ONLINE RADIO LISTENING COMPLEMENTS OVER-THE-AIR RADIO

Transcription

1 THOM\Value of Radio

2 ONLINE RADIO LISTENING COMPLEMENTS OVER-THE-AIR RADIO % of monthly Hispanic Online Radio listeners who listened to over-the-air AM/FM Radio Monday-Sunday, 6a-mid 96.5% 96.9% 97.2% 96.8% 95.7% 98.0% Hispanic P18+ Hispanic P18-34 Hispanic P18-49 Hispanic P25-54 Hispanic Men Hispanic Women Online Radio = Listening to AM/FM radio stations online and/or listening to audio content available only on the Internet. Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic online radio listeners.

3 RADIO REACHES MORE HISPANIC ADULTS ACROSS ALL DEMOS IN A WEEK THAN PANDORA 100% 94.4% 96.7% 96.6% 95.9% 93.6% 95.9% 80% 60% 40% 20% 25.5% 35.2% 31.3% 28.7% 18.8% 33.4% 0% Hispanic P18+ Hispanic P18-34 Hispanic P18-49 Hispanic P25-54 Hispanic P35-64 Hispanic W25-54 Listened to Radio Past (M-Su, 6a-mid) Visited Pandora Past Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Adults.

4 MORE HISPANIC ADULTS 18+ LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH 94.4% Reach % 62.2% 56.7% 38.8% 31.8% 25.3% 17.6% 16.5% 8.5% Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Adults 18+.

5 MORE HISPANIC MILLENNIALS LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH Reach % 96.5% 77.1% 74.7% 64.9% 51.3% 34.4% 31.3% 23.8% Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Millennials (18-29).

6 MORE HISPANIC GEN X LISTEN TO RADIO IN A WEEK THAN VISIT THESE SOCIAL NETWORKING SITES IN A MONTH 96.7% Reach % 66.1% 61.6% 39.7% 36.2% 22.9% 18.5% 14.5% 10.8% Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Gen X (30-49).

7 DESPITE FRAGMENTATION, SOUTHLAND HISPANIC RADIO AUDIENCE IS GROWING 4,498,600 4,462,600 4,642,200 4,644,800 4,707,700 4,714,400 Winter 2012 Winter 2013 Winter 2014 Winter 2015 Winter 2016 Winter 2017 Source: Nielsen Audio, Winter , Los Angeles Metro, Hispanic Persons 12+, Monday Sunday, 6am-mid.

8 REACH AND TIME RADIO REACHES 96.1% OF HISPANIC PERSONS 12+ IN SOUTHERN CALIFORNIA EVERY WEEK HOURS SPENT WITH RADIO EACH WEEK Source: Nielsen Regional Database, Spring 2017, Monday - Sunday, 6a-mid, Hispanic Persons 12+.

9 96.1% OF SOUTHERN CALIFORNIA HISPANICS ARE REACHED BY RADIO EACH WEEK THAT S 6.6 MILLION HISPANIC LISTENERS SPENDING HRS LISTENING EVERY WEEK Source: Nielsen Regional Database, Spring 2017, Monday - Sunday, 6a-mid, Hispanic Persons 12+.

10 5.6 MILLION SOUTHERN CALIFORNIA HISPANICS USE RADIO AWAY FROM HOME DURING COMMUTING HOURS Source: Nielsen Audio, Spring 2017, Los Angeles Metro, Monday Friday, 6a-10a + 3p-7p, Hispanic Persons

11 RADIO REACHES MORE HISPANIC ADULTS 18+ IN A WEEK THAN ANY OTHER MEDIUM Radio reaches 94.4% of Los Angeles DMA Hispanic Adults % 83.3% 69.0% 82.8% 37.0% 44.9% Listen to Radio Past Read Any Online or Printed Newspaper Past Broadcast TV Past Non-Premium Cable Past Spanish Broadcast Station Note: Any Spanish broadcast stations include: Azteca America, MundoFox, Telemundo, UniMas, or Univision. Spent Any Time on Internet Past Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Adults 18+.

12 RADIO REACHES HISPANIC MILLENNIALS Radio reaches 96.5% of Los Angeles DMA Hispanic Millennials 96.5% 95.6% 71.2% 68.4% 33.0% 31.4% Listen to Radio Past Read Any Online or Printed Newspaper Past Broadcast TV Past Non- Premium Cable Past Spanish Broadcast Station Spent Any Time on Internet Past Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Millennials (18-29).

13 RADIO REACHES MORE HISPANIC GEN X IN A WEEK THAN ANY OTHER MEDIUM Radio reaches 96.7% of Los Angeles DMA Hispanic Gen X 96.7% 85.5% 69.7% 89.0% 36.1% 46.9% Listen to Radio Past Read Any Online or Printed Newspaper Past Broadcast TV Past Non- Premium Cable Past Spanish Broadcast Station Spent Any Time on Internet Past Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Gen X (30-49).

14 RADIO REACHES HISPANIC BABY BOOMERS Radio reaches 92.4% of Los Angeles DMA Hispanic Baby Boomers 92.4% 91.4% 40.9% 67.8% 54.5% 69.6% Listen to Radio Past Read Any Online or Printed Newspaper Past Broadcast TV Past Non- Premium Cable Past Spanish Broadcast Station Spent Any Time on Internet Past Source: Scarborough, R (August 2016 July 2017), Los Angeles DMA, Hispanic Baby Boomers (50-69).

15 79% OF SOUTHERN CALIFORNIA HISPANIC LISTENERS ARE IN THE WORK-FORCE THAT S 3.7 MILLION QUALIFIED HISPANIC CONSUMERS LISTENING EVERY WEEK Source: Nielsen Regional Database, Spring 2017, Monday Sunday, 6a-Mid, Hispanic Persons