Radio on the MoveTrend Update Fall 2015

Data collected from

2

Introduction

• Objectives:– Monitor impact on radio listening of increased in-car availability of new in-

dash technologies– Provide insight into in-car listening unavailable through PPM data– Identify cross-platform opportunities for in-car audio

• Online survey, conducted October 30-November 16, 2015• Sample:

– 2,028 Canadians, aged 18+– Drivers or passengers in a private vehicle at least once per week (89% of adult

Canadians)

• Email invitations sent to members of the Angus Reid Forum • Final data weighted to census data to reflect the distribution of the

Canadian population• Key metrics of in-car audio consumption based on questions probing audio

consumed in the vehicle in the previous 24 hours

3

AM/FM still dominates in the car—its share of in-car listening is consistent over the past five years.

AM/FM radio

Personal music on iPod/mp3 player/phone

SiriusXM satellite radio

CDs /cassettes

Audio podcasts downloaded to play back later

Streaming audio (AM/FM or online services)

Audio books

66.2%

11.4%

9.4%

8.1%

2.5%

1.4%

0.9%

Share of in-car audio listening (past 24 hours)Fall

2014June 2013

June 2012

Dec 2011

June 2011

Dec 2010

% % % % % %

65.1 65.3 65.7 66.9 63.0 64.7

10.5 10.2 10.3 10.9 10.6 9.5

11.1 10.0 8.5 7.3 8.5 9.7

9.9 10.8 11.3 12.6 15.1 13.5

1.2 2.2 1.6 1.0 1.2 1.5

1.2 1.0 1.2 0.9 0.9 0.2

0.9 0.6 1.3 0.4 0.6 0.8

Fall 2015

Q.C1a. When was the last time, if ever, you did the following in a private vehicle?Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following?Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)

4

While in-car tuning to AM/FM has held steady, share devoted to personal music has declined.

Dec 10 Jun 11 Dec 11 Jun 12 Jun 13 Fall 14 Fall 15

65% 63%67% 66% 65% 65% 66%

23%26% 24%

22% 21% 20% 20%

12% 11%10%

13% 14% 14% 14%

AM/FM radio

Personal music (iPod/phone + CDs/cassettes)

Other audio (Satellite radio /stream-ing/podcasts/audio books)

Share of in-car audio listening (past 24 hours)

Q.C1a. When was the last time, if ever, you did the following in a private vehicle?Q.C2. Thinking of all the time you spent in the vehicle in the past 24 hours, how much time did you spend doing the following?Base: Canadians, aged 18+, in private vehicle at least once per week (Fall 15: n=2,028)

www.audience-insights.com

Jeff Vidler, PresidentAudience Insights Inc.

+1.647.658.8512jeff.vidler@audience-insights.com