Auto Dealers Win with Radio

RADIO TODAY BY THE NUMBERS

Radio Delivers for Portland, ORwith Insights from MBI Touchpoints

© 2012 Arbitron Inc.1

Jan-Sept 2012

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.

• Radio Delivers for Portland • MBI Touchpoints Consumer Data• Portland Automotive Information

Portland Radio Reaches Every Key Buying Demo

Each week in Portland, radio is heard by…

92% Adults 18-34

93% Adults 18-49

94% Adults 25-54

94% Adults 35-64

3© 2012 Arbitron Inc.

Source: Arbitron Portland, OR; JAN-SEP 2012, Weekly Cume Rating, M-Sun 6a-12Mid.

Portland Listeners Spend Hours Listening to Radio

Each week, Portland listeners spend


10.5 hours listening to radio With an ever-growing number of media choices, Portland’s preference for and reliance on radio has endured year after year.

Source: Arbitron Portland, OR; JAN-SEP 2012, Weekly TSL, P18+ M-Sun 6a-12Mid.

Portland’s Avg. Daily TSL = 2 Hours 15 Minutes

Portland Radio Reaches Multicultural Listeners

Each week Portland radio reaches...


95% of Hispanic Persons

91% of Other Persons

Other Persons are classified as all persons that are not of

Hispanic ethnicity

Source: Arbitron Portland, OR; JAN-SEP 2012, Weekly Cume Rating; P6+ M-Sun 6a-12Mid.

Portland Radio Reaches Working Persons

1,211,400 Work Full- or Part-Time

714,600 Don’t Work


63% of Portland, OR Persons 18+ Work Full- or Part-time

Source: Arbitron Portland, OR; JAN-SEP 2012, P18+ Avg Daily Population; M-Sun 6a-12Mid.

Portland Consumers Tune to Radio During Prime Shopping Hours


You can reach

88%o

f Portland, OR

consumers on the radio between

6AM and 7PM during the work week.

Source: Arbitron Monterey-Salinas-Santa Cruz, CA, Sp11-Wi12, Weekly Cume Rating, P18+ M-F 6a-7p.


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


TouchPoints Uses an App to Collect a Variety of Consumer Data

Location Activities Social Setting Media Mood/Emotion


20 Locations

23 Activities

8 Mega Media Categories

17 Emotional Mindsets

10 Social

Settings

33 Internet

Site Types

2,000 People, 20,000 Days, 480,000 Hours of American Life

MBI TouchPoints Part I

A Look at AM/FM Radio Overview – Persons 25-54

AM/FM Radio Remains the Most Dominant Audio Platform

AM/FM Radio Satellite radio Internet streaming Radio

85

25

15

© 2012 Arbitron Inc. 12

Source: MBI TouchPointsTM

Percent Reached During the Week, Persons 25-54

Broadcast Only(does not include streams)

Consumers Spend Far More Time With AM/FM Radio Than Other Audio Platforms

AM/FM Radio85%

Satellite radio11%

Internet stream-ing3%


Percent of Aggregate Time Spent With Audio, Persons 25-54


Daytime Is AM/FM Radio’s “Primetime”

6 a 7 a 8 a 9 a10 a

11 a12 p 1 p 2 p 3 p 4 p 5 p 6 p 7 p 8 p 9 p

10 p11 p

0

10

20

30

40

50

60


Reach During the Work Week by Half Hour, Persons 25-54

5PM Is Radio’s Weekday Peak Half-Hour


Radio’s Primetime (8AM-8PM)

Portland Radio Reaches Listeners Everywhere Monday-Friday, Especially Whey They’re On the Go and Mobile.


11p-12mid

10-11p

9-10p

8-9p

7-8p

6-7p

5-6p

4-5p

3-4p

2-3p

1-2p

12n-1p

11a-12n

10-11a

9-10a

8-9a

7-8a

6-7a

0 50,000 100,000 150,000 200,000 250,00020,400

26,100

23,600

26,200

34,800

47,900

52,400

53,100

54,100

51,300

52,900

50,100

53,400

53,700

59,400

61,700

77,700

80,400

15,700

27,800

41,200

54,400

70,400

99,300

144,400

160,900

164,400

149,500

146,800

144,400

136,300

125,800

113,300

105,000

95,600

55,700HomeOut-of-Home

Source: Arbitron Portland, OR; JAN-SEP 2012, P18+ AQH Persons; Home vs Out-of-Home; M-F 6a-12Mid.

The AM/FM Radio Audience Is Consistent Throughout the Week

Monday Tuesday Wednesday

Thursday Friday Saturday Sunday

60 63 62 63 64

5448


Reach by Day of Week, Persons 25-54


Portland, OR Average Daily Cume Rating for P25-54


Reach by Day of Week, Persons 25-54

Monday Tuesday Wednesday Thursday Friday Saturday Sunday54

56

58

60

62

64

66

68

70

72

74

70

7271

72 72

65

60

Source: Arbitron Portland, OR; JAN-SEP 2012, P25-54 Avg Daily Cume Rating by Day of Week

Life Context of AM/FM Radio Listening

Percent of Overall Usage Consumed Outside the Home, Persons 25-54

More AM/FM Radio Usage Is Consumed Out of Home Than Other Major Media

19Source: MBI TouchPointsTM

Live TV

Game console

Social networking

Printed newspaper/magazine

Internet

Mobile Web/app

Tablet or iPad

AM/FM Radio

12%

13%

27%

31%

40%

55%

57%

76%

© 2012 Arbitron Inc.

20

© 2012 Arbitron Inc.

Car or other traveling My home or yard My workplace Other OOH location

84%

56%

35%38%

78%

57%

10%

45%

Weekday Weekend


Out-of-Home Use Rises During the Weekend for AM/FM RadioPercent of AM/FM Radio Listening by Location, Persons 25-54


11p-12mid

10-11p

9-10p

8-9p

7-8p

6-7p

5-6p

4-5p

3-4p

2-3p

1-2p

12n-1p

11a-12n

10-11a

9-10a

8-9a

7-8a

6-7a

0 25,000 50,000 75,000 100,000 125,000 150,000 175,000 200,00017,200

22,300

23,200

26,200

33,700

43,800

50,200

55,000

58,700

58,900

62,700

65,400

67,200

64,700

62,700

55,400

53,000

42,800

16,300

25,900

37,700

50,100

65,800

76,100

85,600

97,300

104,100

104,600

101,100

102,100

90,600

71,700

52,800

34,400

22,100

15,700 HomeOut-of-Home

Portland Radio Reaches Listeners Everywhere Saturday-Sunday, Especially Whey They’re On the Go and Mobile.

Source: Arbitron Portland, OR; JAN-SEP 2012, P18+ AQH Persons; Home vs Out-of-Home; Sa-Su 6a-12Mid.

How AM/FM Radio Stacks Up to Other Media Channels

Live TV

AM/FM Radio

Internet

Social Networking

Mobile Web/App

Printed Newspaper/magazine

Game console

Tablet or iPad

80

59

49

19

16

13

9

4


AM/FM Radio Is the Second Most Widely Consumed Medium


Average Day Reach During the Week, Persons 25-54

AM/FM Radio Leads Other Media During the Daytime Monday-Friday



Average Day Reach by Half-Hour During Weekdays, Persons 25-54

6 a

7 a

8 a

9 a

10 a

11 a

12 p 1

p2

p3

p4

p5

p6

p7

p8

p9

p10

p11

p0

10

20

30

40

50

AM/FM Radio Live TV InternetMobile Web/App Social Networking Print

AM/FM radio beats every medium until 4:30PM.

6 a

7 a

8 a

9 a

10 a

11 a

12 p 1

p2

p3

p4

p5

p6

p7

p8

p9

p10

p11

p0

10

20

30

40

50

AM/FM Radio Live TV InternetMobile Web/Apps Social Networking Printed Newspaper/magazine

AM/FM Radio’s Daytime Lead Expands Among Employed 25-54s During Weekdays


Average Day Reach by Half-Hour During Weekdays, Employed Persons 25-54



AM/FM Radio Is Stronger Than All Other Media Except TV During Weekends


6 a

7 a

8 a

9 a

10 a

11 a

12 p 1

p2

p3

p4

p5

p6

p7

p8

p9

p10

p11

p0

10

20

30

40

50

AM/FM Radio Live TV Internet

Mobile Web/App Social Networking Print

Average Day Reach by Half-Hour During Weekends, Persons 25-54

AM/FM radio exceeds all other media except TV.

Recency Effect: Radio Gets The Last Word


AM/FM Radio Offers the Greatest Media Proximity to Shopping Occasions

AM/FM Radio

Mobile Web/App

Internet

Print

Live TV

19%

7%

5%

2%

2%

Percent Exposed to Given Media Within the Half-Hour That Shopping Occurs, Persons 25-54


The Peak Shopping Hour Is Between 1PM and 2PM


6 a 6. 7

a 7. 8 a 8. 9

a 9.10

a 10.11

a 11.12

p 12.

1 p 1. 2

p 2. 3 p 3. 4

p 4. 5 p 5. 6

p 6. 7 p 7. 8

p 8. 9 p 9.

10 p 10

.11

p 11.

0

10

20

30 Shopping Peak (1PM-2PM)

Percent of Adults Shopping By Time of Day, Persons 25-54



By Far, AM/FM Radio Is theStrongest Pre-Shopping Medium

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%


Reach for Given Medium in the Specified Time Period Before Peak Shopping Hour, Persons 25-54

Two Hours Before

Shopping Peak (1PM-2PM)

6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P

AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print


By Far, AM/FM Radio Is the Strongest Pre-Shopping Medium

AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%



Two Hours Before Ninety Minutes Before



AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print



AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%

31%

17%

8%

3%

3%

1%

One Hour Before



Two Hours Before Ninety Minutes Before



AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print



AM/FM Radio

Live TV

Internet

Mobiel Web/App

Social Networking

Print

40%

29%

15%

6%

6%

5%

37%

23%

12%

4%

5%

4%

31%

17%

8%

3%

3%

1%

22%

9%

5%

2%

1%

1%



One Hour BeforeTwo Hours Before Half-Hour BeforeNinety Minutes Before



AM/FM Radio

Live TV

Internet

Mobile Web/App

Social Networking

Print

Automotive Analysis for the Portland, OR Metro Area

Portland Radio Listeners Spend More than $3 Billion Annually at New Car Dealers


Daily

Weekly

Monthly

$0 $100,000,000 $200,000,000 $300,000,000

$8,347,000

$58,591,000

$253,893,000

Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power; New Car Dealers

Portland Radio Listeners Spend More than $349 Million Annually at Used Car Dealers


Daily

Weekly

Monthly

$0 $10,000,000 $20,000,000 $30,000,000

$958,000

$6,722,000

$29,127,000

Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power; Used Car Dealers

Annual Spending in New Car Dealers in the Portland, OR Metro Area


Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power; New Car Dealers

Demographic Profile:

Monthly Sales Projections in New Car Dealer Spending in the Portland, OR Metro Area


Source: Arbitron Portland, OR; JAN-SEP 2012, Metro P18+ Retail Spending Power-Monthly Factor Report; New Car Dealers

Profile of Portland, OR: Demographic InfoHouseholds that Plan to Buy Any New Vehicle Next Year

75.1

24.9

Male Female


P18-24 P25-34 P35-44 P45-54 P55-64 P65+05

1015202530

3.7

18.9 18.1 20.124.6

14.6

Under $25K $25K-$35K $35K-$50K $50K-$75K $75K-$100K $100K+05

101520253035

10.87.4

10.5

21.518.7

31

GENDER

AGE

HH INCOME

Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % Composition

Profile of Portland, OR: Household InfoNumber of Vehicles Household Owns


Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ % of Target

4 or More

3

2

1

None

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

8.5%

16.3%

41.3%

23.2%

10.7%

Under $10,000

$10,000-

$14,999

$15,000-

$19,999

$20,000-

$24,999

$25,000-

$29,999

$30,000-

$34,999

$35,000-

$44,999

$45,000-Plus

0

5,000

10,000

15,000

20,000

25,00022,200

3,200

11,000

20,500

11,000

22,000

6,200

13,400

Profile of Portland, OR: Spending InfoHow Much Households Plan to Pay for a New Vehicle Next Year


Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ Target Persons

Profile of Portland, OR: Vehicle InfoType of New Vehicle Household Plans to Buy Next Year


Source: Scarborough Portland, OR; R1 Mar10-Feb12, P18+ Target Persons

Midsize Car

Van or Mini-Van

Full-Size Car

Compact Car

Pickup Truck

Sport Utility Vehicle

Luxury Vehicle

0 2000 4000 6000 8000 100001200014000160001800020000

10,800

11,200

11,800

12,300

17,500

19,400

19,600

Profile of Portland, OR: Dealer InfoPrimary Reason Household Used Dealer for Last New Vehicle



23%

16%

14%

13%

10%

9%

6%5%

Price-Value

Selection

Dealer Reputation

Location

Other

Service

Warranty

Dealer Financing

Profile of Portland, OR: Miles TraveledNumber of Miles Traveled One Way to Buy/Lease Last New Vehicle



Less than 10 Miles

10-19 Miles 20-29 Miles 30+ Miles0.0%

5.0%

10.0%

15.0%

20.0%

25.0% 21.3%

14.8%

8.6%6.8%

Profile of Portland, OR: Auto Repair InfoHousehold Auto Repairs Done in Past Year – Paid Labor



Muffler

Shocks/Struts

Transmission Repair

Car Battery

Brake Repair

New Tires

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

2.7%2.9%3.4%

6.5%6.7%

13.3%13.8%

17.3%18.5%19.2%

38.0%60.3%

RADIO TODAY BY THE NUMBERS


Michael NelsonArbitron, Inc.

Sr. Account Manager410-794-2861

[email protected]

Documents

Auto Dealers Win with Radio