When it Comes to Reach, Radio is King
/NIELSEN SHOWS RADIO REACHING THE MASSES... EFFICIENTLY
A new study reveals good news for radio advertisers: Radio provides the largest audience reach of any medium in America— at a whopping 240 million listeners. Among the findings highlighted in the study are several insightful statistics about radio's usage, the types of people that listen and the time of day they do it most.
A few points that are emphasized include the fact that radio is the #1 medium for daytime listening, is the absolute best choice for return-on-investment as well as being the number one choice for marketers in terms of local activation.
Interestingly enough, as well, it seems that radio listenership over the past 8 years is increasingly stable, even rising monthly listeners since 2008, from 234 million to 240 million.
“More adults use AM and FM radio than any other media.”
STUDY SHOWS RADIO LISTENERS ARE DAY PEOPLE
In addition to these radio-friendly statistics, the study delves further into a comparison between radio, TV, TV connected devices (Roku, Apple TV, etc.), desktops, smartphones and tablets. The study not only shows that radio is the strongest performer in daytime engagement between the hours of 6am-4pm, but also that radio also has a fairly steady reach among age groups and ethnicities (see below).
WHAT DOES THIS MEAN FOR ADVERTISERS?
Clearly the good news here is for marketers and advertisers who are looking to use, or are currently using radio, as part of their media mix. It proves very insightful as far as the strengths of radio, and convincingly proves what a resilient medium radio truly is.
Source: Entercom | CBS Radio 2017