DATA-DRIVEN. AUDIENCES. BROADCAST RADIO?! › › resource › resmgr › ... · 2018-04-14 · STREAMING PODCASTS CONCERTS & FESTIVALS BROADCAST RADIO AUDIO IS EXPLODING! +31% +41%

DATA-DRIVEN. AUDIENCES. BROADCAST RADIO?!

AUDIO Best Practices

Data Driven Audiences

Strategy & Execution

AGENDA1

2

3

AUDIO IS

EXPLODING

#1Headphones are the top selling electronics item

#1Headphones are the top selling electronics item

MILLENNIALS

SMART SPEAKERS ARE

BOOMING

U.S. HH penetration will jump from 7% in Q1 ‘17 to 75% in Q1 ‘20.

Sources: Headphones: 2017 Consumer Electronics Association CEA; Smart Speakers: Gartner Edison Research, 2017.

STREAMING PODCASTSCONCERTS &

FESTIVALSBROADCAST

RADIO

AUDIO IS EXPLODING!

+31% +41% +200% +7%

• Source: Broadcast Radio: 12+ PUR across all PPM markets (M-Sun 6a-12m) Jun17 L12M vs. Jun15 L12M; Streaming Audio: Digital based on Triton Digital Releases Monthly Internet Audio Top 20 Rankers YTD Jan-Jun 2015 vs. YTD Jan-Jun 2 017; Podcasts: Podtracs, Edison “podcast Consumer 2017” Monthly Listeners 2017 vs. 2015; Music Festivals: Nielsen Music 360 2016 – Music Festival Attendance 2014 vs. 2016

The Audio Universe is often misunderstood.

Source: Nielsen Comparable Metrics Report, 4Q 2016

BROADCASTRADIO

TV

WEEKLY REACH (% OF POPULATION)

100%

95%

90%

85%

80%

75%

89%93%

Broadcast Radio Is Bigger Than TV, The Traditional Reach Medium

1970 1975 1980 1985 1990 1995 2000 2005 2010 2016

Source: RADAR Time Spent Listening Per Week Report (c) Arbitron: Monday-Sunday 24 Hours / Persons 12+; Nielsen Audio Nationwide Fall’16.

93% 93%

…And Its Immense ReachHas Been Consistent Since The 1970s

% OF POPULATION 12+ USING BROADCAST RADIO WEEKLY

But for listeners…

It’s not about the channel, it’s about the content.

Source: Role of Radio in Music Industry" Study; iHeartMedia August 2015Base: Americans, aged 18-44, who listen weekly to AM/FM radio via regular radio or streaming

9 in 10 consumerssay they listen to both live radio

and music collections, but at different times, for different

reasons”

…And They Turn To Different ChannelsFor Different Reasons

Different Channels, Different Purposes

BroadcastRadio

Live Satellite Radio

Custom RadioStations

LIVE RADIO OWNED MUSIC, STREAMING

“Join the World” “Escape the World”

Owned Music

PlaylistsOnline Live Radio Streams

100+ PLATFORMS INCLUDING:

Mobile

Smart TVs, OTT Boxes, and MSO

Automotive

Connected Speakers

Gaming Consoles

Virtual Assistant

Retail

Travel/Hospitality

Voice-Enabled Speaker Sales Are Skyrocketing

50

40

30

20

10

0

60

70

80

100

90

AMAZON ECHO GOOGLE HOME OTHER

% USER SHARE

71%

24%5%

Source: eMarketer, April/May 2017

TRUSTED DAILY COMPANIONS

PERCEIVE A DEEP CONNECTION WITH

A FAVORITE RADIO PERSONALITY

86%

Source: “Power of Personality & State of Listening” Study, iHeartMedia, August 2017

Source: (1) time spent: comscore, A18+, (feb 2017:facebook, google, snapchat); (2) ihm time spent: nielsen audio nationwide, fall 2016; (3) NBC: npower, feb 2017, R&F report, 6min qualifier, Live Viewing, P18+

DAILY TIME SPENT (MINUTES)

31 30 19 14 07

These RelationshipsTranslate To Deep Engagement

Trust and engagement drives results.

Source: iHeartMedia Proprietary Effectiveness Research 2013-2016. Average lift % based on 40 Studies; Individual Metrics based on studies where that metric was measured

Awareness

Message Association

Consideration

Intent

Take An Action

+30%

+56%

+34%+21%

+44%+92%+76%

+57%

RADIO EXPOSEDVS. CONTROL

ON-AIR PERSONALITIESSUPERCHARGE RESULTS

Broadcast Radio Drives Better ResultsAcross The Purchase Funnel

WHAT’S YOUR

SOUND STRATEGY?

WHAT DOES YOUR BRAND

SOUND LIKE?

DO YOU HAVE AN

AUDIO HOOK?

ON-AIR

IHEARTMEDIA IS A DATA-DRIVEN, MULTI-PLATFORM COMPANY

DIGITAL SOCIAL EVENTS

DATA

INNOVATIONS

MAKING IT ALL

SMARTER THROUGH DATA

DIGITAL

BROADCAST

LEVERAGE AUDIENCE DATA LIKE

WITH THE SCALE OF

RYAN SEACREST

ELVIS DURAN

BIG BOY

THE BREAKFAST CLUB

…At 850+ Stations In 160+ Markets

RADIOSTATIONS

Organic Growth Built On Radio

LISTENERSOrganic Growth Built On Radio

SOCIALOrganic Growth Built On Radio

EVENTSOrganic Growth Built On Radio

Organic Growth Built On Radio

1ST PARTY DATA. 107 MILLION

REGISTERED USERS.

1P DATA 3P DATA

MEET JESS

1ST PARTY DATA

AM

29 YRS

3RD PARTY DATA

SOCIAL PARTNERSSINGLE

NO KIDS

29 YRS

AM

SINGLE

NO KIDS

AUDIENCE

700 PRESETAUDIENCES

AUTO| FINANCE | INSURANCE| POLITICAL RETAIL | TELCO | LIFE STAGES & CAREER

“MOM’S”

HEAVY QSR

GROCERY SHOPPERS

LUXURY CAR NEXT 60 DAYS

AUDIENCE

DMP DMPCLIENT’S 1P DATA

IHEART’S1P DATA

Build Your Own Audience

CLIENT’S CRM DATABASE

CUSTOM

DEMO Standard Radio Plan

1

TWO WAYS TO

TRANSACT

NY NJ CT TX

AMDRIVE

MIDDAY PM

DRIVE

URBAN COUNTRY POP NEWS

OVERNIGHT

STATION

1STATION

2STATION

3STATION

4

WOMEN 25-54HHI $50K+SELECT MARKETSSTATION RANKERS

STA

TION

DAYP

ART

FORM

AT

MA

RKET

DEMO PLAN

NY NJ CT TX

AMDRIVE

MIDDAY PM

DRIVE

URBAN COUNTRY POP NEWS

OVERNIGHT

STATION

1STATION

2STATION

3STATION

4STA

TION

DAYP

ART

FORM

AT

MA

RKET

WOMEN 25-54HHI $50K+SELECT MARKETSSTATION RANKERS

DEMO PLAN

AUDIENCETargeted Radio Plan

2

NY NJ CT TX

AMDRIVE

MIDDAY PM

DRIVE

URBAN COUNTRY POP NEWS

OVERNIGHT

STATION

1STATION

2STATION

3STATION

4STA

TION

DAYP

ART

FORM

AT

MA

RKET

858/6/22/160

AUDIENCE

NY NJ CT

AMDRIVE

MIDDAY PM

DRIVE

URBAN COUNTRY

STATION

1STATION

4STATION

2STATION

3

TX

POP NEWS

OVERNIGHT

858/6/22/160

STA

TION

DAYP

ART

FORM

AT

MA

RKET

AUDIENCE

PLAN DETAILS

FORMAT IMPRESSIONS

DAYPARTS IMPRESSIONS

MARKET TIER INDEXING

ADVERTISER & AGENCY INFORMATION

DATA SET Details Here

DATA BOOK Details Here

AUDIENCE Details Here

US POPULATION Details Here

WEEKS Details Here

SELLER Details Here

BUDGET Details Here

IMPRESSIONS Details Here

GRPS Details Here

CPM Details Here

CPP Details Here

SPOT DURATION Details Here

1.19

3.46

0.53

2.29

0.01

1.18

0.14

3.41

0.00

4.10

0.75

1.43

0.01

0.95

0.78

1.74

2.15

0.08

0 1 2 3 4 5

AC

ADULT HITS

ALTERNATIVE

CHR

CHR/RHYMC

CHR/URCTP

CLSC HITS

CLSC ROCK

COMEDY

COUNTRY

GOSPEL

HOT AC

RELIGION

ROCK

SPORTS

UBRAN

URBAN AC

URBAN OLDIES

IN MILLIONS

SA-SU OVERNIGHT

SA-SU PRIME MO-FR AM DRIVE

MO-FR EVENING

MO-FR MID DAY

MO-FR OVERNIGHT

MO-FR PM DRIVE

SA-SU EVENING

17%

11%

24%6%

16%

6%

2%

18%

MARKETS 151+ MARKETS 1-10

MARKETS 31-40

MARKETS 41-50

MARKETS 76-100

MARKETS 101-150

MARKETS 51-75

MARKETS 21-30

MARKETS 11-20

TOP 150 MARKETS

7%6%

7%

4%

8%

10%

7%10%

21%

20%

4545

NATIONAL REACH

WITH LOCAL ENGAGEMENT

DECISION TREEDYNAMIC CREATIVE

YES NO

Is it snowing in Chicago?

WEATHER

YES NO

Is it snowing in Chicago?

WEATHER

YES NO

Is it snowing in Chicago?

WEATHER

YES NO

Did the Packers win?

SPORTS SCORES

YES NO

Did the Packers win?

SPORTS SCORES

SPORTS SCORES

YES NO

Did the Packers win?

YES NO

Did the Packers win?

GAS PRICES

YES NO

Did the Packers win?

STOCK MARKET

SCALE TARGET AUDIENCES

INFLUENCERSENGAGEMENT

RESULTS

Sound Strategy

Data-Driven Audiences

Smart Audio

KEY TAKEAWAYS1

2

3

THANK YOUROSSGEIER@IHEARTMEDIA.COM@ROSSGEIER