Debunking Common Radio Advertising Myths

How should you spend your advertising money? In today's Internet-consumed world, many people have the idea that radio advertising has become passé. In fact, a recent study found that AM/FM radio's perceived reach is about 57%.

What's the truth of the matter? That same study reported that in reality, 92% of Americans are reached by AM/FM radio every week. These and many other studies prove that radio remains as strong an advertising medium as it ever has been.

Here are 4 other common myths about radio advertising, coupled with 4 corresponding truths:

Myth 1: "If you want mass reach with Millennials, then TV is the way to go." 

Truth: Actually, Nielsen shows that radio reaches 91% of Millennials every week, which is significantly higher than TV's figure of 73%.

Myth 2: "Pandora and Spotify audience shares are basically equivalent to radio."

Truth: While Pandora and Spotify are very popular streaming services, AM/FM radio audience shares still dwarf these companies' numbers: in time spent listening AM/FM listening radio has an 11 times greater share than Pandora and a 23 times greater share than Spotify.

Myth 3: "Most younger people no longer listen to AM/FM radio."

Truth: Some 66.5 million Millennials listen to the radio every week.

Myth 4: "Most people stream online radio on their phone while driving."

Truth: Radio is still king of the road, with an 89% audience share of listeners in the car.

To borrow a phrase from Mark Twain, the reports of radio's death have been greatly exaggerated.

If you'd like to learn more about how radio advertising can help grow your business, reach out to our team of marketing experts at Roth Radio Group for further information.