RADIO

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RADIO The Perfect Candidate for Any Campaign
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The Value of Radio for Political Advertising

• Radio is Emotional
• The emotional appeal of radio is unique among
  media.
• Radios emotional pull can be quite strong, as
  Orson Wells found when his War of the Worlds
  broadcast caused people to flee their houses
  armed with shotguns and pitchforks, convinced
  that Martians were invading Grovers Mills, New
  Jersey.
• Radio Motivates
• A radio message pushes buttons in listeners
  minds, activating memories of every picture ever
  seen and every emotion ever felt.
• Radios emotional appeal is immediate, and
  radios immediacy is a powerful motivator.
• Direct response advertisers everywhere testify to
  the tangible results generated by radio
  commercials.
• Listeners hear the message and react.

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The Value of Radio for Political Advertising

• Radio is Diverse
• Radios appeal to advertisers lies in its high
  targetability. Radio stations are lifestyle
  choices for listeners whose common attitudes
  produce format characteristics.
• Radios diversity allows advertisers to target
  consumers by
• Demo Group
• Ethnic Group
• Geographic Region
• Format Type
• Purchasing Likelihood
• Consumer Profile
• Every week radio reaches
• 96 of Hispanic Adults 18
• 95 of Black Adults 18
• 95 of Men 18-34
• 96 of Adults 25-54
• 96 of Women 35-64

Source RAB Fact Book
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The Value of Radio for Political Advertising

• Radio is Flexible and Adaptable
• Radio is a flexible medium for both the listener
  and the advertiser.
• For the listener, radios flexibility is
  physical radio is wherever you are, at home, at
  work, or in the car. Personal portable radios
  accompany the listener literally everywhere.
• For the advertiser, radios flexibility is
  mechanical Ad copy can be changed at a moments
  notice and spot execution time is minimal
  compared to the time needed to create a
  television or print advertisement.
• Radio allows advertisers to target different
  markets with different messages quickly and
  easily.
• Radio is Everywhere
• Radio reaches 75 of all people 18 every day and
  94 of all people 18 every week. Radio reaches
  more than 230,000,000 listeners in a typical week
  (Radar 90).
• The average person listens to the radio for over
  3 hours daily.
• The average person listens to the radio for over
  5 hours over the weekend.
• Among Adults 18, 46 of radio listening takes
  place in the car, 36 at home and 18 at work or
  other places.

Source RAB Fact Book
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The Value of Radio for Political Advertising

• Radio Remains a Very Relevant Medium
• American Media Services April 2006 survey
  reported that
• 91 of respondents believe that radio is an
  important part of American life
• 78 said that radio is important in their
  everyday lives
• 74 reported that they listen to radio at least
  once per day
• 78 said they usually turn on a local radio
  station when they enter their car
• American Media Services August 2005 survey
  reported that
• 72 of respondents are listening to radio the
  same or more than they were five years ago
• An October 2006 LexisNexis U.S. survey found
  that
• Radio was the second most popular source for
  immediate news and information
• When consumers are faced with major events that
  significantly impact their lives their trust
  remains with traditional media

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Radios overall reach is a close 2nd to
Television, yet Radio ranked a distant 3rd to
television and Direct Mail in spending during the
2006 political season.
of Political Ad Spending in 2006 Television 50.2
Direct Mail 22.5 Broadcast Radio 8.2 Newspaper
s 3.3 Online 1.3
Political Ad Spending percentages PQ Media
research study Report, April 2006 Percent of
U.S. households reached weekly by network
television Radio Arbitron National Regional
Database, Spring 2006 Total U.S. M-Su 24 Hour
Persons 12 Cume Persons Television Nielsen
Television Activity Terrestrial radio stations
(including non-commercial) that had at least one
diary mention Satellite Radio Sirius AND XM
Press Releases, January 2007, Total
Subscribers Internet, MP3 Players, VOD, and
Podcasts Arbitron and Edison Media Research,
Internet and Multimedia 2006 Newspapers Veronis
Suhler Stevenson Communications Industry Forecast
2005-2009 Premium Mobile VOD The Wall Street
Journal, May 25, 2006 citing MMetrics
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Todays Adults are Heavy Radio Users
In an average week, people spend just as
muchtime with Radio as they do with Television
Source Spring 2006 Simmons Adults 18-49 Index
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The Radio Ad Effectiveness Lab Personal
Relevance, Personal Connections How Radio Ads
Affect Consumers

• The first major consumer research study funded
  and designed by the Radio Ad Effectiveness Lab
  (RAEL) and conducted by Wirthlin Worldwide
• The Objective
• To determine if Radio advertising affects
  consumers in ways that are different from
  television and newspapers
• The Study
• Phase I Focus groups were conducted to gather
  qualitative information on how consumers value
  media, the benefits of media and how media
  affects consumers personally
• Phase II Questionnaires (either online or
  printed booklets) were conducted to quantify
  consumer relationships to advertising
• Key Findings
• Radio listening is a one-on-one and emotion
  driven experience and listeners believe that both
  the medium and its advertising are more relevant
  to them compared to television and newspapers
• Consumers see television and newspapers as being
  designed to satisfy the masses, but Radio is
  where they turn to get gratification of their
  personal wants and needs
• Consumers believe their Radio programs carry ads
  that are appropriate for them as individuals and
  listeners are therefore more ready to react at an
  emotional level if the ad is well suited for
  that programs context
• The ability of Radio advertising to make
  personal, emotion-driven connections with
  listeners helps explain why Radio can be so
  effective when advertising is done well and
  placed appropriately

For more detailed information go to
www.RadioAdLab.org
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The Radio Ad Effectiveness Lab Personal Relevance
Two Radios Receptive Ad Environment

• The fourth major consumer research study funded
  and designed by the Radio Ad Effectiveness Lab
  (RAEL) and conducted by Harris Interactive, Inc.
• The Objective
• The goal of this study is to continue learning
  how Radio advertising affects consumers
  differently than other forms of marketing
• The Study
• The study is based on a nationally projectable
  Random Digit Dial telephone survey. In addition,
  some background information on the perceptions of
  Internet advertising (which had not been included
  in the previous survey) was gathered via an
  online bulletin board using Harris Interactives
  web panel respondents.
• Key Findings
• Radio listeners have a unique relationship with
  radio as a medium. That relationship is more
  emotionally connected than for either newspapers
  or the Internet. And this relationship is much
  more personal than for television or the
  Internet. This suggests that radio provides a
  pathway to the consumers mind that can provide
  better emotional connections to brands and
  products when the advertising is designed and
  placed properly.
• Consumers perceive that radio advertising is more
  personally relevant to them than ads on
  television or the Internet, in part because radio
  ads are usually targeted to the demographics of
  particular stations. That sets up an advertising
  environment in which radio listeners actually
  expect ads to be more interesting to them.
• Radio ads are better tolerated by listeners than
  are ads on television or the Internet, which
  implies a more positive environment for
  advertisers.
• When drilling down into these conclusions, it was
  observed that these findings were generally true
  across all ages, genders, race/ethnic groups, and
  radio formats.

For more detailed information go to
www.RadioAdLab.org
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Radio Offers Targetability
Radios diversity allows for the targeting of
specific voters with their favorite radio format.
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Radio Offers Targetability
Radios diversity allows for the targeting of
specific voters with their favorite radio format.
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Turn-Key Services

• Local, multi-market execution expertise and
  experience
• Single source contact for all of your planning
  and buying needs
• Access to katzpolitical.com
• Varying spot lengths, including 60s, 30s, 15s,
  10s, blinks and adlets
• Simplified payment, billing and invoice
  reconciliation process
• Electronic transfer of funds from agency to Katz
  Media Group assures stations of check-in-hand
  status no need for individual station checks
• Back-end reconciliation of all station invoices
• Provision of reconciliation summary, original
  station affidavits and refund check for
  discrepant spots
• Simplified copy distribution process
• Katz Media Group can easily distribute single or
  multiple copy executions to all participating
  stations through our proprietary extranet site

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Additional Opportunities for Radio Campaign
Extensions

• On-line extensions using radio station websites
• Ad insertion via on-line station streaming
  (significant in-office reach)
• Banner ads
• 15-second video pre-rolls
• Katz Total Traffic Network
• Premiere Radio Networks
• National coverage via leading radio network
• a subsidiary of Clear Channel Communications
  (NYSECCU), syndicates 90 radio programs and
  services to more than 4,600 radio affiliations
  and reaches over 190 million listeners weekly.
• features personalities including Rush Limbaugh,
  Jim Rome, Casey Kasem, Ryan Seacrest, Glenn Beck,
  Bob Tom, Delilah, Steve Harvey, Whoopi
  Goldberg, Blair Garner, George Noory, Maria
  Bartiromo, Ty Pennington, John Boy and Billy,
  Matt Drudge, Art Bell, Donald Trump, Big Tigger,
  Bob Costas and others..

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• Cast your vote for
• RADIO