Last week just over 700,000 consumers tuned into a Portland radio station. This is more people than watched TV or used a smartphone app. This is great news for Maine small business owners who depend on the medium to sell their goods and services.
Research giant Nielsen offered a new study last week that demonstrates not only that AM/FM radio reaches consumers of every age, but also the amount of time listeners stay-tuned remains stable. This, despite the barrage of new media options.
How Radio Stacks Up
Each month, according to Nielsen, 97% of all adults listen to an AM/FM radio station. Substantially more than those who consume other media options.
What may surprise many business owners, however, is that radio usage is dominate among all demographics. These finding squelch the belief that younger consumers have abandoned the medium.
Here is the most welcome news for Maine small business owners who use Portland radio to create and maintain customers. Despite the expanding number of media options, the amount of time consumers spend with radio remains constant while time spent watching TV continues to erode.
Commenting on a similar Nielsen study last year, Doug Schoen wrote in Forbes, "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."
Marc Greenberg, owner of Marc Motors Nissan in Sanford, Maine, understands the study's implications as well. When asked why he continues to invest in radio advertising for his business, he replied, "Because it works!"
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