A few weeks ago in Forbes Magazine, Doug Schoen urged business owners to "be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency." A study released last week by Nielsen continues to emphasize Schoen's advice.
Nielsen's Total Audience Report that measured American's media consumption between May and July of this year shows that during the hours when most Maine small business owners are open is the same time when AM/FM radio rules over all other media. In other words, Portland radio is likely to be the last medium used when Maine consumers are most likely to buy. What a great time to advertise.
Check this out: during the weekday hours of 6am-7pm, when most Maine businesses are open, substantially more adults are reached by AM/FM radio than TV, smartphones or internet devices.
When you factor in not only reach, but also the time consumers spend with each medium (what advertising professionals call "share"), then it becomes very evident that among all options, AM/FM radio is the preferred choice of consumers during business hours. This is especially remarkable among key consumer segments including adults 18-49.
There is not a single hour during the business day where AM/FM radio is not the dominatant medium. This would lead one to conclude that when the sun shines, it's a great time for Maine business owners to market their goods and services on Portland radio.
As Doug Schoen said in his Forbes article, "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.
Learn more about radio's dominance in a marketplace overwhelmed by media options:
- Four Misconception Maine Small Business Owners Have About Portland Radio
- Maine Small Business Owners Listen Up: Radio Produces 17 Times ROI
- The Verdict Is In: Portland Radio Works For Maine Small Business
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