A research study released in June by Nielsen revealed that, nationally, AM/FM radio reaches more adults every week than TV. More than satellite radio. More than streaming audio services such as Pandora and Spotify. But do media habits of people living in southern Maine reflect the national findings? Nielsen answered this question last week. And the answer is a very loud Y-E-S!
During the spring, Nielsen conducted a survey to determine the media usage habits of consumers living in Southern Maine. Last week, the results were released. And just like in the national survey, Portland radio was the dominate reach medium among all adults.
The research also revealed, that despite what many advertisers might believe, more consumers listen to Portland radio during the middle of the day and the late afternoon than during the morning drive-time.
Noting radio's continued strength as an advertising medium, Doug Schoen wrote for Forbes magazine, "You wouldn’t know it from all the media coverage focused on streaming video and streaming music, but recent Nielsen data shows radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference." Schoen went on to say, "Furthermore, despite how often the media reports on newer forms of advertising, it is in fact free broadcast radio – yes, a mass market medium that’s been around since the 19th century – that often most effectively reaches and truly influences consumers."
Schoen concluded the article, "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."
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