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Audio Facts Today

Radio Is Still America’s Companion

Source: 2010 Arbitron Inc. / Edison Research Persons 12+, Includes On-Air Radio Listening Only

Hours Spent With Media In The Last 24 Hours

0

1

2

3

4

3.4

TV Radio Web Newspaper

2.1 1.9

0.5

Weekly Radio Reach 2010 Higher than 1970!

Source: RADAR Time Spent Listening Per Week Report (c) Arbitron: Monday-Sunday 24 Hours / Persons 12+, Inlcudes On-Air Listening Only

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

1970 1975 1980 1985 1990 1995 2000 2005 2010

92.7 93.3

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Live TV BroadcastRadio

91

Newspapers

79 76

21 18

Internet Magazines

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

93

81

69

3126

Live TV BroadcastRadio

NewspapersInternet Magazines

The Daily Media Landscape

Source: Nielsen/Council of Research Excellence “How U.S. Adults use Radio and other forms of Audio”, 2009

Ages 18-34 Ages 35-54

Radio is a vital part of the average adult’s day with media

Dai

ly R

each

Radio Is The #2 Activity Least Likely To Be Given Up For A Week

5

Source: 2010 Jacobs Tech Survey

Activity Least Likely to be Given Up for a Week

0%

5%

10%

15%

20%

25%

30%

35%

Watching TV

Listening to FM Radio

Email Talking on Telephone

Texting Social Networking

Playing Video Games

Listening to iPod/MP3

player

Satellite Radio

31%

17%

12%10% 9% 8%

6% 5%2%

Activity Least Likely to be Given Up for a Week

The Emotional Attachment To Radio

Very Disappointed

Somewhat DisappointedNot Very DisappointedNot at All DisappointedDon't Know

Source: Arbitron/Edison Research, Infinite Dial 2010

“If The AM or FM Radio Station You Listen To Most Was No Longer On The Air, Do You Think You Would Be…”

51%

28%

8%9%4%

Base Total Population 12+

The Emotional Attachment To The RadioFour in five radio listeners would be disappointed if their favorite

station was no longer on-air.

Radio is among the top three activities that youths arespending MORE time with.

Source: Edison Research, 2010 Youth Study

48

18

19

28

27

10

10

9

20

36

44

43

35

45

45

46

33

33

14 2

35 2

7

16

4

22

27

40

12

22

30

23

23

17

17

28

#1

#2

On the Internet

Watching Television

Listening to the Radio

Playing Video Games

Talking on the phone

Reading Magazines

Reading Newspapers

Going to Concerts

Going to Movies

MORE SAME LESS

DON’T KNOW

N/A

#3

Teen Listenership is UP!

Digital Listening is just 3% of Total Radio Listening

Digital Radio (Streaming)

Source: Ando-media data, Arbitron-Edison research , SNL Kagan, Clear Channel data

Estim

ated

Rad

io L

iste

ning

(B

illio

n ho

urs

per y

ear)

100

125

150

175

200

Digital

Terrestrial

179

97%

3%

The game is just beginning!

Streaming weekly audience has doubled every five years since 2001!

% Who Have Listened to Online Radio in the Last Week

Source: 2011 Arbitron Inc./Edison Research, includes both AM/FM and internet only streams

Source: Arbitron/Edison Research, Infinite Dial 2010

90

95

100

105

110

115

120

125

120

103

Own iPod/MP3 Template

Listen to Digital Audio in Car

(Monthly)

100

Weekly Online Radio Listeners

107

Persons 12+

Index Of Time Spent Listening To Radio Per Day

Digital Users ARE Radio ListenersDigital audio users spend more total time with radio.

What’s going on in Radio?The top line conclusion is that radio is much stronger than its

general media perception.

Here are the facts:1. Radio is still one of America’s top daily companions.

2. The weekly reach of radio has been consistent for the past forty years, even higher today than before!

3. Radio has a strong daily audience among adults both 18-34 and 35-54.

4. Listeners still have an exceptional personal attachment to radio that is hard to beat!

5. Teenagers and young adults are tuning in even more despite competitive technology.

6. Streaming is still a small fracture of total radio listening

7. The weekly streaming audience is growing rapidly, doubling in the past 5 years.

8. Digital users expand, not divide, radio usage by spending more total time with radio than non-digital users.