Auto Dealers Win with Radio in Seattle
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Radio reaches nearly all key demographics in the Seattle metro area each week. Listeners spend 10 hours per week listening, with over 2 hours spent on average daily. Radio listening peaks between 6AM and 7PM on weekdays. Car and other mobile listening accounts for the majority of radio consumption, especially on weekends. AM/FM radio remains the dominant audio platform in Seattle, reaching over half of adults aged 25-54 on a weekly basis.
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Auto Dealers Win with Radio in Seattle
- 1. RADIO TODAY BY THE NUMBERS Radio Delivers for Seattle, WA with Insights from MBI Touchpoints 1 © 2012 Arbitron Inc.
- 2. 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.
- 3. 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 Source: Arbitron Seattle, WA; JAN-Oct 2012, Weekly Cume Rating, M-Sun 6a-12Mid. © 2012 Arbitron Inc. 3
- 4. 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. Seattle’s Avg. Daily TSL = 2 Hours 15 Minutes Source: Arbitron Seattle, WA; JAN-Oct 2012, Weekly TSL, P18+ M-Sun 6a-12Mid. © 2012 Arbitron Inc. 4
- 5. 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. © 2012 Arbitron Inc. 5
- 6. 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. © 2012 Arbitron Inc. 6
- 7. Seattle Consumers Tune to Radio During Prime Shopping Hours You can reach 77 %of Seattle, WA consumers 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. © 2012 Arbitron Inc. 7
- 8. 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 © 2012 Arbitron Inc. 8
- 9. TouchPoints Uses an App to Collect a Variety of Consumer Data Location Activities Social Setting Media Mood/Emotion © 2012 Arbitron Inc. 9
- 10. 2,000 People, 20,000 Days, 480,000 Hours of American Life 20 23 Locations Activities 8 17 Mega Media Emotional Categories Mindsets 10 33 Social Internet Settings Site Types © 2012 Arbitron Inc. 10
- 11. MBI TouchPoints Part I A Look at AM/FM Radio Overview – Persons 25-54
- 12. AM/FM Radio Remains the Most Dominant Audio Platform Percent Reached During the Week, Persons 25-54 85 25 15 AM/FM Radio Satellite radio Internet streaming Radio Broadcast Only (does not include streams) Source: MBI TouchPointsTM © 2012 Arbitron Inc. 12
- 13. Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms Percent of Aggregate Time Spent With Audio, Persons 25-54 Satellite radio 11% Internet streaming 3% AM/FM Radio 86% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 13
- 14. Daytime Is AM/FM Radio’s “Primetime” Reach During the Work Week by Half Hour, Persons 25-54 60 5PM Is Radio’s 50 Weekday Peak Half-Hour 40 30 20 10 Radio’s Primetime (8AM-8PM) 0 6a 7a 8a 9 a 10 a 11 a 12 p 1 p 2p 3p 4p 5p 6p 7p 8p 9 p 10 p 11 p Source: MBI TouchPointsTM © 2012 Arbitron Inc. 14
- 15. Seattle Radio Reaches Listeners Everywhere Monday- Friday, Especially Whey They’re On the Go and Mobile. 6-7a 154,500 96,600 7-8a 164,000 163,400 Home 8-9a 125,500 179,600 Out-of-Home 9-10a 103,800 196,600 10-11a 89,500 216,100 11a-12n 87,800 237,800 12n-1p 83,300 253,200 1-2p 82,200 246,400 2-3p 81,600 261,500 3-4p 82,900 278,800 4-5p 90,300 281,400 5-6p 90,900 245,400 6-7p 83,600 165,500 7-8p 67,700 110,900 8-9p 56,500 82,700 9-10p 52,300 58,800 10-11p 45,100 37,200 11p-12mid 39,500 23,800 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 Source: Arbitron Seattle, WA; JAN-OCT 2012, P18+ AQH Persons; Home vs Out-of-Home; M-F 6a-12Mid. © 2012 Arbitron Inc. 15
- 16. The AM/FM Radio Audience Is Consistent Throughout the Week Reach by Day of Week, Persons 25-54 63 62 63 64 60 54 48 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: MBI TouchPointsTM © 2012 Arbitron Inc. 16
- 17. Seattle, WA Average Daily Cume Rating for P25-54 Reach by Day of Week, Persons 25-54 70 64.9 65 63 63.8 64.3 60 55.4 50 48.1 40 30 20 10 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: Arbitron Seattle, WA ; JAN-OCT 2012, P25-54 Avg Daily Cume Rating by Day of Week © 2012 Arbitron Inc. 17
- 18. Life Context of AM/FM Radio Listening
- 19. More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media Percent of Overall Usage Consumed Outside the Home, Persons 25-54 AM/FM Radio 76% Tablet or iPad 57% Mobile Web/app 55% Internet 40% Printed newspaper/magazine 31% Social networking 27% Game console 13% Live TV 12% 19 Source: MBI TouchPointsTM © 2012 Arbitron Inc.
- 20. Out-of-Home Use Rises During the Weekend for AM/FM Radio Percent of AM/FM Radio Listening by Location, Persons 25-54 84% 78% Weekday Weekend 56% 57% 45% 38% 35% 10% Car or other traveling My home or yard My workplace Other OOH location 20 Source: MBI TouchPointsTM © 2012 Arbitron Inc.
- 21. Seattle Radio Reaches Listeners Everywhere Saturday- Sunday, Especially Whey They’re On the Go and Mobile. 6-7a 80,100 22,600 Home 7-8a 92,600 36,800 8-9a 95,400 57,400 Out-of-Home 9-10a 110,800 90,300 10-11a 120,400 123,500 11a-12n 107,900 153,500 12n-1p 99,700 175,600 1-2p 96,700 179,600 2-3p 94,000 176,700 3-4p 92,600 170,100 4-5p 93,400 160,100 5-6p 81,400 143,200 6-7p 77,200 118,300 7-8p 69,800 97,800 8-9p 60,900 75,100 9-10p 56,200 56,800 10-11p 46,200 40,100 11p-12mid 41,100 25,200 Source: Arbitron Seattle,WA; JAN-OCT 2012, P18+ AQH Persons; Home vs Out-of-Home; Sa-Su 6a-12Mid. © 2012 Arbitron Inc. 21
- 22. How AM/FM Radio Stacks Up to Other Media Channels
- 23. AM/FM Radio Is the Second Most Widely Consumed Medium Average Day Reach During the Week, Persons 25-54 Live TV 80 AM/FM Radio 59 Internet 49 Social Networking 19 Mobile Web/App 16 Printed Newspaper/magazine 13 Game console 9 Tablet or iPad 4 Source: MBI TouchPointsTM © 2012 Arbitron Inc. 23
- 24. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 25. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 26. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 27. Recency Effect: Radio Gets The Last Word
- 28. AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions Percent Exposed to Given Media Within the Half-Hour That Shopping Occurs, Persons 25-54 AM/FM Radio 19% Mobile Web/App 7% Internet 5% Print 2% Live TV 2% Source: MBI TouchPointsTM © 2012 Arbitron Inc. 28
- 29. The Peak Shopping Hour Is Between 1PM and 2PM Percent of Adults Shopping By Time of Day, Persons 25-54 30 Shopping Peak (1PM-2PM) 20 10 0 6a 7a 8a 9a 10 a 11 a 12 p 1p 2p 3p 4p 5p 6p 7p 8p 9p 10 p 11 p Source: MBI TouchPointsTM © 2012 Arbitron Inc. 29
- 30. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 31. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 32. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 33. RADIO TODAY BY THE NUMBERS © 2012 Arbitron Inc.
- 34. Automotive Analysis for the Seattle, WA Metro Area
- 35. Seattle Radio Listeners Spend More than $5.2 Billion Annually at New Car Dealers $432,330,000 Monthly $99,768,000 Weekly $14,214,000 Daily $0 $200,000,000 $400,000,000 $600,000,000 Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; New Car Dealers © 2012 Arbitron Inc. 35
- 36. Seattle Radio Listeners Spend More than $651 Million Annually at Used Car Dealers $54,252,000 Monthly $12,520,000 Weekly $1,784,000 Daily $0 $20,000,000 $40,000,000 $60,000,000 Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; Used Car Dealers © 2012 Arbitron Inc. 36
- 37. Annual Spending in New Car Dealers in the Seattle, WA Metro Area Demographic Profile: Source: Arbitron Seattle, WA ; JAN-OCT 2012, Metro P18+ Retail Spending Power; New Car Dealers © 2012 Arbitron Inc. 37
- 38. 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 © 2012 Arbitron Inc. 38
- 39. Profile of Seattle, WA : Demographic Info Households that Plan to Buy Any New Vehicle Next Year 25 20 20.4 20 15.9 17.4 15 12.8 13.5 10 5 0 36.5 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ 63.5 50 43.6 40 30 20 15.1 17.7 11.9 Male Female 10 8 3.7 0 Under $25K $25K-$35K $35K-$50K $50K-$75K $75K-$100K $100K+ Source: Scarborough Seattle WA; R1 Mar11-Feb12, P18+ % Composition © 2012 Arbitron Inc. 39
- 40. Profile of Seattle WA : Household Info Number of Vehicles Household Owns None 8.0% 1 22.4% 2 41.6% 3 15.9% 4 or More 11.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target © 2012 Arbitron Inc. 40
- 41. Profile of Seattle, WA: Spending Info How Much Households Plan to Pay for a New Vehicle Next Year 50,000 40,000 30,000 20,000 10,000 0 Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ Target Persons © 2012 Arbitron Inc. 41
- 42. Profile of Seattle, WA : Vehicle Info Type of New Vehicle Household Plans to Buy Next Year Luxury Vehicle 29,300 Sport Utility Vehicle 46,000 Pickup Truck 23,800 Compact Car 38,300 Full-Size Car 20,600 Van or Mini-Van 13,500 Midsize Car 32,800 0 10,000 20,000 30,000 40,000 50,000 Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ Target Persons © 2012 Arbitron Inc. 42
- 43. Profile of Seattle, WA: Dealer Info Primary Reason Household Used Dealer for Last New Vehicle 6% 6% Price-Value 23% Selection 9% Dealer Reputation Location 10% Other Service 18% Warranty 14% Dealer Financing 16% Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target © 2012 Arbitron Inc. 43
- 44. Profile of Seattle, WA : Miles Traveled Number of Miles Traveled One Way to Buy/Lease Last New Vehicle 17.6% 18.1% 20.0% 18.0% 16.0% 14.0% 10.7% 12.0% 8.5% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% Less than 10 10-19 Miles 20-29 Miles 30+ Miles Miles Source: Scarborough Seattle, WA; R1 Mar11-Feb12, P18+ % of Target © 2012 Arbitron Inc. 44
- 45. Profile of Seattle, WA: Auto Repair Info Household Auto Repairs Done in Past Year – Paid Labor Oil Filter/Oil Change New Tires Tune-up/Spark Plugs Brake Repair Other Car Repair Car Battery Anti-Freeze/Coolant Transmission Repair Paint/Body Work Shocks/Struts Car Radio/Stereo Muffler 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Source: Scarborough Seattle, WA ; R1 Mar11-Feb12, P18+ % of Target © 2012 Arbitron Inc. 45
- 46. RADIO TODAY BY THE NUMBERS Leonard Madrid Arbitron, Inc. Sr. Account Manager 310-318-0426 Leonard.madrid@arbitron.com 46 © 2012 Arbitron Inc.
Notas del editor
- USA Touchpoints is a service from the Media Behavior Institute. Touchpoints provides a rich view of consumer’s daily lives by looking their media usage, shopping behavior, emotional mindsets, social settings, and activities all from a single sample of approximately 2000 adults aged 18 to 64. The sample is derived from GfK/MRI’s survey of the American Consumer which provides the ability to fuse the results with other data sources. When I first saw Touchpoints it was clear that it could provide compelling insights about the value and power of radio in context with other media.
- Touchpoints collects their data from by providing respondents with an App they use to track their behavior every half hour for ten days. The app is designed to collect a wide range of data with an easy to use interface.It collects location data to inform marketers where they are through the dayThe activities that consumers participate in The consumer’s social settingThe media they use during any given half hourAnd how they feel throughout the dayTouchpoints is not meant to be a currency for media transactions. It is intended to help marketers, advertisers, planners and media sellers have a richer understanding of consumers by providing insights into OVERALL media usage in context with what people are doing, where they are and who they are with during their daily lives.
- Touchpoints provides a lot of data. 2000 people providing 10 days of information about their lives provided a portrait of nearly half a million hours of American life.The data includes 20 different locations, 23 life activities, 8 media categories, 17 emotional mindsets, 10 social settings and 33 different types of Internet choices.This presentation looks at data collected from late 2010 through January 2012 and it focuses in on the prime buying demo of persons 25 to 54.
- So let’s start with a high level overview of AM/FM Radio
- AM/FM Radio continues to be the most dominant audio platform among 25-54s in the face of the newer high profile digital choices. According to Touchpoints, Broadcast Radio reaches 85% of 25-54s during the week compared with only 25% reached by Satellite Radio and 15% reached by Internet Streaming Radio (including broadcast streams and pureplays).Remember these are Reach figures so they will add to more than 100% because people consume audio using combinations of these delivery vehicles. Let’s take a look at time spent with these audio options.
- When we look at Time spent, we find that AM/FM Radio has an even greater advantage among 25-54s. 86% of aggregate time spent with audio is with Broadcast Radio, only 11% of time spent is with satellite and 3% is spent with Internet Streaming. Consumers spend 8x more time with Broadcast Radio than satellite and they spend 17X more time with AM/FM than the do with Internet Streaming. When it comes to over all reach and more importantly time spent, AM/FM continues to deliver the biggest audience by far.
- When Touchpoints looks at listening during the work week they find AM/FM Radio’s prime time falls between 8AM and 8PM which are the prime shopping hours. In addition, the peak listening hour according to Touchpoints is 5-6PM which is the time when many commuters and workers shop on the way home. This listening pattern has very important implications about the advertising value of AM/FM Radio and we elaborate on that later in the presentation.These findings are consistent with PPM and what we have observed over the years.
- The AM/FM Radio audio is also remarkably consistent through the week among 25-54s according to Touchpoints. It reaches between 60 and 64% of the population during a typical work day and about half of the population on a given Saturday or Sunday. Again these findings are consistent with what we have observed with PPM.
- The AM/FM Radio audio is also remarkably consistent through the week among 25-54s according to Touchpoints. It reaches between 60 and 64% of the population during a typical work day and about half of the population on a given Saturday or Sunday. Again these findings are consistent with what we have observed with PPM.
- Let’s take a look at the life context of listening to AM/FM radio. Where consumers are when they listen, who they are with and what they are doing.
- First, More AM/FM Radio is consumed outside the home than any other major media. More than three quarters of usage of AM/FM radio occurs when consumers are away from their home such as commuting, working, shopping or other non-home life activities. That proportion is higher than Tablet/iPads, Mobile Web/App usage, the Internet, Social networking and traditional media such as Newspapers and Live TV. Radio’s out of home consumption is a crucial media value because it delivers its audience when they are near retail, restaurant, grocery and other shopping venues.Let’s look further at where specifically AM/FM Radio listening occurs.
- Out of home use Rises during the weekend for AM/FM radio. Listening to AM/FM radio at an “other” away from home location jumps from 38% to 45% during the weekends. And it makes sense that the proportion of work place listening to AM/FM radio is lower during the weekends.Let’s go a step further and take a look at the “other” away from home locations.
- Now let’s see how radio compares with other media choices.
- AM/FM Radio is the second most widely consumed medium among 25-54s during a typical week. AM/FM radio reaches nearly 60% of 25-54s during a typical day compared with 80% for Live TV. Radio significantly outdistances the Internet, Social networking, Mobile Web/Apps, printed newspapers/magazines, and tablets.While radio is second to TV overall let’s see how it compares when we look at consumption on an hourly basis.
- AM/FM Radio leads all other media during the Daytime in the work week when consumers are closest to their retail, restaurant and grocery purchasing decisions.
- And AM/FM Radio’s lead expands when we look at the consumption of employed 25-54s who have more money to spend.
- Finally, AM/FM Radio is much stronger throughout the day than all media other than Live TV during weekends.
- We have saved the best for last. Recency is crucial for advertisers. The idea is to reach consumers as close the purchase decision making as possible. When you deliver consumers just before they arrive at a retail location, grocery store or restaurant/bar you have the opportunity to “have the last word” and persuade them to consider or buy your product or service instead of another.
- AM/FM Radio offers the greatest proximity to shopping occasions. 19% of listeners to AM/FM Radio tune in during the half hour preceding occasions of shopping. Far higher than Mobile Web/App, Internet, Print media or Live TV.
- When looking at the Touchpoints data we see that most shopping for 25-54soccurs during the daytime which is Radio’s primetime. And the peak shopping hour is between 1 and 2PM. Let’s take a look at how radio and other media deliver leading up to that shopping peak.
- AM/FM Radio is the strongest Pre-shopping medium. It reaches four in ten 25-54s during the two hours before the peak shopping hour of 1-2PM.Radio leads Live TV by more than 10 points and it’s has a 2.5 X lead versus the Internet and 6-8X lead versus Mobile Web/App, Social networking and print media.
- AM/FM Radio’s position relative to competing media expands closer to the shopping peak. AM/FM Radio as a 14 point lead versus live TV 90 minutes prior to the peak shopping hour
- One hour before the peak shopping hour AM/FM Radio maintains a 14 point lead versus Live TV and the distance between it and the other choices expands further.
- In the crucial half hour before the shopping peak, AM/FM Radio reaches more than twice the number of people as Live TV and four times the number reached by the Internet. This is the time right before consumers make their final buying decisions. And AM/FM Radio dominates during this the decision making “moment of truth.”
- Now let’s see how radio compares with other media choices.