In a 1949 issue of Look magazine, NBC president Merlin Aylesworth made the following prediction: "Within three years, radio will be wiped out. Powerful network television will take its place." A 1948 article in Harper's magazine predicted that radio "will maintain a marginal existence before finally being relegated to the storeroom." Even Billboard magazine got it wrong. In 1960, the so-called "bible" of the music industry claimed, "TV is killing radio. It won't be long until radio is gone." As Mark Twain might say, the reports of radio's death are not only greatly exaggerated, they are just plain wrong.
Portland Radio Kicks 's TV's Butt
According to a study released in June by Nielsen, radio is alive and well and is kicking TV's butt. Radio, as it has for the past 15 years, reaches 93% of all consumers every week. By contrast, television only reaches 87%. This holds true in Maine as well where, also according to Nielsen, Portland radio reaches 704,822 adults every week while Portland television stations only reach 674,898 viewers. This gives radio a 5% advantage over TV in southern Maine.
Weekly Media Reach Of Adults 18+
Radios greatest advantage over television is among millennials and 35-54 year olds. According to a February 2015 story in the New York Post, "This season, younger viewers, the most important audience for advertisers, have ditched their TV sets at more than double the rate of previous years, new Nielsen figures show."
“The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases,” Alan Wurtzel, NBCUniversal’s audience research chief, told The Post. “I’ve never seen that kind of change in behavior.”
As television viewing in southern Maine continues to erode, Maine small business must continue to depend on traditional AM/FM radio to deliver significant reach for their advertising and marketing messages.