RADIO ON THE MOVE FALL 2018 - A LOOK AT THE AUDIO LANDSCAPE AND IN CAR AUDIO BEHAVIOURS - Radio Connects

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RADIO ON THE MOVE FALL 2018 - A LOOK AT THE AUDIO LANDSCAPE AND IN CAR AUDIO BEHAVIOURS - Radio Connects
RADIO ON THE
       MOVE
    FALL 2018
 A LOOK AT THE AUDIO LANDSCAPE AND
           IN CAR AUDIO BEHAVIOURS
RADIO ON THE MOVE FALL 2018 - A LOOK AT THE AUDIO LANDSCAPE AND IN CAR AUDIO BEHAVIOURS - Radio Connects
YEAR 10 OF A ROBUST STUDY

                                                                                                            3500+
                                                                                                            CANADIANS 18+

                                                          ONLINE SURVEY IN FIELD NOVEMBER/EARLY DECEMBER 2018
                                                          A representative sample of 3,505 Canadians 18+ from Maru Voice Canada. Subsample of
                                                          3,145 past week drivers & passengers for questions on in-car audio consumption.
                                                          Additional insights drawn from the Canadian Podcast Listener 2018 (n=1,534 Canadian
                                                          podcast listeners 18+); Smart Speakers in Canada Update (n=1,512 Canadians 18+);
                                                          Radiocentre.org/Audio Now| The Sound Research, MTM 2017-2018; Nielsen 2017 +
                                                          2018 Canada year end reports; Spotify IPO; Numeris Fall 2018 Radio Diary Insights.

2   | Radio Connects | Audience Insights | Spring 2019
RADIO ON THE MOVE FALL 2018 - A LOOK AT THE AUDIO LANDSCAPE AND IN CAR AUDIO BEHAVIOURS - Radio Connects
OBJECTIVES
    RADIO ON THE MOVE FALL 2018

                                                         Investigate
                                                         How and when audio is being consumed, both in-car and
                                                         throughout the day.

                                                         Inform
                                                         What are the implications for the media and advertising
                                                         communities.

                                                         Identify
                                                         Emerging technologies and the opportunities they present.

3   | Radio Connects | Audience Insights | Spring 2019
RADIO ON THE MOVE FALL 2018 - A LOOK AT THE AUDIO LANDSCAPE AND IN CAR AUDIO BEHAVIOURS - Radio Connects
GLOSSARY OF TERMS
    DEFINITIONS USED IN THIS REPORT

                                                                                                                Paid ad-free
                                                                                                                Paid subscriptions to pureplay services that
                                                                                                                allow on-demand access with no advertising
Streamed AM/FM
Broadcast AM/FM radio streamed
                                                         Pureplay music streaming
                                                         Streaming of music services available online
                                                                                                           $    (e.g., Spotify Premium)
either through an app or a station’s                     only, such as Spotify, Apple Music subscription        Ad-supported
website.                                                 service, and cbcmusic.ca
                                                                                                                Pureplay service options that include
                                                                                                                advertisements, but do not have a
                                                                                                                subscription fee.

Owned Music                                              YouTube for Music                                 Podcasts
Digital or analog music sources not                      Using YouTube to listen to music, as opposed      Pre-recorded digital audio programs, usually
reliant on a subscription. Examples                      to video content such as comedy, DIY, or long-    spoken word, that you can subscribe to in a feed
included CD’s purchased MP3’s                            form programming. Not to be confused with         and/or download to listen to later.
(from iTunes, etc.) or vinyl.                            YouTube premium.

4   | Radio Connects | Audience Insights | Spring 2019
RADIO ON THE MOVE FALL 2018 - A LOOK AT THE AUDIO LANDSCAPE AND IN CAR AUDIO BEHAVIOURS - Radio Connects
CANADIANS ARE
                                                         LISTENING TO MORE
                                                         AUDIO THAN EVER
                                                         BEFORE
                                                         Technology is generating more listening
                                                         opportunities for Canadians. Increased use
                                                         of smartphones and smart speakers are
                                                         making audio available wherever and
                                                         whenever people want to listen.

5   | Radio Connects | Audience Insights | Spring 2019
THE AUDIO UNIVERSE IS EXPANDING
    TECHNOLOGY IS CHANGING HOW CANADIANS MANAGE THEIR PERSONAL MUSIC– FROM OWNING TO RENTING

     Albums (physical                                       Audio
     & digital) sales                                       Streams
     -21%                                                   + 50%
     2017-2018                                              2017-2018

      Spotify listeners                                    Time AD18+
      pay for ad-free                                      spend with audio
                                                           2012-2017
      63%                                                  + 25%
      2018                                                 in millions of hours

                                                         SOURCE: MTM Spring 2017 / Nielsen 2017 + 2018 Canada year end reports / ROTM Fall 2018
6   | Radio Connects | Audience Insights | Spring 2019   * Audio Time = Radio Receiver + AM/FM Streaming + Satellite + Online Audio/Music
THE UNIQUE ROLE OF LIVE RADIO
    LIVE RADIO EFFORTLESSLY CONNECTS LISTENERS TO THE OUTSIDE WORLD
    ON-DEMAND AUDIO (E.G., PUREPLAY STREAMING, OWNED MUSIC, PODCASTS) PUTS THE LISTENER IN CONTROL OF THEIR WORLD

                                                                               Provide social currency             Broaden my horizons     Keep me in the loop
                                                                               1. Live Radio                      1. Live Radio          1. Live Radio
    Live radio fulfills more                                                   2. On Demand                       2. On Demand           2. On Demand

    needs states for audio
    than on-demand audio.*

                                                                                      Lift my mood                   Help me escape        Amplify the moment
                                                                              1.      Live Radio                  1. On Demand           1. On Demand
                                                                              2.      On Demand                   2. Live Radio          2. Live Radio
    *Radiocentre.org/Audio Now |The Sound Research

7    | Radio Connects | Audience Insights | Spring 2019   SOURCE: Radiocentre.org/Audio Now| The Sound Research
A DAY IN THE LIFE
                                                         OF AUDIO
                                                         CONSUMPTION
                                                         Throughout the day, Canadians are tuned
                                                         to audio. AM/FM is by far the most listened
                                                         ad-supported audio platform, during the
                                                         week and on the weekends.

8   | Radio Connects | Audience Insights | Spring 2019
DURING THE DAY AND WHILE AT WORK
                                                                                                   % of Canadians 18+ Listening to Each Type of Audio in Each Hour (Weekday)

    AM/FM connects                                                                                                                Total AM/FM

    throughout the                                                                                                                Music alternatives (pureplay music streaming,
                                                                                                                                  SiriusXM, TV music channels, or music on YouTube)
                                                                                                                                  Owned music (mp3s, cds, lps)
    day.

    AM/FM dominates when
    retailers are open for
    business. People are
    listening to personal music
    on “their own time.”

                                                         B3d. And WHEN yesterday did you listen to each of the following media?
9   | Radio Connects | Audience Insights | Spring 2019
                                                         Base: Canadians 18+ interviewed Tuesday-Saturday (n=2,383)
WHILE ‘OUT AND ABOUT’ ON THE WEEKENDS
                                                                                                    % of Canadians 18+ Listening to Each Type of Audio in Each Hour (Weekend Day)

     People are tuning                                                                                                             Total AM/FM

     into AM/FM                                                                                                                    Music alternatives (pureplay music streaming,
                                                                                                                                   SiriusXM, TV music channels, or music on YouTube)
                                                                                                                                   Owned music (mp3s, cds, lps)
     during their busy
     weekends.

     When evening comes, they
     disconnect with personal
     music.

                                                          B3d. And WHEN yesterday did you listen to each of the following media?
10   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ interviewed Sunday-Monday (n=1,122)
AM/FM MOST-LISTENED-TO AD SUPPORTED AUDIO
                                              % of Canadians 18+ Listening to Each Type of Audio in Each Hour (Weekday/ Weekend Day)

                             Total AM/FM                                    Music on YouTube                                                                Total AM/FM                             Music on YouTube
                             SiriusXM                                       Podcasts                                                                        SiriusXM                                Podcasts
                             Pureplay Music Streaming                                                                                                       Pureplay Music Streaming

                                                    WEEKDAY                                                                                                                   WEEKEND
                                                          C1c. And WHEN yesterday did you listen to each of the following media?
11   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+, interviewed Tuesday-Saturday (n=2,383) / Sunday-Monday (n=1,122)   *Sirius and pureplay streaming include both ad-supported and ad-free channels/services
AUDIO STREAMING VARIES BY DEVICE
     FOR PERSONAL AUDIO , CANADIANS USE THEIR PHONES; FOR STREAMED AM/FM, THEY USE LAPTOPS/DESKTOPS AND SMART SPEAKERS

                                                             Devices used among past week listeners to each type of audio

                           SMART PHONES                                     LAPTOPS AND DESKTOPS                                                         TABLET                                               SMART SPEAKERS
                                                                                                                                                                                                   Personal Music|
                Personal Audio                                           YouTube|Radio                                                     Audio books                                                  Radio
                 Pureplay music streams 60%                                  Music on YouTube 62%                                                Audio books 19%                                     Pureplay music streams 10%
                             Podcasts 58%                                    Streamed AM/FM 45%                                             Music on YouTube 16%                                           Streamed AM/FM 7%
                          Audio books 44%                               Pureplay music streams 36%                                                  Podcasts 11%                                                  Podcasts 5%
                         Owned music 37%                                         Owned music 32%                                            Streamed AM/FM 10%                                                 Audio books 5%
                     Music on YouTube 35%                                         Audio books 30%                                       Pureplay music streams 10%                                            Owned music 2%
                     Streamed AM/FM 27%                                              Podcasts 29%                                                Owned music 8%                                           Music on YouTube 1%

                                                          B3e. Thinking back to the PAST WEEK, which devices did you use to listen to each of the following media?
12   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+, listened to each type of audio in the past week, Podcasts (n=507), Audio Books (n=164), Pureplay (n=912), Streamed AM/FM (n=583), Music on YouTube (n=1,326), Owned Music (n=1,364)
IN CAR AUDIO

                                                          Music apps, streaming services and
                                                          connected cars are giving Canadians more
                                                          choice when it comes to audio. Even so,
                                                          when it comes to in-car listening, AM/FM
                                                          dominates.

13   | Radio Connects | Audience Insights | Spring 2019
IN CAR TUNING TO AM/FM CONSISTENT MO-SU
     DESPITE MORE AUDIO CHOICES AVAILABLE, CANADIANS CHOOSE TO LISTEN TO AM/FM MOST THROUGOUT THE ENTIRE WEEK

                                                                                                                           % Share of In-Car Audio Consumption

                                                                     M-F                    SA-SU                                        M-F                     SA-SU          M-F        SA-SU

                                                                    56%|57%                                                              18%|13%                                11%|15%
                                                                                                                                         Personal downloaded                    Satellite radio
                                                                    AM/FM                                                                music

      M-F                SA-SU                                       M-F                SA-SU                                            M-F                SA-SU               M-F      SA-SU

      6%|4%                                                         5%|3%                                                                3%|5%                                  2%|2%
      Pureplay music                                                CDs and cassettes                                                    Downloaded podcasts                    Audio books
      streaming

                                                          Q.C1a. When was the last time, if ever, you did the following in a private vehicle?
14   | Radio Connects | Audience Insights | Spring 2019   Q.C2. Thinking of all the time you spent in the vehicle yesterday, how much time did you spend doing the following?
                                                          Base: Canadians, aged 18+, in private vehicle at least once per week (n=3,145)
RADIO LEADS IN CAR LISTENING ACROSS ALL DEMOS
     ACROSS 18-34, 35-54 OR 55+ DEMOS, AM/FM RADIO HAS LARGEST SHARE OF IN CAR TUNING
                                                                                                                       PERSONAL            SIRIUS
     FALL 2018                                                                                                        DOWNLOADED      SATELLITE RADIO
                                                                                                                         MUSIC               XM
                                           AM/FM                                                                       A18-34 - 28%   A18-34 - 8%
                                                                                                                       A35-54 - 17%   A35-54 - 12%
                                                                                                                        A55+ - 6%      A55+ - 15%

                                                                                                                        PUREPLAY            CDs/
                                                                                                                         MUSIC            CASSETTES
                                                                                                                       STREAMING
                                                                                                                      A18-34 - 10%      A18-34 - 5%
                                                                                                                      A35-54 - 6%       A35-54 - 4%
                                                                                                                       A55+ - 1%         A55+ - 5%
        A18-34                              A35-54                                   A55+
         40%                                 56%                                     71%
                                                                                                                        PODCASTS            AUDIO
                                                                                                                                            BOOKS

                                                                                                                      A18-34 - 8%        A18-34 - 3%
Q.C1a. When was the last time, if ever, you did the following in a private vehicle?
                                                                                                                      A35-54 - 3%        A35-54 - 2%
Q.C2. Thinking of all the time you spent in the vehicle yesterday, how much time did you spend doing the following?
Base: Canadians, aged 18+, in private vehicle at least once per week (n=3,145)                                         A55+ - 1%          A55+ - 2%
15   | Radio Connects | Audience Insights | Spring 2019
AM/FM AN IMPORTANT FEATURE IN NEW CARS
     MORE IMPORTANT THAN AUTOMATIC BRAKING, PARALLEL PARKING ASSIST OR APPLE CAR PLAY / ANDROID AUTO

                                                                       iPhone                      Android
      % Who Ranked as Most Important
                                                                        Users                       Users

      Backup camera                                                     41%                         32%
      AM/FM radio                                                       25%                         31%
      Driver assist features
      (such as automatic braking)                                       14%                         16%
      Apple CarPlay/Android Auto                                        12%                         13%
      Automatic parallel parking                                          8%                          9%

      After the backup camera (now mandatory in new cars sold in
      Canada), AM/FM radio ranks as a more important feature in a new
      car or truck than automatic braking, automatic parallel parking or
      Apple Car Play and Android Auto among iPhone and Android users.

16   | Radio Connects | Audience Insights | Spring 2019   Q. F7_1. Please rank each of the following features in terms of how important they would be to have in your new car or truck.
                                                          Base: Canadians 18+ iPhone users (n=1113); Android users (n=1436)
AM/FM A ‘MUST HAVE’ FOR NEW CAR BUYERS
     MOST CANADIANS WOULDN’T BUY A NEW VEHICLE IF IT DID NOT COME WITH A RADIO

                                          14%
                                   “No big deal. I don’t
                                   listen to AM/FM
                                   In the car much at all.”

                  30%
                   “I’d miss it, but I’d make                                           56%
                   do with my CD’s, my iPod,
                   satellite radio or         “I wouldn’t buy the car
                   Music from my smart        If it didn’t have an
                   Phone.”
                                                                 AM/FM radio.”

                                                          Q7. To what extent would you miss an AM or FM radio if it wasn't available in the next car you bought?
17   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ who intend to purchase a new car in the next year (n=377)
AM/FM RADIO PROVIDES THE SOUNDTRACK FOR
     THE LAST MILE IN THE PATH TO PURCHASE
                                                               Listened to AM/FM Radio While Going To—or Doing This—Yesterday

                     79%                                        78%                                           77%                                            76%                                           76%                   76%
     Stopped at the drug store                                                                    Visited a car or truck                                                                    Visited a hardware or
                                                          Went to a movie                                                                          Went to the bank                                                       Serviced car or truck
           or pharmacy                                                                                  dealership                                                                        home improvement store

                     75%                                        74%                                           74%                                            74%                                           73%                   67%
                                                      Went to a shopping                      Visited a fast food / drive                     Stopped for wine, beer,
          Picked up groceries                                                                                                                                                                 Pick up lottery tickets   Stopped at a coffee shop
                                                        mall or plaza                                    thru                                         liquor

                                                           C5d. And still thinking about the time you spent in a private vehicle yesterday, did you do any of these things while driving, or use your vehicle
                                                           to get there? C5e. Were you listening to AM/FM radio in the car while doing or going to this?
18   | Radio Connects | Audience Insights | Spring 2019    Base: Canadians, aged 18+, in private vehicle yesterday (n=2,752); Did activity yesterday (base varies)
THE STREAMING
                                                          LANDSCAPE
                                                          Platforms like Spotify are relatively new to
                                                          the Canadian audio landscape. However,
                                                          after an initial period of rapid growth,
                                                          Canadians are catching up, and pureplay
                                                          music streaming is settling in to the ever
                                                          expanding audio landscape.

19   | Radio Connects | Audience Insights | Spring 2019
PUREPLAY MUSIC STREAMING CONTINUES TO GROW
     THE BUSINESS MODEL CONTINUES TO EVOLVE FROM ‘OWNING’ TO ‘RENTING’ MUSIC LIBRARIES YEAR OVER YEAR

                        SPOTIFY WEEKLY YOY                                                                 APPLE MUSIC WEEKLY YOY                                 GOOGLE PLAY UNLIMITED WKLY YOY

       12%                          16%                    19%                                 N/A                               8%                    9%         N/A          5%           5%
        Fall 2016                    Fall 2017              Fall 2018                           Fall 2016                      Fall 2017              Fall 2018   Fall 2016    Fall 2017   Fall 2018

                          SPOTIFY DAILY YOY                                                                  APPLE MUSIC DAILY YOY                                GOOGLE PLAY UNLIMITED DAILY YOY

          5%                           9%                     9%                               N/A                              4%                    5%          N/A          2%          3%
         Fall 2016                    Fall 2017             Fall 2018                           Fall 2016                      Fall 2017              Fall 2018   Fall 2016   Fall 2017    Fall 2018

                                                          F13. Overall, thinking of all locations, how often, if ever, would you say you listen to:
20   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+: 2018 (n=3,505); 2017 (n=3,470); 2016 (n=2,026)
STREAMING MUSIC ADDS TO TIME SPENT WITH AUDIO
     ITS OVERALL IMPACT IS LARGELY ADDITIVE OR NEUTRAL ON OTHER AUDIO CONSUMPTION

                                                     Among Canadian Adults who Listened to Pureplay Music Services in the Past Month

                           56%                                                              46%                                                            36%                                                             24%
                    More than half of                                              Pureplay streamers say                                             Just over a third of                                        Fewer than one-in-four
                      pureplay music                                               they are now spending                                             pureplay streamers                                           pureplay streamers say
                   streamers say these                                             more time listening to                                            saying they are now                                            these services have
                 services do not replace                                              audio in general.                                            spending less time with                                          replaced time they
                 any other forms of audio                                                                                                                owned music                                                 spend listening to
                                                                                                                                                                                                                          AM/FM

                                                          F16c. How would you say that the time you spend listening to music streaming services has affected the amount of time you listen to music or audio in general?
                                                          F16d. What other types of audio has listening to music streaming services replaced?
21   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ who listened to music streaming services in the past month (n=1,201)
KEY REASONS TO LISTEN TO PUREPLAY STREAMING
     ON-DEMAND ACCESS TO A LARGE LIBRARY OF PERSONAL FAVOURITES ARE THE KEY DRIVERS FOR PUREPLAY MUSIC STREAMING

      \                                                              66%                                                                 58%                        45%
                                                                     To listen to any song                                               Access to big library of   Discover new music
                                                                     when I want to hear it                                              music

      36%                                                            33%                                                                 30%                        14%
      Have something to listen                                       For the playlists they                                              To get songs/artists I     To share songs I like with
      to on my phone                                                 offer                                                               can’t get on the radio     others

                                                          F16b. Which of the following reasons best describe why you listen to music streaming services?
22   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ who listened to music streaming service in past month (n=1,201)
PUREPLAY STREAMERS LISTEN TO AM/FM TO CONNECT
     PUREPLAY STREAMERS LISTEN TO RADIO MUCH LIKE OTHER CANADIANS. UNLIKE PERSONAL MUSIC, RADIO PROVIDES CONNECTION.

                                       86% of past week pureplay streamers say they listen to AM/FM on “a typical weekday”
                                      26% are heavy AM/FM listeners (2+ hrs/typical weekday)
                                                                                                                                                                      Why Listen to AM/FM?
                                                                                                                                           (Past week Pureplay Streamers Who Listen to AM/FM 2+Hrs/Day)

                                                                                                                                           71%                                                             61%
                                                                                                                                           To get practical                                                To hear what’s happening
                                                                                                                                           info                                                            in general

                                                                                                                                           51%                                                             46%
                                                                                                                                           For the local                                                   For the human
                                                                                                                                           connection                                                      connection

                                                          F16e. Given all the other ways you have to listen to music, which of the following reasons best describe why you still listen to AM or FM radio?
23   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ who listened to music streaming service/YouTube for Music in past month AND listen to 2+ hours of radio on typical weekday (n=650)
SPOTIFY

                                                          Canadians are using the free ad-supported
                                                          and paid Spotify platforms and its user base
                                                          is growing. However, more and more
                                                          Canadians are choosing to pay for Spotify,
                                                          allowing them to disconnect and listen to
                                                          their personal music with no ad
                                                          interruptions.

24   | Radio Connects | Audience Insights | Spring 2019
SPOTIFY IS AT ODDS WITH ITSELF IN THE ADVERTISING SPACE
     SPOTIFY’S BUSINESS MODEL DOES NOT SUPPORT AN ADVERTISING MODEL

                                                                                                                                                                          € 0.4
          “Listen without ads.                             “Reach your audience
         Enjoy nonstop music.”                            where visual media can’t”
                                                                                                                                                    € 0.3

                                                                                              Billion (euros)
        Aggressive promotion                                                                                                   € 0.2
         of the paid ad-free                                                                                                                                             € 3.7
          Spotify Premium                                 Spotify gets 90% of its                               € 0.1                               € 2.7
        service reduces both                              global revenues from                                                € 1.7
          the quantity and                                  paid subscribers.                                   € 1.0
            quality of the                                  Ad revenue is low.
        audience reached by
                                                                                                                2014          2015                  2016                 2017
             advertisers.
                                                                                                            Paid subscription revenue                       Ad revenue

                                                                                      Source: Spotify IPO
                                                                                      (https://www.sec.gov/Archives/edgar/data/1639920/000119312518063434/d494294df1.htm#rom494294_12), Summarized
                                                                                      by Recode (https://www.recode.net/2018/2/28/17064460/spotify-ipo-charts-music-streaming-daniel-ek)
25   | Radio Connects | Audience Insights | Spring 2019
CANADIANS ARE DISCONNECTING FROM SPOTIFY ADS
     THE MOST DESIRABLE TARGETS ARE NOT BEING REACHED BY ADS

                                                 Daily Spotify Listeners who Choose Paid Ad-Free vs. Ad-Supported Spotify Subscription

                                                                                              63%                                                                      66%
                                                                                              A18+                                                                     A18-34

      66%                                                                                    70%                                                                       62%
      Canadians living in Canada’s                                                           Homes with HHI $100K+                                                     University Grads
      largest cities of Tor.|Mtl.|Van.

                                                          F16a. You mentioned listening to Spotify. Which of the following best describes your Spotify subscription?
26   | Radio Connects | Audience Insights | Spring 2019   Base: Daily Spotify listeners (n=309) *excludes those without a subscription (6% of total).
SPOTIFY IS GROWING, BUT ONLY AMONG PAID AD-FREE SUBSCRIBERS
     REACH OF ADS DECLINES AS THE % OF CANADIANS LISTENING TO AD SUPPORTED SPOTIFY DAILY DROPS FROM 3.8%-2.9%

                                                                SPOTIFY USAGE
                                                                                                                                                                          Daily Spotify Listeners
                                                          Weekly                                         Daily                                                           among all Canadians aged 18+

                                                                                                                                           Fall 2017 0.5%                 3.8%                4.3%
            2017                                  16.0%                                            8.6%

                                                                                                                                           Fall 2018 0.5% 2.9%                               5.9%
            2018                                   18.6%                                            9.4%
                                                                                                                                                 Listen to others' subscriptions      Ad supported      Paid ad-free

                                                            F13. Overall, thinking of all locations, how often, if ever, would you say you listen to Spotify?
                                                            F16a. You mentioned listening to Spotify. Which of the following best describes your Spotify subscription?
27   | Radio Connects | Audience Insights | Spring 2019
                                                            Base: Canadians 18+, Fall 2017 (n=3,452) Fall 2018 (n=3,505)
SPOTIFY LISTENERS ARE ALSO AM/FM LISTENERS
      THE VAST MAJORITY OF DAILY AD-SUPPORTED SPOTIFY LISTENERS SAY THEY ALSO LISTEN TO AM/FM RADIO “ON A TYPICAL
      WEEKDAY.”

                                                                                                              Adults 18+                                                                                 Adults 18-34

                                                                                                                                                          Unduplicated                                                     Unduplicated
                                                                                                                                                           audience                                                         audience
                                                                                                                                                                  0.1%                                                         0.4%

                                                                                                               88%                                 2.9%                                                   81%           5.8%

                                                                                                                                        Listen to some AM/FM                               Listen to ad-supported
                                                                                                                                        on “a typical weekday”                             Spotify Daily

                                                          E1. Thinking of all the time you may listen at home, in the car, or at work, how much time in total do you spend listening to AM or FM radio
28   | Radio Connects | Audience Insights | Spring 2019   stations during a typical weekday?
                                                          Base: Canadians 18+ (n=3,505) and 18-34 (n=1,078), Daily listeners to ad-supported Spotify 18+ (n=98), and 18-34 (n=48)
SPOTIFY REPLACES OWNED MUSIC FOR PAID AD-FREE SUBS
     THE #1 REASON TO PAY FOR SPOTIFY IS TO DOWNLOAD SONGS TO PLAY OFFLINE

                                                               41%                                                                       36%                                                                     23%
                                                               Download songs to listen                                                   No commercials                                                         To have access to almost
                                                               offline                                                                                                                                           any song on demand

                                                          F16a_2. You mentioned earlier that you have a paid subscription to Spotify. Please rank, in order of their importance to you, what makes having a paid subscription better than having a free
                                                          version of Spotify?
29   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ with a paid subscription to Spotify (n=278)
YOUTUBE FOR
                                                          MUSIC
                                                          YouTube is the #1 source for streaming
                                                          music in Canada. More than half of
                                                          Canadians use YouTube for music monthly,
                                                          mostly to find a specific song they want to
                                                          hear.

30   | Radio Connects | Audience Insights | Spring 2019
MOST CANADIANS ACCESSED YOUTUBE FOR MUSIC IN THE
     PAST MONTH
     MUSIC FANS AGED 18-34 ARE ESPECIALLY LIKELY TO USE YOUTUBE FOR MUSIC

                                                            9 out                                                   58%                                                                   82%
                                                            of 10                                                   Canadians 18+ listened in the
                                                                                                                    past month
                                                                                                                                                                                          Canadians 18-34 listened in the
                                                                                                                                                                                          past month

                                                             More than half of
                                                            Canadians streaming
                                                          pureplay music services
                                                                                                                    42%                                                                   65%
                                                              report that these                                     Canadians 18+ listened in the                                         Canadians 18-34 listened in the
                                                          services do not replace                                   past week                                                             past week
                                                            other forms of audio

                                                             B3b: [Music on YouTube] When is the most recent time, if ever, you listened to the following types of audio on ANY DEVICE?
31   | Radio Connects | Audience Insights | Spring 2019      Base: Canadians 18+ (n=3,505), 18-34 (n=679)
SONGS, ON DEMAND, ARE A KEY DRIVER FOR USING
     YOUTUBE FOR MUSIC
     NEARLY 2/3s OF USERS SAY THEY STREAM YOUTUBE FOR MUSIC TO LISTEN TO ANY SONG THEY WANT WHEN THEY WANT IT

                                                                                                                                           Reasons to Stream YouTube for Music

                                                            9 out                                                    65%                                       33%
                                                                                                                     To listen to any song I want               To have access to almost any
                                                            of 10                                                    when I want to hear it                     song ever recorded

                                                                                                                     28%                                       14%
                                                             More than half of
                                                            Canadians streaming
                                                          pureplay music services
                                                              report that these
                                                          services do not replace
                                                                                                                     To discover new music                     For the playlists they offer
                                                            other forms of audio

                                                            F16b3. Which of the following reasons best describe why you STREAM YOUTUBE to listen to music?
32   | Radio Connects | Audience Insights | Spring 2019     Base: Canadians 18+ who streamed YouTube to listen to music in the past month (n=1,948)
FRANCOPHONES HAVE OTHER REASONS FOR USING
     YOUTUBE
     ALTHOUGH LIKE ANGLOPHONES, NEARLY 42% OF FRENCH SPEAKING CANADIANS USED YOUTUBE LAST WEEK

                                                                                                                                           Reasons to stream YouTube for music

                                                                                                                    33%|122                                                Index    23%|110                    Index

                                                                                                                    To discover new music                                           To get songs/artists I can’t hear
                                                                                                                                                                                    on AM/FM radio

                                                                                                                    16%|123                                                 Index   20%|55                  Index

                                                                                                                    For the playlists it offers                                     For French Canadians, access
                                                                                                                                                                                    to almost any song available
                                                                                                                                                                                    isn’t a driver

                                                          F16b3. Which of the following reasons best describe why you STREAM YOUTUBE to listen to music?
33   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ who streamed YouTube to listen to music in the past month English (n=1,636) French (n=312)
SOME ARE WATCHING VIDEOS; OTHERS ARE ONLY LISTENING
     ABOUT HALF THE TIME SPENT WITH YOUTUBE FOR MUSIC IS SPENT LISTENING, NOT WATCHING VIDEOS

                                                                                                                                    Average % of Time Spent Watching vs. Listening Only
                                                                                                                                     when Using YouTube for Music (Past Month Users)

                                                            9 out                                                                                A18+                                                             A18-34

                                                            of 10
                                                                                                                                 55%                                                                                         52%
                                                                                                                                                                   45%                                    48%
                                                             More than half of
                                                            Canadians streaming
                                                          pureplay music services
                                                              report that these
                                                          services do not replace
                                                            other forms of audio                                            Watching videos                    Listening only                           Watching videos    Listening only

                                                             B3B. When is the most recent time, if ever, you listened to the following types of audio on ANY DEVICE?
                                                             F10b. [Mean Summary] Of all the times you spend going to YouTube for music, approximately how much of that time would you say you spend:
34   | Radio Connects | Audience Insights | Spring 2019
                                                             Base: Canadians 18+ (n=3,505). 18-34 (n=679) / who streamed YouTube to listen to Music in the past month 18+ (n=1,948) 18-34 (n=554)
ADS TYPICALLY GO UNWATCHED WHEN STREAMING
     YOUTUBE FOR MUSIC
     18-34 YEAR OLDS ARE PARTICULARLY LIKELY TO MINIMIZE THE SCREEN AND SKIP ADS WHEN THEY USE YOUTUBE FOR MUSIC

                                                                                                     83%                                                                          90%
                 Skip ads                                                                            A18+ report skipping ads                                                     A18-34 report skipping ads
                                                                                                     “every” or “most” times when                                                 “every” or “most” times when
                                                                                                     streaming YouTube for music                                                  streaming YouTube for music

                                                                                                     26%                                                                          37%
               Minimize screen                                                                       A18+ report minimizing screen                                                A18-34 report minimizing
                                                                                                     “every” or “most” times when                                                 screen “every” or “most” times
                                                                                                     streaming YouTube for music                                                  they stream YouTube for music

                                                          F10a. [Every Time/Most of the Time] How often do you do each of the following when you’re streaming music on YouTube?
35   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians who streamed YouTube to listen to Music in the past month , 18+ (n=1,948) 18-34 (n=554)
PODCASTING
                                                          The growth of podcasting is contributing to
                                                          the expanding audio landscape. Canadian
                                                          broadcasters and advertisers are now
                                                          taking advantage of the unique opportunity
                                                          presented by the immersive nature of this
                                                          emerging medium.

36   | Radio Connects | Audience Insights | Spring 2019
PODCAST LISTENERS LISTEN MAINLY ON THEIR PHONE
     PAST WEEK PODCAST LISTENERS ARE 2x AS LIKELY TO HAVE LISTENED TO PODCASTS ON THEIR PHONE VS. A DESKTOP/LAPTOP

                                                                                                                               DEVICE USED TO LISTEN TO PODCASTS IN PAST WEEK

                                                   9 out                                                          58%                                                           29%
                                                                                                                  On smartphone                                                 On desktop/laptop
                                                   of 10
                                                More than half of
                                               Canadians streaming
                                             pureplay music services
                                                                                                                  11%                                                           5%
                                                 report that these
                                             services do not replace                                              On tablet                                                     On smart speaker
                                               other forms of audio

                                                          B3e. [Podcasts] Thinking back to the PAST WEEK, which devices did you use to listen to each of the following media?
37   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ / Past week podcast listeners (n=507)
MOST PODCAST LISTENING TAKES PLACE AT HOME
     ON AVERAGE, PAST MONTH PODCAST LISTENERS DO MOST OF THEIR PODCAST LISTENING AT HOME; 18-34 LISTENERS ARE MORE LIKELY
     TO LISTEN ON THE GO, WITH MORE LISTENING OUTSIDE THE HOME
                                                                                                               Average % of time spent listening to podcasts

                                                                                            58%                                             18%
                                                                                            At home                                         In the car

      12%                                                                                   7%                                              4%
      At work                                                                               On transit                                      Another location

                                                          F9. Of all the time you spend listening to podcasts, what proportion is…?
38   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians aged 18+ who listen to podcasts in the past month (n=834)
CANADIAN PODCAST LISTENING INCLUDES AM/FM CATCH UP PODCASTS
     MORE THAN 4-IN-10 PAST MONTH PODCAST LISTENERS (41%) INCLUDE AM/FM SHOWS AS PART OF THEIR PODCAST LISTENING.
     AM/FM PROGRAMS ACCOUNT FOR MORE THAN ¼ OF THE TIME THEY REPORT SPENDING WITH PODCASTS.

                                                                                                                                           Average % of time spent listening to podcasts
                                                                                                                                                  (among past month podcast listeners)

                                                                                                                                                     26%                 74%

                                                                                                                           Programs you can also hear on AM/FM               Programs not played on radio
                                                          F10_2. [Mean Summary] Of all the podcasts you listen to, what proportion are…?
39   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ who listened to a podcast in the past month (n=834)
ADS ON PODCASTS AND AM/FM RADIO ARE LEAST LIKELY TO BE AVOIDED
     MONTHLY PODCAST LISTENERS ARE MUCH LESS LIKELY TO SAY THEY AVOID ADS ON PODCASTS THAN ON OTHER DIGITAL MEDIA

                                                                                                                                                                   Avoid ads most/ all of the time
                                                                                                                                                                             (Monthly podcast listeners)

                                                                                                                                                       Podcasts                                      45%

                                                                                                                                              AM/FM radio                                            45%

                                                                                                                  Print newspaper/magazines                                                                53%

                                                                                                                                                                   TV                                      54%

                                                                                                                                                   Direct mail                                                   65%

                                                                                                                                       Email advertising                                                         65%

                                                                                                                                                Online video                                                      69%

                                                                                                                                     Online banner ads                                                             70%

                                                                                                                                    Online pop-up ads                                                                  74%

                                                          Source: Canadian Podcast Listener 2018
                                                          [A4A] When you come across ads in each of the following places, how often do you actively avoid those ads by skipping,
40   | Radio Connects | Audience Insights | Spring 2019   blocking, tuning out, turning away, throwing away or otherwise avoiding the ad?
                                                          Base: Monthly podcast listeners age 18+ (n=1,534)
LOW-REZ

                                                                    SMART SPEAKERS
                                                                    In a little over a year, smart speaker
                                                                    penetration in Canada has grown from 4%
                                                                    to 19%. Being first to market in Canada has
                                                                    given Google a solid lead over Amazon’s
                                                                    Echo. In the U.S., Amazon leads Google.

41   | Radio Connects | Audience Insights | Spring 2019
NEARLY ONE-IN-FIVE CANADIAN ADULTS NOW HAVE A SMART SPEAKER
     ONE-IN-TWELVE CANADIAN ADULTS (7%) REPORTED RECEIVING SMART SPEAKERS AS A GIFT OVER THE 2018 HOLIDAY PERIOD

                                                                                                                                                                                                                                   CV

            ANY SMART SPEAKER                                                     GOOGLE HOME                                               AMAZON ECHO/ALEXA                                                       APPLE HOMEPOD
      January 2019                                   19%               January 2019                                14%                 January 2019                                   6%                  January 2019                  2%
      Fall 2018                                      12%               Fall 2018                                    8%                 Fall 2018                                      6%                  Fall 2018                     2%
      June 2018                                      11%               June 2018                                    8%                 June 2018                                      2%                  June 2018                     1%
      Fall 2017                                       4%               Fall 2017                                    3%                 Fall 2017                                      2%

                                                          F17. Which of the following would best describe your experience with the Amazon Echo and Google Home Amazon Echo /”Alexa”, Google Home and Apple HomePod “smart” speakers?
42   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ (n=1,512), January 2019 / *Canadians 18+, Radio on the Move, Fall 2018 (n=3,505), June 2018 (n=2,035), Fall 2017 (3,470)
COMPACT SPEAKERS TOPPED THE 2018 HOLIDAY GIFT LIST
      BY A 3-TO-1 RATIO, CANADIANS RECEIVED FEATURE-PRICED COMPACT SPEAKERS OVER THEIR FULL-SIZED COUSINS; MEANWHILE,
      GOOGLE MAINTAINED THEIR DOMINANCE OVER AMAZON AND APPLE.
                                                                                                                                       Among Canadians Receiving a Smart Speaker Holiday Gift

                                                                                                                                      62%                           18%
                                                                                                                                      Google Mini Home              Google Home

                                                               15%                                                                   5%                             3%
                                                               Amazon Echo Dot                                                       Amazon Echo                    Apple HomePod

                                                          Q6. Which, if any, of the following did you receive as a gift over the holidays?
43   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ who received a smart speaker over the holidays (n=94), January 2019
MORE HOUSEHOLDS NOW HAVE MULTIPLE UNITS
     IN JANUARY 2019, MORE THAN 1/3 OF SMART SPEAKER HOUSEHOLDS HAD MULTIPLE SPEAKERS; 13% HAD 3+ SPEAKERS

                                                                                                                                                                    One smart speaker in the home

                                                                                                                                                                     70% 67% 63%
                                                                                                                                                                      Sum’18      Fa’18
                                                                                                                                                                                   Win’19   Win’19

                                          Smart Speaker in the home                                                                                                 Two smart speakers in the home

                                          11% 12% 19%                                                                                                                17% 22% 23%
                                           Sum’18                Fa’18              Win’19                                                                            Sum’18      Fa’18     Win’19

                                                                                                                                                                    Three+ smart speakers in the home

                                                                                                                                                                     13% 12% 13%
                                                                                                                                                                      Sum’18      Fa’18     Win’19
                                                          F20b. In what room(s) in your home do you currently have your smart speaker(s)?
                                                          F20a. In total, how many of these "smart" speakers do you have in your home?
44   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ who own a smart speaker, Summer 2018 (n=213) / Fall 2018 (n=403) / Jan 2019 (n=288)
LIVING OR FAMILY ROOM PRIME LOCATION FOR A SMART SPEAKER
     SMART SPEAKER OWNERS WITH MULTIPLE UNITS OFTEN PLACE THEM IN THE BEDROOM OR KITCHEN

                                                                                                         59%                                                                     30%                                       29%
                                                                                      Living or Family
                                                                                                                                                                           Kitchen                                       Bedroom
                                                                                           Room

                                       9%                                                                   5%                                                                      4%                                     7%

                                  Office                                                                   Den                                                          Workshop                                          Other
45   | Radio Connects | Audience Insights | Spring 2019   F20b. In what room(s) in your home do you currently have your smart speaker(s)? F20a. In total, how many of these "smart" speakers do you have in your home?
                                                          Base: Canadians 18+ who own a smart speaker, Summer 2018 (n=213) / Fall 2018 (n=403) / Jan 2019 (n=288)
SMART SPEAKERS BRING MORE AUDIO INTO THE HOME
     MUSIC STREAMING AND AM/FM RADIO ARE WIDELY LISTENED TO BY SMART SPEAKER OWNERS

                                                                             Listened in past week on smart speaker

             66%                                                                                46%                                                                                   19%
             Pureplay Music Streaming                                                           AM/FM Radio                                                                           Podcasts

                                                          Q5a. When was the most recent time, if ever, that you listened to the following types of audio ON YOUR SMART SPEAKER? A streaming music
                                                          service (e.g., Spotify, Amazon Music Unlimited, Apple Music); AM/FM radio; podcasts
46   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ with a smart speaker in the home (n=288)
SMART SPEAKERS CREATE NEW OPPORTUNITIES TO LISTEN
     TO AUDIO

     Net increase in listening to music: +38%                                                                                                                             Impact of Smart Speakers on
                                                                                                                                                                            Time Spent with Audio
     More than 4-in-10 smart speaker owners say they are listening to
                                                                                                                                                                                           (by % of owners)
     more music since they got their smart speaker, with just 3%
                                                                                                                                          +38%
     saying they are listening to less music.                                                                                                                                  Listening More                          Listening Less

     Net increase in listening to AM/FM: +11%
     Smart speakers are the new “radios” for many smart speaker                                                                                                                   +11%                                   +11%
     owners.                                                                                                                                     41%

     Net increase in podcast listening: +11%                                                                                                                                           21%                                      21%
     Google Home in particular provides easy access to recent
     episodes of favourite podcasts.                                                                                                               -3%
                                                                                                                                                                                        -10%                                    -10%

                                                                                                                                                 Music                               AM/FM                                Podcasts

                                                          SOURCE: Radio on the Move W10 Q.F21. How would you say having a smart speaker at home has affected the amount of time you spend listening to each of the following?
                                                          *non-listeners and those who did not report any changes not shown
47   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians aged 18+ who own a smart speaker (n=375)
PEOPLE ARE USING SMART SPEAKERS BEYOND AUDIO
     CANADIAN SMART SPEAKER OWNERS ARE EXPLORING OTHER USES FOR SMART SPEAKERS

                                                                                                                                                      Past Week Usage of Smart Speakers
                                                                                                                                                                         Fall 2017   Fall 2018
                                                                                                                                         Instant access to music           38%         52%
                                                                                                                                         Weather info                      29%         48%
                                                                                                                                         Setting alarms                    26%         35%
                                                                                                                                         Wikipedia-style questions         23%         31%
                                                                                                                                         Checking the time                 20%         26%
                                                                                                                                         Access to news                    21%         24%
                                                                                                                                         Control other smart devices       16%         22%
                                                                                                                                         Making shopping / to-do lists     16%         21%
                                                                                                                                         Sports scores / schedules         17%         18%
                                                                                                                                         Traffic info                      14%         11%
                                                                                                                                         Stock market info                 13%         5%

                                                          F19. Which of these things would make you most interested in having one of these “smart speakers”?
48   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians aged 18+; owned a Google Home or Amazon Echo or Apple Homepod (n=417)
MANY CANADIANS ARE STILL ON THE SIDELINES FOR
     SMART SPEAKERS
     NEARLY 2/3s OF CANADIANS SURVEYED IN JANUARY 2019 SAID THEY ARE UNLIKELY TO BUY A SMART SPEAKER IN THE NEXT 6 MONTHS

                                                                                                                62%                                            17%                    2%
                                                                                                                Unlikely to buy in                             Somewhat likely to     Very likely to buy in
                                                                                                                the next 6 months                              buy in next 6 months   next 6 months

                                                          Q2. How likely are you to buy one of these devices, or others like them, within the next 6 months?
49   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ (1,512) who do not own a smart speaker (n=1,224), January 2019
PRIVACY CONCERNS REMAIN A BARRIER TO ADOPTION
     “TO WHAT EXTENT, IF AT ALL, ARE YOU CONCERNED ABOUT YOUR PRIVACY BY HAVING A “SMART SPEAKER” IN YOUR HOME?”

                                                                                                                   “Very Concerned” about Privacy by Having a Smart Speaker in Home

                                                                                                                                                                                                                                       40%

         Four-in-ten Canadians who are
         unlikely to buy a smart speaker in the
         next 6 months are very concerned
         about privacy if they had a smart
         speaker at home.                                                                                                                                                                18%

                                                                                                                                           11%

                                                                                                                            Have Smart Speaker                              Likely to Purchase                          Unlikely to Purchase

                                                          F21_2. To what extent, if at all, are you concerned about your privacy by having a “smart speaker” in your home?
50   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ who have heard of smart speakers AND have a smart speaker (n=417), don’t have but are likely to purchase (n=542) don’t have and are unlikely to purchase (n=2,456)
RADIO CONNECTS
                                                          Radio reaches more Canadians than any
                                                          other media. And it uniquely connects with
                                                          listeners. With influential personalities and
                                                          low ad avoidance, radio motivates action
                                                          and drives to digital activity.

51   | Radio Connects | Audience Insights | Spring 2019
RADIO REACHES CANADIANS
     NUMERIS FALL DIARY RESULTS SHOW THAT RADIO REACHES 85% OF CANADIANS AGED 12+—MORE THAN 27 MILLION—PER WEEK

                                                                                                  Millions of Canadians reached weekly (A12+)

                   26.9                     26.6                   26.7                     27.0                     27.2                     27.3         27.4   27.4   27.3   27.3

                  2009                     2010                   2011                     2012                     2013                     2014          2015   2016   2017   2018

52   | Radio Connects | Audience Insights | Spring 2019   Source: Numeris Radio Diary, Fall Surveys, Mo-Sun 5a-1a, A12+. Note: Fall 2016 ORD introduced.
RADIO CONNECTS LISTENERS TO THEIR FAVOURITE HOSTS
     NEARLY 3-IN-10 CANADIAN RADIO LISTENERS (27%) SAY THEY HAVE A FAVOURITE RADIO HOST, DJ OR SHOW

                                                                                                        Strongly + somewhat agree (among listeners with a favourite)

                                                                                  93%                                                             91%                                                      85%
                                                                                  I trust their information                                       They make me laugh                                       They are part of my daily
                                                                                  and opinions                                                                                                             routine

                                                                                  84%                                                             74%                                                      65%
                                                                                  They make me think                                              I’d follow them to                                       They feel like my
                                                                                                                                                  another station                                          friends/family

                                                          F16e_2. Do you have a favourite DJ, host or show in AM/FM radio?
                                                          F16E_3. [Top2box summary] To what extent do you agree or disagree with each of the following statements about your favourite DJ, host or show?
53   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ who listen to radio in a typical weekday (n=3,133) / Have favourite DJ, host or show (n-864)
IN-CAR RADIO LISTENING ACTIVATES PURCHASES
     COMMERCIALS HEARD ON THE RADIO WHILE IN THE CAR INFLUENCE PURCHASE BEHAVIOURS

                                                                                                                          33%
                                                                                                                          Recall something they heard on the radio in
                                                                                                                          the car affecting a purchase they were about
                                                                                                                          to make, or a store/location about to be
                                                                                                                          visited.

                                                          AD3. Has something you heard on the radio in the car ever affected a purchase you were about to make, or a store/location you were about to visit?
54   | Radio Connects | Audience Insights | Spring 2019
                                                          Base: Canadians 18+ (n=3,505)
ADS ON AM/FM RADIO GENERATE ACTION
     HALF OF ALL CANADIANS SAY THEY HAVE TAKEN ACTION AFTER HEARING AN AD ON THE RADIO

                                                                                                                                                                                                  37%
                                                                                                                                                                                                  Went online to get more information
                                                                                                                                                                                                  after hearing an ad on the radio

                                                                                               50%
                                                                                               Did at least one of these actions                                                                  25%
                                                                                               after hearing an ad for a product or                                                               Told someone about a product or
                                                                                               service on the radio.                                                                              service they heard on the radio

                                                                                                                                                                                                  17%
                                                                                                                                                                                                  Purchased a product or service they
                                                                                                                                                                                                  heard advertised on the radio
                                                          Q.Ad1. Whether listening in the car or elsewhere, have you ever taken any of the following actions after hearing a brand, product or service advertised on AM/FM radio?
55   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+ (n=3,505)
NEARLY 1-IN-5 CANADIANS WENT ONLINE IN THE PAST MONTH
     TO GET MORE INFO ON SOMETHING THEY HEARD ON THE RADIO
     HEARING ADS ON THE RADIO DRIVES SEARCH, PARTICULARLY AMONG THOSE WHO LISTEN TO DIGITAL AUDIO = UNATTRIBUTED DRIVE TO DIGITAL

      18%                                                             17%                                                                  26%                                                                 24%
      Canadians 18+                                                   Canadians 18-34                                                      HH Income $100K+                                                    University + education

      Past week listeners to digital
      audio are more likely than the
      average Canadian to have gone
      online to get more info on an ad
                                                                      132 Index                                                           134 Index                                                            171 Index
      they heard on AM/FM radio in                                    Stream pureplay music                                               Listen to podcasts                                                   Stream AM/FM Radio
      the past month.

                                                          Q.Ad1. [Gone online to get more information about it] Whether listening in the car or elsewhere, have you ever taken any of the following actions after hearing a brand, product or service advertised on AM/FM radio?
56   | Radio Connects | Audience Insights | Spring 2019   Q.Ad2b. When was the most recent time you went online to get more information about a brand, product or service after hearing it advertised on AM/FM radio?
                                                          Base: Canadians, aged 18+, (n=3,505)
IN SUMMARY
       Technology is giving Canadians more choice when it          Podcast listening is growing in Canada. This new
        comes to audio listening. AM/FM dominates.                   platform gives Canadian broadcasters and
                                                                     advertisers unique opportunities to participate.
       AM/FM is the most listened to of all ad-supported
        audio platforms, during the week and on the                 Nearly 1-in-5 of Canadians now have a smart
        weekends.                                                    speaker, spurring more audio listening at home,
                                                                     including AM/FM.
       Canadians are relatively late to the party when it
        comes to pureplay music streaming but it’s now              Radio connects. More than 27 million Canadians
        settling into the ever-expanding audio landscape.            listen weekly.

       Overall, listening to Spotify is growing but daily reach    Radio drives purchase. One-in-three Canadians say
        of ad-supported Spotify is actually declining; almost        hearing a radio ad in their car affected a purchase
        all of it duplicated on AM/FM.                               or store/location they were about to visit.

       YouTube is the #1 source for music streaming, but           Radio pushes to digital. Hearing ads on the radio
        83% of Adults 18+ and 90% of A18-34 usually skip ads         leads to online search, particularly among those
        when streaming YouTube for music.                            who also listen to digital audio.

57   | Radio Connects | Audience Insights | Spring 2019
APPENDIX
                                                          Detailed profiles of past week listeners to
                                                          various audio options.

58   | Radio Connects | Audience Insights | Spring 2019
PAST WEEK USAGE OF DIFFERENT AUDIO OPTIONS,
     INDEXED TO CANADIAN ADULT POPULATION
                                                                              Pureplay
                                                          Over-the-            Music            Ad-    SiriusXM
            Past Week Listeners
                                                             Air    Streamed Streaming  Paid Supported satellite TV Music Music on                                                              Owned              Audio
                                                          AM/FM* AM/FM Service         Spotify Spotify   Radio Channels YouTube                                                                 Music   Podcasts   Books
            Sample                                            2,612               583               912                278                288                525               575      1,326   1,364     507       164
            Male                                               102                98                 96                 98                106               110                100      106      108      116       106
            Female                                              98               102                104                102                 94                90                100       94      92        84       94
            A18-29                                              79                93                200                240                193                87                 53      167      107      160       140
            A30-44                                              97               115                142                162                150                92                 96      131      119      169       142
            A45-54                                             111               130                 95                 70                 90               120                110      100      110       75       90
            A55-64                                             108               100                 50                 30                 40               100                125       70      95        55       60
            A65+                                               102                56                 28                 11                 33               106                117       44      67        33       67
            30+ minute commute                                 114               125                132                150                150               118                 89      121      104      139       118
            TOR/VAN/MTL + Other Large
                                                                99               110                108                122                120                86                 94      106      108      112       112
            Cities (500k + population)
            University education                               105               123                123                127                131                92                 81      108      108      162       154
            $100k+ HHI                                         114               139                133                144                106               167                111       94      106      144       122
            Heavy radio listeners (2+ hrs/
                                                               131               171                 96                 79                 96               114                129       93      100       93       82
            typical weekday)
            Live in Quebec                                      97                84                 76                 64                 92                60                140      100      104       84       68
                                                          * Listened to over-the-air AM/FM stations via a regular radio

                                                          B3B. [Past week summary] When is the most recent time, if ever, you listened to the following types of audio on ANY DEVICE?
59   | Radio Connects | Audience Insights | Spring 2019   Base: Canadians 18+, Past week listeners to each media
PAST WEEK LISTENERS TO STREAMED AM/FM
     Indexed to Canadian Adults (n=583)

                                                                                                    130                                       99% listen to AM/FM radio on "a typical weekday."
                                                                                       115
                                                                                                               100
            48%                          52%
                                                                       93                                                               While under-indexing in the 18-29 demographic, streamed
                                                                                                                                        AM/FM listeners are younger than the average
                                                                                                                          56            medium/heavy radio listener.* AM/FM streamers skew
                                                                                                                                        slightly towards Canada’s urban centers (Index: 110) and
                                                                                                                                        are more affluent and educated than the average.

                                                                                                                                        AM/FM streamers are more tech-forward than the
                       48% / 52%                                                                                                        average Canadian, being more likely to own a smartphone
                                                                      A18-29         A30-44        A45-54     A55-64     A65+
                                                                                                                                        (Index 111), smart speaker (175) or wireless speaker (129).
                                                                139
                                123                                                          125                                        Looking at weekday listening by daypart, streamed AM/FM
                                                                                                                    114 111             is more likely to be part of the workday or evening than
                       103                                103                                             100 100
                                                                               87 94                                           84 88    over-the-air broadcasts, and less likely to be listened to
                79                                77                                                                                    during commute times.
                                                                                                                                                   % Listening (of those who listened yesterday)

                                                                                                                                           64% 59%                      56%
                                                                                                                                                                47%               53%
                                                                                                                                                                                        36%
                                                                                                                                                                                                        27%
                                                                                                                                                                                                  18%

                                                                                                                                             6a-10a               10a-3p            3p-7p         7p-mid
                                                                                                                                                              OTA AM/FM          Streamed AM/FM

                                                                                                                                       *Listens to 1+ hours in typical weekday
60   | Radio Connects | Audience Insights | Spring 2019               Base: Canadians 18+
PAST WEEK PUREPLAY MUSIC STREAMING SERVICE USERS
     Indexed to Canadian Adults (n=912)

                                                                       200                                                             86% listen to AM/FM radio on "a typical weekday."
                                                                                           142
                                                                                                                                     Canadians who used any of a broad range of online
                                                                                                    95                               music streaming services in the past week are
                                                                                                             50                      younger and skew more female than the population
                                                                                                                      28             as a whole. They are somewhat more likely to have
                                                                                                                                     household incomes in excess of $100,000 a year,
                         47% / 53%                                                                                                   and to have completed a university degree.
                                                                     A18-29           A30-44       A45-54   A55-64    A65+

                                                               133                           132                                     Choice of smartphone is one area where pureplay
                                123
                                                                                     109              115 118                        music streamers differ from other digital audio
                       103                                97                                                    100 103        100   consumers, being more likely to have an iPhone.
                81                                83                                                                      76         Phone type, by audio                            Other
                                                                              69                                                                                iPhone   Android
                                                                                                                                     listened to past week                         Smartphone
                                                                                                                                     Pureplay music streaming    46%      47%         3%
                                                                                                                                     Streamed AM/FM              37%      49%         5%
                                                                                                                                     Podcasts                    37%      47%         6%
                                                                                                                                     Audiobooks                  37%      47%         8%
                                                                                                                                     Music on YouTube            32%      52%         6%

61   | Radio Connects | Audience Insights | Spring 2019              Base: Canadians 18+
PAID AD-FREE SPOTIFY SUBSCRIBERS
     Indexed to Canadian Adults (n=278)                                                                                                                                           PREMIUM

                                                                       240                                                              83% listen to AM/FM radio on "a typical weekday."

            48%                          52%                                           162                                           Compared to their ad-supported counterparts, ad-
                                                                                                                                     free Spotify subscribers skew more female, and are
                                                                                                  70                                 younger and more affluent.
                                                                                                            30
                                                                                                                       11
                                                                                                                                     Ad-free members are more frequent users of the
                        48% / 52%                                                                                                    service, with 67% listening daily, compared to 35%
                                                                     A18-29          A30-44      A45-54    A55-64      A65+
                                                                                                                                     of ad-supported members.
                                                               144                         150
                                127                                                                                  130             Regionally, more ad-free members live in large cities
                       113                                                           115             115                             or other urban centres.
                                                          94                                               91                                                                             Ad-
                                                  80                                                                                                                      Ad-free
                72                                                                                              71              75                                      subscribers
                                                                                                                                                                                       supported
                                                                                                                           64        Market size                                      subscribers
                                                                              51
                                                                                                                                     Large Cities (500k+ pop)             60%           59%
                                                                                                                                     Medium-Sized Cities (100k-500k)      28%           19%
                                                                                                                                     Small cities/towns/rural [
AD-SUPPORTED SPOTIFY SUBSCRIBERS
     Indexed to Canadian Adults (n=275)

                                                                                                                                  92% listen to AM/FM radio on "a typical weekday."
                                                                 193
            52%                          48%                                      150                                          Compared to Canadians in general, ad-supported
                                                                                                                               Spotify subscribers are younger and more educated.
                                                                                             90
                                                                                                                               They also tend to have longer commute times than
                                                                                                         40       33           the average Canadian.

                        52% / 48%                                                                                              In contrast with ad-free Spotify subscribers, ad-
                                                                A18-29          A30-44      A45-54     A55-64     A65+         supported subscribers are more likely to also be
                                                                                      150                                      daily and weekly users of other paid streaming
                                131                                                                                            services.
                                                                                                       118 114           113                                                    Ad-
                                                 103 97   106                   106                                                                             Ad-free
                                                                                                                                                                             supported
                                                                                                  92             95 92                                        subscribers
                86 91                                                                                                           Daily/Weekly Listening                      subscribers

                                                                         59                                                     Daily – Google Play Unltd.       3%            7%
                                                                                                                                Weekly – Google Play Unltd.      7%           14%
                                                                                                                                Daily – Apple Music              5%           14%
                                                                                                                                Weekly – Apple Music            10%           21%

63   | Radio Connects | Audience Insights | Spring 2019         Base: Canadians 18+
PAST WEEK YOUTUBE FOR MUSIC LISTENERS
     Indexed to Canadian Adults (n=1,326)

                                                                   167                                                              87% listen to AM/FM radio on "a typical weekday."
                                                                                    131
            52%                          48%                                                   100                               Past week users of YouTube for music are younger
                                                                                                         70                      than the average Canadian, and skew slightly
                                                                                                                   44            towards the lower end of the income scale.

                                                                                                                                 Rather than it being a replacement for traditional
                        52% / 48%                                                                                                AM/FM, 42% of those using YouTube for music
                                                                  A18-29          A30-44      A45-54    A55-64    A65+
                                                                                                                                 weekly are medium or heavy radio listeners – in line
                                                                                        121                                      with the 45% of Canadians 18+ who say the same.
                                108              111                              106                                      113
                98 97                                                                             100            103 100
                                                          94 94                                         91 86                    Despite lower-than-average household incomes,
                                                                           79                                                    these individuals are significantly more likely than
                                                                                                                                 the average to have smartphones (89% vs. 82%) and
                                                                                                                                 tablets (60% vs. 57%).

64   | Radio Connects | Audience Insights | Spring 2019           Base: Canadians 18+
PAST WEEK LISTENERS TO OWNED MUSIC
     Indexed to Canadian Adults (n=1,364)

                                                                                 119
                                                                 107                     110                              89% listen to AM/FM radio on "a typical weekday."
                                                                                                    95
            53%                          47%                                                               67           Listening to CDs, MP3s, vinyl or other owned music
                                                                                                                        sources remains a broad-based audio option. Four-
                                                                                                                        in-ten adult Canadians (39%) say they listened to
                                                                                                                        owned music in the past week—significantly more
                                                                                                                        than the 27% who listened to pureplay music
                        53% / 47%                                                                                       streaming services.
                                                               A18-29          A30-44   A45-54    A55-64   A65+
                                                                                                                        Apart from very few falling into the 65+
                       103 108                       100 106                   104          108
                                                                                                  100 100 95 104
                91                                94                    95 100                                          demographic, the age, education and income of
                                                                                                                   88   those using owned music is not far off the Canadian
                                                                                                                        population, with men slightly more likely to be
                                                                                                                        weekly listeners than women.

                                                                                                                        Owned music listeners are not technology-averse.
                                                                                                                        They are more likely than the average Canadian
                                                                                                                        adult to have a smartphone (85% vs. 82%) or tablet
                                                                                                                        computer (61% vs. 57%).

65   | Radio Connects | Audience Insights | Spring 2019        Base: Canadians 18+
PAST WEEK PODCAST LISTENERS
     Indexed to Canadian Adults (n=507)

                                                                        160             169
                                                                                                                                           89% listen to AM/FM radio on "a typical weekday."

            57%                          43%                                                                                            Past week podcast listeners, while younger than the
                                                                                                   75                                   average Canadian, are skewed towards the 30-44
                                                                                                              55                        year olds rather than those 18-29 who typically
                                                                                                                          33
                                                                                                                                        index highest with other digital audio formats.
                        57% / 43%                                                                                                       Podcast listeners are typically well educated and
                                                                      A18-29          A30-44      A45-54    A55-64       A65+
                                                                                                                                        affluent, with higher than average household
                                162                                                                                                     incomes. Men are more likely to fall into this age
                                                                144                         139       138                               group than women.
                                                          112                         106
                        97                                                                                  100         103             With 24% owning or having access to a Smart
                                                                                                                   86         84        Speaker (such as a Google Home or Alexa) in
                                                  69                           67                                                  75
                63                                                                                                                      November/December 2018, podcast listeners were
                                                                                                                                        considerably more likely than the average Canadian
                                                                                                                                        (12%) to have access to this emerging technology.

66   | Radio Connects | Audience Insights | Spring 2019               Base: Canadians 18+
QUESTIONS?
                                                                      Please contact us for more information on this report

                                                           647-464-8695            lisa.dillon@radioconnects.ca OR caroline.gianias@radioconnnects.ca

                                                          Radioconects.ca                     @ Radioconnects                          Radio Connects

67   | Radio Connects | Audience Insights | Spring 2019
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