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Radio Heard Here Guide

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The document discusses radio's continued vitality and growth despite perceptions of decline. It notes that radio listening has increased in recent years, reaching over 93% of Americans weekly, and that radio is adapting to new technologies and delivering more variety through formats like HD radio and internet streaming. Radio remains a highly popular medium that people engage with for over two hours daily, demonstrating its resilience and ability to accompany other activities.

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Just the Facts Radio is waking up listeners with a fresh, engaging content and exciting new technology and now it’s time to wake up your conversations and presentations. The purpose of this presentation is to help radio insiders like you, lead the conversation about radio with the latest facts about the medium and its vitality. You’ll find information you can use to educate your clients, your colleagues and your community about the great story – and future – of radio.

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On the Move Radio in an industry on the move. Hundreds of millions of dollars are being invested in exciting new technology and engaging content. New mobile devices from cutting-edge manufacturers like Apple, Sony, NEC, Samsung and Nokia are bringing radio to new users. Internet streaming and HD Radio are delivering more variety of music, information and entertainment. Time starved consumers are tuning into radio while multitasking in the car, the kitchen, the shower and the office. “ Radio is in the best position it has ever been in. It’s like the reset button has been hit. The convergence of technology and content has given the industry a completely blank canvas.” – Advertising Age Small Agency Diary

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Perception vs. Reality Perception: Radio has been on the decline in recent years. Reality: Radio has added six million listeners since 2004. Source: ©Arbitron RADAR

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Radio Reaches Everyone 93% of Americans 12 and older listen to radio weekly. 92% say radio plays an important part in American life. Radio Reaches More People % of consumers reached in a typical week Source: Arbitron, Harris Interactive, NAA, Yellow Pages Association

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Radio Technology is Everywhere Radio is responding to marketplace changes with new technologies, like HD Radio and Internet Streaming. Microsoft ® Zune ® owners rate the importance of the radio feature 8 out of a possible 9 points. An independent study found that FM radio was the most sought-after added function for the iPod. In it’s first week on the market, AOL Radio ® for the Apple ® iPhone ® was one of the top 10 most frequently downloaded free applications. 6 Radio is Driving Technology There are nearly 7,000 streaming radio stations in the U.S. and the number is growing SOURCE: “Audio Content Is Expanding Everywhere You Look,” Radio Ink “ Survey: iPod owners want FM radio,” infoSyncWorld.com Radio Advertising Bureau

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The Hot Tech Frontier 7 “ Get ready for what has got to be the all-time greatest sleeper of a tech trend: Radios, I kid you not, are making a comeback in 2008” – Fortune Small Business, January 2008

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Innovative New Technology Radio has introduced innovative solutions to help consumers enjoy their favorite information and entertainment: Streaming HD Radio Audio search Podcasting on-demand Texting and mobile applications iTunes tagging 8 Radio is Mobile Radio functionality is growing more rapidly than MP3 functionality on mobile phones SOURCE: “Mobile users tune-in to the radio,” Vnunet.com

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There are nearly 11,000 U.S. radio stations owned by more than 3,000 separate companies. From 1996 to 2007 hundreds of new radio stations were introduced. From 1996 to 2007 format variety increased in the top 100 radio markets. More Stations. More Formats. 10 HD Radio on the Rise There are more than 1,800 HD radio stations in the U.S., and the number continues to grow SOURCE: ©State of the News Media 2008

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More Choices Than Ever What kind of formats are on HD Radio? My HD – interactive request channel Club Phusion – dance hits Hispanic Reggaeton – Latin fusion Foggy Mountain – classic country Full Metal Racket – hard rock and heavy metal Joke Joke – all comedy Mother Trucker – southern rock National Geographic – world music Undies Indie Rock – underground college and indie rock The Walk – contemporary Christian The Bayou – Blues 11

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Radio is Resilient Radio has demonstrated outstanding listener retention in an increasingly time-starved world. The percentage of American adults reading a daily newspaper has dropped from 58.6% in 1998 to 48.4% in 2007. The number of Americans regularly playing golf has dropped by one-third. Yet, radio’s audience has actually grown 15% since 1994. And, over the past 10 years radio has retained 87% of its time spent listening. 13 More Than 2 Hours a Day Average minutes consumer spent with these major media sources in the last 24 hours SOURCE: ©Bob Pittman, presentation at NABShow 2008

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The Ultimate Multi-Tasking Medium At work In the car In the garage On the porch In the pool In the shower On the run In the laundry room 14 In the kitchen In the bedroom Under the covers At the beach At the park On the street On the bus In the tent Radio is the ideal companion to other activities

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Radio Heard Here: Key Initiatives Accessible technology A core tenet of the campaign is that radio should be available wherever there is a speaker or headphone, and particularly on all mobile devices. Playlist variety and format diversity We must communicate the industry’s progress toward offering listeners greater variety and choice. Building for the future We are taking a proactive approach toward ensuring radio’s progress and prosperity in the future, including promoting the growth of our listening audience and consumer reach. Reigniting consumers We must remind listeners of the many benefits of radio and the broad variety of people, places and purposes it connects. 16

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Telling Radio’s Story Millions of impressions Over 100 articles in print and online editions of publications like The New York Times, Advertising Age, MediaWeek, AdWeek, CNN Money, Portfolio, etc. Over 50 blog articles Over 2,000 Google entries “ Looks like radio is finally taking, well...radio seriously.” – Media Post

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Getting Insiders in the Game

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Engaging Blog Campaigns

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Targeting the Listening Public The Radio Heard Here consumer campaign will reach listeners of all ages, with a special focus on younger audiences. The campaign demonstrates to fans and advertisers that radio is alive, well, and investing in it’s future.

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A Website for Radio Fans A site for radio fans that is fun, engaging and interactive. With fresh content every month.

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About Us Radio Heard Here is an organization made up of fans of radio committed to building a great future for a medium we all love. Radio Heard Here is made possible by the NAB, the RAB and the HD Digital Radio Alliance. For more information, visit RadioHeardHere.com

More Related Content

Radio Heard Here Guide

  • 1.  
  • 2. Just the Facts Radio is waking up listeners with a fresh, engaging content and exciting new technology and now it’s time to wake up your conversations and presentations. The purpose of this presentation is to help radio insiders like you, lead the conversation about radio with the latest facts about the medium and its vitality. You’ll find information you can use to educate your clients, your colleagues and your community about the great story – and future – of radio.
  • 3. On the Move Radio in an industry on the move. Hundreds of millions of dollars are being invested in exciting new technology and engaging content. New mobile devices from cutting-edge manufacturers like Apple, Sony, NEC, Samsung and Nokia are bringing radio to new users. Internet streaming and HD Radio are delivering more variety of music, information and entertainment. Time starved consumers are tuning into radio while multitasking in the car, the kitchen, the shower and the office. “ Radio is in the best position it has ever been in. It’s like the reset button has been hit. The convergence of technology and content has given the industry a completely blank canvas.” – Advertising Age Small Agency Diary
  • 4. Perception vs. Reality Perception: Radio has been on the decline in recent years. Reality: Radio has added six million listeners since 2004. Source: ©Arbitron RADAR
  • 5. Radio Reaches Everyone 93% of Americans 12 and older listen to radio weekly. 92% say radio plays an important part in American life. Radio Reaches More People % of consumers reached in a typical week Source: Arbitron, Harris Interactive, NAA, Yellow Pages Association
  • 6. Radio Technology is Everywhere Radio is responding to marketplace changes with new technologies, like HD Radio and Internet Streaming. Microsoft ® Zune ® owners rate the importance of the radio feature 8 out of a possible 9 points. An independent study found that FM radio was the most sought-after added function for the iPod. In it’s first week on the market, AOL Radio ® for the Apple ® iPhone ® was one of the top 10 most frequently downloaded free applications. 6 Radio is Driving Technology There are nearly 7,000 streaming radio stations in the U.S. and the number is growing SOURCE: “Audio Content Is Expanding Everywhere You Look,” Radio Ink “ Survey: iPod owners want FM radio,” infoSyncWorld.com Radio Advertising Bureau
  • 7. The Hot Tech Frontier 7 “ Get ready for what has got to be the all-time greatest sleeper of a tech trend: Radios, I kid you not, are making a comeback in 2008” – Fortune Small Business, January 2008
  • 8. Innovative New Technology Radio has introduced innovative solutions to help consumers enjoy their favorite information and entertainment: Streaming HD Radio Audio search Podcasting on-demand Texting and mobile applications iTunes tagging 8 Radio is Mobile Radio functionality is growing more rapidly than MP3 functionality on mobile phones SOURCE: “Mobile users tune-in to the radio,” Vnunet.com
  • 9. There are nearly 11,000 U.S. radio stations owned by more than 3,000 separate companies. From 1996 to 2007 hundreds of new radio stations were introduced. From 1996 to 2007 format variety increased in the top 100 radio markets. More Stations. More Formats. 10 HD Radio on the Rise There are more than 1,800 HD radio stations in the U.S., and the number continues to grow SOURCE: ©State of the News Media 2008
  • 10. More Choices Than Ever What kind of formats are on HD Radio? My HD – interactive request channel Club Phusion – dance hits Hispanic Reggaeton – Latin fusion Foggy Mountain – classic country Full Metal Racket – hard rock and heavy metal Joke Joke – all comedy Mother Trucker – southern rock National Geographic – world music Undies Indie Rock – underground college and indie rock The Walk – contemporary Christian The Bayou – Blues 11
  • 11. Radio is Resilient Radio has demonstrated outstanding listener retention in an increasingly time-starved world. The percentage of American adults reading a daily newspaper has dropped from 58.6% in 1998 to 48.4% in 2007. The number of Americans regularly playing golf has dropped by one-third. Yet, radio’s audience has actually grown 15% since 1994. And, over the past 10 years radio has retained 87% of its time spent listening. 13 More Than 2 Hours a Day Average minutes consumer spent with these major media sources in the last 24 hours SOURCE: ©Bob Pittman, presentation at NABShow 2008
  • 12. The Ultimate Multi-Tasking Medium At work In the car In the garage On the porch In the pool In the shower On the run In the laundry room 14 In the kitchen In the bedroom Under the covers At the beach At the park On the street On the bus In the tent Radio is the ideal companion to other activities
  • 13. Radio Heard Here: Key Initiatives Accessible technology A core tenet of the campaign is that radio should be available wherever there is a speaker or headphone, and particularly on all mobile devices. Playlist variety and format diversity We must communicate the industry’s progress toward offering listeners greater variety and choice. Building for the future We are taking a proactive approach toward ensuring radio’s progress and prosperity in the future, including promoting the growth of our listening audience and consumer reach. Reigniting consumers We must remind listeners of the many benefits of radio and the broad variety of people, places and purposes it connects. 16
  • 14. Telling Radio’s Story Millions of impressions Over 100 articles in print and online editions of publications like The New York Times, Advertising Age, MediaWeek, AdWeek, CNN Money, Portfolio, etc. Over 50 blog articles Over 2,000 Google entries “ Looks like radio is finally taking, well...radio seriously.” – Media Post
  • 17. Targeting the Listening Public The Radio Heard Here consumer campaign will reach listeners of all ages, with a special focus on younger audiences. The campaign demonstrates to fans and advertisers that radio is alive, well, and investing in it’s future.
  • 18. A Website for Radio Fans A site for radio fans that is fun, engaging and interactive. With fresh content every month.
  • 19. About Us Radio Heard Here is an organization made up of fans of radio committed to building a great future for a medium we all love. Radio Heard Here is made possible by the NAB, the RAB and the HD Digital Radio Alliance. For more information, visit RadioHeardHere.com