A new study of the Southern Maine media market shows Portland radio reaches more adults, by far than any other advertising supported medium. This is important information for Maine small business owners who depend on local media for advertising and marketing their products and services.
The study, issued last week by Nielsen, reveals 700,234 adults tune-in to a Portland radio station every week. By comparison, in southern Maine: 627,675 adults watch a broadcast TV station; 96,658 access a streaming-audio service online (e.g., Pandora or Spotify); and only 81,308 listen to satellite radio.
This study of the Portland, Maine radio market mirrors studies that demonstrate radio dominates nationally as well. In its Total Audience Report for the first quarter of 2016, Nielsen found that 93% of American adults tune-In to an AM/FM radio station each week. Furthermore, radio is dominant among consumers of all ages including 18-34 years old.
Doug Schoen recently said in Forbes magazine, "The implications of results like these are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
Maine small business owners and marketing professionals share Mr. Schoen's insight. This includes Scott Libby, owner of Royal River Heat Pumps in Falmouth.
According to Mr. Libby his sales of heat pumps have double over the past year. He attributes a large part of this achievement to the advertising he does on Portland radio. "When it comes to reach," says Mr. Libby, "Radio is second to none."
Cathy Manchester, a real estate agent based in Gray, Maine, has had similar results utilizing Portland radio as part of her company's marketing mix.
"When we began advertising on the radio several years ago," says Ms. Manchester, "our business doubled! We went from selling 100 homes a year to approximately 200 homes each year! Radio advertising continues to provide a steady stream of well qualified customers for us!"
Stacy Dodge, an owner of the Bill Dodge Auto Group with Maine locations in Westbrook, Saco, and Brunswick also lets reality not perception guide her company's media and marketing decisions. "We have been using Portland radio as a primary marketing source for about 10 years now." said Ms. Dodge. "We have seen very measurable results and are able to target our audiences more effectively."
"We are also more effectively able to market specific brands to a specific audience which is sometimes harder, and more expensive, to do with other mediums, said Ms. Dodge. "Radio is a very cost effective way to get your message out to the people you want to hear it."
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