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The Value
Of Radio
What Is The Value of Radio?
Emotional Appeal
Immediacy
Targetability
Flexibility
Consistency
The Power Of Sound
Radio is Evocative
What is the body’s most important organ? - The
Brain
Radio appeals to listeners through their brains rather
than through their eyes.
Radio is an imagination medium, using the mind of
the listener to create unique, evocative and effective
images for each individual on an intensely personal
level.
The Power Of Sound
Radio is Emotional
The Emotional appeal of radio is unique among
media.
Radio’s emotional pull can be quite strong, as Orson
Well found when his “War of the Worlds” broadcast
caused people to flee their houses armed with
shotguns and pitchforks, convinced that Martians were
invading Grovers Mills, New Jersey.
Radio is “Theater of the Mind.”
The Power Of Sound
Radio Motivates
A radio message pushes buttons in listeners’ minds,
activating memories of:
• Every Picture Ever Seen
• Every Emotion Ever Felt
Radio’s emotional appeal is immediate, and radio’s
immediacy is a powerful motivator.
Direct response advertisers everywhere testify to the
tangible results generated by radio commercials.
Listeners hear the message and react.
The Power Of Sound
Radio is Diverse
Radio’s appeal to advertisers lies in its high targetability.
Radio stations are lifestyle choices for listeners whose
common attitudes produce format characteristics.
Radio’s diversity allows advertisers to target consumers:
By Demo Group
By Ethnic Group
By Geographic Region
By Format Type
By Purchasing Likelihood
By Consumer Profile
The Power Of Sound
Radio is Everywhere
Radio reaches 74% of all people 12+ every day and
94% of all people 12+ every week.
The average person listens to the radio for over 3 hours
daily.
The average person listens to the radio for over 20 hours
M-Sun 6a-12m.
The average person listens to the radio for over 5 hours
over the weekend.
In the Car - Radio reaches 82% of Adults 18+ Every
Week.
Source: RAB Fact Book 2004-2005
Time Spent with Radio
Continues to Grow!
In spite of the increased variety of
media choices for consumers today,
time spent with radio along with cable
& satellite TV is increasing each year.
Note:Ages varied by survey subject
*Excludes MP3s and Internet downloading, which is included in Internet
**Playback of prerecorded VHS cassettes and DVDs.
Source: Veronis Suhler Stevenson Communications
Industry Forecast as reported in the Wall Street
Journal, January 26, 2004.
Today’s Adults are Heavy
Radio Users
In an average week, people spend just as much
time with Radio as they do with Television
Adults 25-49
Adults 18-49
23:30
21:42 20:24
20:18
Television
Television
Radio
Radio
Source: Radio: Spring 2004 Arbitron data
TV: May 2004 Nielsen data
Mon-Sun 6a-12mid; Top 25 markets
Radio is Least Affected Medium by
Increased Internet Usage
17-20% of today’s adults report spending less time with TV, magazines
or newspapers because of the Internet. Less than 9% of adults report
spending less time with radio.
20.8%
17.4% 17.1%
8.6%
Radio TV Magazines Newspapers
Source: Simmons Fall, 2003
Adults 18-49
READ: 20.8% of Adults agree they spend less time watching television because of the Internet.
The Power Of Sound
Radio Is All Year Round
Unlike television, which has a formal season and repeats
in the summer, radio offers fresh programming all year
long. Its physical flexibility makes it the perfect year-
round companion.
Cume Persons Using Radio Persons 12+/M-Su 6a-mid
94.3% 94.0% 94.3% 94.2% 94.2%
Sp '03 Su '03 Fa '03 Wi '04 Sp '04
Source: RAB Fact Book 2004-2005
The Power Of Sound
Radio Impacts Point-Of-Purchase
Radio is the shoppers companion, reaching consumers when
they are making purchase decisions.
In any 24 hour period, 63% of Adults 25-54 are exposed to
Radio within 1 hour of making their largest purchase of the day.
Radio 63.0%
Television 22.0%
Newspaper 13.0%
Magazines 12.0%
Source: RAB Fact Book 2004-2005
Radio is Targeted
Radio’s targetability allows advertisers to pinpoint desired age groups
effectively.
Format A 12-17 A 18-24 A 25-34 A 35-44 A 45-54 A 55-64 A 65+
70s Oldies 1.0 4.1 13.3 17.9 34.9 15.9 11.8
80s 2.6 10.5 27.5 34.0 17.9 6.0 0.9
Adult Alternative Rock 3.5 8.5 21.9 33.0 24.7 6.5 1.4
Adult Contemporary 2.9 7.4 16.7 23.4 24.0 14.2 11.1
Album-Oriented Rock 7.8 19.8 27.7 27.4 13.6 2.6 0.7
Alt/Modern Rock 14.5 23.6 30.7 21.0 7.8 1.5 0.8
Big Band 0.0 0.3 0.0 1.7 5.5 19.3 70.0
Black 1.1 4.8 6.7 12.4 22.0 19.1 33.9
Christian A/C 7.8 9.5 19.1 28.3 20.8 9.0 4.6
Classic Hits 2.9 8.5 14.8 29.7 31.0 10.3 2.3
Classic Rock 3.4 10.2 18.8 32.6 27.2 5.8 1.3
Classical 1.3 1.5 5.2 9.6 18.0 21.7 42.6
Contemporary Hit Radio 25.4 26.3 23.0 14.4 7.8 1.8 1.0
Country 4.9 10.4 15.8 20.2 19.4 15.5 13.7
Easy Listening 0.0 1.2 3.2 4.4 7.3 20.7 62.9
Full Service 1.0 1.8 7.1 14.7 22.1 19.3 33.9
Oldies 1.7 4.6 6.6 14.2 32.7 27.0 12.6
Gospel 3.0 3.5 9.6 17.9 21.3 18.5 25.1
Hispanic 5.7 16.5 26.8 21.3 13.8 8.2 7.6
Hot AC 7.1 12.1 25.2 29.5 17.5 5.4 2.8
Middle Of The Road 0.2 0.7 1.4 3.6 7.3 17.7 68.2
Modern A/C 8.5 15.9 30.0 28.6 12.9 3.0 0.5
New A/C 1.2 2.6 7.3 19.5 30.4 22.2 16.5
News 0.8 1.4 6.5 15.0 21.7 20.5 34.0
News/Talk 0.5 1.9 7.3 14.3 19.6 20.3 35.7
Religion 1.9 2.9 10.7 20.0 21.1 18.0 22.6
Rhythmic A/C 6.2 13.8 26.1 27.6 19.5 4.9 2.1
Rhythmic CHR 28.9 29.8 22.6 11.4 4.4 1.4 1.1
Rhythmic Oldies 4.0 9.8 15.6 27.7 24.2 12.3 5.4
Soft A/C 2.6 6.9 13.7 20.2 23.7 18.0 14.7
Sports 1.4 5.1 19.5 24.7 21.2 13.9 12.9
Talk 1.0 3.6 13.5 21.3 19.9 16.1 24.3
Urban A/C 4.1 7.5 17.1 26.3 25.2 13.2 6.5
Urban Contemporary 22.3 25.5 24.0 15.2 7.7 3.1 2.1
Urban Inspirational 4.9 5.4 19.1 22.0 21.7 16.9 9.5
Source: Fall 2004 KMG National Format Averages
The Power Of Sound
Radio is Targeted
Radio effectively reaches African Americans and
Hispanics.
African Americans
M-Su 6a-mid
95.1% 95.2% 96.1% 96.5% 96.0%
88.3%
Hispanics
M-Su 6a-mid
95.9% 95.9% 96.7% 96.7% 96.1%
89.8%
12+ 18+ 18-34 25-54 35-64 65+
Based on Top 50 African American Markets
Cume Persons Using Radio
12+ 18+ 18-34 25-54 35-64 65+
Based on Top 50 Hispanic Markets
Cume Persons Using Radio
Source: RAB Fact Book 2004-2005
The Power Of Sound
Radio is Flexible
Radio is a flexible medium for both the listener and the
advertiser.
For the listener, radio’s flexibility is physical: radio is
wherever you are, at home, at work, or in the car.
Personal portable radios accompany the listener
literally everywhere.
Radio is user-friendly for both the listener and the
advertiser.
The Power Of Sound
Radio is Adaptable
For the advertiser, radio’s flexibility is mechanical: Ad
copy can be changed at a moment’s notice and spot
execution time is minimal compared to the time
needed to create a television or print advertisement.
Radio allows advertisers to target different markets
with different messages quickly and easily.
Radio is user-friendly for both the listener and the
advertiser.
