CONNECT. ENGAGE. DELIVER. RADIO Connect. Engage. Deliver. The 2009 Foundation Research Study

CONNECT. ENGAGE. DELIVER.

RADIOConnect. Engage. Deliver.

The 2009 Foundation Research Study


Methodology

This study was completed using telephone interview methodology from October 29/08 – November 11/08.

The calls we completed across each day of the week were weighted to ensure equal representation for each day.

The charts below show the sample sizes achieved for each of the age groups.

18 to 34

18 to 49

25 to 54 35 to 64

Total*

230 532 557 603 1,012*Total does not match the sum of categories due to overlaps in

age demographic groups.


Trending

The 2009 Foundation research Study is the fourth survey we have conducted to learn more about Canadians media usage.

Where applicable we have trended responses for the past three surveys to provide perspective on the evolution of media consumption.

Results from the study are consistent with reports from other major media industry databases.


Media usage


Media usage

Radio continues to perform well with the ability to reach over 80% of Canadian adults daily.

Radio is particularly effective in connecting with active affluent Canadians, that are difficult to reach with print and TV.

Radio doesn’t place demands on the listener; it accompanies Canadians throughout the day providing effortless entertainment.


Weekly reachAdults 18+

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

TV Radio Newspaper Magazines Internet

2007 2008 2009

•Radio’s reach is second only to TV – 90% of adults tune in weekly

Source: Foundation Research Study 2007-2009, adults 18+


Weekly reach

92%94%

86%

93%96%

98%

94%

70%

75%

80%

85%

90%

95%

100%

A18+working

A18+ w/kids

A18-34 A25-54 A18+ w/kids

HHI$50K+

HHI$100K+

•Radio reach is above average for adults with active lifestyles

Source: Foundation Research Study 2009

A18+ 90%


Daily reachAdults 18+

20%

25%30%

35%

40%

45%50%

55%

60%65%

70%

75%

80%85%

90%

TV Radio Newspaper Internet Magazines

2007 2008 2009

•Radio’s reach is second only to TV – 81% of adults tune in daily

Source: Foundation Research Study 2007-2009, adults 18+


Daily reach

83%86%

84%

76%

86%86%

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

90%

A18+working

A18+ w/kids

A18-34 A25-54 HHI$50K+

HHI$100K+

•Radio reach is above average for adults with active lifestyles


A18+ 81%


Time spent in the past year increased or remained the same

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

90%

Internet Radio Newspaper Magazine TV

2007 2008 2009

• For 83% of adults, radio use in 2008 increased or stayed the same as the previous year; that percentage is equal to the internet and higher than newspapers (79%) and TV (76%)

Source: Foundation Research Study 2007-2009. adults 18+


Main reason that radio time increased

0% 5% 10% 15% 20% 25% 30%

More news/talk -to be informed

Can listen at work

Found a newstation I like

More time in car

2007 2008 2009

• The main reasons for increased tuning are tied to lifestyle – More time spent in car and the ability to listen at work.

Source: Foundation Research Study 2007 - 2009. adults 18+


Advertising avoidance


Advertising avoidance

Listeners are loyal to radio station therefore station surfing is minimal. For advertisers this means low ad avoidance and more opportunity to be exposed to their message.


Likely to avoid adsMost of the time

0%

10%

20%

30%

40%

50%

60%

Internet TV Newspaper Magazine Radio

2008

2009

• Radio had the lowest percentage of adults that avoid ads

Source: Foundation Research Study 2008-2009. adults 18+


Likely to avoid radio adsMost of the time

30%32%

31%31%

27%28%

0%

5%

10%

15%

20%

25%

30%

35%

40%

A18+working

A18+ w/kids

A18-34 A25-54 HHI$50K+

HHI$100K+

•Less than 1/3 of key target audiences make an effort to avoid radio ads


A18+ 31%


Multi—tasking


Activities while listening to radioA18+, Some/most of the time

0% 10% 20% 30% 40% 50% 60% 70% 80%

At work

Relaxing at home

Commute towork/school

Shopping/runningerrands

• Radio accompanies every activity, adults surveyed listened while running errands, commuting, relaxing at home or during work

Source: Foundation Research Study 2009. adults 18+


Media exposure before a purchase occasion

51%

25%21% 21%

16%12%

Radio Outdoor Internet TV Newspaper Magazine

51% of the surveyed adults that shopped in the past 24 hours

reported that they were exposed to radio in the hour leading up

to their purchase

Source: Foundation Research Study 2009. adults 18+ shopped in the past 24 hours


Time spent with media during a typical work day

129 125

80

37 3421

0

25

50

75

100

125

150

TV Radio Internet Newspaper Streamedradio

Magazine

minutes

•Radio’s total of 159 minutes (125 min. traditional + 34 min. streamed) is 23% more than TV and almost double that of internet

Source: Foundation Research Study 2009. adults 18+ working


Time spent with radio during a typical work day

156 149134 138 136

0102030405060708090

100110120130140150160

A18-24 A18-34 A18-49 W18+ w/ kids A25-54

•Time spent listening to traditional radio is above average for young, working adults

Source: Foundation Research Study 2009. adults 18+ working

A18+

125 min.


Radio and the internet


Compatible mediaThe combination of radio and the internet

satisfies rational and emotional needs of

consumers. The internet is a huge resource

for information allowing people to find what

they want, when they want it. Radio is a

personal and emotional medium providing

entertainment and companionship throughout

the day.


Activities while online Some/most of the time

0%

10%

20%

30%

40%

50%

Listen to music RadioTraditional or

internet

Traditional radio Internet radio

2007

2008

2009

•36% of adults listen to radio while surfing the internet



Radio listening while onlineSome/most of the time

39% 39% 36%40%33%

0%

10%

20%

30%

40%

50%

A18+working

A18-34 A25-54 HHI $50K+ HHI $100K+

•More than 1/3 of key target audiences listen to radio while on the internet


A18+ 36%


Daypart usage

•There is a significant opportunity for simultaneous usage of radio and the internet from 6am to 7pm


0%

10%

20%

30%

40%

50%

60%

6am-10am 10am-3pm 3pm-7pm 7pm-12am after 12am

Internet

Radio


Radio’s influence on internet surfing


Agree/Strongly agreeto statement

Adults 18+

Working adults

Adults w/kids

A18 - 34 A25-54

HHI $100K+

I check the internetAfter hearing aboutsomething on radio 41% 42% 47% 46% 44% 43%

Radio ads prompted search the Internet 45% 45% 54% 45% 48% 50%

I have typed websiteaddress in my browser‘just after heardon radio 35% 35% 43% 35% 38% 35%

• More than 1/3 of adults have typed an internet address into their browser after hearing it on the radio. This is consistent with the previous years survey.


Radio station assets


Increased connectivity

Today, radio extends its connection tolisteners through station websites, wherethere are even more opportunities forinteraction and calls to action. Contests,sponsorship, e-newsletters, music requests,audio streams, downloading and listenerfeedback all contribute to the sense ofcommunity and belonging.


Local radio stations online

•Radio’s on-air brand has proven to be very successful online, approximately 40% of adults have visited a radio station’s website

Source: Foundation Research Study 2007 - 2009. adults 18+

0%

10%

20%

30%

40%

50%

Visited stationwebsite

Particpated inonline promotion

Member of alistener/loyalty

club

Use podcasts

2007

2008

2009


Have visited a radio station’s website

45%51%

48%45%

57%

48%

0%

10%

20%

30%

40%

50%

60%

A18+working

A18+ w/kids

A18-34 A25-54 HHI$50K+

HHI$100K+

•Busy, affluent Canadians are more likely to visit a radio station website


A18+ 39%


Frequency of visits to a radio station’s website


FrequencyAdults 18+

Working adults

Adults w/kids

A18 - 34 A25-54

HHI $50K+

HHI $100K+

Once a month or more 43% 47% 40% 44% 42% 45% 43%

Once a week or more 35% 38% 30% 36% 34% 36% 32%

•Of the persons that have visited a radio station’s website more than 1/3 visit on a weekly basis


Information accessed on radio station website


• Visitors are primarily interested in news/information, contest and music charts

28%

17%15%

12%10%

21%

News /Headlines /

Breaking News /Sports

Information(traffic /weather)

ContestsMusic Charts orTop 10, etc

Recently playedtracks

EnhancedContent (artist

info, etc)


Information accessed on radio station website


• Visitors are primarily interested in news/information, contest and music charts– Young adults seek music based information

30%

21%

17%

11%

8%

28%

19%18%

15%

10%

25%

18%20%

18%

11%

22%

17%19%

27%

17%

News / SportsInformation -traffic / weather

ContestsMusic Charts/Top 10

Enhancedcontent / artistinformation /interviews

35-64 25-54 18-49 18-34


Loyalty club members

15%

19% 17%

14%

17%17%

0%

5%

10%

15%

20%

A18+working

A18+ w/kids

A18-34 A25-54 HHI$50K+

HHI$100K+

•Busy, affluent Canadians are more likely to join a station’s loyalty/listener club


A18+ 13%


Implications for advertisers

Radio continues to perform well against adults– Strong daily presence in the market – an excellent medium to keep your

brand top of mind– The ability to connect with hard to reach consumers anytime, anywhere– Excellent medium for influencing purchase decisions

Radio complements the internet and influences surfing– Over 1/3 of adults typed a web address into their browser after hearing it on

radio– Radio’s ability to increase awareness and website traffic will increase

advertising ROI

40% of adults have visited radio station websites– Radio extends its connection to listeners through station websites, where

there are even more opportunities for advertiser interaction and calls to action

Documents

CONNECT. ENGAGE. DELIVER. RADIO Connect. Engage. Deliver. The 2009 Foundation Research Study