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RADHA SUBRAMANYAM

RADHA SUBRAMANYAM Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment. THE STATE OF LISTENING TODAY BACKGROUND. In our progressively digital world, the media landscape is rapidly evolving : Choice and complexity are significantly increasing

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RADHA SUBRAMANYAM

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  1. RADHA SUBRAMANYAM Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment

  2. THE STATE OF LISTENING TODAY BACKGROUND In our progressively digital world, the media landscape is rapidly evolving: • Choice and complexity are significantly increasing • Content consumption across platforms is the norm • Listeners’ needs, expectations, attitudes and behaviors are continually evolving, even as our understanding of them grows Clear Channel partnered with top 3rd party research providers to explore the roles and unique benefits of the various audio content platforms so we can define… The State of Listening Today

  3. OVERVIEW 1 Methodology Audio At Large 7 Listening Insights The Digital Explosion Radio And Other Media Top 5 Implications For Marketers 2 3 4 5 6 7

  4. METHODOLOGY Research was conducted from September 2012 — March 2013. A hybrid quantitative/qualitative approach allowed for a national-scale survey along with in-depth personal discussions. Qualitative Quantitative • Online Survey: • Over 1000 respondents • Males and Females ages 13-54 • Representative mix of ethnicities • Caucasians • African Americans • Hispanics • Other • Focus Groups • N=50+ • 3 cities • Males and Females ages 18-45 • Ethnographies • Discovery Workbooks • Deprivation Journals

  5. AUDIO AT LARGE

  6. AUDIO: THE CONSTANT COMPANION Turned to more times during the day relative to other media, audio content plays a central role as a trustworthy companion. Listeners Accessing Audio Content (% by Daypart) 87% 80% 88% 88% 52% Morning (6am-10am) Afternoon (2pm-6pm) Evening (6pm-Midnight) Overnight (Midnight-6am) Midday (10am-2pm)

  7. LISTENERS OPTIMIZE THEIR EXPERIENCES BY ENGAGING MULTIPLE PLATFORMS Consumers are increasingly expanding their sources of audio content, and associate specific benefits with each. Online Music Services Live & Online Radio Personal Collections Audio On Demand & TV Radio Pandora YouTube MP3s & CDs “Companionship” “Favorite types of music” “Personalities, gossip, conversations, pop culture and humor” “Sense of community” “Dependable, easy and convenient source” “Playlists that are somewhat customizable” “Mobility” “Get a specific video now” “To see lyrics” “My music” “Control” “Nostalgic collections” “To show off my music tastes” “When all else fails” TV Music Choice “Specific genres” “Often the loudest device so it’s good for parties” Spotify iHeartRadio “A service with a hip, urban image” “A large song collection” “Live streaming of my favorite radio stations” “Connections to the best festivals” TV Music Channels “To see breaking new music” “Videos” “Background noise”

  8. 7 LISTENING INSIGHTS

  9. 1 RADIORULES

  10. EVERYBODY IS LISTENING Most Americans listen at least once a week or more. 92% Listen To AM/FM Radio Once a Week or More

  11. THEY LISTEN OFTEN… AND THEY THINK YOU ARE, TOO Most people experience radio as an integral element of their daily lives, and expect others do, too. 81% 92% 92% 77% 66% Listen to AM/FM radio regularly Listen to radio at least once a day Assume everyone listens to radio

  12. RADIO IS PART OF AMERICA’S ROUTINE American listeners ensure they have some form of radio access to accompany them during their day-to-day lives. 71% 70% Say “radio is a key part of my daily routine” Say they are “rarely without some form of radio/way to access the radio”

  13. WHERE AND HOW DO YOU LISTEN? Respondents were asked: where and how are you listening? ” “I sit at a desk all day and crunch numbers, so I have the radio on almost all day. “ We just assume that everybody listens to the radio… They have to listen to the radio, right?”

  14. 2 RADIO= CULTURAL CURRENCY

  15. RADIO ENGAGES LISTENERS IN THE “NOW” Live radio serves a critical cultural role in keeping people up-to-date and in sync on music, events, local information and news. % Agree Strongly/Somewhat That Radio… 80% Is a great way to discover new songs or artists Is a great way to hear the songs and artists I already love 79% Helps me learn about things I might follow-up on later 77% Helps me keep up with what’s new and interesting in general 73% 77% Like listening to something live, as it happens 73%

  16. THE #1 CHOICE FOR BEING IN THE KNOW Consumers make a purposeful choice to listen to radio across a variety of situations. Relative to other sources*, radio is the #1 listening choice… “When I want to know what’s going on in my community” “When I want to know what’s happening in the world” 3x More Often 4x More Often “When I want to know what’s current” 5x More Often “When I want to feel connected” “When I want company” “When I want to listen to people like me” *Personal music collections, Pandora, TV music channels, etc.

  17. 3 AMERICAN DRIVING CULTURE AND RADIO ARE INEXTRICABLY LINKED

  18. DRIVE WITHOUT RADIO? NO WAY The easiest and most convenient option, radio is the go-to choice when driving—and for most, is not only desired, but a necessity. 82% 74% Say “the first thing I do when I get in my car is turn on the radio” Say “it feels awkward if I don’t have the radio on when I’m driving/commuting”

  19. 4 RADIO HAS A POWERFUL PERSONAL IMPACT

  20. RADIO ENHANCES MOOD THROUGHOUT THE DAY Listeners take advantage of the ability to find content on the radio with which they have a personal connection and that is suited to their changing moods and needs during the day. “You need that little wake-me-up, that interaction, kind of easing you in [to the day], hearing the phone calls from the stations, the people, the personalities…” Waking Up Revving Up “Z100, sometimes it plays a lot of pop, so during the day (I put that on), just to keep myself going.” Keeping Me Going “I’m a big fan of Delilah. Something about her voice. She just kind of puts you in the mood… I’d pour myself a glass of wine and read my People magazine. And I would listen to her.” Winding Down

  21. NO RADIO = NO GOOD Going without radio had a dramatic effect on listeners’ mood. “ I miss the… gossip! The variety, the celeb news, the world news, the traffic… I miss laughing.” “Angry when I can’t listen when I want or need the most. ” “ “Do I look happy… I am just not myself. Informed… no! Sense of community… no! Feeling almost handcuffed, like a piece of my body has been removed b/c radio is such a deep part of me, who I am!

  22. 5 RADIO ISCOMMUNITY PROPERTY

  23. TOP RADIO BENEFITS: COMMUNITY AND CONNECTION Other associated attributes, such as social, relatable, trustworthy and human,enhance the sense of radio feeling like community. Listener Associations with AM/FM Radio Word size reflects the relative frequency of each association for this media source.

  24. RADIO IS A MEANS FOR LISTENERS TO CONNECTWITHSOMETHINGBIGGER Listeners depend on radio for the connection it offers to their local community, and to the world. 74% 64% Like to “stay in touch with what’s going on in my city/neighborhood/community” Count on radio to “connect me to what’s going on in the world right now”

  25. RADIO HAS THE POWER TO DRIVE REAL CHANGE Compared to other media, radio is a more integral part of the local community, enabling it to have greater impact on issues that are most important to listeners. 78% 72% Agree strongly/somewhat that radio has the power to make a difference in the community Agree strongly/somewhat that radio is more community-oriented than TV

  26. 6 RADIOPERSONALITIES IGNITEPASSION

  27. DJs CONNECT PERSONALLY WITH LISTENERS Listeners have deep affinities with DJs and value the time spent with them. % Agree Strongly/Somewhat DJs keep me up-to-date on current events. 78% Radio offers more personal connection with DJs than TV with its personalities. 66% I spend mornings with DJs or talk radio hosts. 61% I have favorite DJs who I look forward to hearing. 59% I listen to radio to spend time with the DJs. 47%

  28. DJs ARE CONSIDERED CELEBRITIES WHO “KEEP IT REAL” Even though DJs are aspirational figures, they are relatable and accessible. 71% 70% Listeners who feel the DJs are local people like them Listeners who agree radio personalities “keep it real more often than TV characters and personalities do” “Hanging out with (my favorite DJ) would be unbelievable. To me, that would be like a dream really. ”

  29. AND RADIO IS A DEEPLY PERSONAL MEDIUM People are invested with their favorite stations and DJs, and many see radio as a reflection of themselves. 66% Of listeners agree “My favorite radio stations reflect who I am as a person.”

  30. 7 RADIO IS FOR MILLENNIALS & GEN Z

  31. YOUNG PEOPLE ARE LISTENING TO RADIO A LOT AND SEE RADIO AS INTEGRAL TO THEIR LIVES Young consumers listen as much as the rest of us, and majority expect it to always be part of their lives. Age 13-17 Percent listening to the radio at least once a week 94% Age 18-24 89% Agree that radio will always be a part of people’s lives 81% 85% “So everybody’s always tweeting, ‘Hey did you hear that new song on Z100?’ And they want to go look and see so they can tweet about it, too – and look cool. ”

  32. RADIO “FILLS THE VOID” More uncomfortable with silence than others, young listeners strive for an “always on” status. % Agree Strongly/Somewhat “I Can’t Stand the Silence” by Age Group 67% 63% 63% 58% 59% 51% 43% 31-44 25-30 13-17 Total 45-54 18-24

  33. THE DIGITAL EXPLOSION

  34. DIGITAL PLATFORMS MAKE RADIO EVEN BIGGER Consumers supplement AM/FM radio listening on other platforms. % Use Each Format At Least 1X Per Week Regular AM/FM 92% 44% Custom streaming playlist sites 33% Streaming AM/FM on laptop, PC or mobile 55% Satellite radio

  35. DIGITAL FUELS GROWTH OF OVERALL RADIO CATEGORY Although digital platforms serve a relatively small portion of total listening hours (TLH), overall TLH for broadcast and digital combined are increasing. Total Listening Hours for Broadcast and Digital Radio (Billion Hours/Month) Digital Broadcast 15.9 15.6 1.1 0.9 14.8 14.7 Fall 2011 Spring 2012 Source: ACT1, Arbitron. M-Su 6a-12m, P12+, DMA. Triton Internet Audio Report

  36. DIGITAL EXPANDS RADIO’S ACCESSIBILITY AND RELEVANCY Access to radio via multiple platforms is enhancing its currency with listeners. Agree “radio is more accessible than ever before” 85% Agree “I can access radio anywhere” 78% Agree “mobile devices make radio even more relevant because I always have these devices with me” 68% Agree “the internet makes radio more relevant” 63%

  37. RADIO’S VALUE INCREASES WITH GREATER OPPORTUNITIES FOR USE AND INTERACTION Listeners can more easily and frequently engage with radio since it now also exists within the places where they are increasingly spending time. Q What is your favorite way to listen to the radio? A “Through apps and online streaming.” Q Why? A “My apps are at my fingertips and when I want to give my phone a rest at work, I head for online streaming.” “It’s easier (than ever) to follow radio personalities on Twitter or Facebook… they engage their followers on Twitter. They have different topics that you can respond to… it’s gone from calling in to texting to Twitter. It keeps getting easier. ”

  38. RADIO AND OTHER MEDIA

  39. RADIO REMAINS THE PLATFORM WITH WHICH LISTENERS FEEL THE STRONGEST PERSONAL CONNECTION Listeners continue to feel that radio provides a more personal and more targeted experience relative to other platforms. % Agree Strongly/Somewhat About Radio Feels more human than the internet 72% More personal than television 65% More targeted to people like me than television 55% More targeted to people like me than the internet 50% “ The Chicago radio stations – they know what we think, what we want to hear and what … we don’t want to hear.”

  40. RADIO OUTPERFORMS TV AS A RELEVANT PART OF DAILY LIFE Radio maintains its edge over other traditional media, reinforcing its strong, integral presence in people’s lives. % Agree Strongly/Somewhat Platform Is… Radio Accessible Not Accessible TV 9% 91% 16% 84% Relatable Not Relatable 20% 80% 73% 27% Part of my Routine Occasional Activity 20% 80% 25% 75%

  41. RADIO ADVERTISING IS VIEWED MORE POSITIVIELY THAN OTHER MEDIA The passion consumers feel about radio likely translates to their perceptions of the ads heard there, making advertising more effective. Which Best Describes Advertising On…? % Agree Strongly/Somewhat AM/FM Radio Often informative TV Internet Credible Mobile Apps Attention- grabbing Tends to be relevant to me Persuasive

  42. RADIO IS HERE TO STAY Radio remains an important part of daily life — and listeners from all generations recognize that even as technologies evolve, radio content will always be relevant and valued. 84% 74% 69% Say “radio isn’t going anywhere – it will always be a part of people’s lives” Say “radio is important to my generation” Of listeners agree “streaming services do not replace radio”

  43. TOP 5 IMPLICATIONS FOR MARKETERS

  44. 1 MAKE RADIO ADVERTISING REFLECT THE UPBEAT NATURE OF RADIO • Consumers favor radio advertising that is more like radio. Radio does not have low production values; radio advertising shouldn’t either. • Employ humor. • Use music as a creative element. • Leverage on-air talent to make products and services more personal and relevant. • Leverage the multiplatform nature of radio – broadcast, digital, events – with multiplatform marketing programs. Key Takeaway Radio advertising that reflects the upbeat, relevant, fun nature of radio is advertising that works best.

  45. 2 RADIO TARGETS VARIED KEY SEGMENTS This research revealed that though virtually all Americans turn to radio regularly, several key consumer segments are particularly attuned to radio. • African American and Hispanic consumers have specific values: • Music • Humor • Family • Community • Value • Radio Personalities • To reach youth, hit their passion points: • Music • Humor • Gossip/ Celebrity/ What’s Hot • Radio Personalities • Cars • Connectivity • Constant Stimulation • To hit home with moms, keep their priorities in mind: • Family • Community • Local Issues • Value • Music • Popular Culture • Relatable Personalities • Time Saving Key Takeaway Use radio to tap into the passions of key audience segments.

  46. 3 SPEAK WITH THEM, NOT AT THEM • Radio’s conversational nature (calling in, talking back) sets it apart from other forms of media. • Amp up radio’s social aspect by making it easy for listeners to engage with ads and create chatter amongst themselves. Key Takeaway Use radio’s two-way nature to start a conversation with consumers that goes beyond broadcasting messages.

  47. 4 KEEP THE MOOD IN MIND • The content and tone listeners seek out vary by daypart. • Consider the consumers’ mood and mindset when creating ads. Key Takeaway Radio is a “mood medium” – use it to create more positive feelings about your brand.

  48. 5 PAVE THE PATH FOR THE GREATER GOOD • Given the cultural and economic conditions today, people are seeking greater meaning and deeper connections to their communities. • Radio has always had the power to impact communities. Local radio is the natural place to extend campaigns in a way that makes a real difference. Key Takeaway Use radio’s community roots and reach to make a difference.

  49. Thank You! RADHA SUBRAMANYAM Executive Vice President: Insights & Analytics, Clear Channel Media + Entertainment

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