Auto Dealers Win with Radio in Seattle

RADIO TODAY BY THE NUMBERS

Radio Delivers for Seattle, WAwith Insights from MBI Touchpoints

© 2012 Arbitron Inc.1

Jan-Oct 2012

PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

• Radio Delivers for Seattle • MBI Touchpoints Consumer Data• Seattle Automotive Information

Seattle Radio Reaches Every Key Buying Demo

Each week in Seattle, radio is heard by…

92% Adults 18-34

94% Adults 18-49

94% Adults 25-54

94% Adults 35-64

3© 2012 Arbitron Inc.

Source: Arbitron Seattle, WA; JAN-Oct 2012, Weekly Cume Rating, M-Sun 6a-12Mid.

Seattle Listeners Spend Hours Listening to Radio

Each week, Seattle listeners spend


10 hours listening to radio With an ever-growing number of media choices, Seattle’s preference for and reliance on radio has endured year after year.

Source: Arbitron Seattle, WA; JAN-Oct 2012, Weekly TSL, P18+ M-Sun 6a-12Mid.

Seattle’s Avg. Daily TSL = 2 Hours 15 Minutes

Seattle Radio Reaches Multicultural Listeners

Each week Seattle radio reaches...


93% of Hispanic Persons

93% of Other Persons

Other Persons are classified as all persons that are not of

Hispanic ethnicity

Source: Arbitron Seattle, WA ; JAN-Oct 2012, Weekly Cume Rating; P6+ M-Sun 6a-12Mid.

Seattle Radio Reaches Working Persons

1,480,300 Work Full- or Part-Time

623,900 Don’t Work


60% of Seattle, WA Persons 18+ Work Full- or Part-time

Source: Arbitron Seattle, WA; JAN-Oct 2012, P18+ Avg Daily Population; M-Sun 6a-12Mid.

Seattle Consumers Tune to Radio During Prime Shopping Hours


You can reach

77%o

f Seattle, WAconsumers

on the radio between

6AM and 7PM during the work week.

Source: Arbitron Seattle, WA : Jan 12-Oct 12 , Weekly Cume Rating, P18+ M-F 6a-7p.


USA TouchPoints

Rich multidimensional study of consumers’ daily lives

Captures media usage, shopping behavior, and emotional mindset from a single sample

National probability sample of 2,000 persons aged 18-64

Nested within GfK/MRI’s Survey of the American Consumer enabling a foundation for fusing other data sources

Create value for advertisers, agencies, and the media through greatly enhanced advertising ROI


TouchPoints Uses an App to Collect a Variety of Consumer Data

Location Activities Social Setting Media Mood/Emotion


20 Locations

23 Activities

8 Mega Media Categories

17 Emotional Mindsets

10 Social

Settings

33 Internet

Site Types

2,000 People, 20,000 Days, 480,000 Hours of American Life

MBI TouchPoints Part I

A Look at AM/FM Radio Overview – Persons 25-54

AM/FM Radio Remains the Most Dominant Audio Platform

AM/FM Radio Satellite radio Internet streaming Radio

85

25

15

© 2012 Arbitron Inc. 12

Source: MBI TouchPointsTM

Percent Reached During the Week, Persons 25-54

Broadcast Only(does not include streams)

Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms

AM/FM Radio85%

Satellite radio11%

Internet stream-ing3%


Percent of Aggregate Time Spent With Audio, Persons 25-54


Daytime Is AM/FM Radio’s “Primetime”

6 a 7 a 8 a 9 a10 a

11 a12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p

10 p11 p

0

10

20

30

40

50

60


Reach During the Work Week by Half Hour, Persons 25-54

5PM Is Radio’s Weekday Peak Half-Hour


Radio’s Primetime (8AM-8PM)

Seattle Radio Reaches Listeners Everywhere Monday-Friday, Especially Whey They’re On the Go and Mobile.


11p-12mid

10-11p

9-10p

8-9p

7-8p

6-7p

5-6p

4-5p

3-4p

2-3p

1-2p

12n-1p

11a-12n

10-11a

9-10a

8-9a

7-8a

6-7a

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,00039,500

45,100

52,300

56,500

67,700

83,600

90,900

90,300

82,900

81,600

82,200

83,300

87,800

89,500

103,800

125,500

164,000

154,500

23,800

37,200

58,800

82,700

110,900

165,500

245,400

281,400

278,800

261,500

246,400

253,200

237,800

216,100

196,600

179,600

163,400

96,600HomeOut-of-Home

Source: Arbitron Seattle, WA; JAN-OCT 2012, P18+ AQH Persons; Home vs Out-of-Home; M-F 6a-12Mid.

The AM/FM Radio Audience Is Consistent Throughout the Week

Monday Tuesday Wednesday

Thursday Friday Saturday Sunday

60 63 62 63 64

5448


Reach by Day of Week, Persons 25-54


Seattle, WAAverage Daily Cume Rating for P25-54


Reach by Day of Week, Persons 25-54

Monday Tuesday Wednesday Thursday Friday Saturday Sunday0

10

20

30

40

50

60

7063 64.9 63.8 64.3 65

55.4

48.1

Source: Arbitron Seattle, WA ; JAN-OCT 2012, P25-54 Avg Daily Cume Rating by Day of Week

Life Context of AM/FM Radio Listening

Percent of Overall Usage Consumed Outside the Home, Persons 25-54

More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media

19Source: MBI TouchPointsTM

Live TV

Game console

Social networking

Printed newspaper/magazine

Internet

Mobile Web/app

Tablet or iPad

AM/FM Radio

12%

13%

27%

31%

40%

55%

57%

76%

© 2012 Arbitron Inc.

20

© 2012 Arbitron Inc.

Car or other traveling My home or yard My workplace Other OOH location

84%

56%

35%38%

78%

57%

10%

45%

Weekday Weekend


Out-of-Home Use Rises During the Weekend for AM/FM RadioPercent of AM/FM Radio Listening by Location, Persons 25-54


11p-12mid

10-11p

9-10p

8-9p

7-8p

6-7p

5-6p

4-5p

3-4p

2-3p

1-2p

12n-1p

11a-12n

10-11a

9-10a

8-9a

7-8a

6-7a

41,100

46,200

56,200

60,900

69,800

77,200

81,400

93,400

92,600

94,000

96,700

99,700

107,900

120,400

110,800

95,400

92,600

80,100

25,200

40,100

56,800

75,100

97,800

118,300

143,200

160,100

170,100

176,700

179,600

175,600

153,500

123,500

90,300

57,400

36,800

22,600 HomeOut-of-Home

Seattle Radio Reaches Listeners Everywhere Saturday-Sunday, Especially Whey They’re On the Go and Mobile.

Source: Arbitron Seattle,WA; JAN-OCT 2012, P18+ AQH Persons; Home vs Out-of-Home; Sa-Su 6a-12Mid.

How AM/FM Radio Stacks Up to Other Media Channels

Live TV

AM/FM Radio

Internet

Social Networking

Mobile Web/App

Printed Newspaper/magazine

Game console

Tablet or iPad

80

59

49

19

16

13

9

4


AM/FM Radio Is the Second Most Widely Consumed Medium


Average Day Reach During the Week, Persons 25-54

AM/FM Radio Leads Other Media During the Daytime Monday-Friday



Average Day Reach by Half-Hour During Weekdays, Persons 25-54

6 a

7 a

8 a

9 a

10 a

11 a

12 p 1

p2

p3

p4

p5

p6

p7

p8

p9

p10

p11

p0

10

20

30

40

50

AM/FM Radio Live TV InternetMobile Web/App Social Networking Print

AM/FM radio beats every medium until 4:30PM.

6 a

7 a

8 a

9 a

10 a

11 a

12 p 1

p2

p3

p4

p5

p6

p7

p8

p9

p10

p11

p0

10

20

30

40

50

AM/FM Radio Live TV InternetMobile Web/Apps Social Networking Printed Newspaper/magazine

AM/FM Radio’s Daytime Lead Expands Among Employed 25-54s During Weekdays


Average Day Reach by Half-Hour During Weekdays, Employed Persons 25-54



AM/FM Radio Is Stronger Than All Other Media Except TV During Weekends


6 a

7 a

8 a

9 a

10 a

11 a

12 p 1

p2

p3

p4

p5

p6

p7

p8

p9

p10

p11

p0

10

20

30

40

50

AM/FM Radio Live TV Internet

Mobile Web/App Social Networking Print

Average Day Reach by Half-Hour During Weekends, Persons 25-54

AM/FM radio exceeds all other media except TV.

Recency Effect: Radio Gets The Last Word


AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions

AM/FM Radio

Mobile Web/App

Internet

Print

Live TV

19%

7%

5%

2%

2%

Percent Exposed to Given Media Within the Half-Hour That Shopping Occurs, Persons 25-54


The Peak Shopping Hour Is Between 1PM and 2PM


6 a 6. 7

a 7. 8 a 8. 9

a 9.10

a 10.11

a 11.12

p 12.

1 p 1. 2

p 2. 3 p 3. 4

p 4. 5 p 5. 6

p 6. 7 p 7. 8

p 8. 9 p 9.

10 p 10

.11

p 11.

0

10

20

30 Shopping Peak (1PM-2PM)

Percent of Adults Shopping By Time of Day, Persons 25-54



By Far, AM/FM Radio Is theStrongest Pre-Shopping Medium

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%


Reach for Given Medium in the Specified Time Period Before Peak Shopping Hour, Persons 25-54

Two Hours Before

Shopping Peak (1PM-2PM)

6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P

AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print


By Far, AM/FM Radio Is the Strongest Pre-Shopping Medium

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%



Two Hours Before Ninety Minutes Before



AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print



AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%

31%

17%

8%

3%

3%

1%

One Hour Before



Two Hours Before Ninety Minutes Before



AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print



AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%

31%

17%

8%

3%

3%

1%

22%

9%

5%

2%

1%

1%



One Hour BeforeTwo Hours Before Half-Hour BeforeNinety Minutes Before



AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print

Automotive Analysis for the Seattle, WA Metro Area

Seattle Radio Listeners Spend More than $5.2 Billion Annually at New Car Dealers


Daily

Weekly

Monthly

$0 $200,000,000 $400,000,000 $600,000,000

$14,214,000

$99,768,000

$432,330,000

Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; New Car Dealers

Seattle Radio Listeners Spend More than $651 Million Annually at Used Car Dealers


Daily

Weekly

Monthly

$0 $20,000,000 $40,000,000 $60,000,000

$1,784,000

$12,520,000

$54,252,000

Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; Used Car Dealers

Annual Spending in New Car Dealers in the Seattle, WA Metro Area


Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; New Car Dealers

Demographic Profile:

Monthly Sales Projections in New Car Dealer Spending in the Seattle, WA Metro Area


Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power-Monthly Factor Report; New Car Dealers

Profile of Seattle, WA : Demographic InfoHouseholds that Plan to Buy Any New Vehicle Next Year

63.5

36.5

Male Female


P18-24 P25-34 P35-44 P45-54 P55-64 P65+0

5

10

15

20

25

12.815.9

2017.4

20.4

13.5

Under $25K $25K-$35K $35K-$50K $50K-$75K $75K-$100K $100K+0

10

20

30

40

50

3.78

11.9 15.1 17.7

43.6

GENDER

AGE

HH INCOME

Source: Scarborough Seattle WA; R1 Mar11-Feb12, P18+ % Composition

Profile of Seattle WA : Household InfoNumber of Vehicles Household Owns


Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target

4 or More

3

2

1

None

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

11.9%

15.9%

41.6%

22.4%

8.0%

Under $10,000

$10,000-

$14,999

$15,000-

$19,999

$20,000-

$24,999

$25,000-

$29,999

$30,000-

$34,999

$35,000-

$44,999

$45,000-Plus

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000 43,100

12,200 12,800

36,300

27,500 28,100

22,300

28,100

Profile of Seattle, WA: Spending InfoHow Much Households Plan to Pay for a New Vehicle Next Year


Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ Target Persons

Profile of Seattle, WA : Vehicle InfoType of New Vehicle Household Plans to Buy Next Year


Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ Target Persons

Midsize Car

Van or Mini-Van

Full-Size Car

Compact Car

Pickup Truck

Sport Utility Vehicle

Luxury Vehicle

0 10,000 20,000 30,000 40,000 50,000

32,800

13,500

20,600

38,300

23,800

46,000

29,300

Profile of Seattle, WA: Dealer InfoPrimary Reason Household Used Dealer for Last New Vehicle



23%

18%

16%

14%

10%

9%6%

6%

Price-Value

Selection

Dealer Reputation

Location

Other

Service

Warranty

Dealer Financing

Profile of Seattle, WA : Miles TraveledNumber of Miles Traveled One Way to Buy/Lease Last New Vehicle


Source: Scarborough Seattle, WA; R1 Mar11-Feb12, P18+ % of Target

Less than 10 Miles

10-19 Miles 20-29 Miles 30+ Miles0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0% 17.6% 18.1%

8.5%10.7%

Profile of Seattle, WA: Auto Repair InfoHousehold Auto Repairs Done in Past Year – Paid Labor



Muffler

Shocks/Struts

Transmission Repair

Car Battery

Brake Repair

New Tires

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

2.9%3.1%

2.4%6.7%

4.6%12.7%

11.7%13.0%

14.7%17.9%

34.9%60.0%

RADIO TODAY BY THE NUMBERS


Leonard MadridArbitron, Inc.

Sr. Account Manager310-318-0426

[email protected]

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