A Guide to Competitive Media

RAB's new Competitive Media section gives you complete access to the latest information profiling 10 competitive media. Each profile contains a complete whitepaper as well as the advantages, disadvantages and plus Radio for each medium.

This section also gives you the option to build custom media profiles reflecting specific talking points in a colorful, street-ready one sheet.

New Media

  • Based on a 2011 Arbitron/Edison Research study, 22% of Americans ages 12+ (57 million people) had listened to online Radio in the past week, up from 12% in 2006, while 34% had listened via the Web in the previous month. Of that 34%, 12% listened exclusively to AM/FM streams, 9% listened to both AM/FM streams and Internet-only sources, and 13% listened exclusively to Internet-only streams. (Arbitron/Edison Research, 2011)

    Of those listeners who tuned in online radio in the previous week, 89% also listened to over-the-air AM/FM radio. (Arbitron/Edison Research, 2011)

    According to Radio Dimensions 2011, share of Internet Radio audience, by age group: 18-24, 19.8%; 25-34, 28.8%; 35-44, 22.6%; 45-54, 15.1%; 55-64, 11.8%; 65+, 1.9%. (Radio Dimensions, 2011)

    Fifty-one percent of consumers ages 12+ said they had heard of HD Radio in early 2011, compared to 29% in 2009. Awareness of HD Radio in 2011 was highest in the 18-24 and 25-34 age groups. (Arbitron/Edison Research, 2011)

    As of early-2011, 24% of consumers ages 12+ had ever listened to Pandora, with 10% indicating they had listened in the past week. (Arbitron/Edison Research, 2011)

    U.S. mobile advertising revenues were projected to reach $1.102 billion in 2011, and $1.501 billion by 2012. (eMarketer, 2011)

    Based on an American Marketing Association survey of 400 top marketers, social media spending will account for 9.8% of the respondents' marketing budgets in 2011, up from 5.6% in 2010. (eMarketer, 2011)

    According to Radio Dimensions 2011, share of satellite radio subscribers, by age level: 18-24, 8.6%; 25-34, 17.7%; 35-44, 24.8%; 45-54, 21.7%; 55-64, 16.7%; 65+, 10.6%. (Radio Dimension, 2011)

    By the end of 2010, Sirius XM Radio had 20.191 million subscribers, up 8% from 2009. Full-year 2010 revenue was $2.82 billion, up 14% from the previous year. (Sirius XM Radio, 2011)

    In 2011, there were more than 2,100 HD Radio stations on the air, with 1,200 FM multicast channels offered exclusively to HD listeners across the country, subscription-free. (iBiquity, 2011)

    By early-2011, 49% of the U.S. population owned either an iPod/iPad/iPhone or other portable MP3 player, up from 42% in 2009 and 30% in 2007. (Arbitron/Edison Research, 2011)

    By the end of 2010, nearly 47% of mobile subscribers were connected media users (used browsers, accessed applications or downloaded content), up 7.6 percentage points from 2009. Also in 2010, the percentage of mobile phone subscribers with unlimited data plans increased from 21.3% to 29.0%, with more phones now requiring an unlimited data plan subscription at the time of purchase. (comScore, 2011)

    In 2011, approximately 12% of Americans ages 12+ (31 million people) had listened to an audio podcast in the past month. (Arbitron/Edison Research, 2011)

    According to a 2011 report, 38% of Americans ages 12+ had watched an online video in the past week, up from 12% in 2006. (Arbitron/Edison Media Research, 2011)

    Fifty-two percent of Americans ages 12+ had a personal profile page on Facebook, MySpace, LinkedIn or any other social networking Web site in early 2011. Forty-six million consumers used social networking sites/services "several times a day" in 2011, up from 18 million in 2009. (Arbitron/Edison Research, 2011)

    Smartphone ownership in the U.S. more than tripled from 2009 to 2010, growing from 10% to 31%. Ownership was highest in the 25-34 age bracket. (Arbitron/Edison Research, 2011)

    Sixty-seven percent of American households play computer or video games. Share of gamers, by age range: Under 18 years, 25%; 18-49 years, 49%; 50+ years, 26%. (Entertainment Software Association, 2010)

    U.S. ad revenues for social networks totaled approximately $1.99 billion in 2010, and are projected to increase to $3.08 billion in 2011, based on estimates by eMarketer. Facebook accounted for 61% of the 2010 social media ad spending. (eMarketer, 2011)

    Video ad networks performed strongly in 2010, due to the continued proliferation of video advertising, with video ads reaching 7 out of 10 Americans online and nearly 1 out of 2 Americans nationwide each month. (comScore, 2011)

    Online TV ad revenues in the U.S. rose 65% in 2010 to $719.0 million, according to IHS Screen Digest. (eMarketer, 2011)

    According to research by The Nielsen Company, the number of mobile phone subscribers who watched video increased 41% in the fourth quarter of 2010, when compared to the previous year. (The Nielsen Company, 2011)

  • Appealing: New technology appeals to younger demographics because it is new, fast and sexy.

    Portable: Most of the new technology is portable and at the beck and call of the consumer who can access what they want, when they want it.

    Growing Audience: By 2015, eMarketer estimates about 80% of the U.S. population will be online and more than half will have mobile web access, providing local marketers with a great opportunity to influence potential customers before they reach their stores. (eMarketer, 2011)

  • No Accountability: Currently the new technology has no accountability in terms of measurement.

    Availability and Usage: The availability and usage of most of these new media is still too small in terms of U.S. penetration.

    Don't accept Advertising: Many of these vehicles do not accept advertising, and for those that do, the industry is unable to capture their advertising revenue.

    Reduces Overall Attention: Most of these vehicles allow for multi-tasking, and multi-tasking reduces overall attention levels.

    Requires Investment: Acquiring the hardware requires an investment that is substantially higher than the purchase of Radio.

    Do Results Justify the Hype?: According to an early-2011 survey by ForeSee Results, social media drove just 5% of visitors to retail Web sites. The study found that more traditional media not only generated more traffic, but delivered better-quality customers. (ForeSee Results, 2011)

  • Strong: Radio is still strong despite the competition. A study conducted by Paragon Media found that a majority of Internet Radio station listeners are listening to broadcast Radio about the same amount. Three-quarters of MP3 player owners are listening to broadcast Radio about the same amount, and 40% of satellite Radio subscribers are listening at about the same level. The Radio industry is also competing with new media through its innovative new Radio technology -- the HD Radio.

Other Competitive Media Resources

In this section, you'll find links to information profiling media OTHER than radio. Below are links to Weekly Sales Meetings, Whitepapers, special reports and other articles that you can use to help your advertisers understand the important role of Radio in supporting ANY marketing effort.

Please make your selection from the lists below and don't forget, you can always call RAB's Member Response Helpline at 1-800-232-3131 for more information.