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Radio. It’s On.

Radio. It’s On. RADIO. A mass medium delivering audio content to passionate and loyal listeners across multiple platforms. RADIO TODAY. RADIO. IT’S ON. Over 244 Million P12+ tune in to radio every week.

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Radio. It’s On.

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  1. Radio. It’s On.

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

  3. RADIO TODAY

  4. RADIO. IT’S ON.

  5. Over 244 MillionP12+ tune in to radio every week Source: Nielsen Audio, RADAR 120, March 2014 (Persons 12+, Monday-Sunday 24-Hour Cume Estimates)

  6. RADIO’S REACH 92%of Americans 12+every week Source: Nielsen Audio, RADAR 120, March 2014 (Persons 12+, Monday-Sunday 24-Hour Weekly Cume Estimates)

  7. HIGHER REACH VS. OTHER MEDIA OPTIONS Adults 18-34 Source: Scarborough USA+, Release 2 2013 USA Adults 18-34

  8. HIGHER REACH VS. OTHER MEDIA OPTIONS Adults 25-54 Source: Scarborough USA+, Release 2 2013 USA Adults 25-54

  9. HIGHER REACH VS. OTHER MEDIA OPTIONS Adults 18+ Source: Scarborough USA+, Release 2 2013 USA Adults 18+

  10. CONSISTENT TIME SPENT WITH RADIO Even Among Heavy Users of Other Media Hours:Min Source: The Infinite Dial 2013 – Nielsen Audio, Edison Research

  11. MORE TIME SPENT THAN EIGHT OTHER AVAILABLE MEDIA

  12. LISTENERS CHOOSE RADIO OVER FACEBOOK

  13. THE SOURCE FOR MUSIC DISCOVERY % Who Ever Use Each Source to Learn About and Keep Up-To-Date With New Music 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) Source: The Infinite Dial 2014 – Edison Research / Triton Digital

  14. 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

  15. AND THE MOST USED IN-CAR DEVICE % 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

  16. CONSISTENT AUDIENCE TUNE-IN Over 151/3 Hours Per Week Nearly 131/2Hours Per Week M 18+ W 18+ Source: Nielsen Audio, RADAR 120, March 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

  17. TUNE-IN TIME HIGHER AMONG HISPANIC AND AFRICAN AMERICAN LISTENERS 14.9 Hours 14.9 Hours 14.5 Hours African American listeners and Hispanic listeners (versus General Market, P 25-54) Source: Nielsen Audio, RADAR 120, March 2014, (Monday-Sunday 24-Hour Weekly TSL Estimates)

  18. TECHNOLOGY DELIVERS RADIO BEYOND THE DIAL Technology has expanded Radio’s delivery platforms to create an interactive, engaging and highly communicative environment

  19. FM-ENABLED SMARTPHONES Over the next 3 years 30 million phones will have an FM Chip • To date, over: • 240,000 app downloads • 7,700FM radio stations tuned to from the app • 190,000hours of listening through NextRadio Source: NextRadio + TagStation Insights

  20. Source: NextRadio + TagStation Insights

  21. TRENDS Source: NextRadio + TagStation Insights

  22. 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 Digital Radio Alliance, 2014); The Infinite Dial 2014 – Edison Research / Triton Digital

  23. 124 Million P12+ have listened to online radio in the past month (am/fm streams or internet only streams) Source: The Infinite Dial 2014 – Edison Research / Triton Digital

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

  25. 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)

  26. 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 • Tablet and Smartphone users over-index for weekly AM/FM radio listening 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

  27. EXPANDING THE TWO-WAY DIALOGUE • Applications like Facebook and Twitterallow listeners to publish audio, receive song and station event updates • Expanding the listener and station relationship • 70% of people with favorite Radio personalities follow them • Databases and outbound texting ability remain a source for targeted marketing by advertisers Source: USC, Annenberg School of Communications & Journalism, PSI Study Released June 2012, Woodley, P. and Movius, L

  28. RADIO DOMINATES THE 9 TO 5 WORKDAY BROADCAST RADIO How to read: 48% of Adults 25-54 tune in to radio during the 9-5 workday. Source: GfK MRI – MediaDay Doublebase 2013 (Fieldwork 2012-2013/Doublebase Respondents) weighted to population. Base: Adults 25-54; Daypart: 9AM-5PM

  29. REACHING LISTENERS OUTSIDE OF THEIR HOME

  30. WHILE THEY ARE LISTENING IN CAR Source: GfK survey done for the Consumer Electronics Association, 2013

  31. AND THROUGHOUT THEIR BUSY DAY

  32. CLOSEST TO THE POINT OF PURCHASE

  33. Strongest Pre-Shopping MediumLeading into 2pm Peak Shopping Hour

  34. INLFUENCING where to shop FOR CARS

  35. INFLUENCING HOME IMPROVEMENT PROJECTS

  36. RADIO ADS DRIVE ACTION, BEHAVIOR AND RESPONSE Base: Visited a Supermarket, Department Store, Retail Shop or Restaurant in Past 24 Hours Source: The Infinite Dial 2013 – Arbitron, Inc. / Edison Research

  37. RADIO SPARKS BRAND CONVERSATION

  38. RADIO IMPROVES MARKETING OBJECTIVES Visit RAB.com for additional case studies

  39. REACH INCREASES WHEN RADIO IS ADDED TO A TV CAMPAIGN

  40. MORE RADIO BOOSTS CAMPAIGN ROI Reallocation of existing ad budgets to give Radio 20% share of spend increases overall campaign ROI by 8X Source: Radio Advertising Bureau UK – 2013

  41. AN EMOTIVE MEDIUM

  42. A POSITIVE ENVIRONMENT TO DELIVER AD MESSAGES Source: Mark Kassof & Co. ListenerThink; based on an online survey of 989 listeners 18-64

  43. DRIVEN BY AN EMOTIONAL CONNECTION TO RADIO PERSONALITIES 82% 79% 72% Listen longer to the radio stations because their favorite personality is on the air A personal, parasocial interaction with their favorite radio personality Talk to their friend about their favorite personality or program content 70% 70% Consider radio personalities to be a good or best friend or companion* Follow their favorite personality/radio station on social media Source: 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

  44. NO COMMERCIAL SKIPPING • 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

  45. RADIO WORKS FOR THE CONSUMER AND THE ADVERTISER

  46. RADIO. IT’S ON.

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