RADIO REACHES AD-BLOCKERS

About the study

Westwood One

commissioned a study to

better understand online

ad-blocking and what it

means for marketers.

The survey was conducted

online within the United

States by Harris Poll on

behalf of Westwood One

from September 23-25,

2015, among 2,044 adults

ages 18 and older.

Nearly 1 out of 4 Americans say they use ad-blocking

Ad-blocking

30%

46%

24%Currently use

Heard of it, do not currently use

Have not heard of

Source: Harris Poll conducted on behalf of Westwood One, September 2015. Base: All respondents (n=2,044)Question: “There are technologies that block advertising on the internet. This software is called “ad-blocking” and it strips out the ads from websites and eliminates video ads from online videos you watch. Which of the following best describes your experience with ad-blocking software?”

Most ad-blocking occurs on a computer, not so much on mobile devices

Device on which Americans are ad-blocking

Source: Harris Poll conducted on behalf of Westwood One, September 2015. Base: All respondents (n=2,044)Question: “On which of the following devices, if any, do you currently use ad-blocking software? Please select all that apply.”

6%

7%

22%Computer

Smartphone

Tablet

Ad-blockers profile:

Male, Millennial 18-34, heavy smartphone/tablet use

Audience composition

Total U.S. adult population

Ad-blockers(All)

Block ads on smartphone or tablet

device

Male 48% 57% 60%

Female 52% 43% 40%

18-34 29% 44% 50%

35-54 33% 30% 29%

55+ 38% 26% 21%

Source: Harris Poll conducted on behalf of Westwood One, September 2015. Base: All respondents (n=2,044), Currently Use Ad Blocking Software (n= 468), Currently Use Ad Blocking Software on Smartphone Or Tablet (n=135)Profile of the total U.S. adult population compared to the 24% who ad-block and the 7% who ad-block on their smartphone

24%

30%

32%

Break through the ad-blocking: AM/FM reaches consumers who block online ads

% in each group who use ad-blocking software

Heavy* radio listeners

Heavy* online users

Heavy* TV viewers

Radio has

the highest

concentration of

ad-blockers

compared to

both TV and

online!

Source: Harris Poll conducted on behalf of Westwood One, September 2015. Base: Heavy Radio Listeners (n=387); Heavy Online Users (n=1,540); Heavy TV Viewers (n=633). *Heavy is defined as those who have spent 3+ hours doing so in the past day

Key benefits of radio to cut through ad-blocking

• Radio reaches a high concentration of ad-blockers. Heavy

AM/FM radio listeners are more likely to block ads.

• Radio brands and personalities are trusted, offering a safe

environment to advertise both on the air and online.

• Radio offers creative messaging opportunities you can’t block.

Ad blockers target third-party ads, NOT native and social content.

All concepts property of Westwood One and may not be used without permission or agreed upon spending levels. Details pending partner and talent approval and subject to revision. © 2016-2017 Westwood One, Inc.

Thank You