizen for your campaign!
Custom Westwood
One Plan
1 spot in each: 30 Rock,
Modern Family, House & NCIS
Cost
$606,740
$606,664
Impressions
169,590,000
27,903,000
Rating Points
133.8
22.4
Reach
47,581,000
21,219,000
Reach %
37.5
17.1
Frequency
3.6
1.3
CPM
$3.58
$21.74
CPP
$4,535
$27,083
Campaign
6 weeks
1 week
Source: Proposed Westwood plan: RADAR 104, Arbitron Fall 2009 Nationwide, GfK
Custom Research, WW1 Research Estimates
TV: Nielsen audience data provided by Network TV, averaging weeks with original
episodes in January-March 2010; Cost data in Ad Age 10/26/09
6. National & Local
Westwood One Network Radio provides more
than 150 programming options to the radio
industry.
• 98% U.S. coverage
• Reach 190 million people every week
• Speak to all demographics
Westwood One’s Metro Traffic provides the
most reliable local traffic & news information.
• Live local reports
• More than 2,600 radio stations
• 130 markets
• 5,000+ media outlets - radio, TV & digital
• State-of-the-art technology unmatched in the industry
7. Touching the Lives of Consumers
At home, at play, at work and
in-between, throughout the
day, Westwood One speaks
to Americans nationwide
through music, need-to-know
information, favorite sports
teams and beloved
personalities.
8. Day in the Life
Here’s how it all comes together to engage the
Toyota family throughout their day.
• Mom gets her morning news and Traffic Report from
KTLA Channel 5.
• On the road, Dad gets Up to the minute Metro Traffic
road reports on KNX 1070 to make sure he’s on time.
• Mom goes to CVS to fill a prescription and hears a
Sienna spot in store via POP Radio.
• Dad gets Talk Radio he can relate to is at his fingertips
with The Dennis Miller Show streaming audio.
• Mom listens to the Billy Bush show on 104.3 My FM
• Dad gets financial news on his time with Wall Street
Journal podcasts.
• And he doesn’t miss a second of Monday Night
Football with the NFL on KLAC 570 tuned in on his
drive home.
• College bound daughter (too busy to pose for a photo)
listens to Dr. Drew and Psycho Mike on Loveline
9. Appointment Listening
Traffic, compelling personalities and sports are “sticky content”.
• Station Programmers must create
“Appointment Listening” opportunities
• Listeners tune to more stations
(5-7 weekly vs. 2-3 with paper diary)
• Increased Cume / Decreased Time Spent
Listening
• Listeners switch stations to get traffic
reports
• According to the PPM radio ratings system,
Traffic Reports are Appointment Listening
for millions of Americans.
10. Follow the Audience
KNX-AM Los Angeles
Block of time surrounding Traffic On The 5s Analysis
Arbitron PPM Survey: June 2009 Los Angeles MSA
Daypart
(Mon - Fri)
5AM - 10AM
10AM - 3PM
3PM - 8PM
5AM - 8PM
Number of panelists LOST once the Number of panelists GAINED once
3-minute time period surrounding
the 3-minute time period
the traffic report begins
surrounding the traffic report begins
92
104
78
274
680
725
603
2008
Over seven times as many panelists
tuned in to KNX-AM during the 3-minute
time period surrounding the traffic report
than tuned out.
42% of commuters listening to CDs or
MP3 players switched to radio
specifically to hear a traffic report.
Research Concepts Company LA MSA PPM data for A18-54, May 28-June 24, M-F 5A-8P. Compares the number of panelists in the one
minute prior to the traffic report to the three minutes surrounding the report to determine gain or loss
11. Metro News, Traffic & Weather
Largest, most comprehensive traffic resource providing up-to-the-minute
information to 2,600 radio stations, online traffic solutions (250+ station websites,
Yahoo Maps), GPS devices (Tom Tom) and telematics (Sirius/XM).
Highlights and Recent Enhancements
• TrafficLand – exclusive partnership with the largest aggregator of real-time traffic
video, with access to over 5000 video cameras nationally 24/7.
• Speed & Flow - moved from incident-based reporting to solutions-based reporting,
by analyzing real-time experiences of tens of millions of drivers, anonymously, from
cell phone signals.
• :15 second announcements are now available on most affiliates along with :10
second product tags
• Pre-Recorded sponsorships are also available on most affiliates
BILLBOARD: TRAFFIC IS BROUGHT TO YOU BY Toyota Motor Sales, USA
The 2011 Prius – it gives the world fewer smog forming emissions-it gives you a
50 mile per gallon rating. The 3rd generation Prius-it’s harmony between man,
nature and machine.
12. Metro Traffic Activation
Your Toyota consumer is listening.
• Traffic Sponsorships are embedded in content that listeners seek out.
• Traffic Sponsorships are delivered live by a trusted traffic anchor.
• Traffic Sponsorships engage consumers searching for Metro’s vital info.
Anatomy of an Embedded Sponsorship
Possible activation (case by case approval required)
• Metro Anchors drive 2011 Corolla and comment on driving impressions on air and online
• Roadblock by day/daypart/hour
• Buy GRPs with a national CPP and sponsorships clear in available markets
• Sales Events: copy flexibility and heavy up in major MSAs
• Support Initiatives and incentives that vary by geography
• Strategic support for Westwood One Network campaigns-Heavy up in key markets
14. Sports Brands
Broadcasting the most play-by-play sports in America
with continuous sports coverage from August to April
Premium sports brands
• NFL
• NCAA Football
• NCAA Basketball
• The Olympic Games
• Masters Golf
Highlights and Activation possibilities
• FULL Schedule of NFL games (from one network)
• The NFL Playoffs & Super Bowl XLIV
• Broadcasts air on NFL.com and MMOD (March Madness on Demand)
• FULL NCAA March Madness Schedule
• Toyota focus vehicles in rich media ads on websites
• Toyota courtesy vehicles for personalities at NCCA Tournament. On
air
Personalities drive vehicles and give impressions during broadcast
• Toyota Truck display and signage at venues
• Toyota Executive interviews on air at “radio row”
• Tickets for consumer promotions
* Pending talent and Venue approval
15. Exclusive Reach
Radio Reaches Pro Football Fans Exclusively
When adding the reach of all the Pro Football Radio listeners to that of all
the Adults watching Pro Football on TV, millions more Adults are captured.
+2,240,000 Adults 18+ listening
to Regular Season NFL Football
+3,477,000 Adults 18+ listening
to NFL Playoffs & Super Bowl
How to read:
Over 2.2 million more Adults 18+ can be reached when adding
Regular Season NFL Football on the Radio to the reach of Regular Season
NFL Football on TV.
Source: MRI Fall 2009; Regular Season NFL Football: Monday Night/Weekend Pro Football
16. Entertainment Brands
Brands
•
The Billy Bush Show
•
Rachael Ray
•
The Doctors
•
Live Concerts
•
Dr. Phil
•
The Insider
•
Beatles Brunch
•
ET Radio Minute
•
The BET Awards
•
BET 106 & Park Radio
•
Last Night On Jimmy Kimmel
•
•
BET Radio Network
•
Last Night on Conan O'Brien
The GRAMMY
Awards
•
CMT Radio Network
•
Last Night on Jimmy Fallon
•
VH1 Radio Network
•
CMT Radio Live
•
Top 10 w/David Letterman
•
Gayle King
•
Country Countdown USA
•
MTV Radio Network
•
Dr. Oz
•
Loveline with Dr.
Drew Pinsky
In Program Integration Opportunities
• Naming Rights: “It’s the Billy Bush Show LIVE from the New
Toyota Studios in Hollywood!”
• 30-second commercials within all programming
• Voiced reads by celebrity host
• Consumer Sweepstakes: Winner hangs with the host at the
studio
• Digital Tie-ins with banner ads on all programming websites,
email newsletters from talent and social media extensions
• Customized in-program features
*pending talent approval
17. Toyota Award Show Integration
The GRAMMYs, The Academy of Country Music Awards, The MTV
Video Music Awards, The CMT Awards, The BET Awards, and more...
Westwood One’s exclusive Backstage events at
these high-profile awards shows feature top radio
stations broadcasting live, interviewing stars and
sponsors.
Awards Partners Receive
• National media schedule in targeted programming
• Local media schedule on remote broadcast stations
• Live read mentions by local stations and WW1 radio talent
• Award nomination radio special
• Customized congratulatory vignettes both pre and post event
• On-Site signage
• On-Site sampling
• Branded digital media player
• Product in swag bags for celebrities and DJs
• Event tickets
• Turn-key consumer promotion
18. Finance and News Brands
The #1 reason Americans tune into media
Millions of American’s get their news from Westwood One every day.
• America in the Morning
• Katie Couric’s Notebook
• America this Week
• MarketWatch
• CBS HealthWatch
• Meet the Press
• CBS Radio News
• NBC News Radio
• CNBC Business Radio
• Raising Our Kids
• CNNRadio
• The Osgood File
• Dave Ross
• The Week in Review
• First light
• What's In The News
• Headline News
• World News RoundupLate Edition
• In The Marketplace
• Just A Minute
w/Harry Smith
• WSJ Daybreak
and more
19. Metro TV
Reach all five morning news audiences on Metro Television.
• Maximize reach by hitting all Network AM News audiences (NBC’s Today Show, ABC’s
Good Morning America, The CBS Early Show, 5am to 9am Local News – all networks)
• National US clearances with ratings competitive to Network News
Delivery
• 85% Reach of US HH in AM News,
Evening News, and Late News
• AM News – 3.0 HH Rating
• Evening News – 6.2 HH Rating
• Late News – 5.8 HH Rating
• Ability to buy day and time specific
• Copy split capability
20. Digital
Sigalert: online traffic maps and mobile alerts
•
•
•
•
•
•
Used by 250 radio, TV station & newspaper websites
Consumers visit LOCAL station websites for driving
directions
Interactive map includes traffic conditions AND
TOYOTA DEALER locations
Display ad will appear adjacent to the traffic map
Acquired Sigalert.com
Mobile email alerts (2mm delivered per month)
Web News
•
•
•
Integrated into 250 radio station websites
National, World, Business, Sports Music & Entertainment
Serving the top 35 DMAs (75 DMAs served)
Sports
•
•
NFL broadcasts streamed on NFL.com
NCAA March Madness on Demand integration
Destination Sites
•
•
•
•
•
•
•
Talent-Driven Brands (Billy Bush, Dennis Miller, etc.)
Multiple Advertising opportunities
Display Ads
Podcasts
Video Pre-roll
Streaming audio message w/synched banners
Integration with on-air reads to drive results
21. Point of Purchase Radio In-Store Network
• Reach over 55 million people a week at the
point-of-purchase with in-store audio.
• The Toyota message airs once/hour in Grocery
and Mass and twice/hour in Drug for every hour
the store is open for millions of impressions.
impressions
• Cost is less than 75¢ per day per store.
• Network comprised of 18,039 stores.
• 11,957 Drug stores including CVS and Rite Aid.
• 4,803 Grocery stores with 48 retailers including
Pathmark, Wegmans, Food Lion and ShopRite.
• 1,279 Mass Merch stores via Kmart.
22. Point of Purchase Radio In-Store Network
Heard in 18,039 Stores Nationwide
FOOD STORES
A&P
123
CENTRAL GROCERS
A&P - FOOD BASICS
10
FOOD LION
A&P - FOOD EMPORIUM
19
15
FOODMASTER
A&P - SUPER FOOD MART
9
1,152
OLENA - OWG STORES
11
PATHMARK
145
11
PRICE CHOPPER
119
FOODMAXX
45
QUICK CHEK
107
A&P - SUPER FRESH
63
FRESH PRIDE
14
RALEYS
62
A&P - WALDBAUMS
64
GRAND UNION
30
SAVE MART
75
AFFILIATED STORES AMARILLO
49
HARVEYS
70
SHOP N SAVE MO
36
AFFILIATED STORES MIDWEST
291
193
SHOP N SAVE PA
68
SHOPRITE / WAKEFERN
74
ALPHA 1 / KRASDALE
9
ASSOC. FOOD STORES SLC
104
ASSOC. FOOD STORES NEW ENGLAND
ASSOC. WHOLESALE GROCERS
19
196
INGLES
KUHN'S MARKET
9
K-VA-T
93
LAUREL GROCERY
101
MARS
18
MARSH
105
SPARTAN FOODS
225
SOUTHERN FAMILY MARKETS
63
SWEETBAY
105
UNIFIED GROCERS
226
BAINES
6
BEL AIR
20
MINYARD
70
WEGMANS
BIG M
41
NASH FINCH
12
WEIS MARKETS
167
BROOKSHIRE BROTHERS
72
NORTH STATE
23
WILSON FARMS / XPRESS
190
74
TOTAL FOOD STORES
4,803
MASS MERCH STORES
DRUG STORES
CVS
7,050
KMART
1,279
RITE AID
4,827
TOTAL MASS MERCH STORES
1,279
USA DRUG
TOTAL DRUG STORES
80
11,957
23. Summary of Benefits
• Extend the reach of SSLA TV efforts for Toyota with Westwood One, targeting the core
Toyota consumer throughout their day.
• Make Toyota part of appointment listening, embedded in valuable content. Whether it’s top
listening
branded content or a trusted Metro Traffic anchor, consumers seek out Westwood One
programming.
• Tap into the credibility of Westwood One brands
that have been trusted for years: The NFL,
Grammies, MTV, Metro Traffic - consumers have
relied on Westwood One for years - Just like Toyota!
• Ability to activate exclusive,
marquee events and tie
together national and
regional platforms.
platforms
24. Our Door is Open
Communication Starts Here
• Marketing Objective
• Target Audience
• Message Strategy
• Timing
• Geographic Goals
• Assignments - What can Westwood
One build for Toyota?