RADIO A mass medium delivering audio content to passionate and loyal listeners across multiple platforms

1. Why Radio

2. A mass medium delivering audio content to
passionate and loyal listeners across multiple
platforms
RADIO

3. RADIO TODAY
RadioLive
Local
Mobile
Personal
Social
Interactive
Experiential

4. On Air
A mass medium
capable of easily
delivering your
message to many
people
Targetable assuring
the right people are
exposed to your
message
A trusted medium
and always available
especially during
times of crisis
Online
Digital capabilities
offering interactive
opportunities
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Delivers content
wherever and
whenever listeners
want it
On Target
An environment that
delivers consumers
who are engaged and
passionate about the
content
Offering
companionship and
information
Exposure to the
message when and
where consumers are
ready to buy or shop
RADIO. IT’S ON.

5. 243 Million+
P12+ tune in to
radio
every week
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

6. 91%
of Americans 12+
every week
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)
RADIO’S REACH

7. 92%
42%
76% 77% 78%
92%
Listened to Radio
Past 7 Days
Read Any Newspaper
Past Week
Used Cell Phone to
Access Internet
Watched Any TV Past
Week (M-Su, 5a-2a)
Watched Any Non-
Premium Cable Past
Week
Spent Any Time on
Internet Past Week
HIGH REACH VS. OTHER MEDIA OPTIONS
Source: Scarborough USA+, Release 1 2014 USA Adults 18-34
Adults 18-34

8. 93%
50%
67%
85%
81%
86%
Listened to Radio
Past 7 Days
Read Any
Newspaper Past
Week
Used Cell Phone to
Access Internet
Watched Any TV
Past Week
Watched Any Non-
Premium Cable
Past Week
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 25-54
Source: Scarborough USA+, Release 1 2014 USA Adults 25-54

9. 90%
55% 55%
86%
83%
79%
Listened to Radio
Past 7 Days
Read Any
Newspaper Past
Week
Used Cell Phone to
Access Internet
Watched Any TV
Past Week
Watched Any Non-
Premium Cable
Past Week
Spent Any Time on
Internet Past Week
HIGHER REACH VS. OTHER MEDIA OPTIONS
Adults 18+
Source: Scarborough USA+, Release 1 2014 USA Adults 25-54

10. CONSISTENT REACH LEVELS
A MEDIUM FOR ALL SEASONS
Source: RADAR ® 119, 120, 121, 122, 123 - December 2013, March 2014, June 2014, September 2014, December
2014 (C) Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)
92% 93% 94%92% 93% 94%92% 93% 94%91% 93% 94%91% 93% 94%
P12+ P18-49 P25-54
Dec '13 Mar '14 Jun '14 Sep '14 Dec '14

11. LISTENERS CHOOSE RADIO OVER FACEBOOK

12. THE SOURCE FOR MUSIC DISCOVERY
14%
14%
18%
20%
30%
30%
33%
39%
48%
59%
66%
75%
Spotify
Music Blos
iHeartRadio
SiriusXM Satellite Radio
Apple iTunes
Information/Displays at Local Stores
Music TV Channels
Facebook
Pandora
YouTube
Friends/Family
AM/FM Radio
Base: Those saying it is “Very Important” or “Somewhat Important” to Learn
About and Keep Up-To-Date With New Music
(47% of total P12+ population)
% Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music
Source: The Infinite Dial 2014 – Edison Research / Triton Digital

13. BROADCAST RADIO PLAYS MORE
“LIKED” SONGS

14. MOST LISTENED TO AUDIO SOURCE
11%
17%
31%
19%
36%
67%
19%
41%
54%
60%
69%
84%
Satellite
Digital Music
Streaming
CDs/LPs/Tapes
YouTube/Vevo & TV Music Ch.
Traditional AM/FM Radio
Used Yesterday Currently Used
Question: Which of the following
radio channels and sources did you
listen to on (target day/typical day)?
(n=1010)

15. RADIO IS THE TOP IN-CAR DEVICE
86%
of drivers cite
radio
as their primary
in-car entertainment
device
Source: The Infinite Dial 2014 – Edison Research / Triton Digital

16. AND THE MOST USED IN-CAR DEVICE
6%
11%
13%
15%
58%
Online Radio
Satellite Radio
MP3 Player/Owned
Digital Music
CD Player
AM/FM Radio
% Using “Almost All of the Times” or “Most of the Times” in the Car
Base: Driven / Ridden in Car in Last Month, Age 18+
Source: The Infinite Dial 2014 – Edison Research / Triton Digital

17. M 18+ W 18+
Over
15 Hours
Per Week
Over
13 Hours
Per Week
CONSISTENT AUDIENCE TUNE-IN
Source: Nielsen Audio, RADAR 123, December 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

18. 14.6
Hours
14.5
Hours
14.1
Hours
TUNE-IN TIME HIGHER AMONG HISPANIC
AND AFRICAN AMERICAN LISTENERS
African American listeners and Hispanic listeners
(versus General Market, P 25-54)
Source: Nielsen Audio, RADAR 123, December 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

19. TECHNOLOGY DELIVERS RADIO
BEYOND THE DIAL
Expanding Radio’s
delivery platforms to
create an interactive,
engaging and
highly communicative
environment
via devices and apps

20. 30 million
Over the next 3 years
phones will have an
FM Chip
FM-ENABLED SMARTPHONES
To date, over:
• 1,333,000 app downloads
• 10,910 FM radio stations tuned to from the app
• 2,024,000 hours of listening through NextRadio
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/

21. “Content cards” provide information and highly relevant interactive tools:
• Click to buy (song or other related content)
• Upcoming concerts and album releases for artist currently playing
• Recent station playlist
DELIVERS RELEVANT INTERACTIVITY
Source: NextRadio + TagStation Insights – For additional updates : http://tagstation.com/news/insights/

22. 22
TRENDS
Source: NextRadio + TagStation Insights
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14
App Monthly Downloads

23. MORE TECHNOLOGY THAT CONVERTS
LISTENING TO ENGAGEMENT
Technology converts radio listening into an engaging
user experience, empowering listeners to see what
they hear and take action.

24. PULLING DIGITAL CONTENT ONTO DEVICES
Click here to view Clip Interactive case studies

25. Streaming
Over 7200
streaming
stations in 2014
Podcasts
39MM Americans
have downloaded
a podcast in the
past month
HD Radio
Over 23 Million
HD radio
receivers are in
the marketplace
RADIO’S DIGITAL OFFERINGS ARE STEADILY
INCREASING
Source: Inside Radio / M Street Corp., 2014; No Canadian or Mexican stations are included (HD Radio stat from
iBiquity/HD Radio Alliance, 2014); The Infinite Dial 2014 – Edison Research / Triton Digital

26. MOST IMPORTANT NEW CAR FEATURE
16%
17%
23%
25%
25%
27%
41%
51%
61%
66%
89%
Hard drive for media
DVD player
HD Radio
Connected Car
Satellite Radio
Wireless Internet
GPS
Bluetooth
CD Player
iPod connecter
AM/FM Radio
Source: Jacobs Media TechSurvey 10, 2014
Among the 12% of respondents planning
on buying/leasing a news vehicle in 2014.

27. THE BATTLE FOR THE DASH
All major auto brands will offer factory-installed HD Radio Technology during calendar year 2014
Brands with HD Radio Technology
Vehicle Lines with HD Radio Technology
HD Radio as Standard Equipment
90+
2010 2011 2012 2013 2014
185+
35
76
166
33
67
154
28
61
109
21
36
86
16
Source: iBiquity

28. COMBINING BROADCAST TECHNOLOGY
And Enhancing In-Car User Experience

29. Source: The Infinite Dial 2014 – Edison Research / Triton Digital
124
Million
P12+ have listened to
online radio
in the past month
(am/fm streams or internet only streams)

30. 82%
18
%
% of weekly Online Radio listeners who
listen to Broadcast Radio
(versus those who do not)
ONLINE RADIO LISTENING COMPLEMENTS
BROADCAST RADIO
Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research

31. BROADCAST RADIO LISTENED TO MORE BY
PURE-PLAY LISTENERS
Sources What Pandora Means for Radio, Vision Critical, November 2012; Base: American online adults, aged 18+ ;
Sample: 1,017 American adults; of these, 323 identified themselves as Pandora users (used an Internet-only audio
service in the past month; and at least sometimes use Pandora)
31
19.1
12.7
Pandora Listeners Non-Pandora Listeners
Hours Per Week

32. HEAVY PANDORA USERS ARE
HEAVY BROADCAST RADIO LISTENERS

33. Source: The Infinite Dial 2014 – Edison Research / Triton Digital; 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 2012
LISTENERS TAKE THEIR AUDIO ON THE GO
• On-demand content delivering sports, music,
information and entertainment downloads
whenever and wherever the listener wants it
• 66% of Smartphone users listen to online radio
every week
• 55% of listeners said they listen to their favorite
personalities on computers or mobile devices
when away from a radio

34. GREATEST SHARE OF AUDIO

35. 39%
42% 41%
21%
42% 42%
46%
23%
44% 44%
46%
22%
6-10A 10A-3P 3-7P 7P-12M
P18+ P25-54 P35-64
RADIO DOMINATES THE WORKDAY
How to read: Each day from
3-7p, radio reaches 41% of
Adults 18+.
Source: Nielsen Audio, RADAR 123, December 2014 (Persons 12+, Monday-Sunday 24-Hour Daily Cume
Estimates, All Radio)

36. RADIO SPARKS BRAND CONVERSATION
Heavy Radio listeners(2+ hrs. daily)
generate
329 WOM impressions annually
…More than Heavy TV Viewers (5+ hrs. daily) at 218B
…Heavy Print readers (1+ hrs. daily) at 209B
…Heavy Internet users (5+ hrs. daily) at 208B
Radio is a social medium
Source: Keller Fay Group 2013

37. RADIO BOOSTS CAMPAIGN EFFECTIVNESS
Source: Nielsen Catalina Solutions Copyright 2014

38. DRIVING INFLUENCE AND BEHAVIOR
Radio Advertising topped Television,
Social Media, and Direct Mail and was
2x as effective as Newspapers in
influencing Healthcare choices.
A media advertiser saw a
16%conversion rate
for promos when
using radio
as a reminder medium,
building increased frequency.
Source: Nielsen Catalina Solutions Copyright 2014

39. REACHING MAIN STREET CONSUMERS
94%
Households who
plan to buy a
smartphone next
year
Household plans
to buy/lease a
new SUV or
luxury vehicle
next year
92%
Ate at fast-
food/sit down
restaurant 5 or
more times in
past month
A18+ whose
household used
an accountant
this past year
90%
A18+ shopped
any major
department store
in past 3 months
A18+ who are
registered to vote
in district of
residence
Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

40. AN EMOTIVE MEDIUM

41. A POSITIVE ENVIRONMENT TO
DELIVER AD MESSAGES
49%
To get into
a better
mood
33%
Hear
things that
make you
laugh
46%
Relax &
unwind
when
tense
31%
Keep you
company
when
alone
36%
Take your
mind off
problems
29%
Add to the
fun when
with other
people
35%
Get an
energy
boost
Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64

42. DRIVEN BY AN EMOTIONAL CONNECTION
TO RADIO PERSONALITIES
Have called into a
station, met a DJ in
their community, or
interacted in some
other manner
80%
Agree that their
favorite radio stations
reflect who they are as
a person*
66%
Consider radio
personalities to be
regular people like
themselves
70%
This radio hosts are
“like a friend” whose
opinions they trust
and value.
70%
Source: Woodley, P.. Parasocial Interaction between On-Air Radio Personalities and Listeners. USA, Annenberg Scholl
for Communication & Journalism, released April 2014; * Latitude Research and OpenMind Strategy, State of Listening
in America, May 2013.

43. Increase Decrease Stay the same I don't know
55%
2%
36%
8%
PERSONALITY TESTIMONIALS
DRIVE RADIO LISTENER TRUST
Does hearing one of your favorite radio station personalities provide testimonials for health care or
medical products or services make you trust that product or service…

44. • 2011 highlights 93% retention
• 2006 highlights 92% retention
• No time shifting
• No below the fold
• No load times
Sources: 2011 Nielsen Audio, Media Monitors, and Coleman Insights
NO COMMERCIAL SKIPPING

45. RADIO WORKS FOR THE CONSUMER
AND THE ADVERTISER

46. On Air
A mass medium
capable of easily
delivering your
message to many
people
Targetable assuring
the right people are
exposed to your
message
A trusted medium
and always available
especially during
times of crisis
Online
Digital capabilities
offering interactive
opportunities
Complements and
enhances on air
campaign by reaching
consumers using
multiple touch points
Delivers content
wherever and
whenever listeners
want it
On Target
An environment that
delivers consumers
who are engaged and
passionate about the
content
Offering
companionship and
information
Exposure to the
message when and
where consumers are
ready to buy or shop
RADIO. IT’S ON.