Radio's engagement and power of persuasion

Engagement and Radio

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May 2014

80% Have called into a station, met a

DJ in their community, or interacted in some other

manner

70%Consider radio personalities to

be regular people like themselves,

who are “relatable” and “authentic” and would truly miss them if they were

gone

60%Talk about

things on-air personalities

have said, often through social media

networks

60%Think radio

hosts are “like a friend,”

whose opinions they trust and

value

Source: Woodley, P.,Parasocial Interaction between On‐air Radio Personalities and Listeners. USC, Annenberg School for Communication & Journalism,, released April 14, 2014

This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.

Radio has the power of personal connection

People Expect Personal Connection From Radio

82%

A personal, para-social interaction

with their favorite Radio

personality

79%

Listen longer to a radio

station because their

favorite personality is

on the air

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; *Mark Kassof & Co October 2012 survey of 732 adults 18-64 online **Mark Kassof & Co September 2013 survey of 989 online Adults 18-64 (60% of 18-24 agreed)

This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.

75%

Describe their favorite

station as comfortable,

friendly, informed*

70%

Agreed If you couldn’t listen to radio, you’d feel something important was missing from your life.**

70%

Follow their favorite

personality/Radio station

on social media

Radio’s Local Connection is Key

72%

Talk to their friends about their favorite personality or

program content

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; *Latitude Research, Open Mind Strategy May 2013 study of 1000+ participants;

55%

Listen to their favorite

personalities on computers

or mobile devices when away from a

Radio

66%

Agree that their favorite radio stations

reflect who they are as a

person*

A key difference between Music Players Streams and Broadcast Radio is the need for just music vs. the need for connection.

Radio Connects Personally

82%

A personal, para-social interaction with their favorite Radio

personality

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79%

Listen longer to the Radio

stations because

their favorite personality

is on the air

70%

Follow their favorite

personality/Radio

station on social media

72%

Talk to their friends

about their favorite

personality or program

content

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

70%

Consider radio

personalities to be a good

or best friend or

companion*

This relationship carries over to advertisers who become a part of these “Virtual Neighborhoods”.

These personal connections are like “word of mouth”. It’s better than a “like”.

Radio Has the Power of Persuasion

52%

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51% 47%

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

Have considered or purchased a product or

service recommended

by their favorite

personality

Have considered or purchased a

product/service advertised during their

favorite Radio personality’s

show

Their favorite Radio

personality influences

their opinion

There Is an Emotional Attachment to Radio

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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

More People Prefer Using Radio to Using Facebook

Total <18 18-34 35-54 55+

62% 60% 62% 63%60%

45%

53% 54%

45%

34%

My favorite radio station went away Facebook went away

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

Read: I would be very disappointed if…

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

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Source: TargetSpot white paper April 2011

Radio and Social Networking Platforms• 70% of people with favorite Radio

personalities follow them

• Personalities in just the top 25 markets have more than 38 million Facebook friends and 60 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

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Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L.; 2012 Alan Burns & Associates; KMS research March 2014

AM/FM Radio Listeners Feel The Most Alert Which Suggests a Higher Level of Attentiveness

AM/FM Radio

Live TV

Mobile Web/App

Internet

Print

27.6%

23.2%

18.1%

17.8%

13.7%

© 2012 Arbitron Inc.

% of Audience that Feels AlertPersons 25-54

Source: 2012.2 MBI TouchpointsTM

Engagement

Source: Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11; conducted for Katz Marketing Solutions (one brand asked not to be named).

Radio advertising does positively impact the 5 key branding metrics

6 Study Average % Lift

Affinity / Likeability

Awareness

Advocacy

Consideration

Purchase Intent

13%

20%

14%

38%

37%

Radio-targetedconsumers vs.Control groups

Credibility and Emotional Connection

And the best test of all for engagement…

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When Radio StationsInvite Their Listeners…

They show up by the thousands.

Radio Provides the Power for Advertisers to Engage Listeners

Move into our Virtual Neighborhoods and Let Us Prove It

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