Strategic Planning Meeting
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How People Use Audio and Sports Radio RAB/NAB Radio Show 2011 September 16, 2011 David Tice Thomas Evans, Ph.D. Vice President & Group Account Vice President , Audio Research & Director, Media Team and Special Projects Knowledge Networks, Inc. ESPN, Inc. Copyright 2011. Not to be quoted without permission. Methodology Who? General Population: N=1554 Males age 18-54. 289 Past Week Sports Radio Users When? December 2010 How? 20 minute online survey on Knowledge Networks’ probability-recruited research panel Cooperation rate was 48% among assigned sample What? Respondents answered a variety of questions about overall device ownership and usage, downloading, streaming, and OTA habits, and usage of sports and ESPN Audio properties Copyright 2011. Not to be quoted without permission. Issues What Devices People Use to Listen to Audio Where People Listen to These Devices Why People Select Those Devices to Listen to Audio How Much People Listen to Audio on Those Devices What Are the Attitudes to Advertising on Audio Copyright 2011. Not to be quoted without permission. General Audio/Radio: Ownership and Usage Audio Devices Owned in Home Ownership Among Total Men 18-54 100 93% 16% claim to have a 78% Smartphone with 80 72% radio capability 64% 62% 59% 60 Smartphone 40 35% Net (51%) 23% 19% 18% 20 13% 10% 6% 4% 3% 0 Desktop/ Clock Basic Cell Home iPod or Portable Portable BlackBerry Android iPhone Other Satellite iPad, HD Internet Laptop Radio Phone Entertain- Other Tabletop/ Handheld/ Smartphone Radio Galaxy, Radio Radio Computer ment Portable Desktop Personal or Other Radio MP3 Radio Radio Tablet Device Copyright 2011. Not to be quoted without permission. Devices Found in Car or Truck Ownership Among Total Men 18-54 100 84% 80 60 50% among Men 18-24 37% 40 34% among $100K+ income 19% 20 3% 0 AM/FM Radio iPod/Other MP3 Satellite Radio HD Radio Receiver Player played Receiver Receiver through vehicle’s sound system Copyright 2011. Not to be quoted without permission. Devices Used at Workspace Products at Personal Workspace Percent Desktop or Laptop Computer 36% Portable Tabletop/Desktop Radio 7% Clock Radio 5% Radio in a Stereo or Entertainment System 4% Portable Handheld/Personal Radio 3% Satellite Radio (XM or Sirius) Receiver 1% Internet Radio Device like a Chumby One 1% HD Radio 0% Copyright 2011. Not to be quoted without permission. Device Ownership at Home/Car/Work Total Ownership among Total Men 18-54 Ownership AM/FM broadcast radio of any type 96% Desktop/laptop computer 95% Basic cell phone 72% iPod or other portable MP-3 player 62% Any Smartphone 51% Connection for iPod/other MP3 in car 37% Satellite radio (Sirius or XM) receiver for home/car/work 21% iPhone 13% iPad/Tablet 6% HD radio for your home or car 6% “Internet radio” device like a Chumby One 4% Copyright 2011. Not to be quoted without permission. Net Device Usage vs. Ownership Home, Car, or Work 100 90 AM/FM radio 80 70 60 50 iPod/iPad/mobile Computer 40 30 20 Satellite radio Smartphone Use at least once a week for Audio for week oncea least Useat 10 HD Radio Regular cell phone 0 Internet device 0 20 40 60 80 100 Device Ownership in Any Location Copyright 2011. Not to be quoted without permission. Terrestrial Radio Usage Terrestrial AM/FM/HD Radio Incidence None 36% Past Wk 64% Types of Receivers Used in Past Week Percent Radio in a car or truck 89% Clock radio 26% Radio built into a stereo or entertainment system 24% Portable desktop/tabletop radio 19% Portable handheld/personal radio 10% Radio receiver built into a cell or mobile phone 5% HD radio receiver of any type 2% Other type of radio not listed 2% Copyright 2011. Not to be quoted without permission. Types of Content Listened To on Terrestrial Radio Music 53% News/Weather 23% Talk - General 14% Talk - Political 12% Talk - Sports 12% 19% are Past Sports Play-By-Play 8% Week Terrestrial Sports Radio Sports Scores or Updates 8% Users Sports Pre-Game/Post-Game 6% Religious 5% Educational/Self-Help 1% Other Type of Content Not Listed 2% 0 20 40 60 80 100 Copyright 2011. Not to be quoted without permission. Frequency of Listening to OTA Sports 5% 10% 8% 22% 22% 19% 26% 21% 44% Never Listen 33% 41% 40% Listen Less than Once Week 34% 34% Listen Once Week Listen Daily 68% 68% 34% 40% 48% 44% 32% 34% 39% 34% 34% 37% 10% 6% 8% 6% Sports scores Sports Radio program Sports Play-by-play Sports post- and updates talk radio on team or pre-game coverage game show league show Copyright 2011. Not to be quoted without permission. Streamed and Downloaded Audio Usage Streamed/Download Incidence Streamed Radio Downloaded None None 63% 61% listen to 84% Past full version Past Week of program Week 27% 16% Types of Devices Used Prcnt Types of Devices Used Prcnt Desktop PC 42% Desktop PC 34% Laptop PC or netbook 42% Laptop PC or netbook 33% iPod or other MP-3 player with WiFi access 14% iPod or other MP-3 player with WiFi access 29% Smartphone other than an iPhone 14% Smartphone other than an iPhone 9% iPhone 10% iPhone 7% “Internet radio” device like a Chumby One 6% iPad or other tablet device 1% iPad or other tablet device 2% Other type of device not listed 0% Other type of device not listed 4% Copyright 2011. Not to be quoted without permission. Types of Audio Content Listened To Types of Streamed Types of Downloaded Content Listened to Content Listened to Music 19% 7% Talk - General 4% 2% News/Weather 4% 3% Talk - Political 3% 2% Talk - Sports 3% 4% are Past 2% Week 3% are Past Sports Play-By-Play 2% 1% Sports Week Sports Sports Pre-Game/Post- Streamers Downloaders 1% 1% Game Sports Scores or 1% 1% Updates Religious 1% 1% Educational/Self-Help 2% 1% Audio Books or 0% 0% Magazines Other Type of Content 2% 2% Not Listed 0 10 20 30 40 50 0 10 20 30 40 50 Copyright 2011. Not to be quoted without permission. ESPN Audio Usage Frequency of Listening to ESPN Listening to ESPN on OTA Listening to ESPN Streamed Listening to ESPN Radio among OTA sports Radio among streamed sports Downloaded Radio among listeners listeners downloaded sports listeners 100% 26% 32% 32% 80% 44% 45% 44% 56% 63% 60% 83% 31% 27% 84% 31% 25% 28% 40% 29% 19% 24% 22% 32% 25% 20% 25% 15% 17% 20% 9% 8% 12% 17% 13% 6% 6% 8% 5% 11% 0% 1% 3% 1% 5% 3% On ESPN Simulcast on ESPN Streaming Clips or Any content ESPN Clips or Clips/Highlights ESPN Radio station ESPN Cable Deportes ESPN Radio Highlights from Deportes Podcast Highlights from Deportes Podcast Listen daily Listen at least once a week Listen less than once a week Never listen Copyright 2011. Not to be quoted without permission. Share of ESPN Listening Share of Minutes on ESPN Properties Another's Other Home Work 1% 8% 5% Home 49% Car 37% Mean minutes per day among users = 86 mins Copyright 2011. Not to be quoted without permission. ESPN Audio: Building Reach Beyond Broadcast Terrestrial Only 4.1% Terrestrial + TV Simulcast 4.1% 1.4% Terrestrial + Satellite 4.1% 0.6% Terrestrial + Streaming 4.1% 0.4% Terrestrial + Mobile 4.1% 0.3% Terrestrial+ Deportes Radio 4.1% 0.3% Terrestrial + Download 4.1% 0.1% 0% 1% 2% 3% 4% 5% 6% 7% 8% % Broadcast Reach % Incremental Copyright 2011. Not to be quoted without permission. ESPN Avid Fans: Building Reach Beyond Terrestrial Terrestrial Only 10.1% Terrestrial + TV Simulcast 10.1% 2.5% Terrestrial + Satellite 10.1% 0.7% Terrestrial + Streaming 10.1% 1.3% Terrestrial + Mobile 10.1% 0.1% Terrestrial + Deportes Radio 10.1% 0.0% Terrestrial + Download 10.1% 0.0% 0% 2% 4% 6% 8% 10% 12% 14% % Broadcast Reach % Incremental Copyright 2011. Not to be quoted without permission. Reasons for Selection Reasons for Terrestrial Sports Radio “I can be in my car, working Reasons for Terrestrial Prcnt out, or just on the go.” Accessibility 37% Confidence 34% “easier to access at anytime” Familiarity 8% “easier to change stations” Audio Quality 4% “what I am use to.” Cost 2% Hardware 1% “can’t always get internet connection” Programming 1% Reliability 1% “I do not know what steamed or downloaded is. I know what radio is.” Other 9% Copyright 2011. Not to be quoted without permission. Reasons for Satellite Sports Radio Reasons for Satellite Prcnt “More choices of games, talk shows” Programming 42% “better reception” Quality of Audio 20% “clearer sound” Location 12% “National perspective” Commercials 10% “I can get different NFL games that may or may not be carried on Sat Listening 10% commercial Radio” Accessibility 3% Other 3% “I mainly use Satellite Radio when on road trips driving. I have fewer problems with loss of signal. However, when in town, I prefer my local broadcast radio station. It’s good and it’s free.” Copyright 2011. Not to be quoted without permission. Reasons for Streaming Sports Reasons Streaming Sports Audio Prcnt Don't have access to a radio at the time 37% To listen to a recent broadcast I missed 33% Don't have access to the broadcast in the area I'm in 32% It's only available online 17% To listen to older broadcasts 16% Bad radio reception at the time 10% To try out a new program 6% To listen to a recent broadcast over again 3% Another reason not listed above 8% Copyright 2011.