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Radio Marketing Guide & Fact Book for Advertisers

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Radio Marketing Guide & Fact Book for Advertisers Radio Marketing Guide & Fact Book for Advertisers 2004 - 2005 Edition Agencies and Advertisers: 1-800-252-RADIO Member Stations: 1-800-232-3131 National Marketing Web Address: www.rabmarketing.com Web Address: www.rab.com E-mail: [email protected] E-mail: [email protected] New York • Los Angeles • Chicago • Detroit • Dallas Copyright 2004, Radio Advertising Bureau Headquarters and National Marketing Department 261 Madison Avenue, 23rd Floor • New York, NY 10016 Understanding how consumers react to and absorb the variety of media options available today is the most press- ing question facing advertisers and agencies. The need to fully grasp how consumers interact with each medium is crucial to establishing and executing a plan that delivers a return on investment (ROI). To aid that process, the Radio Advertising Bureau (RAB) produces the annual Radio Marketing Guide & Fact Book, a comprehensive collection of information and statistics on Radio listener purchase patterns and behavior profiles. We all know that with information, comes power. By understanding how consumers utilize Radio, marketers can maxi- mize Radio’s unique attributes to increase sales, establish brand identity, or drive traffic to the point of purchase. Radio reaches an impressive 94 percent of all consumers every week. Moreover, Radio travels with consumers throughout their day, at home, at work, and in their car, and is the medium closest to the point of purchase. But the real-world effectiveness of Radio advertising is the medium’s power to reach and influence specific target consumers by playing an integral role in their lifestyle. Some of the most significant new data about Radio advertising came out of the Radio Ad Effectiveness Lab (RAEL), a Radio-industry funded organization that has produced two compelling consumer research studies and has a third one already planned, with others to be developed as well. Key findings from the two published studies have been included in a brand new section of the Radio Marketing Guide & Fact Book. The first study, conducted by WirthlinWorldwide, reveals the significance of the psychological and emotional con- nection listeners have with their favorite Radio station, program, or host and how to transfer that deep relationship to maximize the impact of the advertising message. The second study, from the Pre-Testing Company, examines the significant boost to message recall when Radio is factored into the media mix. For more information on Radio advertising, advertisers and agencies may contact the Radio Advertising Bureau’s National Marketing Department at 1-800-252-RADIO, or at www.rabmarketing.com. Radio stations can gain informa- tion for their clients by contacting RAB MemberResponse at 1-800-232- 3131 or at www.rab.com. Mike Mahone Mary Bennett Executive VP/Services Executive VP/National Marketing Radio Advertising Bureau Radio Advertising Bureau Radio Audiences Advertising Expenditures Average Weekly Reach ------------------------------------------------------------------------------4 Radio Revenue ------------------------------------------------------------------------------------------23 Average Daily Reach ----------------------------------------------------------------------------------5 Top 40 National Advertisers — Corporate ----------------------------------------24 Weekly Reach by Daypart ------------------------------------------------------------------------6 Top 40 National Advertisers — Brand ------------------------------------------------25 Daily Reach by Daypart ----------------------------------------------------------------------------7 Top 30 National Advertising Categories ---------------------------------------------26 Time Spent Listening ---------------------------------------------------------------------------------8 African-American Listening --------------------------------------------------------------------9 Radio Ad Effectiveness Lab Hispanic Listening ------------------------------------------------------------------------------------10 What is RAEL? --------------------------------------------------------------------------------------------27 Upscale Audience Listening ------------------------------------------------------------------11 Personal Relevance; Personal Connections -------------------------------------28 Listening by Location ------------------------------------------------------------------------------12 The Benefi ts of Synergy --------------------------------------------------------------------------29 Seasonal Reach -----------------------------------------------------------------------------------------13 In-Car Listening ------------------------------------------------------------------------------------------14 Media Mix Quarter-hour Audience ---------------------------------------------------------------------------15 Radio and Newspaper -----------------------------------------------------------------------------30 Radio and Television -------------------------------------------------------------------------------31 Consumer Categories Radio Reach and Frequency ----------------------------------------------------------------33 Persons Reached Prior to Purchase ----------------------------------------------------16 Retail Consumers and Grocery Shoppers ----------------------------------------17 Radio Formats Car Buyers/Leasers and Auto Aftermarket ----------------------------------------18 Radio Formats --------------------------------------------------------------------------------------------34 Financial Services and Homeowners ------------------------------------------------19 Restaurant/Fast-Food Consumers, Beer & Wine Drinkers, and Statistics Soft-Drink & Water Consumers -------------------------------------------------------------20 Vital U.S. Statistics --------------------------------------------------------------------------------------39 Consumer Electronics/Computer Consumers; Travelers -------------21 Entertainment/Recreation Consumers ---------------------------------------------22 2005 Broadcast Calendar -----------------------------------------Inside Back Cover Radio Audience Today’s lifestyles — Radio’s Weekly Reach Read: Radio reaches 93.7% of persons 12 and older each week. incr eased commute Persons 12+ 93.7% Teens t i m e s , d u a l - i n c o m e 12-17 92.7% Men 18+ 93.7% families — are conducive 18-34 93.8% 25-54 95.4% 35-64 95.1% to more time spent with 65+ 88.1% Women 18+ 93.9% Radio. As the week 18-34 95.9% 25-54 96.1% 35-64 95.5% progresses, more and 65+ 86.4% Source: RADAR ® 83, December 2004, © Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume) more listeners tune in to fi nd out what’s going to happen next; it’s Radio Reaches 94% of All Consumers Every Week Average Weekly Reach: Persons no wonder that Radio reaches 94 percent of all persons age 12+ in an average week! 4 Source: RADAR ® 83, December 2004, © Copyright Arbitron (Monday-Sunday, 24 Hours, based on Weekly Cume) Radio Audience Radio’s Daily Reach Americans spend their Read: Radio reaches 73.4% of persons 12 and older each day. Persons days in a headlong dash 12+ 73.4% Teens 12-17 67.7% from one activity to Men 18+ 74.0% 18-34 71.4% the next. Family and 25-54 76.1% 35-64 76.7% 65+ 69.3% career responsibilities, Women 18+ 74.2% 18-34 74.8% hobbies and leisure 25-54 76.6% 35-64 76.3% 65+ 67.4% pursuits — fi nding the Source: RADAR ® 83, December 2004, © Copyright Arbitron (Monday-Sunday, 24 Hours, based on Daily Cume) time to fi t it all in can be a challenge. Despite Radio Reaches 73% of All Consumers Every Day the crush, however, we Average Daily Reach: Persons always manage to make time for our favorite Radio stations. In fact, an average of 73 percent of persons age 12+ listen to Radio on any given day! Source: RADAR ® 83, December 2004, © Copyright Arbitron (Monday-Sunday, 24 Hours, based on Daily Cume) 5 Radio Audience Why choose only media Radio’s Weekly Reach by Daypart Read: Each week from 6-10a.m., Radio reaches 81.3% of persons 12 and older. that can get the job done Persons 6-10A 10A-3P 3-7P 7P-Mid Mid-6A 12+ 81.3% 81.2% 81.6% 54.6% 26.0% Teens only at certain times of 12-17 73.6% 73.6% 80.0% 68.0% 22.6% Persons 18+ 82.2% 82.2% 81.8% 53.1% 26.4% the day or days of the 18-34 81.0% 81.0% 84.6% 61.1% 27.3% 25-54 85.9% 83.7% 85.7% 55.1% 27.8% 35-64 85.7% 83.6% 84.5% 52.5% 28.1% week? There’s a better 65+ 73.4% 78.6% 67.7% 39.8% 19.4% Men 18+ 81.7% 81.0% 81.7% 53.0% 30.1% alternative: Radio! Any 18-34 79.0% 79.9% 82.8% 59.1% 20.8% 25-54 85.1% 81.7% 85.1% 54.7% 32.7% 35-64 85.2% 82.0% 84.3% 52.6% 33.1% time of day — all week long, 65+ 75.0% 79.7% 69.0% 40.4% 19.4% Women 18+ 82.6% 84.0% 81.8% 53.1% 23.0% even weekends — Radio 18-34 83.0% 85.7% 86.4% 63.1% 24.7% 25-54 86.7% 85.7% 86.4% 55.5% 23.0% 35-64 86.1% 85.3% 84.7% 52.4% 23.2% delivers your message 65+ 72.3% 77.9% 66.8% 39.5% 19.4% Source: RADAR ® 83, December 2004, © Copyright Arbitron (Monday-Sunday, based on Weekly Cume for daypart) to the right people. The Weekdays and Weekends, Radio Delivers statistics show it: each Percentage reached weekdays and weekends Persons 12 and older week between 6 a.m. and 10 a.m., Radio gets the word out to 81 percent of persons age 12+ — and that’s just the start! 6 Source: RADAR ® 83, December 2004, © Copyright Arbitron (Monday-Sunday, based on Weekly Cume for daypart) Radio Audience Radio’s Weekly Reach by Daypart Radio’s Daily Reach by Daypart From sunup to sundown, Read: Each week from 6-10a.m., Radio reaches 81.3% of persons 12 and older. Read: Each morning from 6-10a.m., Radio
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