DATA-DRIVEN. AUDIENCES. BROADCAST RADIO?!
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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 [email protected]@ROSSGEIER
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