BROADCASTING #1 way to reach your audience! NOTE BUY MORE TV
& RADIO IT WORKS! NOTE BUY MORE TV & RADIO IT WORKS!
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EASTLAN RATINGS, LLC SURVEY RESULTS - 2012
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About the survey Conducted by Eastlan Ratings, LLC - Second
largest radio ratings producer in the United States. Founded in
1999. Eastland has served the research needs of hundreds of clients
producing accurate and reliable measurements of consumer
consumption of radio medium. Double blind survey selected at random
- 400 surveys of adults residing in State of Wyoming. Secondary
data (including population counts and estimates for distinct
demographic cells) were used to generate quotas and weights to
improve the representational nature of the survey sample with
respect the adult population of the State of Wyoming. The sample
represents the media consumption habits of all adults in the State
of Wyoming to within +/- 4.9% at a 95% confidence interval. Phone
interviews with land lines and cell phones. All surveys were
completed between August 28 and September 10, 2011.
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HOW OFTEN DO YOU LISTEN TO RADIO? SEVERAL HOURS A DAY 26% AT
LEAST ONCE A DAY 35% COUPLE OF TIMES A WEEK 16% Radio listeners per
week = 77% of WYOMINGITES Listen to the radio weekly
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How does radio compare to new media at home? 0 47% LOCAL
broadcast radio 0 Only 13% have satellite radio in home 0 Only 6%
have an internet radio (not a computer) 0 Only 13% subscribe to on
online music service (ie, Pandora)
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KEY FINDINGS! RADIO IS THE #1 source for Wyoming consumers
looking for new music!
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How does Wyoming radio compare to new media when looking for
new music? 0 56% pick LOCAL broadcast radio 0 15% internet
radio/on-line streaming 0 16% peer to peer music sharing 0 16%
downloaded music such as I-tunes
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WHAT ABOUT DRIVING? RADIO IS THE MOST USED MEDIUM BY WYOMING
DRIVERS!
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0 1. Just 1 in 6 (16%) indicate no use of radio while driving.
0 2. 74% of all adults in Wyoming claim to commute by car to
regular activities (work, school, etc.). 0 3. Satellite radio is
used A LOT only by 17% of adults. 0 4. Personal music (iPods, cds,
etc.) is used A LOT by 21%. Wyoming Drivers?
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WHAT ABOUT SATELLITE RADIO IN WYOMING? Doesnt everyone have one
in their car these days? NO! Only 17% use satellite radio a lot
Remember: 46% use radio a lot
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LOCAL BROADCAST RADIO & TV ARE MORE IMPORTANT THAN THE
INTERNET AS A SOURCE FOR: IMMEDIATE NEWS SUCH AS WEATHER
EMERGENCIES & SOURCE FOR LOCAL NEWS!
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DEMO GROUP 18-49 USING RADIO & NEW MEDIA THE MOST
NEWSPAPERS THE LEAST! Why?
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DEMO GROUP 18-49 The 18-49 demo is embracing new the media but
NOT abandoning radio! However, they are LEAVING newspapers.
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DEMO GROUP 18-49 How often do you listen to Local Broadcast
Radio? (Several hours a day, at least once a day, couple times a
week). All 77% Females 18-49 81% Males 18-49 83% All 50+ - 71%
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DEMO GROUP 18-49 How often do you typically read a newspaper?
18-4950+ Daily36%64% Females 18-49 only 31%
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DEMO GROUP 18-49 How often do you typically read a digital
version of a newspaper? All18-4950+ Daily13%17%7% Never56%
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On-line content Wyoming: 14% visited radio website 8% visited
TV website 21% visited Newspaper website Total Broadcast (radio+tv)
= 22%
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WYOMING SOCIAL MEDIA Have you accessed the social media site
of: Radio 33% TV 4% Newspaper 8% Total Broadcast (radio+tv) =
37%
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Effectiveness of websites mentioned in ads 20% of radio
listeners 36% of TV viewers 56% broadcast total
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Rank of use for general local news: 26% - Radio 26% - TV 52% -
Radio + TV 8% - Internet 40% - Newspaper
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Rank of news about weather emergencies: 45% - Local TV 32% -
Local Radio 77% - Local Radio + Local TV 23% - Internet
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When listening to NEWS on radio which do you consider first? FM
60% AM 20% Both Equally 21%
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HOW OFTEN DO YOU WATCH TV? Several times a day 40% At least 1x
per day 37% Couple times a week 13% It adds up! 90% watch TV at
least weekly
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TV RECEPTION Which do you use most? Cable 51% Satellite 39%
Antennae for local 10%
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CELL PHONES IN WYOMING All things electronic = all things
internet FALSE! 13% of all adults in WY DO NOT have a cell phone
77% DO NOT have a smart phone 15% DO NOT HAVE INTERNET ACCESS
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RADIO MARKETING MATERIALS 7 Wyoming Radio Facts 1. Wyoming
radio is the #1 choice over new media (56%) choose radio. 2. Radio
is the #1 source for consumers looking for new music 3. Radio is
the #1 medium used while driving 46% listen A LOT only 17% listen
to satellite radio A LOT 4. 77% of Wyomingites listen to broadcast
radio weekly 5. 18 to 49 year olds use radio and new media the most
newspapers the LEAST 6. Local broadcast is the MOST important for
local news and weather emergencies. 7. Wyoming radio is the only
true mobile medium, in the car, at work and at play.
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INTERESTING TIDBITS Who listens to the radio most at work among
employees (a lot + sometimes)? Males 18 to 49 (47%) Females 18 to
49 (43%) Newspaper Websites and Social Media Just 1 in 5 (20%) of
adults have accessed the website of a local newspaper in the past
week 4 of 10 (40%) never have. Just 1 in 12 (8%) of adults have
accessed the social media site of a local newspaper 3 of 4 (75%)
never have. New Media What demo uses smartphones the most? Females
18 to 49 What demo has the most home internet access? Females 18 to
49 What demo goes on line the most? Females 18 to 49 What demo
sends and receives the most TXT messages? Females 18 to 49 What
demo listens to the radio the most while driving? Males 18 to 49
BROADCAST IS STILL THE MOST EFFECTIVE WAY TO REACH TODAYS
CONSUMERS!
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CONCLUSION The penetration of new media use in Wyoming is not
as large as many perceive Wyoming residents that are using new
media, still embrace the traditional media of radio and television
while the decline of newspaper readership continues. Radio and
television in Wyoming has the best reach of all media, old and new.
Wyoming broadcasting is the BULL HORN to reach most of Wyomings
residents at any one time. Radio and television in Wyoming and the
new media compliment one another. Keeping new music in rotation is
important. Local programming (news, sports, weather, etc.) is more
important than ever. BROADCAST IS STILL THE MOST EFFECTIVE WAY TO
REACH TODAYS CONSUMERS!
