Radio Results Blog

Radio Advertising: 15 Vital Signs

Posted by Larry Julius on Sun, Oct 28, 2012 @ 12:21 PM

Radio Advertising Portland Maine Vital SignsThis week marks the 92nd anniversary of the first commercial radio broadcast. The first day's programming  was devoted to announcing the results of the 1920 presidential contest between Warren G. Harding and James M. Cox.  Both candidates had made a fortune in newspaper ownership.  It's kind of ironic that radio was born on the same day that newspaper reached the zenith of media dominance in America.

Since it's nascent broadcast 92 years ago, the death of radio  at the hands of competitive media has been predicted in the same way radio unseated newspaper in 1920.  Radio's challengers have included talking-movies, television, and Walkmen.  Most recently, many have predicted radio would succumb to the internet and iPods.  But despite these challengers, 93% of all American's still use radio each week, the same percentage that used radio in 2002...before SiriusXM, before Pandora, and before tablets.

A recent study of the radio landscape by Arbitron, Katz Media Group, and The Radio Advertising Bureau reveals that the ongoing news of radio's demise is premature.  Hear are 15 vital signs that demonstrate the superior health of radio:

  • More 18-34 Adults use Radio each week than any other medium.  (Scarborough USA+, Release 1  2012 USA Adults 18-34, sample size 29,250)
  • More 25-54 Adults use Radio each week than any other medium.  (Scarborough USA+, Release 1  2012 USA Adults 25-54, sample size 88,248)
  • Radio reaches more Adults 18-34 during the work day than any other medium.  (GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base A18-34, Mon-Sun 5A-5P, sample size 1214)
  • The average person 12+ in the USA spends about 2 hours and 40 minutes a day with Radio.  (RADAR 114 September 2012 Monday-Sunday 6AM-Midnight for Persons 12+, sample size 395,655)
  • 18-34 Adults spend more time each day with radio than with the internet. (2012.2 MBI - USA TouchPoints smartphone enabled National probability sample of 2,000 persons aged 18-64, Nested within GfK/MRI’s Survey of the American Consumer)
  • Adults 18-34 are 52% more likely to be heavy users of radio than heavy users of television in the USA.  (Scarborough USA Plus - Release 1, 2012, 12 Month Adults 18-34. Heaviest two quintiles of exposure, sample size 29,250)
  • 70% of people with favorite Radio personalities follow them on social media.  (USC Annenberg School for Communication & Journalism, PSI Study released  June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles 617 respondents)
  • More than half of people with favorite Radio personalities have considered or purchased a product/service advertised during their favorite Radio personality’s show.  (USC Annenberg School for Communication & Journalism, PSI Study  released  June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles 617 respondents)
  • More people of all ages would be more upset to go without their Radio station than to go without Facebook.  (Alan Burns/Triton Digital “The Future of Radio” September 2012 National Consumer Database; 25,000,000 Panelists; August & September 2012; All Ages, Genders and Format Fans; Total Polled = 41,252; Roughly in Line with 2010 Census; Heavily Caucasian)
  • 85% more Adults 18-34 use Radio on a typical day than Facebook.  (comScore Inc Ratings April-June 2012, RADAR 114 September 2012, P18-34, 6A-12M, sample size 106,023)
  • Only about 10% of Adults 18+ will listen to satellite radio in a week.  Nearly 93% of Adults 18+ will listen to Radio in a week. (Scarborough Release 1 2012 (Feb 2011 – Feb 2012, Adults 18+, M-Su 6a-Mid)
  • Radio reaches more than 90% of virtually any market segment each week. (RADAR 114 September  2012, Mon-Sun 6A-Mid sample size 395,655)
  • On Radio, the audience listening level from the beginning to the end of a 6-commercial break is 93% of what it was before the break.  (Arbitron, Media Monitors and Coleman Insights “What Happens When the Spots Come On?”  study of 866 radio stations measured by Media Monitors and Arbitron across all 48 PPM markets in the United States during the months of October 2010 through September 2011 covering a total of 17,896,325 unique commercial breaks involving 61,902,473 minutes of advertising.)
  • Virtually all Radio Listening happens LIVE, in real time, while more than half the Adult 18-49 top 10 TV shows’ ratings come from 7 day DVR viewing. (MediaLifeMagazine.com October 2012)
  • There are more than 11,000 commercial radio stations licensed in the US, more than ever before as radio continues to grow.  (FCC July 2012)

For more information about radio advertising, we recommend The Small Business Guide To Effective Radio Advertising.

________________________________________________________________

Radio Advertising On A Budget

 

Tags: Effective Radio Advertising, research